Fifteen PR ideas for construction companies

Fifteen PR ideas for construction companies

Public Relations (PR) strategies are essential for construction companies operating in the B2B space. Implementing effective construction PR initiatives can not only enhance brand visibility but also foster credibility, trust and business growth.

The construction industry, historically, hasn’t always been great at securing positive PR coverage, but there are hidden gems of newsworthy stories among the bricks and mortar. Whether you create your own PR and marketing strategy or engage a specialist construction PR agency, here are fifteen construction PR ideas to get you started.

1.       Become a thought leader

You can use PR to position your construction company as an industry thought leader by creating and sharing insightful content. Even if you’re not the market leader, you can still provide valuable comments.

Produce high-quality content in the form of articles, blog posts and white papers that discuss construction industry trends and highlight your expertise.

2.       Speak out

Offer to speak at industry conferences and events to establish credibility and enhance visibility within the B2B community. You’ll benefit from any PR the organisers run about the event and be heard by potential customers, contractors, architects, building product manufacturers and so on.

You’ll often find that once you have a proven track record as a construction industry speaker, you’ll be given more speaker slots. You can also utilise what you talk about as content marketing e.g. a blog post on your website.

3.       Join a construction industry body

Join any relevant construction industry associations, then offer to sit on the committee. The body will likely publicise any new members, so you’ll benefit from their PR and marketing efforts.

You might also feature in a list of committee members on the association’s website or in its marketing literature: this can raise your profile and improve the likelihood of journalists finding you when they’re looking for industry spokespeople.

4.      Demonstrate your work through case studies

Highlight successful projects through compelling case studies. These can showcase your company’s capabilities and services while also keeping the customers, architects and so on happy if you also include a mention of them in your PR.

Share these case studies through the media, your website and industry publications to demonstrate your expertise and attract potential clients.

5.       Utilise the power of video

Don’t forget to make the most of video, which tends to appeal to a different audience than written content.

A time-lapse video of a build, or a particular task within the project, works well for construction PR and marketing campaigns. You could even consider a virtual reality tour of a construction project.

6.       Don’t underestimate a good photo

Good quality, high-resolution photos are vital if you want to secure media coverage. They can also be used on your website and social media to attract new customers and increase sales.

Consider using a specialist PR photographer with experience in making construction industry marketing campaigns come to life. Before and after photographs of projects can work well if there’s a dramatic change.

7.       Value your community

Engage with the local community to build a positive reputation. As part of your construction PR and marketing, consider participating in community events, volunteering for construction-related initiatives, and supporting local causes.

Engaging in community outreach not only enhances your brand’s image but also fosters goodwill among potential B2B partners and clients. For example, you might sponsor a sports team’s kit or give a talk at a local school about safety around building sites.

8.       Enter into awards

Apply for industry-specific or regional awards to showcase your company’s achievements. Winning or being shortlisted for prestigious awards boosts your credibility and sets you apart from competitors. It can also be a morale boost for your team if they’re recognised for their hard work, and you’ll benefit from the marketing campaign run by the awards organisers.

Publicise these accolades through press releases, social media and your website to gain industry recognition and attract new business opportunities.

9.       Maximise your impact in the press

As part of your PR and marketing strategy, develop relationships with relevant media outlets and journalists. Depending on your target audiences this could include construction trade press, regional press or national media.

Regularly sharing industry news and project updates through the right channels can keep customers and investors informed about your company’s activities and raise your profile in the construction industry.

10.   Build your contacts

Establishing media contacts can lead to media coverage, interviews and features, increasing your company’s visibility and enhancing its reputation in the industry.

You could ask a construction PR agency to help with this aspect of marketing, as their team will have existing relationships with key journalists and are more likely to get them to run a feature about your construction project.

11.   Develop a press pack

Having a press pack on your website that journalists can download is an easy way of sharing information. Again, consider using a construction PR agency to create this for you to ensure it contains what’s needed.

Include key information about your business, important projects, biographies of your media spokespeople and out-of-hours contact details. Make sure you have links to downloadable, high-resolution pictures of your spokespeople and key projects.

12.   Nail your niche

If your construction firm specialises in one area, make sure everyone knows about it.

Every time there’s a news story on your niche area, email a quote from your business to your journalist contacts ASAP. They’ll often be turning around a news story quickly and will appreciate a construction industry quote they can drop in without having to call anyone. Even if they don’t use it, you’ll be front of mind if they’re writing on your specialist area in the future.

13.   Invest in media training

To ensure that your PR campaigns are fronted by a spokesperson who can weave a story about the surprising intricacies of the building trade, it’s a good idea to get them some professional media training.

An experienced team specialising in PR campaigns and media relations will help them learn what to say, what not to say, and how to present themselves and your construction company in the best light.

14.   Highlight your eco credentials

The environmental impact of the building trade is always a hot topic so make commenting on it one of your marketing objectives.

As well as the eco credentials of your construction projects, think down your supply chain to the product manufacturers and contractors you use, or the environmental aims of your clients and architects. This can yield great PR results not only for you but also for them, which may well be repaid in kind through their own marketing efforts.

15.   Respond to comments on social media

A big focus of your construction PR or marketing team should be responding to any comments about your business that are posted on social media. These will often be used by journalists when researching news stories and they may not be able to get hold of you for a response before they go to press.

If there’s a negative post on your local Facebook site about your lorries blocking the road or noise from your construction site disturbing people, it’s important you’ve told your side of the story and explained what you’re doing in response.

Should you use a specialist construction PR agency?

By implementing these suggested PR ideas, construction companies can effectively position themselves as industry leaders.

If you don’t have the time or expertise to run your own marketing activity, asking construction PR experts to assist you could help you get started.

Your PR strategy should contribute to enhancing the company’s reputation, attracting new clients, and driving business growth in the competitive construction services sector. Get in contact to discover how to make it happen.