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Wondering how to become a household name as a home service contractor in your market? Being in the news is one of the best ways to do that.
Earned media opportunities, such as appearances on local TV news or radio programs or being featured in newspaper stories, are an important public relations tool for setting your home service brand apart from the competition.
Why is earned media so effective? Part of it is that potential customers see so many ads or marketing messages on a daily basis that it all starts running together. Many people are also skeptical of claims made in paid advertisements and don’t particularly trust them.
According to PR software firm Cision, however, 92 percent of consumers trust earned media. Being used as a source by local news outlets and taking the opportunity to speak on topics of interest to homeowners can help build your image as a service provider that is more knowledgeable and trustworthy than the rest.
Earned media coverage doesn’t just happen, though. It’s not as simple as just calling up a newspaper or TV station and asking them to interview you. It takes time and effort to get your foot in the door with local and regional media; knowing the kind of information and stories they are interested in is a special skill on its own.
Hiring a public relations agency with experience representing the home service industry is a great place to start when looking for ways to increase your visibility. A PR partner knows how to interest journalists in your business by writing topical press releases, pitching story ideas that appeal to the media and promoting the company through social media.
Appearing in trusted publications is a great way to enhance your company’s image and gain more respect within the industry. Public relations will help build your brand image so that residents in your service area recognize your company as an expert in the market. A PR agency can help your company receive the right kind of positive attention it needs to thrive.
When it comes to successful PR and marketing, obtaining news coverage clearly offers the most value for your business. Because once you catch the attention of the local and regional news media, it can be leveraged to create even more visibility by promoting media appearances and articles on your company’s website and social media accounts.
In turn, more visibility means more opportunities for earned media coverage. Once your reputation as a home service expert is established, journalists will be more willing to turn to you for commentary and consumer advice. It’s a virtuous cycle that will pay off in the long term.