When Jack Stephan Plumbing & Heating started running commercials on television in Southern California in the 1960s, he probably didn’t realize how much marketing would eventually change the face of the home service industry (https://lat.ms/4jim98M).

Today, plumbing, electrical and HVAC companies must market their companies to stay relevant in their local markets. If you want the phones to ring, you must get your name out to the public.

However, since home service companies tend to cater to the same broad, local audiences, they often employ similar marketing tactics: door hangers, colorful truck wraps and catchy ads on local radio and TV.

With so much parity, it’s hard to stand out from your competition. 

The one sure way you can spotlight your plumbing company’s unique attributes is to incorporate public relations into your marketing plans. If you want to stand out in a crowd, you need to incorporate some PR best practices into your marketing strategy.

Storytelling enhances your brand

If you were to go to a crowded shopping center in your service area and ask people to name a plumbing company, how many people would name your company? Or, if you were to ask members of your community to differentiate your company from your nearest competitors, how many people would be able to list some examples? 

To most members of the public, the only difference between one plumber and the next are the specials the plumbing company may be running the week they need service.

However, if the public knew something about the history of your company or knew that every year, your team gathered new and gently used toys for a Christmas toy drive, they would be able to pick your company out of a plumbing lineup.

That’s where public relations comes in. 

It is the art of building relationships through the development of content. Telling your company’s unique story is one way to set your company apart from other plumbers in your service area.

For example, if your great-grandfather started your company at the turn of the 20th century and you’re still in business, your local community would probably infer that you do good, honest work and charge a fair price. Companies who don’t meet the market’s demand don’t stay in business for more than a century.

Building relationships with your customers and other members of your community through positive interactions and consistent communication leads to customer loyalty.

It can also lead to customer advocacy — and word-of-mouth advertising is still one of the most effective forms of marketing. According to a Nielsen study, 88% of consumers said they trusted recommendations from people they know above all other forms of marketing (https://bit.ly/3Ymtj3K).

Thought leadership builds trust

PR can also help you establish yourself and your company as the plumbing experts in your community.

Whether you issue press releases offering homeowners tips on how to diagnose a faulty water heater or avoid frozen piping, becoming the go-to expert raises your profile.

If people have a plumbing issue, they are more likely to remember your company’s name if they recently saw you on the news or read some tips you issued in a press release.

However, be forewarned: It sometimes takes time and consistent messaging to build a relationship with your local media. If you work with a PR partner, its media relations experts may be able to hasten that relationship, but you shouldn’t give up after one or two tries. Once the media learns they can trust your judgment, they most likely will turn to you whenever they need your expert advice.

A good reputation brings goodwill

Adding PR to your marketing plan can also help you manage your reputation.

Many smaller companies may believe that they aren’t big enough to need a PR partner or that they only need one when facing a business crisis. However, if you do have to face a business crisis, people are more willing to give you a second chance if you have a positive reputation in the community.

A PR team can help you create content for press releases, social media and blog posts highlighting the positive things your company does for the people in your service area. If you have a program about giving back to the community that regularly volunteers time or gathers donations, you should let the community know of your efforts.

Another way to build your reputation is by answering your online reviews. You should regularly read and respond to positive and negative reviews. For many people, online reviews are as valid as personal recommendations when choosing a home service provider.

You should take the time to thank posters for positive reviews, but it’s often the bad reviews that need the most attention. Answer bad reviews professionally and offer to discuss the matter with the customer offline.

You want other readers to see that you address issues promptly, but you do not want to get into a back-and-forth exchange that makes your company seem unprofessional. Remember: the Internet is forever.

Marketing and advertising are necessities for any home service company looking to grow in its market. However, if you add a PR plan that complements your sales-driven efforts, you can create a complete communications strategy to help you stand out from other plumbing companies in a positive light.