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From the blog
Where the story comes from
Every line is a deliverable, not a promise. If it is on this list it ships, and if it is not, it is outside the price.
The angle
Something only you know
Service call volume by ZIP, average replacement cost by system age, permit records, how long jobs took after the last freeze. A local reporter cannot get that anywhere else, which is the entire reason the pitch works.
The asset
Built to be cited
A study, a map, a cost index or a ranking, written and designed, published on your own domain. The coverage points at it, so the link lands on a page that can turn a reader into a call.
The list
Checked by hand
Local newsrooms, regional business press and the HVAC trades. Every outlet checked for whether it still runs this kind of story and who currently writes it. No scraped media database.
The mention
What outlives the link
An answer engine repeats what the press says about a company. A named mention in a real publication feeds that long after the link stops moving anything.
Who we pitch and how
One data story built from something only an HVAC contractor can know, pitched to real newsrooms and trade press. It earns editorial links and the kind of brand mention an answer engine repeats, which is the part that outlives the link.
A newsroom will not cover your company. It will cover what your data says.Find out whether your data has a story in it
Fifteen minutes on what your systems already record. If there is no angle there, we will tell you that instead of selling you a campaign.
How the asset gets built
The clock starts when we have access, not when you pay.
- 1
We find the angle
A working session on what your systems already record, then we pick the one story with a number in it that a local editor cannot get from anybody else.
- 2
We build the asset
Data cleaned, checked and turned into a study, map or index, written and designed, and published on your own site so the coverage has somewhere to point.
- 3
We pitch it
Personal pitches to a hand-checked list, then follow-up. Every reply is logged, including the refusals, so you can see exactly what the response was.
- 4
We report what landed
Every placement, whether the link is followed, and the referring traffic. If a campaign lands nothing, the report says so and explains why.
What happens when a campaign lands nothing
Every item below is part of the fixed price.
Included in every order
- Story angle built from your own service data
- permit records or seasonal call volume
- The asset itself
- written and designed: a study, a map, a cost index or a ranking
- Media list of local newsrooms
- regional press and HVAC trade publications, checked by hand
- Pitching and follow-up
- with every reply logged
- Coverage report with each placement
- its link status and its referring traffic
- The asset published on your own site
- so the coverage points somewhere that converts
Not included
- Paid placements or sponsored posts
- Press release wire distribution, which earns no editorial link
- Any guarantee of a specific publication
What we need from you
- Access to whatever operational data the angle needs
- One named person who can be quoted and can answer a journalist within a day
The terms this scope uses
- Editorial link
- A link a person chose to place because the page was worth citing, as opposed to one that was bought, exchanged or generated. It is the only kind that survives a spam update.
- Answer engine optimisation
- Work aimed at being named by ChatGPT, Perplexity, Gemini and AI Overviews, which assemble answers from third-party lists and structured data rather than ranking pages.
- Share of voice
- The share of prompts in a measured set where a brand is named. It is the AI-search equivalent of a ranking, measured across hundreds of prompts rather than one query.
What it costs
One price, agreed before we start, written into the service agreement.
HVAC Digital PR Campaign, fixed price
One price agreed before we start. The full scope is written into the service agreement, so nothing gets added to the invoice later.
- Story angle built from your own service data
- The asset itself
- Media list of local newsrooms
- Pitching and follow-up
- Coverage report with each placement
- The asset published on your own site
Fixed price
$2,995from
- Delivery
- 45 days
- Scope
- Fixed, in writing
Fifteen minutes. No pitch.
Before you ask
The questions contractors actually ask before buying this, answered straight, including the ones where the answer is no.
Still unsure? Call us(786) 431-7426What if no publication picks it up?
It happens, and when it does the report says so. You still own the asset, it stays published on your site, and we tell you what the responses were so the next angle is better. What we will not do is quietly swap in a paid placement to make the number look better.
Is this a press release?
No. A press release goes out over a wire, gets syndicated onto a few hundred worthless domains and earns no editorial link. This is one story pitched to named journalists who might actually write about it.
How much of my data do you need?
Enough to build one number that stands up. Usually a service call export or a set of invoices with dates, ZIP codes and system ages. It is anonymised before anything is published, and no customer is ever named.
Who gets quoted?
You, or whoever you nominate. A journalist will want a person, not a company, and they will want them inside a day. If nobody can be that person, this is the wrong service to buy.
How is this different from listicle placements?
Listicle placements get you onto lists that already exist, which is fast and predictable. Digital PR creates something that did not exist so that publications write about it. Slower, less predictable, and much harder for a competitor to copy.
How long until it is worth anything?
The asset is live in about six weeks. Coverage lands over the following month or two. If you need something to move this quarter, buy the profile work first and come back to this.
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