May 27 2008 | posted by Catherine Towns | comments [0]

A wide range of vertical and horizontal media operating in the construction industry means that any company has access to excellent channels of communication – whether that be job specific, through publications targeting architects, interior designers, plumbers or builders, or industry focused magazines within the hospital, house building or retail sectors, for example.

  But with this proliferation of publications comes a challenge – to ensure that activity is levied towards the right channels in the most effective way. There are excellent, informative and widely read papers and there is also an abundance of non-audited ‘product directories’ masquerading as magazines – understanding which is which and knowing what can be achieved with any individual title is the value provided by a specialist agency.

            Successful press relations relies on understanding the best routes to market and building a comprehensive and consistent campaign that exploits the opportunities available. There are thousands of manufacturers, contractors and service providers in the construction industry – how can you make your company stand out from the rest?

            Over the last decade the way in which a company sells its ‘product’ has changed dramatically. A salesman can no longer just focus on the functionality and physical properties of a product – what it is and what it does. The market has become issue driven - sustainability, energy efficiency, life-time costs and Best Value are the new buzz words and specifiers are looking for products that not only do the job, but that help them meet legislative, environmental or best practice demands.

            It is therefore vital that a company consistently communicates its credentials in these important areas, and is seen to be continually responding to the ever-evolving issues that face the industry.
            A solid news campaign is usually the foundation on which the rest of your activity will lie.  A regular programme of new product releases and case studies will maintain awareness of your company name whilst demonstrating a company’s innovative capability, depth of offering and utilising that all important third party endorsement.

            The campaign should be based on communicating succinct key messages, which should be determined from the start, with all activity angled to ensure the message is continually strengthened in the market.  With any case study, the key is identifying the USP - that all-important why?

            However, within the construction press the added value lies in the opportunities for longer, in-depth articles commissioned by key publications.

            Because of their need to develop products and services to meet evolving demands, suppliers in our highly competitive market often have an understanding of the key issues that is way ahead of their customers.  Their absolute focus on a particular area ensures that their knowledge will always be greater than the customer who needs to understand and specify many different products.  This knowledge is hugely valuable and is always worth promoting.

            Authoritative articles in credible publications give a supplier the opportunity to demonstrate its understanding of the issues the customers face, and highlight how its company has developed its products and services to meet these demands. It is through this medium that a company can elevate its sell above and beyond the functional properties of its product and be seen to lead on key discussion topics.

            A high quality PR agency will have well-established links with the key publications and excellent relationships fostered from a good track record in supplying well written, balanced articles to deadline, to word count and with good quality photography. The skill in preparing articles lies in a sound knowledge of the key issue, from client briefs and extensive background research, so that the piece is not just ‘sales patter’ that will put readers off, but an informed and interesting piece that offers real food for thought and professional advice.

            Good relationships, fostered over time with editorial teams will also open up new possibilities for different types of coverage: competitions, promotions, interviews, opinion pieces and advice columns can all be possible provided the editorial team trusts the agency to provide material which is appropriate and interesting for its readers.  All these alternatives help to differentiate the client, creating a personality as well as supporting individual product messages.

            And while a firm focus on directly targeted trade media is essential, it is also important not to lose sight of the bigger picture.  Individuals involved in one industry sector also receive information from national and local press and broadcast media so these should not be overlooked where the issue merits wider promotion.

            Once the press cuttings start rolling in it can be easy to relax and assume that the campaign is going well, but at CIB we always ask that evaluation criteria are established at the start of any project and work with the client to ensure that the campaign is rigorously scrutined to ensure objectives are satisfied.

            Press relations is not rocket science – but, in the right hands, it can provide a hugely cost-effective method of leading discussion, influencing opinion and increasing sales.
            To see what can be achieved, contact Gavin Tadman at CIB Communications at

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or telephone 01372 371800.