Effective Press Relations for the Built Environment

A Practical Guide

Helen Elias

• Publisher: Taylor & Francis
• Year: 2006
• ISBN:
  9781134274789
• Edition: 1
• Topic: Architecture
• Subtopic: Architecture General

This practical guide explains to architects, engineers, designers and other consultants how to establish press plans for firms and for individual projects, and how to actively develop reputation by getting work published in the architectural, engineering and construction press.

With quotes, advice and opinions from the industry's key journalists – including expert image generation and selection advice from Gareth Gardner, photo-journalist and past editor of FX and Features editor of Building Design – Effective Press Relations for the Built Environment, offers practical guidance on topics such as:

• how to approach planning a strategy for a project
• how to write, seek approval, build a target press list and issue the information to magazines
• how to speak to the press
• how to manage a crisis and handle bad press.

With its hands-on approach and comprehensive publications, architectural photographers and PR consultants listings, this book is an invaluable tool for new starters, or larger firms that want to take a more pro-active role in generating their own publicity, while also helping practices to get the most from their press relations consultant.

1
The organised reputation

An intangible asset

One of the most important yet intangible assets held by any practice, whatever the size, is its reputation. In the highly competitive professional services sector that lies at the heart of the construction industry, decisions on the appointing of consultants can be greatly influenced by the firm’s perceived standing within the marketplace.

Caroline Cole of management consultancy Colander drew the diagram in Figure 1.1 to explain that reputation is not influenced just by public relations, but by an amalgam of all aspects of a business, and how these aspects are perceived by the outside world at any moment in time.

The entire business development function for any firm is supported by the firm’s reputation. Reputation is built on many different factors including creativity, service levels, key people, innovation and project delivery. Workload comes from delivering a good service with value, creativity and innovation, astute business development, networking, managing client relationships to win repeat business and geographical location. One route to increase awareness of the practice to client organisations and industry peers is through consistent cover in the professional and market sector press.

The construction marketplace is crowded with firms directly competing against each other for work. In this competitive industry, reputation is a vital form of capital. The challenge is to make the practice stand out from the crowd. Getting cover in the press to raise awareness of skills, people and service offer should be just one facet of an overall business development and marketing strategy.

The viability of a firm is an issue for the purchasing organisation. If the company makes a tangible product, the wares and the firm can be assessed by the buyer before an order is given. If the buyer doesn’t like it, the chances of a sale or repeat business are reduced.

Figure 1.1 This diagram serves to illustrate the many different influences that can affect the perception of the brand and reputation of a practice. Image: Colander.

Figure 1.2 This diagram can be useful to help a practice look at its own brand. The model can be applied to a professional firm in order to help discover the influences that have helped create the brand historically, as well as the influences that will take the firm forward. Image: Colander.

Comparison with the quality, availability, price and performance of other products on the market will almost certainly influence any buying decision. However, architects, engineers, contractors, quantity surveyors – indeed most of the professional organisations and consultants actively engaged in the built environment sector – offer a service which, by its very nature, is intangible. In the eyes of the client, the end user, the public and the people who read about the company in the press, a practice is only as good as its last few jobs, and the reputation and goodwill that the firm’s work has built up over time. Which is why cover in the professional and sector press is necessary. Press presence keeps reminding the marketplace that the practice exists, provides a good level of service, is active, is innovative, and is worth talking to. A positive reputation encourages potential first-time users of a service to be more willing to try it out, and will encourage repeat use. Lack of awareness makes any prospective client more cautious.

Reputation is a marketable asset. Press coverage can assist with marketing objectives by:

informing potential clients in key existing markets;

...