We know identifying a story that will light a journalist’s fire is the key to great media coverage.
As part of our ongoing PR retainer for Sika Sarnafil, the leading supplier and manufacturer of single ply roofing membranes for flat roofing, OneAgency is always on the lookout for stories that will capture the imagination and strengthen our media relations campaign.
Focusing on achieving coverage in key trade titles for architects and contractors, and with such a huge amount of competition in this arena, it takes well-written, engaging content and eye-catching imagery to stand out.
The Sika Sarnafil sales and technical team are asked to fill out our PR leads form whenever they are working on a project. It sometimes takes a little gentle encouragement, but once we have the information it’s up to us to identify if the story is worth pursuing.
Receiving a selection of photos forwarded on from a London-based architect, we knew there was the potential for a great press release. Using a combination of desk research and phone interviews, it soon became clear that this was a story that ticked all the boxes – a challenging one-of-a-kind building with a tree growing through it, fantastic images, and a client that had chosen Sarnafil for all the right reasons.
We drafted a press release telling the story of the ‘Tree room’, weaving in many of Sika Sarnafil’s key messages, including the durability and flexibility of the product. Most importantly, the architect expressed his confidence and trust in the Sarnafil membrane, built over many years of specifying it for large commercial projects.
Distributing the press release to our contacts at contractor, architect and eco-building magazines, we received an instant positive response. Journalists quickly replied to express their delight at the project and photos, immediately securing us coverage. The story also saw plenty of associated social media activity – an important objective for the company looking to build its digital presence.back to projects