Why “do” PR?  Isn’t it something more aligned to industries such as fashion or music - rather than architecture, engineering and construction?

Believe it or not, only a very few PR professionals are partying and drinking champagne round the clock.  Meanwhile back in the real world, there are many good, solid PR firms with their noses to the grindstones, helping clients communicate their messages to potential customers and so playing a significant role in generating sales.   And yes, PR is alive and well and very much at large in the AEC industry.

But why is it needed?  On the one hand, the industry is seeing unprecedented opportunities but on the other, it is also experiencing robust competition.  For example, the race is on to find ways architects can design and builders build the millions of new homes prescribed by the government in a sustainable, but still affordable way.

You provide a service or a have a product that can help. You know there are people who need it.  But, how do you reach as many prospects as possible with this information?  How do you let potential customers know what you can do that others can’t, in a way that is both compelling and believable?

If you decide to employ outside PR consultants, there are now firms that disassociate themselves with the vagueness that once surrounded PR deliverables, offering a more transparent service with guaranteed results, firm metrics and even targeted service level agreements.

But whether you choose to develop an in-house policy, or hire a PR firm there are several relatively economic ways for firms in the industry to raise their profile.

For example, let’s take Interbuild 2007 at the end of October.  Will you merely be talking about your services like hundreds of other companies?  Or will you be creating a buzz around your stand, making it a destination rather than just somewhere you pass on the way to get a coffee? Will you be telling a story about your company that potential clients want to hear?

To do this, you need to first define the messages you want to give.  Think beyond the finer details of your services and instead focus on industry issues that they may address.  Invite journalists as well as potential and existing customers – but make sure you have something newsworthy to tell them and that this communicates your agreed messages.  And don’t forget the power of third-party endorsement, so consider asking a customer to provide quotes or tell their story in a case study.

To be effective, a PR campaign must be carefully managed, focused and know its targets.  But, studies have shown that when it is, it can give the highest return on investment of any marketing activity.    To ignore this would mean missing out on a real opportunity.