From Sidelines to Spotlight: Helping Technical Staff Share Project Stories That Shine

In AEC marketing, the materials we create are often the first introduction a client has to our firm. Project sheets, proposals, and award entries aren’t just paperwork, they’re storytelling tools. They help clients see the value of what we do. But telling those stories? That takes more than a catchy headline.

We rely on the people who did the work—our technical staff—to help us tell the story. And that’s not always easy.

Most engineers, architects, and construction professionals aren’t thinking about messaging when they’re solving design challenges or navigating construction logistics. So when we ask them to write about a project, it can feel like we’re speaking two different languages.

That’s where we come in—not just as writers or editors, but as coaches. Here’s how you can help your technical team feel more comfortable, confident, and even excited about contributing to your marketing efforts.

1. Learn Just Enough Tech Talk

You don’t need to become an engineer overnight. But understanding the basics—what a seismic upgrade means, or why a chilled beam system matters—helps you ask better questions and frame better stories. It also builds credibility. When technical staff see that you get the work (at least a little), they’re more likely to open up.

2. Don’t Wait Until the Last Minute

We’ve all done it—pinged someone the day before a proposal is due asking for a quick project summary. But giving people more time almost always leads to better content. Involving your technical team earlier in the process gives them time to reflect and share key insights you might not get otherwise. It also shows respect for their time and expertise.

3. Give Them a Head Start

Blank pages are intimidating. Templates and simple outlines can make the writing process feel more manageable. Include prompts like “What challenge did the client face?” or “What solution did we offer that made a difference?” Bonus points if you add a few do’s and don’ts—like keeping it short, avoiding internal acronyms, and focusing on outcomes.

4. Help Them See It From the Client’s Point of View

Your technical team knows how the project worked. Your job is to help them explain why it mattered. Instead of technical specs, encourage them to talk about impact. Did the solution save money? Make the building safer? Support community goals? Help them shift from task-based language to benefit-driven storytelling.

5. Give Encouraging, Helpful Feedback

Nobody wants to feel like they’re doing it wrong. When you review drafts, be supportive and clear. Highlight what worked well—maybe they explained a complex issue in a really relatable way. Then gently flag any jargon or confusion, and offer examples of how to simplify or clarify.

6. Share Writing Tools That Make It Easier


Not everyone feels like a natural writer—and that’s okay. Recommend easy tools they can use to polish their work:

• Grammarly or Hemingway App for editing
  
  
• Made to Stick by Chip & Dan Heath for storytelling tips
  
  
• Industry webinars or short writing workshops for those who want to build confidence

7. Let Them Learn From Each Other


Sometimes the best support comes from peers. Encourage a buddy system or light peer review process where technical staff can read each other’s drafts. It builds accountability and gives them a chance to see different approaches to writing about projects.

Marketing in the AEC world is a team sport. When technical staff understand the why behind your requests—and feel supported in the how—you’ll get stronger content and build better relationships across departments.

And when the final story clicks? It’s a win for your team, your firm, and your future clients.