2010 PR People Awards: Lemonade Maker

Winner: David Siroty

VP of North American Communications, Coldwell Banker

It’s been a challenging year for many real estate professionals, but David Siroty has made lemonade from lemons with a campaign to reframe the discussion of the real estate market. His work highlighted Coldwell Banker’s legacy of more than 100 years of service, its network of outstanding professionals and its innovations paving the way for real estate in the future. Coldwell counseled local offices to meet with real estate reporters in their local areas once a month and equipped them with data for these media appearances. Under his direction, Coldwell Banker was featured in more than 3,500 media outlets in 2009, including 10 select interviews with CB president and CEO, Jim Gillespie.

Siroty also oversaw creation of the role of “Consumer Real Estate Specialist,” who would speak with consumer outlets and magazines to expand the “softer” side of the CB brand. —JC

Trait that all good leaders have in common: “Inclusion. I firmly believe a good leader is one who includes his/her team whenever possible. Everyone at all levels of the organization wants to feel a part of the group.”