Press releases and PR are underutilized tools for home accessibility businesses—yet they're your ticket to local credibility, media coverage, and steady referral traffic. Most stairlift and accessibility installers rely solely on Google Ads and word-of-mouth, missing the chance to position themselves as local experts. Strategic PR moves can land you in newspapers, podcasts, and community newsletters where your ideal customers actually spend their attention.
Why PR Matters for Accessibility Businesses
Homeowners researching stairlifts, grab bars, or ramps are often in a vulnerable moment: aging parents, recovering from surgery, or managing mobility loss. They're seeking reassurance, expertise, and proof that your company understands their specific situation. A news feature or local media appearance does that better than any ad ever could.
Press releases also boost your credibility with referral partners—occupational therapists, senior living communities, and physical therapists are far more likely to recommend you if they've seen you quoted in a local publication or profiled as a specialist.
When to Send a Press Release
Avoid spray-and-pray tactics. Instead, time releases around real news hooks:
- Major service expansion: "Local Stairlift Company Adds In-Home Consultations in Three New Counties"
- Unique certifications or partnerships: "Accessibility Installer Becomes First [Your County] Dealer of [Specific Premium Brand]"
- Community involvement: "Stairlift Business Donates Free Accessibility Assessments to Senior Center"
- Seasonal relevance: Winter holiday angle about aging-in-place safety before November
- Business milestones: 10-year anniversary, 500th installation, new showroom opening
- Case studies or outcomes: "How a New Stairlift System Kept 82-Year-Old Homeowner Independent"
Avoid generic "We're hiring" or "We exist" releases—they'll land in spam folders.
The Press Release Formula
Keep it tight: 250–400 words maximum. Structure it like this:
Headline (specific, benefit-focused, under 10 words) Subheading (one sentence that clarifies the angle) Opening paragraph (who, what, when, where, why in plain English) Body (1–2 middle paragraphs with supporting detail, a quote from you or a client, and context on why this matters) Boilerplate (2–3 sentences about your company: services, service area, years in business) Contact info (your direct phone and email)
Example angle: "Family Keeps Mom Home After Fall: Here's How Local Stairlift Installer Made It Possible" is stronger than "Company Installs New Stairlift."
Where to Send It
Hyper-local wins over mass distribution:
- Your county newspaper (features editor)
- City business journals
- Local radio stations (especially morning shows and health segments)
- Senior-focused community publications
- Neighborhood newsletters and local Facebook groups
- Trade journals for occupational therapy or aging services
Spend $50–150 on a targeted local press distribution service (PRWeb, eLocal Press, or Cision) rather than $500 on a national blast. Journalists in your area remember repeat relevant sources.
Pair PR with Other Channels
Press coverage compounds when you cross-promote. Share clips on your website and social media, email them to past clients and referral partners, and use quotes in your sales materials. Local media appearances should drive traffic directly to a landing page or form.
If you're not yet visible to local media and potential customers, listing your services on Mercoly puts you in front of searchers ready to buy or book consultations—a solid complement to earned media efforts.
Build Relationships, Not Just Coverage
The real value: journalists and editors who know you'll call you back for follow-up stories. Respond promptly to inquiries, offer expert commentary on aging-in-place trends, and be genuinely helpful even when a story isn't imminent. Many accessibility business owners land 2–3 media hits per year simply by staying top-of-mind with the right reporters.
One feature or radio interview can bring 10–20 qualified leads and establish trust that paid ads struggle to achieve.
Frequently Asked Questions
Q: How long does it typically take to get a press release picked up by local media? Plan for 1–2 weeks from sending to first coverage; some editors hold stories longer, and others spike them immediately. Having a real news angle (new service, partnership, community event) rather than a self-promotional angle increases your chances.
Q: Should I hire a PR agency or DIY press outreach? DIY works fine if you have 5–10 key local contacts (newspaper features editor, local radio health segment producer, community bulletin editors) and send 4–6 targeted releases per year. For under $1,500 annually, you can manage it yourself; agencies typically start at $2,000/month.
Q: Can a press release help me rank better in Google search results? Not directly—press releases don't improve SEO unless published on major news sites with high domain authority. The real win is media mentions that drive referrals and increase brand authority in your local market.
Start with one solid press release this quarter and track which outlets respond.