Is your cemetery or crematorium starting to face more competition? Are you a silent observer when it comes to the media? Maybe you’ve got a voice and you’re not sure how to use it.
With changing societal attitudes towards end-of-life services, the cemetery and crematorium industry has become more competitive than ever. Taking a few simple and proactive steps will help you to start standing out from the crowd.
Seeing and hearing your organisation’s name in the media, in a positive way, will help to shape the public’s perception and help to build trust within the community. Set out what you would like your reputation to be, and use the words in your interviews and press releases, for example, you leave families feeling taken care of, you’re reliable, and you care.
People may not fully understand the range of services offered by cemetery and crematorium facilities. This is an opportunity to educate the community about your work, dispelling myths, and addressing concerns. This education can lead to increased awareness and interest in the services provided.
In a crowded market, differentiation is key. Talking to the media can highlight your unique offerings, special events, and community initiatives, making your facilities more appealing to potential customers.
What kind of stories work?
Human Interest Stories:
Share stories that resonate emotionally with the community. Whether it’s about unique memorial services, community outreach programmes, or staff members going above and beyond, human interest stories capture the attention of local media.
Partnerships and Collaborations:
Form partnerships with local businesses, charities, or community organisations. Collaborative events or initiatives can attract media attention and showcase your commitment to community well-being.
Expert Commentary:
Establish managers as industry experts by offering commentary on relevant topics in the local news. This not only positions you as thought leaders but also provides an opportunity to inform the public about the importance of end-of-life planning.
Social Media Engagement:
Leverage social media platforms to share updates, engage with the community, and showcase what goes on behind-the-scenes. It’s also useful for sharing and commentating on stories in the national media, which helps place you as an expert. Local journalists might monitor social media for potential stories, making it a valuable avenue for PR.
Community Events and Sponsorships:
Participate in, or sponsor local events, fairs, or community gatherings. This not only boosts community involvement but also increases the likelihood of being covered by local media.
Where do you start?
Create a plan of the potential stories you might like to share. Head to a local newsagent and buy copies of local newspapers and magazines, or research them online. Take a look at who writes stories that might be similar to yours. They could be a local reporter, news editor, radio producer, or features writer, for example. Contact details are typically in the first couple of pages of a newspaper or magazine. You might have to search online to find an email address or contact number. Then drop them a message with your story. Tell them you can supply a photo or two, if you can.
If a journalist asks to speak to you, or requests a comment or quote, ensure you’re available to them as quickly as possible, and be flexible. They are often working to tight deadlines. And finally, if they do run your story, they always appreciate being thanked afterwards.