In property PR, there can be a level of precision required that has echoes of the tolerances enforced on the multi-million-pound projects a construction sector client such as SES Engineering Services (SES) aims to win.
This is the hard, technical, and niche end of construction industry PR for the built environment, without the soft furnishings and glossy, granite worktops that fare so well for my colleagues who work in property marketing for house builders, whose work relies on mass appeal.
What a specialist mechanical and electrical engineering services contractor like SES requires is to be seen by principal contractors – the kind of firms working on the key infrastructure projects that make the country run.
SES is a crucial cog in a very big machine. It works on some of the most technically complex and prestigious construction projects delivered over the last few years. That can range from electrical work on the Queensferry Crossing over the River Forth, to the specialist biotechnology laboratories for the scientists containing, controlling and eliminating virus diseases in farm animals, and those which spread from animals to humans at The Pirbright Institute in Surrey.
Specialist construction PR strategy
The work is highly technical and tightly regulated, requiring real specialism from planning, through fit-out to delivery. That kind of expertise has to be backed by an equally specialist construction PR strategy.
SES wants to be in front of the main contractors. The firm relies on the companies which win landmark contracts for its work and the pool of people it is seeking to impress is relatively small. It’s important, therefore, to establish SES as industry leaders in mechanical and electrical engineering services.
Delivering this kind of specific message is why our PR strategy for SES isn’t about having a million people knowing the client’s name – it’s about having the right thousand people knowing exactly what SES can do for them.
While there is value in brand exposure in the national, regional and local media, particularly when it comes to recruitment, corporate social responsibility and raising employees morale, what’s most important for SES is to be seen in the key industry publications and websites such as Construction News, Building, Construction Manager and CIBSE Journal that the decision-makers go to for their news and views.
Secure the client's standing
It’s also important to SES that its standing as an industry leader is reflected at sector-specific awards ceremonies. We support the business with its awards strategy, advising on nominations, writing entries and maximising award wins in the media.
This approach has earned SES several nominations in recent years, including a highly commended in the Specialist Contractor of the Year category at the Construction News Awards just last month – the industry’s most highly regarded awards scheme.
Earlier this year, the firm won the Construction News Specialist Awards Project of the Year (subcontract over £6m) for its work on the Queensferry Crossing, as well as for the third year running the Best Use of MEP and Pod Technology at the Offsite Awards, this year for its work at the Quadram Institute, underlining the team’s expertise and standing in the industry.
The skill in B2B PR and marketing is being able to target a campaign at key individuals rather than aiming for widespread coverage. And even press releases about promotions and new arrivals must underline SES’ position as an industry leader and a key employer.
Precision PR campaign
The work with SES is an example of the precision required in modern media relations, whether you’re running a construction industry PR campaign or a consumer campaign that relies on activating social media influencers.
What is crucial to the success of any PR and marketing campaign is reaching an engaged audience of people who want to know about your client, its product, or what your client is doing – then use its services.
The construction PR strategy we devised and continue to run for SES underlines the value of being seen by the right people, in the right place, at the right time.
We understand the demands of the built environment sector. To discover how we can help your brand harness the power of online, call us now on 0800 612 9890.