Barbara Wagner, executive vice president at Rubenstein
Ed Lederman
Publicists normally aren’t written about in the press, as it is their job to be in the background, conspicuously help their clients have their own desired public image.
But behind the scenes, public relations representatives have a big impact. Journalists’ inboxes, for example, are filled daily with topic pitches from them. Ideally, they help us show and explain the projects, professionals and politics we cover to our audiences, and their affiliates get the spotlight in return.
PR reps also organize and host events for their customers and manage social media accounts. Some moonlight as personal assistants. And, regarding real estate, unlike many of its related industries, including architecture and construction, women are not underrepresented in the public relations workforce. There are nearly twice as many women as there are men in PR across the country, with 84,000 versus 47,000 in 2017, according to U.S. Census data.
Because their work is so integral, but also so elusive, I opted to feature a publicist in my women in real estate Q&A series. I expected choosing one to be difficult, since there are so many, but when I asked around among my contacts, one name repeatedly came up: Barbara Wagner at Rubenstein.
I already knew Wagner, as even though she holds the hefty title of executive vice president and is busy with clients in a variety of fields, she takes time to follow my career and for years has helped me find sources for my articles.
What helps her stand out, Wagner says, is her background in journalism. She started out as a reporter covering real estate, architecture and business for publications like Redbook, along with Cosmopolitan, where she was an assistant managing editor in the 1980s. Her husband, meanwhile, co-founded a Manhattan real estate law practice, Wagner, Berkow & Brandt LLP, which she managed while working as a freelance writer later on.
In 2002, Wagner joined Quinn, another New York PR firm, and quickly became vice president before jumping over to Rubenstein in 2003. Not to be confused with Rubenstein Public Relations, which is a separate company, this Rubenstein was founded by Howard Rubenstein in 1954. Her portfolio hosts a list of big names, including the brokerage Douglas Elliman, the co-living startup The Collective and developer Park Tower Group. Wagner is also working with Steiner NYC and Steiner Studios, the largest U.S. film and television production company outside of Hollywood.
Curious about how she rose the PR ladder so fast, I reached out to Wagner asking for an interview. She dove with me into several topics, including how changes in technology affect her work, and the skills needed to make it as a real estate rep:
Heather Senison: What was it like to transition from women’s magazines to real estate PR?
Barbara Wagner: I started my working life at Redbook Magazine and then spent six years as the assistant managing editor at Cosmopolitan, where I worked with writers and helped schedule the magazine. After I had my daughter, I began freelance writing and spent 10 years helping my husband manage his business, a law firm specializing in real estate. This diverse background gave me great insight into publishing, writing and business, which was invaluable when I started my PR career. As far as the real estate transition, I had a great resource at home. I credit my husband for always knowing an answer when I don’t.
HS: Do real estate clients require any unique skills from publicists?
BW: I think that the basics of public relations are essentially the same across sectors. A good understanding of the client’s business and the media landscape, combined with strong relationships, are a firm base for success in real estate, entertainment, finance or any other industry. The other ingredient is a strategic approach to telling stories. It is important for anyone working in this business to read, read, read, to understand what makes a compelling story, and to be creative about how, and where, to tell it.
HS: You started at Rubenstein as a vice president. How were you able to get such a high position with the firm from the get-go?
BW: I started my real estate public relations career in my 40s at Quinn & Co., a firm I had worked with as a writer. At first, I was overwhelmed, but with my background in journalism and 20-plus years of experience in the world of business (and life!), I caught on quickly and gained great experience. I was promoted to vice president there, and after about a year, I got a call from Steven Rubenstein, the president of Rubenstein, the strategic communications firm.
HS: What is the most difficult part of your job? (If it’s dealing with reporters, I promise not to be offended!)
BW: First of all, I love working with reporters! That is definitely one of my favorite parts of the job. And I love my clients too. The toughest part is also one of the most interesting: The communications landscape has changed so much. There are so many ways to reach audiences, but it gets harder to cut through the noise. My background as a writer and editor come in handy for a sense of what will work for a story. When I hear something great, a big light goes on in my head.
HS: The PR workforce in the United States is mostly female. Why do you think women are so attracted to it?
BW: Women are great communicators. We’re expressive, we’re not afraid to offer opinions or think strategically and we tend to plan ahead. These are great skill sets for a career in public relations.
HS: You mentioned how much communications is changing. Can you talk more about how the rise of technology affects your work as a publicist?
BW: Technology has definitely changed the real estate industry – and the communications industry, too. It is exciting! But even as it shifts, my approach remains the same. I have to gather the information and relay it to different audiences. I have to be creative about that in different ways and so do real estate agents and real estate firms. I think there’s a lot of opportunity in that.
HS: Do you have any advice for those who might want to work in real estate PR?
BW: Real estate is special in that it embraces so many areas. It’s where we live, where we work, where we shop, where we play. It is so much more than a strictly transactional field. It incorporates art, architecture, design, food, culture and much more. This leads to fascinating stories and fantastic experiences; little is as thrilling as putting on a hardhat and going up 100 stories on the outside of a building being built!