6 strategies for home improvement companies to get earned media coverage

Earned media coverage is the next crucial step for your company after establishing a brand and garnering customers.

Making a name for your company in the competitive home improvement market can be challenging with countless companies vying for consumer attention. Finding innovative ways to gain a competitive edge is crucial, and one highly effective strategy is leveraging earned media coverage. 

Unlike paid or owned media, earned media is publicity a company receives without directly paying for it. A company’s newsworthy actions or initiatives can result in mentions in news articles, blogs, reviews, social media posts, and other forms of media coverage a company earns.

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So, how can home improvement companies tap into the power of earned media? We’ve found six key strategies to help your company.

1. Create newsworthy content.

The first step to earning media coverage is to create content that is newsworthy. This could be anything from launching a new product or service, participating in a community event, or announcing a significant company milestone. The key is to ensure your content is relevant, timely, and interesting enough to capture the attention of media outlets.

2. Build relationships with journalists and influencers.

Building relationships with journalists and influencers in the home improvement industry can significantly increase your chances of earning media coverage. Start by identifying key individuals in your industry and reaching out to them. Share your company's story, your unique selling points, and why you believe your company would be of interest to their audience. Remember, building relationships takes time, so be patient and persistent. Hiring an experienced PR firm can help you build and maintain these relationships.

3. Leverage social media.

Social media platforms can be a powerful tool for earning media coverage. By creating engaging content and actively participating in online conversations, you can increase your company's visibility and attract the attention of media outlets. You can also directly reach out to journalists and influencers through these platforms, further increasing your chances of earning media coverage.

4. Send out press releases.

Press releases are a traditional but highly effective method of earning media coverage. When you have a newsworthy event or announcement, write a compelling press release and distribute it to relevant media outlets. Be sure to include all the necessary details and make it as easy as possible for the media to cover your story. 

5. Provide expert commentary.

Offering expert commentary on industry trends or current events can also help you earn media coverage. Increase your chances of getting requests for quotes or interviews from media outlets by establishing yourself as an authority in your field. This not only provides media coverage but also enhances your credibility in the industry. Posting articles on the company website that offer useful information to customers or working with a PR professional to offer guest posts and interviews are great ways to earn coverage and show expertise.

6. Engage in community initiatives.

Participating in community initiatives or charity events can also lead to earned media coverage. Not only does this demonstrate your company's commitment to giving back to the community, but it also provides a positive story for media outlets to cover.

Earning media coverage requires strategic planning and effort, but the potential rewards make it a worthwhile investment. Home improvement companies can significantly enhance their visibility, credibility, and customer engagement by creating newsworthy content, building relationships with journalists and influencers, leveraging social media, utilizing press releases, providing expert commentary, and engaging in community initiatives. So, start implementing these strategies today and unlock the power of earned media!

Ready to get involved with your industry’s trending news and grow your external audience? Ask our experienced team at Axia Public Relations how we can help.

Photo by Rene Asmussen