14 ways to secure earned media coverage about your home service company

By Axia Public Relations

Earned media is great for home service companies.Why is being included in a news story so important for companies?

One reason is because positive news coverage improves your company’s reputation. Another is news stories about your company put it at the forefront of prospective customers’ minds.

As consumers are inundated with options, many may not know about your company and its offerings until they see your company included in a story as a thought leader.

So how do home service companies like plumbers, A/C repair companies, flooring, electricians, pool service providers, home warranty companies, and more get in the news?

 


After working with several home service companies, there are two main ways companies in the home service industry commonly fail to get news coverage:

#1: They don’t know how to spot newsworthy events.

#2: They don’t pitch their company the right way.

If your home service company previously tried getting earned news coverage and failed, chances are you’re making one of these two mistakes.

We want to help you find newsworthy events that help your home service company get mentioned and included in news stories.


To that end, here’s a list of 14 items to get your home service company included in a news story.

I suggest reading the below list and finding one or two items that strike a chord with you. Once you review the list, we can talk about the next steps you need to take to assist you in securing earned media coverage.

  1. Review and submit for local, industry, and national awards for your home services company through your local business journal, industry trade media, and business magazines, newspapers, websites, and other publications. There are a number of benefits in entering your company for awards.

  2. If you recently hired or promoted someone within your company, then you can share that with local news outlets and business journals. Notable hiring and promotions, especially executive appointments and promotions, are worthy of sharing with your industry news media.

  3. Another great, often overlooked opportunity is sharing seasonal stories and tips with the news media. Those in the pool industry can share news and trends in the spring before opening a pool or in the fall when closing a pool. 

  4. Research editorial calendars in industry publications like Electrical Contractor Magazine or Plumber Magazine for ways to add your specific home service offerings into upcoming articles and trends. Editorial calendars are typically found in the advertising area of a magazine’s website; don’t pay to be part of the content.

  5. Consider hosting an event to celebrate National Tradesmen Day or National Lineworker Day. Invite the public and offer food, prizes, and specific tips your customers can utilize themselves.

  6. Have a member of your executive team submit a bylined article, letter to the editor, or opinion column to an industry publication. There are a number of topics you can highlight.

  7. Follow legislation changes that impact the home services industry. It’s important to remember that regulations change annually, and you need to ensure your customers feel at ease with your knowledge of these changes and how to best implement them. Provide insight to the news media by drafting social media and blog posts on the topic.

  8. Speaking of blog and social media posts, review what your company is posting and see if any of the topics can be used for pitching to the media. (And if you’re not blogging, why not?)

  9. Think about your pipeline — are there any strategic partnerships, mergers, or acquisitions on the horizon for your company? These changes are great to share with the news media when you are ready to make that announcement.

  10. If your company is making significant charitable contributions, then that’s something you should definitely be distributing and submitting via news briefs to the local community and business and national industry trade media.

  11. Recognize and share your company’s milestone anniversaries. In a time when many other companies may be shuttering, it’s important to showcase that your company has a solid foundation and offers many benefits to its consumers.

  12. Is there an employee that has done outstanding service? Perhaps you have a veteran you can highlight on Veterans Day? Share their efforts and contributions with the local media. 

  13. If your company has multiple locations/branches, you can share your headquarter’s news locally with hyperlocal community outlets using our Avalon system.

  14. Provide how-to events for consumers at a local high school and for recent homeowners. Share these events with local TV stations as a way to give back to the community. You can highlight your knowledge and ensure people feel comfortable with you and your company.  

Were you able to find one or two opportunities that fit for news with your home service provider company? Congratulations! You are already on the way to obtaining your first bit of earned media coverage.


But now you must strike while these ideas are fresh in your mind. You don’t want to let these ideas and opportunities pass you by. If you are worried about implementation, then let’s take action together and get your home service provider company in the news.

 

If you’d like to speak with a PR expert, contact us at 888-PR-FIRM-8 (888-773-4768), and let's chat about where we go from here to get your home service company positive news coverage.

 

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Photo by Theme Photos on Unsplash


Topics: public relations, home services, earned media

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