The interview: From hard hats to headlines

A lot of contractors get by on word-of-mouth. But if you want to thrive or grow, you need to position yourself for projects that improve profitability or expand your operation. That’s why Madeleine Williamson, a PR executive at 10 to 1 Public Relations who specializes in B2B, says it pays to start focusing on outreach or being more strategic about what you’re already doing. Here, she offers a few ideas on how to help your enterprise succeed. 

— Bianca Prieto, editor

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Many contractors stay busy through referrals. Why invest in PR?

While referrals are valuable, local or industry media outlets allow for precise targeting of specific markets or demographics, which can introduce a contractor's services to new potential clients, trade partners or markets beyond your immediate network or project spaces. Building a strong online presence is also crucial. Media features earned through PR can help establish a digital footprint, increasing your company's SEO [and] your website's visibility in search results. This approach can organically attract potential clients and increase your business's reach and impact. Additionally, third-party credibility gained from positive media coverage, awards and speaking opportunities at conferences or trade shows adds trust and prestige to your company among community members and stakeholders. 

What are some easy-to-execute PR tactics we can start today?

Let customers see your logo while they see you doing something right. A simple example is to have your logo on safety helmets or shirts [or] while your leadership interacts on project sites or during industry events. Consistency of message builds a lasting impression and trust with your clients and trade partners. For instance, a construction firm that regularly updates a site blog or social media channels with project milestones or valuable insights into industry best practices will stand out compared to inconsistent competitors. Finally, think about the visuals. Any time you can invite media to a job site or demo a new safety effort or construction tool, it potentially may be interesting on video or in a photo. 

How else can construction leaders use PR?

I encourage companies to get involved locally. When community members witness your team building a playground or renovating a shelter, they develop trust that translates to contract decisions. City officials and private developers prefer working with builders who demonstrate commitment to the area's prosperity. Construction companies that donate materials and labor to disaster relief efforts gain invaluable exposure while showcasing their capabilities in real-time. Your philanthropy also connects you with other business leaders, creating relationships that generate referrals and partnerships. 

What's a common mistake contractors should avoid?

Not building a bank of goodwill through consistent communication of their successes. In construction, your reputation is everything. Each announcement builds credibility that directly impacts your ability to win contracts, attract talent and grow your business. Create a strategic communications plan that showcases every win: document every project with professional photos and video, create a simple template for project completion announcements, and post on social media to highlight your team's expertise and specialized certifications or to share your community involvement and charitable work. And celebrate safety milestones and quality achievements loudly and consistently.

When does it make sense to bring in a pro? 

Small to large contractors can particularly benefit from PR support when landing high-profile projects, launching innovative services or entering new markets. A PR pro can also help you recruit new employees, keep talented staff, attract new business opportunities and improve community reactions and opinions. Professional PR support also becomes essential during rapid growth phases when contractors lack internal communication resources.

Interview conducted by Margot Lester

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The Level is curated and written by Margot Lester and edited by Bianca Prieto.