Buffalo Exterminating's Response to Bat Problem a PR Success Story

ORCHARD PARK, N.Y. - Buffalo Exterminating recently provided services free of charge to assist an area resident in solving a significant bat problem in her home. Buffalo Exterminating's assistance offers an excellent example of a company utilizing their expertise to foster goodwill within the community while leveraging an opportunity for a strong public relations effort.

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Click here to view the WIVB-TV news report.

John Zimmerman, general manager of Buffalo Exterminating, explained that he saw a news story on WIVB-TV, Channel 4 in Buffalo, N.Y., that detailed the plight of a Cattaraugus County woman who had hundreds of bats living under her roof. Located about 40 miles south of Buffalo, the home is set in a rural area. Not sure how to address the bat problem, the homeowner turned to an investigative reporter at the TV station for help. When John Zimmerman saw the story, he knew right away what needed to be done.

"This was such an extreme case, I could tell where the problems were just from seeing the report on TV," he said. "There were hundreds of bats coming and going from around the roof line and the ridge caps. Other members of our team at Buffalo Exterminating also saw the report, and the next day at the office, we decided to offer our assistance."

Buffalo Exterminating contacted the investigative reporter and made the arrangements to provide service for the homeowner. Company technicians went to work sealing entry points and installing one-way exits that let the bats out but do not allow them to get back in. While the work was in progress, TV cameras filmed the crew and John Zimmerman was interviewed by the reporter. Several camera shots showed company trucks at the home and crew members wearing shirts with the Buffalo Exterminating logo, providing excellent publicity for the company.

The news story closed with the reporter noting that the pest management company was providing the service for free, a job which in this case would normally cost $3,000 to $3,500. The homeowner expressed her appreciation on camera and the reporter concluded by explaining Buffalo Exterminating would return in a couple of weeks to check on the home.

"First and foremost, we offered our services because it was the right thing to do," said Zimmerman. "However, the media exposure we gained was beneficial, and in keeping with our community-minded public relations strategy."

The company general manager did say that they have received numerous phone calls from homeowners seeking free assistance. Buffalo Exterminating's trained telephone representatives explained to these callers that the case featured on the news program was an exception. At the same time, the company estimates the TV feature resulted in more than a dozen new customers for bat-related work.