Last time in Marketing Mondays I promised to reveal marketing and public relations expert Tom Peric’s other “secret weapon” to getting good (inexpensive) press. If his last suggestion got you motivated to create Four Seasons Folders and build relationships with the local press, then this next one may challenge you to go one step further.

As I mentioned, Peric was one of five teleseminar speakers I listened to during a customer service session. There were more than 500 of us taking notes over the phone, and Peric’s enthusiasm for grabbing beneficial press opportunities was infectious. It sure got me excited. As an industry reporter, I daydreamed about all the calls, emails and letters I’d now receive because contractors were no longer afraid to share their story and expertise.

But now, on to Peric’s Big Reveal on getting positive press.

He calls it “Sad Story P.R.” where basically something bad, unfortunate and unforeseen happens and you, the plumber, are there to make things better. Pick up any daily newspaper and you’ll read about sad people whose homes or businesses are damaged either from burst water pipes, failed materials or faulty appliances. These “sad stories” could cause financial burdens ― maybe even force homeowners or businesses to make tough decisions.

Now, what Peric’s secret weapon includes is for YOU to step in and step up. And Step No. 1 is to say, “Don’t worry, Ms. Homeowner. I read about your plight, and I will fix your plumbing problem ― no charge. It is my pleasure to give back to my community.”

Step No. 2 is very important, however: Inform the media of your intentions. Say, “Oh by the way, Mr. Reporter, I would be happy to have your camera crew come out and film our progress.”

Self serving? You bet! But Peric sees it as a win-win-win. Not only are good-will feelings welling up in you and the homeowner (creating a customer for life), but if your rescue story is presented to the right media (TV, trade press, daily news) you’ve extended your reach and also satisfied a publication’s thirst for timely news . (And believe me: We’re always looking for timely news!)

Step No. 3 can take place if your benevolence is picked up by a media outlet: You can now use this positive experience to reach many more customers and contacts. You’ll be known as a hero, a champion of your community. And an even bigger payoff can come in the form of increased employee loyalty. So many tradesmen are willing to help a friend in need in their private lives. To be a part of a company that openly donates back to its neighbors gives the employee a better sense of duty to and respect for the boss.

Each year, PM highlights a story or two (or three) about the great job Oil Heat Cares does for homeowners in need of proper heating systems. Read a few of our stories here and here, and see if you can honestly tell me you wouldn’t want to be a part of turning a “sad story” into a happy ending for one of your customers, as well as your business.