Public Relations
How to Build a PR Campaign for an Architectural, Engineering or Construction Firm
By Leslie McKerns
Mon, 19 Feb 2007, 08:40 PST

Building an effective media campaign takes persistence, patience and practice. Most small to mid-sized Architectural, Engineering or Construction firms will not have an in-house person dedicated to the PR effort. The mistake is to assign the task to an already overburdened marketing professional or other staff member who most likely will allow the task to fall way below the radar on their to do list. An equally deadly PR mistake is to assume that the media will simply find you based upon your work.

A small to mid size Architectural, Engineering or Construction firm has two main options for building an effective PR media campaign: outsourcing the work to a PR professional or getting a partner or other top executive to assume these duties.

Once you have selected the method that is right for your firm, here’s how to get started with building an effective PR media campaign.

1. Create a graphic template for all your press releases.

2. Write a one to two paragraph boilerplate blurb about your firm—include it at the end of all your press.

3. Assign a contact person for the media to be a spokesperson for your firm.

4. Add a PR brainstorming session to each staff meeting—regularly field potential topics for coverage, and make it known that you expect contributions.

5. Identify ten publications you’d like to reach; make contact lists; read the issues and editorial calendars. Establish a clip file of articles of interest and circulate it within your firm.

6. Define six projects that define the work of your firm. Print out a contact sheet on each and circulate it asking for one or two bullet points as to why the project was a success; what was noteworthy about the project and the quantifiable results.

7. Define four to six categories and keep lists of projects by type. Use project sheets as backup information for the media and as ready resource packets for interested parties.

8. Set up a case study format--show what the issue or goal was, how you solved it and what was noteworthy about your services (such as dollars/time saved, environmental issues solved, etc.).

9. Define two leaders in your firm with expertise of interest to your profession. Format short relevant bios, define their projects and expertise in bullet points, collect one or two “pull out quotes” from each person.

10. Create two White Papers. White papers are focused reports on a topic, and must be highly readable and easily reproduced. Each white paper should clearly establish your credibility and expertise about an issue or topic.

11. Create a media packet--design a cover and consistent content including About the Firm, bios of key leaders, press releases and articles, and a list of available documents, project sheets and white papers.

12. Make your bios and firm information downloadable from your website.

13. Identify four annual events where your firm will have a presence--select one tradeshow, one community event, one charity event and one special industry event. Put this on your calendar and create a timeline of press releases that will go out before and after each event.

14. Post news to your website on a regular basis—make pdf files downloadable.

15. Conduct a bi-annual industry survey and post the results on your website. Announce the taking of the poll before and the results after.

16. Host a virtual roundtable discussion and post the Q & A session. Announce the roundtable topic before and the results after the discussion. The first roundtable can be of in-house experts or experts in your industry that you invite to contribute.

17. Write and post articles online to your website and to distribution sites.

18. Include your press releases in your direct mail to potential clients.

19. Use your Press releases as “leave behind pieces” on sales calls.

20. Reformat content for newsletters – make them available in print and online.

Follow these twenty methods to get a media campaign established and track the results. With a consistent effort an architectural, engineering or construction firm will reap the results of a media campaign.


McKerns Development, PR, Marketing, Business Development, works with professional firms and small business owners to increase visibility, promote their projects and services, reach the right customers and build business. For 5 unique service packages, tips, free resources and information about building your business visit http://www.freewebs.com/mckernsdevelopment