Are You Tapping into the Power of PR?
It’s exciting how our built environment is always changing, isn’t it? New materials and technologies are revolutionising the way the built environment is constructed, while innovative architecture is pushing the boundaries of design and giving us buildings that will use less energy and offer greater flexibility.
It can be easy to overlook individual examples of best practice, however. Like me, you probably drive past building sites every day. You might wonder what the finished building will be, think about where it will sit in the context of its location and imagine what it will look like by the time the contractor is off site. But unless you’re part of the delivery team or you read about the project somewhere, it’s unlikely you’ll ever know more than you can see from your car window.
To me, that’s an opportunity wasted for many involved in shaping our built environment. From the design team, to the consultants, from the contractors to the building products suppliers, every project has many stories to tell. But most are left untold because the companies involved don’t appreciate the power of PR for built environment businesses.
In fact, PR gives those involved in shaping our built environment the opportunity to outline how their skills, vision and expertise are contributing to better, more functional and more energy efficient buildings. There has never been a more exciting time to be involved in the sector and yet so many companies are still failing to capitalise on the kudos their projects could bring them or generate debate around some of the many topics discussed from boardrooms to site offices up and down the country.
What’s more, there have never been more channels available to share information. From traditional media relations to blogs, social media and online communities, there’s an enormous appetite for content, which creates a genuine opportunity to broadcast achievements, knowledge and best practice and amplify those messages across multiple platforms…just like the content you’re reading right now!
As Sir Richard Branson once said: “Publicity is absolutely crucial. A good PR story is infinitely more effective than a front page ad.” He might not be an expert in the built environment, but he seems to know a thing or two about business and the benefits of getting noticed.
So next time you think that signage with your logo on is the only way to raise awareness of your project, think again. A good PR story is infinitely more effective.