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.
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.
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.
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 which are made are then followed up upon. There’s nothing worse, after all, than a business saying they’ve learnt from their mistakes before then quickly returning to their old habits. Contrition from a company, on the other hand – genuine contrition, that is, of course – is a business’ most likely way of winning back any damaged reputation or trust that it might have lost.
Online or Print – Why Not Both?
Over the past couple of decades, the online sphere has grown exponentially, whilst its print counterpart has seen its reach gradually decline. In recent years, especially however, there’s been something of a kick-back against this trend and print publications, whether books, newspapers, magazines or anything else, are making a bit of a comeback. The point being that securing press coverage across both is still a worthwhile proposition.
Undoubtedly, in terms of overall reach, then online publications now reach a broader swathe of people than the print alternative. In terms of reputability, however – journalistic ‘heft’, you could call it – then a double-page spread in a well-established, well-respected print edition of a trade magazine can be just as effective in bolstering brand reputation.
It’s a Marathon, Not a Sprint
Of course, press coverage might well secure your business instant sales or conversions. However that’s not the primary reason behind doing it. Consistently accruing coverage in the media offers a slow-burn approach towards your business’ reputation; an organic, sustained and reliable means of getting your business known amongst both business and consumer circles. As an agency, we’re very much geared towards developing long-lasting relationships, as opposed to viewing clients as ‘just another contract’. Being set up with this approach in mind enables us to take a longer-term tack, thinking about how we can further your business’ reputation over months – not weeks. Or even more preferably, over years, and not months.
During our time as an agency, 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 also have a team of copywriters with experience in technical copywriting and content creation. This ensures that any and all content that’s written on behalf of your brand is done so with all the requisite language, jargon, terminology and industry tone of voice.
Contact Us
The construction industry offers great opportunities for PR, it’s just that most businesses don’t know about them. Be one of the firms that does, and build your construction business’ brand now with the help of coverage in the press!
So, if you’d like to find out more about our PR agency for construction, then get in touch! Contact VerriBerri today on 01376 386 850 or by emailing us at [email protected]. Alternatively, you can check out our various social media channels and get in touch with us that way. We can arrange a socially distanced meeting, in person, or set up a Zoom or Microsoft Teams meeting. However you wish to get in touch, we look forward to hearing from you!