If you own an HVAC or plumbing company, you already know the rhythm. During the summer, you’re trying to keep up with demands to repair air conditioners. And in the winter, you send your plumbers into battle against frozen pipes.
When times are busy, your local media is also looking for experts to talk to about seasonal home issues or preparedness. But when the weather becomes more balmy and comfortable, media attention also dries up.
So how do you continue to earn credibility when reporters aren’t chasing down stories about staying safe in extreme weather?
Smart home service companies build a home service public relations strategy to help their business stay visible all year long. By positioning your company as a trusted expert, an experienced PR team can help you turn seasonal opportunities into ongoing media coverage.
Become the Expert Journalists Call First
With the right PR plan, you don’t have to wait for reporters to come knocking when the temperature hits triple digits. It helps you create opportunities year-round by pitching timely story ideas to reporters and monitoring trends.
One month, your HVAC team might be sharing energy-saving tips. The next, your plumbing experts could be weighing in on water conservation or common homeowner issues. A skilled PR team keeps finding new ways to make your expertise relevant, even when Mother Nature isn’t making headlines.
Every Season Has a Story
Many home service companies think media coverage only happens when demand is at its peak. This isn’t true.
Homeowners face challenges all year, which means journalists need fresh story ideas year-round, too. Every season has countless unique opportunities for you to provide helpful advice and commentary. Weather events, maintenance reminders, safety concerns and industry trends all make great media topics.
And, if your team isn’t providing tips or education, you can continue your visibility by always being active in your community. Most home service company owners already give back to their community, however many do it behind closed doors.
But in an age when 69% of customers prefer companies that support local causes, issuing a press release or posting on your social media about your charitable efforts is expected.
And a PR team knowledgeable about home service trends will identify these opportunities before they happen and position your business as part of the conversation.
Keep Your Brand Visible During Slow Periods
When business slows down, many companies cut back on marketing and communication. Unfortunately, that is often when they need visibility the most.
Strategic PR supports search visibility, builds credibility and reinforces your reputation as an industry leader. When homeowners eventually need service, they are more likely to remember the company they saw quoted on the news than the one that went silent for six months.
The best part? Unlike seasonal advertising campaigns that stop when the budget runs out, media coverage can continue building authority and awareness long after the story airs.
Seasonal demand may come and go, but media visibility does not have to follow the same schedule. With a strategic home service PR program, you can stay relevant and top of mind every month of the year.
Ready to turn seasonal expertise into year-round media coverage? Contact Ripley PR at (865) 977-1973 or contact us online today.
