It’s no secret that construction industry is adopting more tech in their workflows. AI incorporation, BIM models, digital twins and more are continuing to be implemented to keep up for efficiency’s sake. With that means more competition, or in some cases, the bigger brands gaining more market share. Contech public relations is a strategic tool your brand needs to deploy to be sure you’re not being left out.
Two tactics consistently separate market leaders from the others: earned media coverage and targeted media outreach.
Earned media coverage is at the heart of effective PR. Unlike marketing or paid advertising, where you control the message and pay for placement, earned media is third-party validation. That can be stories in trade publications, interviews in construction podcasts, expert quotes in industry articles, and coverage in business media.
We help give information for journalists and editors to choose to cover the story, therefore, making the credibility higher than you spamming emails yelling about how great you are. For Contech firms selling to contractors, developers, and municipalities, that trust matters. Decision-makers are more likely to engage with a company highlighted in Engineering News-Record or Construction Dive than one relying solely on digital ads. 
Equally important is targeted media outreach which we’ve touched on a little bit already. Not all coverage is good coverage. It doesn’t make sense for your new product that helps with engineers to be on a podcast that only speaks to general contractors. Strategic contech public relations focuses on reaching the right audience through the right channels. That means identifying trade publications, regional business journals, infrastructure newsletters, and niche tech outlets that speak directly to those using and purchasing your product. A well-crafted pitch tailored to each outlet or journalist increases the likelihood of meaningful coverage.
Meaningful coverage drives awareness, credibility, and continues to help you on the journey to more market share. With a thoughtful PR strategy built around earned media and targeted outreach, your brand will be on the podium.
Ready to start? Contact Ripley PR online or at 865-977-1973.
