Editor’s Notebook

THE HVACR MANAGEMENT MAGAZINE

TERRY Tanker Publisher ttanker@hvacrbusiness.com

PETE Grasso Editor pgrasso@hvacrbusiness.com

MEGAN LaSalla Art Director mlasalla@hvacrbusiness.com

BRUCE Sprague Circulation Manager bs200264@sbcglobal.net

BARBARA Kerr Executive Assistant bkerr@hvacrbusiness.com ADVERTISING STAFF ERIC Hagerman National Sales Manager Tel 216-409-3246 Fax 440-731-8750 ehagerman@hvacrbusiness.com

TERRY Tanker Publisher Tel 440-731-8600 Fax 440-731-8750 ttanker@hvacrbusiness.com

HVACR Business, founded January 1981, is a monthly national trade magazine serving contractors, mechanical engineers, manufacturers, manufacturer representatives, wholesalers, distributors, trade associations, and others in the heating, ventilating, air conditioning and refrigeration (HVACR) industry primarily in the U.S. The editorial focus and mission of HVACR Business is to provide business owners and managers with the very best business management concepts available. Critical topics covered include leadership, management, strategy, finance, sales, marketing, training, education, staffing, operations, human resources, legal issues, customer service and more. We are dedicated to helping contractors master these key management skills and provide them with the resources necessary to build strong, profitable companies. Every effort is made to provide accurate information, however, the publisher assumes no responsibility for accuracy of submitted advertising and editorial information. Copyright©2020 by JFT Properties LLC. No part of this publication may be reproduced or retransmitted in any form or by any means, including, but not limited to, electronic, mechanical, photocopying, recording or any information storage retrieval system, without the prior written permission of the publisher. Unauthorized copying may subject violators to criminal penalties as well as liabilities for substantial monetary damages up to $100,000 per infringement, costs and attorneys’ fees. This publication should not be utilized as a substitute for professional advice in specific situations. If legal, medical, accounting, financial, consulting, coaching or other professional advice is required, the services of the appropriate professional should be sought. Neither the authors nor the publisher may be held liable in any way for any interpretation or use of the information in this publication. The authors will make recommendations for solutions for you to explore. Any recommendation is always based on the authors’ research and experience. The information contained herein is accurate to the best of the publisher’s and authors’ knowledge; however, the publisher and authors can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. Subscription Rates: Free and controlled circulation to qualified subscribers. Non-qualified persons may subscribe at the following rates: U.S. and possessions: 1 year $48; 2 years $75; 3 years $96; Canadian and foreign, 1-year $108 U.S. funds only. Single copies $8. Subscriptions are prepaid, and check or money orders only. Subscriber Services: To order a subscription or change your address, write to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039 or call (440) 731-8600; or visit our Web site at www.hvacrbusiness.com. For questions regarding your subscription, please contact bkerr@hvacrbusiness.com. HVACR Business (ISSN 2153-2877) Copyright ©2020 is published monthly by JFT Properties LLC,31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039, Phone: 440- 731-8600. Periodicals postage is paid at North Ridgeville, OH and additional mailing offices. (USPS 025-431) POSTMASTER: Send address changes to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039.

31674 Center Ridge Road, Suite 104 North Ridgeville, OH 44039 Tel: (440) 731-8600 Fax: (440) 731-8750 Web site: www.hvacrbusiness.com (ISSN: 2153-2877)

BY PETE GRASSO

EDITOR’S NOTEBOOK

Get the Word Out

Last month I wrote about the need for this industry Spell Check: Always, always, always spell check and to talk about ventilation (Let’s Talk About proofread your press release. Have someone else read it too. Ventilation, pg. 5) with your customers. We’re in You won’t be taken seriously if your press release is loaded the midst of a pandemic, spread through the air, with spelling and grammatical errors. so of course we need to be talking about ventilation and air quality with our customers. Target: Know where you plan to send it to before you write it. This is huge. The more familiar you are with the

But why stop there? You are professionals — experts in publications to which you’re sending it, the better you can this area — and you should be a resource for anyone who tailor your release to them. wants to talk about the importance of indoor air quality as people move back indoors. Of course, that means speaking with the media! Professional journalists always need expert sources, and when it comes to HVACR and IAQ, who is more of an expert than you? It’s a Tool: Remember, the press release is just one tool. You can’t write it, send it out and forget about it. The most successful press releases are simply conversation starters with editors. Who Cares?: Always ask yourself this before writing a You’re an expert, so position yourself to be the one your local media turns to when they Most of the time, though, the media isn’t going to seek you out. You have to solicit them and position yourself as an expert on all things HVACR. This is where a good public relations program comes in. press release. Sure, it might seem important to you, but is it really news? Will people really care about it? You shouldn’t write a press release about every little thing your company does. Make sure people will care about what your press releases is about. need a resource. There are a variety of ways to let your expertise be known and become a go-to source for the media. But let’s start at the beginning. The press release is the staple of any public relations program. It’s the most basic tool for getting news out about your company. Writing them is pretty straightforward, and yet so many seem to get it wrong. Writing your press release is only the beginning. Now you have to send it out and try to get it published. Sometimes, this is easier said than done. But, if you spend a little time doing some research, your chances for success will be much higher. Allow me to be a little preachy on this subject, as writing press releases is something I’ve done a lot of during my former career as a PR pro. And, during my years as an editor, I’ve received a lot of press releases — some good, some bad. For starters, figure out where you’d like your news to be published. Is it the local paper or television news station? Get familiar with the media outlet you’re targeting and frame your press release so that it fits best with the type of content they regularly publish. Find the best person at each

Don’t be intimidated by the thought of writing a press media outlet to contact and send your press release to them. release. Yes, there are many PR pros out there who do nothing but write press releases, but that doesn’t mean you can’t write one when your company has news to announce. Now, this next step is crucial. After sending your press release, call them and “pitch” your news to them. Keep your pitch short and relevant. Identify yourself, state that you’re

On the flip side, don’t underestimate the effect an calling in regard to the press release you recently sent them, unprofessional press release has on your company/brand. give them a brief overview of the press release and then ask if Put some thought into writing it, but don’t overthink it. they have any questions or need anything from you further. Here are my top six tips for making the most of your press release: Even if they’re not interested in that particular piece of news, it’s important to remain positive. Building a

One Subject: Keep your focus to one piece of relationship with the media is the most important part of information. Including too many different topics in your public relations. press release can overcrowd your message and make it difficult for media outlets to pick it up. If the local media is familiar with not only who you are but also what you and your company do, then when a story

Keep it Simple: Your message should be straightforward. arises around, say, the importance of indoor air quality, Remember, when reporters write stories they have to answer they’re going to turn to an expert with whom they already Who, What, When, Where, Why and How. Do the same in have a relationship. u your press release and keep it to only those points.