Local paper article

[G. Lasagne]

Hi, i have put together a article that im hoping my local newspaper will print for free, be as harsh as you like, i have not checked the grammar etc fully but would appreciate any feedback on the content
Dave

The News Guardian helps promote Gas Safety
A local based Heating company and the News Guardian are offering a free Home gas inspection pack to the first 10 news guardian reader’s to call Gas Angel Heating, when we asked the Owner of Gas Angel to explain why he is offering this service and what’s it all about, he told us “ The idea to offer this service came to me after a conversation with a customer who explained that she had just bought a house to find that the boiler did not work, and that she had a gas leak on her hob, I then began to think how many other properties which are on the market have gas related problems, that’s why we are offering to carry out a boiler service, a gas safety check , a gas appliance report, a energy efficiency report and much more for only £60+vat , this pack will give total peace of mind for our customers and their families, and we are delighted that the news guardian is helping us promote gas safety and that’s why we are given 10 gas inspection packs away to your readers”. To claim your free inspection please call Gas Angel on 0191 2893464 or visit the website for more information. http://www.gasangelheating.co.uk/buying-a-new-home.htm

[catherinewoods]

Hi Dave,

You need to make it more 'news-worthy' as it sounds more like an ad than an article and I doubt the paper would print it in its current form. I'd probably lead with the customer experience of dodgy boilers and gas leaks, rather than the offer. This will make it more newsy.

Catherine

[G. Lasagne]

Yeah thanks.
Thats what im struggling with trying to make it sound like an article rather than an ad.

[catherinewoods]

I'll have a little think about how you can write it and will get back this afternoon sometime.

[G. Lasagne]

Thanks Catherine your a star.

[Jaytag Computer]

Not being an expert, I would say that you have to have a 'killer headline' to draw the eye.

Something like:
Half Our Homes Not Tested For Energy Efficiency

Then lead into:
A recent survey on local properties revealed that 52% had not been tested for energy efficiency, wasting their owners hundreds of pounds a year. The survey, carried out by Wallsend based Gas Angel Limited showed that less than 20% of home owners had even been approached to have a survey carried out. Managing Director David xxxxxx said "We were startled by just how many households haven't even considered that they could save hundreds of pounds a year by carrying out simple checks."

Recently, companies like Gas Angel... etc etc

Just a thought - again, I am no expert!

[G. Lasagne]

Thanks mate, but the energy efficiency thing is more of an added extra, its the safety aspect that im trying to hit home. the reason im including the energy efficiency report is so that if the report flags up that there are no Thermostatic valves etc, they may ask me to fit them, ;)

[Richard Glynn]

Hi Dave,

There are two routes open to you - and you need to be clear about which one you're taking.

The news release route (which I think Catherine has homed in on) is where you need an angle along the lines of 'Local Heating Company Fears Boiler Ignorance May Cost Lives' (NB this is an illustration not a recommendation!) and then make your limited free offer in response. I doubt they'll join forces with you going this route though.

An alternative is to speak to the promotions dept/person who 'may' swap the value of your prize for space. Ask them for their minimum prize value. If you can match it you can then negotiate space. You'll get more control over the copy and can be a bit more salesy without worrying too much about the editorial merits of your writing.

The only problem with this is that your prize, with all due respect, may not be perceived to be quite as sexy as a holiday in Mauritius! But a quick phone call to the right person at the paper - and you'll soon find out.

Good luck,

Richard

[G. Lasagne]

Great advice richard, but your probably right about it being not an attractive prize.
But definately going to give them a call anyway.

[catherinewoods]

I really like Jaytag's suggestion (you could tailor it to the safety angle) and here's another way of going about it if the paper is the type to champion local businesses and their development, or if this was to go in the biz pages (although that might not be where you want to place it).

It's pretty rough (esp given I'm not familiar with the title in question) but I hope it helps in some way or gives you some ideas!

An article could go something like...

A chance conversation with a customer about a failing boiler and gas leak in her new home has led local heating company Gas Angel to develop a new service with gas safety in mind.

“A customer explained to me that she’d just bought a house to find that the boiler did not work, and that she had a gas leak on her hob,” says Gas Angel owner David xxx. “ I then began to think how many other properties which are on the market have gas related problems.”

(Did you do any research into this? What did you find? You could put your findings here or, if they’re particularly spectacular, that could be your hook at the beginning of the article.)

(Has the new service been popular? Have you saved any lives or anyone any significant wodge of cash? That should be included here as well.)

The following could then be an addendum in italics or something if the paper agrees but certainly take notice of what Richard says about that!

Gas Angel and News Guardian are giving away 10 gas inspection packs. To claim your free inspection please call Gas Angel on 0191 2893464 or visit the website for more information. http://www.gasangelheating.co.uk/buying-a-new-home.htm

[CameronGetBiz]

Why dont you make up a local story where it looked like someone in the local community had a problem with there gas and it was close to becoming a huge problem. Then mention how it was fixed, how you helped and if you want more information then point them to another site?!

[ethical PR]

I wouldn't ever recommend making up a story, it's not ethical or good business practice and not the way to gain the trust of potential customers.

I think Catherine and others have given great advice.

I think if you are going for a competition something like offering a boiler service could be good idea in these credit crunch times. If you do want to look at a competition speak to the advertising/promotions people and they will help you with the copy if they go with the idea.

You can also ask to get details of those who enter the competition so you can contact them directly and offer them some sort of special offer/discount if they use your services.

[LowcostPR]

What you need to remember is what the Editor wants. He is not as interested in promoting your company as he is in getting a good news story. Unfortunately, too many people sent press releases that are really just adverts in disguise, and this really hacks off Editors like you would not believe.

I would recommend looking up the basics (http://ultipr.blogspot.com/2009/05/basics-on-press-release-writing-101.html) first, and bearing in mind what makes editors delete (http://ultipr.blogspot.com/2009/05/why-is-editors-delete-key-so-worn-down.html) most of the press releases that come their way, and you will stand yourself in good stead.

Alternatively you could give a friendly PR agency for small businesses (http://www.lowcostpr.co.uk)a call.

Either way, if it is done correctly then it is an effective way of promoting yourself.

[G. Lasagne]

Thanks everyone, the local paper is going to run a competition for a month, which is fantastic. a similair size advert would cost me thousands, but they are charging nothing.
I may be able to run it in other local papers also.

[LowcostPR]

Well done Gas Angel!