Public relations (PR) is a crucial function for businesses and organisations. A well-executed PR strategy drives effective communications with clients, customers and investors, and is central to the maintenance of an organisation’s brand.
In the context of built projects, PR’s role is equally critical but often undervalued, overshadowed by the focus on technical details and project timelines. Without a proactive PR approach, building projects can find themselves in the middle of a public crisis without a clear sense of how to react, control the narrative and get back on track.
Too often, teams view PR as a ‘tick box’ requirement, involving a few public-facing posters or fancy roadshows. This isn’t enough. Appealing visuals alone can showcase the potential benefits of a project but cannot engage with the concerns of the local communities. Failing to identify the communication needs and the appropriate approach may lead to greater conflict over time, causing project delays and cost overruns.
Proactive management is the key
One of the golden rules in crisis management is to anticipate problems and develop a plan of actions ahead of time. The only way crises can be prevented is if a proper PR strategy is implemented from inception and throughout the entire project cycle. This ensures that messages and tactics are carefully planned to mitigate potential risks. Early involvement of PR also brings fresh perspectives to stakeholder engagement and key messaging development, identifying opportunities to promote project milestones and making sure consistent and aligned communications across all channels.
Define a narrative that resonates
Explaining a complex construction project can be challenging, especially when considering the diverse perspectives of a multidisciplinary project team made up of engineers, designers, planners, architects and technical specialists. Therefore, it’s essential to craft key messages that strike the right tone. A compelling story that resonates with audiences goes beyond technical advancements; it’s more about tuning into what they value and concern. While it’s easy to highlight technical advantages or project features, it is crucial when engaging the community or public to demonstrate an understanding of their likely concerns and respect for their interests and wellbeing.
Build authentic trust among stakeholders
Effective communications in the built environment must navigate a landscape of diverse stakeholders, including the public, local communities, concerned groups and government agencies. To build and maintain positive relationships with these parties is vital, requiring project-specific tactics. These might include actively sharing information to build knowledge, employing design thinking approach for co-creation and collaboration, or launching PR initiatives that resonate with stakeholders’ values. Trust and understanding develop over time, and professional PR advisors experienced in dealing with varied stakeholders are key in providing insights that shape a robust PR strategy, addressing sensitive issues.
Implementing the right PR strategy sets the stage for successful project execution, enhances communication and promotion efforts, and eventually elevates the brand credibility, paving way for strong relationships and future success.
