In today's competitive construction industry, reputation and relationships are as crucial as the quality of your work.
Public Relations (PR) can transform a construction company's market position. This article explores how to build and maintain a strong public image that resonates with clients, suppliers, employees, and local communities.
Understanding Construction PR
Local Community Relations
Building relationships with your local community is crucial. Engaging in community projects and sponsoring local organisations and events can help give your business a positive visibility.
It’s also a good idea to initiate and maintain open communication with residents near your project sites. This proactive approach helps minimise complaints and builds goodwill for future projects.
Media Relations
Journalists and local media outlets are always looking for useful content to share with their readers and followers. Reach out to them and ask them to share your stories about innovative projects, sustainable building practices, and community contributions. Remember that every successful project completion is a potential news story.
Key PR Strategies
Project Storytelling
Every construction project tells a unique story of transformation. Start by capturing high-quality before, during, and after photographs that highlight the dramatic changes, your team achieves.
When presenting your projects, highlight the innovative construction techniques that set your company apart. This might include modern methods of construction or use of cutting-edge materials.
Sustainability is increasingly important to clients, so demonstrate your environmental initiatives clearly. Detail how you incorporate eco-friendly materials, implement waste reduction strategies, or use renewable energy solutions in your projects.
Include client testimonials to add credibility to your project stories. These are particularly powerful when they come from well-known local businesses or respected community members.
Finally, showcase how your projects benefit the wider community. This might include creating local jobs, improving local infrastructure, or enhancing public spaces.
Crisis Management
Effective crisis management in construction requires thorough preparation before issues arise.
Anticipate how to react to common problems, like site accidents, project delays or community complaints and train key team members to act as an authorised spokesperson, using agreed communication templates for a consistent response.
Build and maintain relationships with local media contacts before you need them and always prioritise transparency in your communications. It's better to acknowledge an issue promptly and outline your solution than to appear evasive or unresponsive.
Digital PR Opportunities
Online Presence
Use digital platforms effectively:
Regularly update your website with new projects and information, post timely events and news on social media sites and respond to interactions.
Use construction industry forums and professional networking sites to elevate your profile in your industry and to local businesses.
Sending email newsletters to previous contacts help keep your company’s name in circulation reminding potential customers of your established business and prompting new contacts.
Content Creation
Demonstrate your expertise and build trust by sharing valuable industry knowledge across multiple formats.
Create detailed case studies of your successful projects, complemented by expert blog posts that address common construction challenges and solutions. Capture the progress of your work through engaging time-lapse videos that showcase your efficiency and professionalism.
Give potential clients a glimpse into your operations with behind-the-scenes content showing your team at work and establish your technical authority through in-depth articles about construction methods, materials, and innovations.
This mix of content helps potential clients understand your capabilities while positioning your company as an industry leader.
Take Action
A successful PR approach in construction requires careful planning and consistent execution. The steps below will help you develop a practical PR program that builds your company's reputation and creates valuable media opportunities. Remember that good PR isn't about one-off press releases or reactive responses - it's about creating an ongoing narrative about your construction business that resonates with your local community, potential clients, and industry peers.
Create a PR calendar for the year
Identify newsworthy aspects of current projects
Build relationships with local journalists
Develop a crisis communication plan
Train key staff in media relations
Up Next
Watch for our upcoming post on "Harnessing the Power of Online Reviews for Your Construction Business" where we'll explore how to build and manage your online reputation effectively.
Found This Useful?
I hope you've found this guide to construction PR helpful. If you would like to discuss how to develop an effective PR strategy for your construction business, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.
About the Author
John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.
In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.
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