• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
  • ENGINEERS
  • RADIANT & HYDRONICS
  • INSIGHTS
  • MEDIA
  • RESOURCES
  • EMAGAZINE
  • SIGN UP!
cart
facebook instagram twitter linkedin youtube
  • PRODUCTS
  • FEATURED PRODUCTS
  • CONTRACTORS
  • BATH & KITCHEN PRO
  • BUSINESS MANAGEMENT
  • HIGH EFFICIENCY HOMES
  • TECHNOLOGY
  • WATER TREATMENT
  • PMC COLUMNS
  • PMC COLUMNS
  • Dave Yates: Contractor’s Corner
  • John Siegenthaler: Hydronics Workshop
  • Kenny Chapman: The Blue Collar Coach
  • Matt Michel: Service Plumbing Pros
  • Scott Secor: Heating Perceptions
  • ENGINEERS
  • CONTINUING EDUCATION
  • DECARBONIZATION | ELECTRIFICATION
  • FIRE PROTECTION
  • GEOTHERMAL | SOLAR THERMAL
  • PIPING | PLUMBING | PVF
  • PME COLUMNS
  • PME COLUMNS
  • Christoph Lohr: Strategic Plumbing Insights
  • David Dexter: Plumbing Talking Points
  • James Dipping: Engineer Viewpoints
  • John Seigenthaler: Renewable Heating Design
  • Lowell Manalo: Plumbing Essentials
  • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
  • RADIANT COMFORT REPORT
  • THE GLITCH & THE FIX
  • INSIGHTS
  • CODES
  • GREEN PLUMBING & MECHANICAL
  • PROJECT PROFILES
  • COLUMNS
  • SPONSOR INSIGHTS
  • COLUMNS
  • Codes Corner
  • Natalie Forster: Editorial Opinion
  • Guest Editorial
  • MEDIA
  • EBOOKS
  • PODCASTS
  • VIDEOS
  • WEBINARS
  • RESOURCES
  • INDUSTRY CALENDAR
  • DIRECTORIES
  • PM BOOKSTORE
  • CE CENTER
  • MARKET RESEARCH
  • CLASSIFIEDS
  • EMAGAZINE
  • EMAGAZINE
  • ARCHIVE ISSUES
  • CONTACT
  • ADVERTISE
  • PME EMAGAZINE ARCHIVES
search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
    • FEATURED PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • EBOOKS
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!
ColumnsBusiness Management

The priceless power of publicity

And how to get it for free.

By Adams Hudson
Adams Hudson
February 20, 2014
publicity
Photo credit: ©istockphoto.com/BrianAJackson

 

Publicity is the most powerful form of marketing communication your plumbing company can possibly have. There is a wave of influence in your market, merely waiting to slosh one side or the other. Most watch. Some hope that it visits them. However …

Many try to “create” this wave through paid channels of influence, such as costly advertising and media, signage, trucks and uniforms. The lists — and dollars — are endless. At best, they create a splash of recognition for all this effort and expense.

Yet, below this wave are the relentless forces of nature which govern public perception. In marketing, this force is known as public relations, which, through the use of well-crafted online and offline media releases, can cause thousands of eyes and ears to swivel in your direction, each with a heightened assessment of your company.

The attention and credibility brings customers and sales dollars, pure and simple. How’s this done? You’re about to get a crash course.

You’ve heard these terms before — publicity, media releases and public relations. But you may not know the difference.

 

Publicity is public recognition

Media releases are the items you send to help gain publicity. And public relations is the organized process to seek free publicity. Did I just say “free?” Well, yes, and that’s not even the best part.

Publicity gives you credibility far beyond the scope of advertising. It puts your message of professionalism and quality service in the hands of an independent authority figure, such as a newspaper reporter or editor. It has been calculated that publicity is worth three times the cost of what the ad space would cost you in sheer credibility.

So, anytime you get publicity, simply multiply the space or time where you’re featured by three, then calculate what an ad of that size would cost. That is the sheer cost approach, but it often bears no relation to the true value.

Many people incorrectly believe that since publicity is free, it either doesn’t work or doesn’t take any work to get done. Actually, both are false. Some public relations firms employ thousands who do nothing but get publicity for companies in an effort to drive customer influence — customer purchases — in their direction (via storefront or website).

The ones who think this is easy merely send in some dumb ol’ piece that brags about the company, in a thinly disguised effort to call it “news.” Understandably, editors fill trash cans and junk folders with these amateur efforts. If they do respond, it is with the often smug request, “If you want to buy an ad, contact the advertising department.”

See, editors — though their salaries are paid by advertising — draw a line between advertising and editorial. When they publicize something, it had better have value to their readers, viewers or listeners.

A media release can cover a variety of subjects, but your informative release positions you and your company as a voice of authority, thus implying supreme credibility and merchant worthiness.

Thus the purpose is two-fold and seemingly at odds:

  • Editor’s purpose — News of interest to the audience.
  • Your purpose — Public attention or focus on your company.

Clearly, this is a thin, thin line to walk. That’s why crafting a media release is of prime importance. This is your weapon in gaining publicity.

 

Tips for getting read and published

If you know the name of the reporter or editor, you can address the media release to that specific person. If you don’t, address it to the appropriate title. The general rule for titles in most media organizations is as follows:

  • Daily newspapers: City Editor (or Business Editor if it’s company news).
  • Weekly newspapers: Editor.
  • Magazines: Editor.
  • Online newspapers and magazines: Editor.
  • Radio stations: News Director.
  • Television stations: News Director.

Once you’ve sent the release, resist the temptation to follow up. You will annoy most editors by calling to see if they got your media release.

However, it is perfectly acceptable to include a cover letter from you to say you’re “… available for any information, quotes or other ways to help share worthwhile information with your <readers, viewers, listeners>.”

One of the results of regularly sending your material to the media — regardless of whether it gets published each time — is that you become known as an expert in your field. When industry-related news is in the air, make sure you’re who reporters think of when they need a comment.

Promote your image as an industry expert by offering interviews to radio or TV news programs, book appearances, TV talk shows or radio call-in shows. This doesn’t mean you need to know every single thing about the field. It simply means you need to be accessible and able to deliver interesting, useful information in easily understood sound bites.

The point is to gain a good number of incoming leads and sales for the overall effect of gaining credibility, customers and profits as a result. So, no more waiting around. Go get some free publicity, before your competition does!


HELPFUL LINKS:

  • www.hudsonink.com
  • Contact Us
  • Follow PM on Twitter!
  • Find PM on Facebook!
  • Join PM on LinkedIn! 
KEYWORDS: marketing sales

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Hudson

Adams Hudson is president of Hudson, Ink — a national marketing firm for contractors. Readers can get the free report, “What You Should Say (And Never Say) to a Prospect,” and a free subscription to the Sales & Marketing Insider eNewsletter by emailing a polite request to freePMstuff@hudsonink.com or by calling 800-489-9099.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Worker using the Milwaukee Tool SWITCH PACK drain cleaner

    Pipeline profits: Drain cleaning, pipe inspection create opportunities

    Drain cleaning and inspection services offer lucrative...
    Green Plumbing and Mechanical
    By: Nicole Krawcke
  • Uponor employee, Arturo Moreno

    The reinvestment in American manufacturing and training

    Plumbing & Mechanical Chief Editor Nicole Krawcke and...
    Plumbing News
    By: Nicole Krawcke and Natalie Forster
  • March 2024 Women in Plumbing hero image of woman engineer overlayed by circle of hexagon shapes with numbers from 1 to 10

    Celebrating 10 Influential Women in the Plumbing Industry

    Celebrating Women's History Month and Women in...
    Plumbing News
    By: Nicole Krawcke
close

1 COMPLIMENTARY ARTICLE(S) LEFT

Loader

Already a Registered User? Sign in now.

Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine
  • Manage My Preferences

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

NIBCO Press Solutions

NIBCO Press Solutions

AI can boost efficiency and profitability for plumbing, HVAC contractors

AI can boost efficiency and profitability for plumbing, HVAC contractors

IPEX celebrates grand opening of new Florida distribution center

IPEX celebrates grand opening of new Florida distribution center

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Plumbing & Mechanical audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Plumbing & Mechanical or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • J.J. Keller CMV vehicles on road
    Sponsored byJ. J. Keller & Associates, Inc.

    The dash cam game-changer for small business safety

Popular Stories

RCR Spring2025 Geothermal JHJ manifold-2

Geothermal and radiant: An energy-efficient powerhouse

Boiler room inspection

Using antifreeze vs. water in hydronic circuits

Compressors air conditioners on grass field.

Bacterial buildup in condensate lines presents both a challenge and a service strategy for HVAC professionals

Nominations for Plumbing & Mechanical's NextGen ALL-Stars are now open. Submit your nomination TODAY!

PM Aalberts August 14 Free Webinar: Precision Under Pressure: Optimizing System Performance Through Balancing and Air Removal

Events

November 13, 2024

Future Proofing MEP: Navigating the 2026 High Efficiency Water Heating Standards

Join our deep dive into DOE’s new standards so you can future-proof your MEP practice.

EARN: 0.1 ASPE CEU; 1 AIA LU/HSW; 0.1 IACET CEU*; 1 PDH

August 14, 2025

Data Center Solutions: Precision Performance through Balancing & Air Removal

We’ll cover how proper air separation and hydronic balancing help maximize operational efficiency, reduce maintenance and minimize downtime.

View All Submit An Event

Poll

Will business be up or down in 2025?

Do you anticipate business in 2025 to be up or down in comparison to 2024?
View Results Poll Archive

Products

The Water Came To A Stop

The Water Came To A Stop

See More Products

2025 Bath & Kitchen Pro eBook

Related Articles

  • Adams Hudson

    Adams Hudson: The value of publicity

    See More
  • Adams Hudson

    The Most Powerful Marketing

    See More
  • Adams Hudson

    The simple task of selling

    See More

Related Products

See More Products
  • The ACCA Job Safety (1).jpg

    The ACCA On-The-Job Safety Handbook (Pack of 5)

  • what hydronics taught holohan.jpg

    What Hydronics Taught Holohan: A Memoir of Life in the Heating Industry

  • greening steam.jpg

    Greening Steam: How to Bring 19th-Century Heating Systems into the 21st Century (and save lots of green!)

See More Products
×

Keep your content unclogged with our newsletters!

Stay in the know on the latest plumbing & piping industry trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
    • Supply House Times
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
    • FEATURED PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • EBOOKS
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!