October, 2011
Good Buzz
Inspection News and Views from the American Society of Home Inspectors



The Secret is Out: ASHI has a Powerful Public Relations Program

SANDY BOURSEAU

"Secrets of a Solid Home Inspection" continues to rack up placements. Averaging more than 13 placements per day since going live May 20th, its appeal to news outlets, both print and online, confirms that even in the digital age, the old adage "content is king" continues to be true.

Gibbs & Soell, public relations consultants, worked with ASHI to develop this feature article distributed by an electronic subscription feed service. Editors from news outlets, big and small, subscribe to the service looking for content. This has proven to be a powerful and cost-effective way for ASHI to reach and educate a mass consumer audience.

The cost of purchasing comparable ad space would be $429,484, while the cost of distributing the article was $4,770, realizing a 90 to 1 return on investment (ROI).

News outlets continue to be a trusted source for consumer information, and the public considers editorial content more credible than ads.

Social media update

In addition, links to the placements are tweeted, sharing the message with ASHI's 775 followers.

The total number of people who have liked the ASHI Fan page is 591, and action has been as high as 156 in one day.

Both Facebook and Twitter are open to the public. The ASHI official Group on LinkedIn has 420 members and is growing as fast as headquarters can process the requests to join. One of the most popular discussions is, "What is the best way to market your business?" Join it or start a new one.