DIGITAL PR CAMPAIGN EXAMPLE

 

5 WAYS TO SAVE MONEY ON YOUR HEATING BILL

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Illustrative example

This example demonstrates how an expert-led Digital PR campaign could be developed for a local trades business. It is an example of campaign methodology, not a case study or claim of results.

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THE CAMPAIGN IDEA

Heating costs are a familiar concern for homeowners, particularly during the colder months.

A heating or plumbing business has first-hand expertise that can answer practical questions homeowners are already asking.

 

THE INITIAL STORY

5 simple ways to save money on your heating bill, according to a heating expert. The business provides practical, genuinely useful advice based on its experience. The advice itself is useful, but the PR opportunity becomes stronger when the story is developed beyond a simple advice piece. Newsrooms regularly run seasonal stories like this each year, to get your tips noticed you need to have something new to say.

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Potential tips could include:

• Bleed radiators regularly
• Check your thermostat settings
• Keep radiators unobstructed
• Insulate hot water pipes
• Have your heating system serviced regularly

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THE DATA ANGLE

Use publicly available information on regional heating costs, energy usage or household expenditure to identify where homeowners face the highest costs. This creates a second story: The UK's most expensive areas for heating revealed

The research could compare:

• Average heating costs
• Average household energy expenditure
• Regional energy consumption
• Changes in heating costs over time

The exact dataset would depend on what reliable, current data is available when the campaign is developed.

 

One campaign can create multiple angles. Expert tips and tricks combined with regional data can expand outreach to multiple news desks and beats.

 

NATIONAL

The UK's most expensive areas for heating revealed

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REGIONAL

Homeowners in [area] spend more on heating than anywhere else in the UK

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EXPERT

5 simple ways to reduce your heating bill, according to an expert

 

CONSUMER

The heating mistakes that could be adding to your energy bill

 

SEASONAL

The heating habits costing homeowners the most this winter

 

​CAMPAIGN EXECUTION

EXPERTISE

Start with the client's knowledge.

Identify practical questions homeowners commonly ask and the advice the business can credibly provide.

 

DATA

Find a reliable dataset that adds a newsworthy dimension to the advice.

Look for regional differences, rankings or changes over time.

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STORY DEVELOPMENT

Combine the expert commentary and data into a campaign with multiple legitimate angles.

The objective isn't to force data into an advice article.

It's to use the data to make the advice more interesting and newsworthy.

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CAMPAIGN ASSETS

Create clear supporting assets, such as:

• Regional ranking
• Data table
• Simple map or graphic
• Expert commentary

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TARGETED OUTREACH

Different angles go to different journalists.

National data

• National news & consumer journalists

Regional findings

• Regional press

Homeowner advice

• Property, lifestyle & consumer media

Trade angle

• Relevant industry publications

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FOLLOW-UP

Follow up with relevant journalists and look for opportunities to adapt the campaign to current news stories or journalist requests.

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REPORTING

Track coverage, links, publications and the angles that generated interest, then, use the findings to identify further opportunities from the campaign.

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An expert-led campaign can start with something as simple as:

"Here are five ways to save money on your heating bill."

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But the stronger PR opportunity comes from asking:

"What can we add that makes this genuinely newsworthy?"

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By combining expert knowledge, useful data and a regional angle, a local trades business can create a story with relevance beyond its immediate service area.

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Illustrative campaign methodology. No campaign results or coverage are implied.

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Interested in seeing what Digital PR can do for your business?