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SPOTLIGHT ON: Strengthen the Construction Industry’s Marketing and Public Relations Work

February 20th, 2020 | Published by NEW Construction Alliance

One of the NEW Construction Alliance’s focuses is improving the image of the construction industry and working in the construction trades. For better or worse, one of the main reasons the prevailing narratives about our industry and work is negative is because we have failed to proactively change the story.

If we, as an industry, are not out there singing our praises to the media and general public, you can be sure few others will.

No matter the size or scope of your company’s work, there are a few easy steps you can take to help combat misunderstandings and misperceptions of our industry.

They are:

A number of sales training programs stress the need for the sales staff to “celebrate success,” however that success comes, to help keep them motivated. This is a good rule of thumb for your company’s public relations and marketing efforts as well. Whether it’s winning a new contract, completing a major project or hiring a new key employee, be bold and share the news with everyone. There is much to celebrate about our industry, therefore we need to be our industry’s #1 ambassadors!

The way you choose to share the news doesn’t have to be complicated either. In this modern age, it is essential to have an online presence in the form of a website and any social media channels applicable to your particular work and audience. A simple post to your website: date, contact information for more details, plus a headline, lead sentence and pertinent details and you’ve got all the makings of a press release. Once that post has been published to your website, then share it on any and all social media channels you have for your company linking it back to your website.

Decide upon a publishing interval that you are comfortable with—for example, resolve that you are going to add something to the news/blog section of your website no less than once a week on Wednesdays. Then make sure that you publish something every Wednesday to the site and cross promote it on your social media channels. You can publish more often than that if you desire or need to because of events, but maintaining a reliable publishing schedule will help ensure a strong connection to your audience.

Why is this important?

Because the vast majority of Americans get their news and research online. Normally on their smart phones.

If you want to convince potential employees—or parents of future employees—that you’re the company to choose, you better believe they will be checking out your online presence. So it’s up to you to tell a story that appeals to them. And the worst "story" you can tell is to have no story online at all!

If you’re an Alliance member and would like to learn more about best public relations and marketing practices or host an on-site training seminar. Feel free to contact our executive director, Joe Giganti at (920) 619-1900.

  • NEW Construction Alliance
  • 2740 W Mason St, BT344
  • Green Bay, WI 54303