Public relations (PR) is not always at the forefront of the mind of all architecture and engineering (A/E) firms. Some don’t really understand the true value of it, some don’t really know what it is, and some don’t really know how to achieve it.

Every firm wants to be viewed in a favorable light, yet many firms do not have a good PR plan in place.

So, what constitutes a good PR plan? That answer should vary from firm-to-firm. The answer lies with those within an organization that are tasked with setting and implementing the organization’s goals. This may be the PR manager, marketing director, head of sales, and president/CEO. Together, a very crafty PR message can be fashioned to mirror your company’s image and long-term vision.

A consistent message on a regular basis is a key factor in the success of your PR plan. Sure, anyone can use sporadic tactics and send out press releases here and there. This hardly adds up to a PR plan. It’s so much more than that! It’s essential to show the value of PR internally throughout your organization as well as externally from your company to the media.

How can this be done?
1) Know your firm’s services, markets, and politics inside and out.

2) Examine the PR strategy you are currently executing. Scrutinize what you could be doing better. If you don’t have a strategy, hire a consultant to work with you to establish one.

3) Execute the internal PR plans you can more easily implement and hire a consultant to do the things you cannot implement.

4) Develop relationships where they count internally and externally.

5) Capitalize on niche services your company provides. Tap that market to its fullest extent.

6) Explore free PR tactics that are worth the time and effort.

The size of A/E firms varies a great deal across the country, which means that the size of the Marketing and PR Departments also varies. Some of these tactics mentioned above are easy to implement, while others may be more challenging. For this industry, they are proven to be tried and true. It takes time to build your name in the market especially if it isn’t well established.

Over my five years at Woolpert, Inc., I have seen some groups instantly latch on to a PR plan, and some have gradually migrated to it. Those who have been using it for years have seen exponential exposure through the media. It’s sometimes difficult to track directly the exact impact these PR tactics have had over the years. But when a client you’re pursuing says they’ve been tracking you in the media for the last several years and they award you a project, that’s when you know you hit a home run! SLDT