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Many people think PR is a preserve of the glamorous; of the actors and the fashionistas, the politicians and the big brands, the beauty companies and the sponsored athletes. In reality, though, businesses in any sector can benefit from PR, and the construction industry is no exception. Realising there are opportunities to be had is one thing, however, being able to capitalise upon them is quite another. The team at VerriBerri, a leading UK PR agency for construction, wanted to explain the various ways in which construction firms can benefit from PR services.
What is PR?
First, though, what actually is PR? It stands for public relations and, far from being simply for businesses to salvage their reputations. Although this is an aspect of some PR, it mainly revolves around acting on behalf of a business in order to secure press coverage for said business. It can be in many different forms. These include an article (either in print or online), a radio or TV appearance, a podcast interview, a talk at an event or one of many other press opportunities.
PR is about shaping the way your business is perceived, creating a positive image, and telling your story in a way that resonates with your target audience. For construction companies, this can mean highlighting innovative projects, showcasing technical expertise, sharing success stories, or positioning the business as a thought leader in the industry.
Whether it’s a feature in a local trade magazine or an interview with a national publication, PR works by influencing perception and building trust in your brand. And trust, in industries like construction, is one of your most valuable assets.
Why is PR Beneficial to Construction Businesses?
It’s one thing for a business to sings its own praises. However, it’s quite another for someone impartial and independent to do so. In other words, customers are typically more likely to take note of a mention in a reputable publication than they are an all-singing, all-dancing advert which you yourselves have published. It might seem a subtle difference but try it yourself next time you’re watching the TV, reading the paper or scrolling the internet. When a third party endorses your business, it gives a level of credibility that self-promotion simply cannot match.
For construction firms, which often operate in a competitive and highly technical environment, the ability to demonstrate expertise and reliability through PR is invaluable. It reassures clients that your business is professional, trustworthy, and capable of delivering results on time and to specification.
Cementing Local Reputation
There’s no point trying to seek out national or international acclaim, if you’re not first well-recognised closer to home. That’s something that a lot of businesses seem to forget; establishing a strong local presence as a business is crucial in elevating a business to greater heights.
Amongst the forte of PR professionals is seeking out and securing local press opportunities. Whether it’s a chance to sing your business’ praises, or an opinion piece on something you have knowledge on within the industry, local press (and especially local trade press) is much more vital and vibrant than you might’ve imagined.
Our PR agency for construction has an established track record of securing leads for clients in the local press. We understand which publications hold sway in specific regions, what journalists are looking for, and how to present your stories in ways that resonate with readers.
This local visibility is especially important for small and medium-sized construction firms. It can lead to new contracts, partnerships, and even talent acquisition, as skilled workers often research companies online before applying. By building a robust local reputation, your business sets a foundation for wider recognition later.
Salvaging Reputation
Much thought we’d all like it to be the case, nobody’s perfect, and mistakes happen. Fortunately, for the most part, these mistakes are fairly minor and can be easily rectified. Occasionally, however, more serious issues occur which could potentially cause lasting harm to your business’ reputation. Part of the remit of a PR agency for construction is to manage such situations should they ever arise. Again, hopefully they never do, but if they do, then you want to have an experienced team on board to help salvage a situation. Rather than run away from the problem and burying its head in the sand, we help construction businesses (quickly) develop a clear and communication-led response to any incidents.
Mistakes are acknowledged, and it’s made sure that any promises made are then followed up upon. There’s nothing worse than a business claiming they’ve learnt from past errors, only to quickly return to old habits. Genuine contrition, on the other hand, is often the most effective way to restore trust and credibility.
Crisis management is another crucial aspect of PR. From handling disputes with clients to responding to negative press coverage or social media commentary, having a professional team on hand ensures that responses are measured, strategic, and effective. For construction firms, this can be vital when dealing with safety incidents, project delays, or contractual disputes.
Online or Print – Why Not Both?
Over the past couple of decades, the online sphere has grown exponentially, while print’s reach has declined. However, print publications are making a resurgence, particularly within trade industries like construction. Securing press coverage across both online and print is still a highly effective approach.
In terms of overall reach, online publications have the advantage. They can reach a global audience, are easily shareable on social media, and provide detailed metrics on readership. Yet print media still carries journalistic credibility — a feature article in a respected trade magazine can have enormous weight in establishing your company as an industry leader.
For construction firms, this dual approach ensures maximum visibility. Online coverage helps attract new business and increases web traffic, while print exposure strengthens reputation and demonstrates authority within the sector.
It’s a Marathon, Not a Sprint
Press coverage might secure your business instant enquiries or sales, but that’s not the primary reason behind doing it. Consistently accruing coverage in the media offers a slow-burn approach to building your business’ reputation – an organic, sustained, and reliable way of getting your company known among peers, clients, and wider audiences.
As an agency, we focus on long-lasting relationships rather than viewing clients as ‘just another contract.’ This approach allows us to develop strategies aimed at enhancing reputation over months, and ideally, years, rather than weeks.
During our time as a PR agency for construction, we’ve worked with geotechnical and geo-environmental firms, renovation companies, joiners, plant hire companies, rail consultants, site security specialists, and more. Alongside our PR executives, we have copywriters experienced in technical content creation, ensuring that all written material reflects your brand’s expertise, tone, and industry knowledge.
This strategic approach ensures that PR campaigns are not one-off efforts but ongoing initiatives that continue to reinforce credibility, showcase achievements, and attract attention from the right audiences.
Contact Us
The construction industry offers excellent opportunities for PR – it’s just that many businesses aren’t aware of them. Be one of the firms that does and build your construction business’ brand now through targeted media coverage.
If you’d like to find out more about our PR agency for construction, get in touch today by clicking here! Contact VerriBerri on 01376 386 850 or click here. Alternatively, connect with us via our social media channels and start the conversation there.