So you’re a successful contractor and you have a long history of building successful projects in your area, or even around the country. Do you think about how your company is perceived by the public—your image? You should.
A lot of contractors devote the majority of their time on the work they love—building outstanding projects—and let the public relations work take care of itself. But savvy contractors know that using good public relations techniques can enhance their reputations as well as their ability to find work. In the increasingly competitive global marketplace, the most successful contractors will be those that publicize their accomplishments.
One thing is certain. Every contractor has an image whether they want one or not. Good public relations begin at home. A few things to consider include the following:
- The appearance of your building
- The way you answer the telephone
- The quality of your printed materials (no typos)
- The timeliness of the delivery of your services
Your communications mission, if you will, should be to keep your various “publics”—both internal and external—informed and supportive of your goals and objectives. Each public requires special attention, some more than others. It is up to you to prioritize these publics and to develop a plan to reach them as effectively and economically as possible, and, of course, to complement your overall vision and mission statement.
Remember that an objective to merely improve the image of your firm runs a high risk of failure. Avoid the shotgun or something-for-everyone approach to public relations. While a little bit of the program might hit everyone, it will lack distance, direction and punch. Again, determine the publics you wish to reach and the message you wish to deliver. Set priorities, determine your budget for reaching your varied priorities and begin.
This online-guide, a collaborative effort of Associated Builders and Contractors and the Construction Writers Association, seeks to give you some tips on how to garner publicity for your company. Each section includes links to other sources aimed at helping you identify what you can do to successfully build your reputation and win the accolades you deserve.