Setting Up Goals and Scoring in AEC Public Relations

Marketing is a field of endless opportunities and avenues of success—if you have the time and resources. However, for many firms within the Architecture, Engineering, and Construction (AEC) industry, extensive public relations initiatives may not be feasible due to these constraints. Fortunately, even small-scale efforts can yield significant benefits.

Public Relations ​​include the management and dissemination of information from a firm to the public with the goal of positively influencing their perception. The AEC arena, with its myriad of opportunities, allows firms to score public relations goals through well-organized and targeted strategies, ensuring a return on investment that meets or exceeds leadership expectations.

Decide on a marketing strategy first—where your focus lies—and develop a plan for investment from there. To assist in this strategic planning, we've compiled an array of PR tools, each aligned with specific marketing objectives to help your firm navigate the AEC arena successfully:

PR for Business Development

• Issue press releases to announce significant milestones or achievements.
  
  
• Contribute articles to journals and magazines that resonate with your target audience.
  
  
• Engage in speaking opportunities at industry conferences to establish thought leadership.
  
  
• Sponsor events that draw in your desired clientele, enhancing brand visibility.
  
  
• Launch direct mail or email campaigns aimed at nurturing existing relationships and forging new ones.

PR for Client Engagement

• Organize events to show appreciation for your clients, strengthening your relationships.
  
  
• Participate in or support client-endorsed events and charitable causes, showcasing your firm's community involvement.
  
  
• Honor clients with awards, highlighting their successes and your collaborative efforts.
  
  
• Feature clients in interviews or stories on your digital platforms, providing them with a spotlight and enhancing your mutual connections.

PR for Project Promotion

• Embrace branded merchandise on job sites to promote your firm's identity and the project.
  
  
• Mark project milestones with celebratory events, inviting stakeholders to partake in the progress.
  
  
• Offer tours of ongoing projects, involving project owners to provide an immersive experience.
  
  
• Share regular project updates on your website and social media, keeping your audience engaged and informed.

Once you have your ideas in place, develop your written plan. Be sure to include goals, objectives, action items, a schedule, and a budget. Employ the SMART criteria (Specific, Measurable, Attainable, Relevant, Time-Bound) to set realistic goals. As you complete your goals, reflect on your work and identify areas of strength and those requiring improvement. This will help you stay on track, watch your progress, and celebrate your successes in the AEC arena!