Good public relations is more than just working with the media. It is a comprehensive strategy that involves creating a positive image of your company with your clients, employees and community. All of your materials and communications—printed materials, correspondence and discussions with clients, subcontractors and employees—contribute to your company’s reputation and image. As a result, you should be careful that your are consistent in delivering your message in all that you say and do, via the printed and spoken word. Brochures, newsletters and Internet Web sites all can be used to enhance your firm’s reputation. Read the items in the adjoining column for more on these corporate public relations tools.
You may want to develop a corporate newsletter to send to business associates and clients. A corporate newsletter essentially becomes a marketing tool as it enables you to show off your company in your own words to potential clients and can raise your company’s profile in the community. A good company newsletter can also put a human “face” behind your company. A letter from the company president or profiles of company employees in each issue can help your various “publics” get to know you better—publics who may be more inclined to use your services as a result. A company newsletter can also build morale and a “team” mindset in your most important asset—your employees.
- Nameplate
The nameplate at the top of the front page sets the tone for the newsletter and should look appealing and professional. Remember: More is not always better. Don’t overwhelm your front page with multiple fonts and complicated graphics. Sometimes simplicity works best. To get ideas, look at some newsletters that you think work well.
- Size and length
Determine the size and format with which you are most comfortable, but keep in mind that most newsletters are printed in an 8 1/2” x 11” or 11” x 17” size. Generally speaking, it is most cost effective to print a newsletter with page counts which are multiples of four. A basic sheet of press paper folds down into what printers call a “signature”—which consists of four or eight pages when folded down to size and trimmed. By containing your newsletter to one or more full signatures, you are assuring yourself of the most economical usage of the printer’s press, which translates into lower reproduction costs. Other page counts can be used, but they may cost your extra.
- Columns
You will generally want to divide your layouts into columns, which lend structure to the newsletter and make it easier to read. Again, look at some newsletters that you think have attractive layouts to determine whether they are divided into two, three, four, five or other column formats.
- Fonts
Generally, for body text you will want to use serif fonts—fonts that have slight curvatures at the tops and bottoms—like Times Roman, New Baskerville (ABC Today type font), Palatino, or Bookman. For headlines, you will generally use a “sans serif” font such as Franklin Gothic or Helvetica. Body type should be 10-12 point sized.
- Color
A full, four-color newsletter can be an expensive proposition. On the other hand, a plain black and white newsletter can look dull. You can bring a newsletter to life by adding one to two “spot” colors. Also, consider using a percentage of a color (such as 10 percent black or blue) behind boxed text —this is called a “screen”—to add more variety to your pages. However, make sure you run your photos in either black and white or full four-color. You don’t want to make the mistake of running a photo in all red or all blue ink (Imagine your company president with a bright red face!). Stick with black ink for text and photos and a second color for headlines, screens, logos, etc., and you’ll be able to produce a sharp looking newsletter with no problems.
- Photos
Use as many as you can in your newsletter to break up boring pages full of type. But make sure that the photos are of good quality so that they will reproduce well. A good camera is worthwhile investment. Photos really add to the interest value of your publication. Remember, people love to see pictures of themselves and their friends.
- Computer Software
Any format beyond one to two columns should be done in a desktop publishing software package, such as PageMaker or QuarkXPress. These packages allow you to custom design your publication with as many columns and graphic elements you want. Other software packages can be used, but PageMaker and Quark are the most frequently used by designers and printers. Additionally, computer and printing technology have evolved to the point that you can give your printer everything it needs on a computer disk; many printers no longer need “camera-ready” pages. Talk with your printer representative to determine how he or she would like to receive your publication.
The Internet seems to be everywhere these days, and many contractors that have developed web pages to promote their services have found them to be quite useful in acquiring new business. If you haven’t already, you may want to develop a Web site of your own. Look at some Web sites that you find appealing and use them as a model for developing your site. Much of the information that you would include in a company brochure or newsletter can be adapted for your site. In fact, you can even include copies of your newsletter on your site.
Keep reading for a more detailed discussion on developing a Web site, from Building Profits in the Construction Industry by Michael T. Kubal, Kevin T. Miller, Ronald D. Worth.
- Develop an organizational chart A Web page is developed very much like an organizational chart. It starts at the top with the most important and general interest page and then fans out into pages with specific functions. Most Web sites start with what is called a home page. This page introduces your company and typically contains a very brief description (if any) and an index of the main categories contained in your Web site. After the home page, the organization chart flows to main categories and then to subcategories, until all the information you want to present is delivered in a logical manner. Create the outline and flow chart on paper and get consensus from all the people who need to be involved in the decision-making process; then proceed from there.
- Design Designing for the Web is different than other forms of design. Whereas designing for ads and direct mail requires a graphic approach that grabs attention, design elements on a Web site serve to aid visitors on their journey to get information. Design is critical because it helps convey your competitive strengths and creates an important first impression. But the design you choose should not slow down information exchange. Off-the-shelf software is available for developing Web pages. PageMill from Adobe (www.adobe.com) and Front Page from Microsoft (www.microsoft.com) are the two most commonly used software programs for designing Web sites, and NetObjects Fusion is a basic program that adds some higher levels of “functionality.” These programs generate the Hypertext Markup Language (HTML) programming needed to create a functioning Web site. They provide templates in which you can plug in visuals and text, or you can import design elements created from other graphic design desktop software like QuarkXpress or Aldus PageMaker, from Adobe. You can also import photos from programs like Adobe Photoshop or illustrations from programs like Adobe Illustrator. Even services like America Online (www.aol.com) have templates that the average person can use to create simple Web sites; however, they would not create the kind of sites most businesses would need to set them apart from their competitors. Of course, these are just tools, and they don’t necessarily give you the skills you need to design a Web site that has the right mix of marketing savvy and creativity. And, the level of multimedia sophistication and programming needed to develop the better Web sites have increased dramatically in recent years. For these reasons, the business of Web site design and development has grown dramatically, with the better Web development firms investing heavily in training their designers and developers.
You are your own strongest advocate. Many of America’s most successful construction companies have a brochure or packet that describes the company’s identity, successes and mission. This can be a vital tool to include as a part of a packet to clients.
The brochure does not need to be complicated. A few simple points, well-stated and illustrated with appealing art, will go a long way toward communicating the message you wish to convey. Brevity is key. A good photo of a successful project or photos of key personnel can get your message across much more powerfully than paragraphs of text.
You may want to work with a professional designer to develop the brochure, since it will be your primary company “showpiece.” Look up designers and service bureaus in the yellow pages and ask for samples of their work. They can help you decide the parameters for your brochure and give you an estimate on how much it will cost to design and print.
Or, an in-house public relations or marketing manager, if you have one, could develop the brochure.
- Company mission statement;
- The company’s vision for the future and pledge to clients;
- Introduction and company history;
- Company officers, photographs and biographies;
- Photographs and profiles of significant projects completed by the company
- Quotes from letters from satisfied clients
- Details about your firm’s safety program, safety statistics and information on any safety awards, etc., by the company;
- Photographs and profiles of community service projects completed by the company;
- Quotes from letters of appreciation for community service;
- Quotes from articles or profiles written about the company;
- Information on employee training and benefits along with any awards won by employees for craftsmanship, etc.;
- Information on any special programs such as ABC’s Accredited Quality Contractor program, Platinum Safety program and other trade association participation by your firm;
- Letters of support for your firm from area leaders/groups.