Press releases and strategic PR aren't just for Fortune 500 companies—they're a legitimate way for siding contractors to generate qualified leads, establish local authority, and land bigger projects. Most contractors overlook this channel entirely, leaving money on the table while competitors who issue even one or two releases per year capture media attention and inbound interest. Here's how to build a PR strategy that actually works for your siding business.
Why Siding Contractors Need PR
A well-timed press release does three things simultaneously: it signals credibility to homeowners researching contractors, it creates backlinks that improve your search visibility, and it gives local journalists a reason to feature your work. When you complete a notable residential or commercial siding project—especially one with an interesting angle—that's news-worthy material. Local news outlets constantly need stories, and a contractor who reaches out with a compelling hook makes their job easier.
Unlike paid ads, PR builds trust. A homeowner sees your company mentioned in the local gazette or a home-improvement publication and perceives you differently than if they see a banner ad. That third-party credibility is worth thousands in marketing spend.
When to Issue a Press Release
Don't send releases randomly. Target these moments:
- Major project completions: Finished a full-home siding replacement in a historic neighborhood or a large commercial installation? That's a story—especially if it involved specialized materials or unique challenges.
- New service launches: Offering vinyl, fiber cement, metal, or stone veneer siding for the first time? Announce it.
- Awards or certifications: Earned a GAF or CertainTeed Master Elite designation? Got a local business award? That's PR gold.
- Seasonal angles: "Spring siding damage repair season" or "winter weather driving storm damage claims" connect your expertise to current events.
- Community involvement: Sponsoring a local youth program or donating siding repair work to a nonprofit renovation project generates goodwill stories.
Aim for 4–8 releases per year maximum. Quality over quantity keeps editors from tuning you out.
How to Write a Press Release That Gets Traction
Start with a strong local angle. Generic announcements get ignored. Instead of "Local Contractor Offers Siding Services," try "Contractor Installs 500-Sq-Ft Fiber Cement Siding on 1950s Farmhouse, Preserving Historic Character While Improving Energy Efficiency." The second version gives a journalist a story idea immediately.
Structure matters:
- Headline: Clear, benefit-focused, under 10 words.
- Dateline: [Your City], [State] – [Date]
- Opening paragraph: Answer who, what, when, where, and why in 2–3 sentences.
- Body: 2–3 paragraphs with quotes from you (the owner) or a crew lead, specific project details (materials used, square footage, timeline), and why this matters locally.
- Boilerplate: A 3–4 sentence description of your company—services offered, years in business, service area, and how people can contact you.
Distribute through free channels like eLocal, PRLog, and your local chamber of commerce site. For roughly $150–400, paid distribution services like Business Wire or PR Newswire get your release in front of journalists and into search results faster.
Building Your PR Strategy Beyond Releases
Press releases are one tool. Combine them with these:
- Local media relationships: Email your 2–3 favorite reporters or newsroom editors personally every few months. Invite them to tour a notable project or ask for an interview.
- Industry publication features: Trade publications like Remodeling Magazine or Exterior Pro run contractor profiles. Pitch yourself.
- Social proof: Republish press mentions on your website and social channels. Each mention reinforces authority.
- Testimonials and case studies: Quote happy clients in your releases. Real homeowners validate your claims.
Getting found by customers in the first place is critical—listing your siding services on Mercoly positions you to win leads while building that PR momentum.
Frequency and Measurement
Track results. Which releases generated phone calls? Did your Google search rankings shift after publication? Set a baseline for inbound inquiries before your first release, then monitor. Most contractors see measurable uptick in calls and form submissions within 4–6 weeks of a well-targeted release hitting local news.
Frequently Asked Questions
Q: How much does it cost to distribute a press release? Free distribution through local channels costs nothing; paid services like Business Wire run $250–500 per release and offer better journalist reach and guaranteed search engine indexing.
Q: What if I'm a small operation—do press releases still work? Yes, especially at local and hyperlocal levels; a small crew completing noteworthy siding work in a tight geographic area is exactly the type of story local news outlets cover.
Q: How do I find local journalists and news outlets to pitch? Search "[Your City] local news," check your chamber of commerce website, scan community newspapers and radio station websites for contact lists, and follow local reporters on LinkedIn or Twitter.
Start building your PR strategy this month—it compounds over time, and consistency beats perfection.