Architecture public relations: 6 publications every architectural firm should target to showcase projects, expertise

June 28, 2022

When prestigious architectural publications showcase an architecture firm’s work, it gives that firm an invaluable stamp of approval that can play a key role in business development. 

While these publications are read by other architects — and not necessarily by clients — the coverage in these publications acts like a coveted referral from a trusted expert. It sends the message that your firm does quality work. 

While coverage in publications that clients read — like your local business journal or trade magazines such as Building Construction + Design, Medical Construction & Design and Hospitality Design (depending on your industry focus) — is also important, the strategy is different. These publications, while helping to establish your firm on your clients’ radar and demonstrate expertise in their industry, don’t provide the same cachet as publications like Architectural Record or Metropolis

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9 mistakes marketers should avoid when interviewing architects, engineers and construction pros for thought leadership content

March 10, 2022

So you read our guide on improving your subject-matter-expert interviewing skills and now you think you’re ready to rock your next thought leadership interview. If you follow our advice, you probably are. But even though you know what you should do, you also need to know what you should not do to get the best, juiciest, most innovative ideas and quotes from the architect, engineer or construction pro you’re speaking with.

A good interviewer knows how to get their subject talking without getting in their way. But there’s a lot more to being a good interviewer than just being a good listener. Do you think Oprah showed up to the vineyard to interview Meghan and Harry empty-handed? 

The answer is no: the queen of interviews definitely spent hours with her team arming herself with background information and a hefty list of questions designed to pull out those jaw-dropping soundbites that plastered headlines for weeks afterward.

I can’t teach you to be Oprah, but I can help you optimize your interviewing strategy by avoiding these nine mistakes.

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Reprint Rights 101: How AEC firms can promote media hits without getting sued

January 27, 2022
Reprint Rights 101: How AEC firms can promote media hits without getting sued

Great news! You or one of your architecture, engineering and construction (AEC) subject matter experts published an article or got quoted in an industry trade magazine, and you want everyone to know — particularly potential clients. So, you post the full text of the article to your company’s website, send it to your email lists and schedule some social media posts that link to it for good measure.

Good marketing, right?

While promoting your media coverage is important (and kudos to you for recognizing that), unfortunately you’ve left yourself open to legal action from the media outlet because you’ve just violated their copyright. 

The good news is that there are ways to leverage your media hits while staying on the right side of the law — and in the good books of the media outlets that cover your projects.

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The importance of email service providers (ESPs): Why you should never send mass emails with Outlook or Gmail

July 8, 2021
The importance of email service providers (ESPs): Why you should never send mass emails with Outlook or Gmail

Email marketing is the most profitable marketing channel, garnering an ROI of $42 for every $1 spent. However, if you try to start a mass marketing email campaign through your Gmail or Outlook account, you’re going to be hampered by send limits and you could even end up having your personal email or your entire organization’s domain blacklisted (more on that in a moment).

So how do firms manage to conduct email marketing campaigns that send hundreds or thousands of emails and still hang on to their online reputation? Email marketing services or email service providers (ESPs) are third-party services that handle mass marketing email sends. ESPs take a number of measures to ensure they remain whitelisted and retain agreements with internet service providers (ISPs) that allow them to send emails in bulk. 

You might be asking yourself, “Why do I need to pay extra to send emails when that’s what I do all day, every day? Why not just send each marketing email individually from my individual email address?”

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Media exclusives: how and when to use them

July 27, 2020

Media exclusives: how and when to use them

When I was working at a television station, the first question the news director would ask after a reporter came in with a juicy story was, “Is it exclusive?”

She wanted to know if her station was the only place viewers could find the story or if they would at least be the first to break the news. In a time when just about everyone has 24/7 access to information at their fingertips, regardless of when the 5 o’clock newscast airs, media outlets are looking for any edge they can get over their competitors.

For PR purposes, exclusives can help you squeeze all of the “juice” you can get out of a story and make sure it’s placed with an outlet that will give it the coverage you think it deserves.

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4 reasons marketers must shift toward a ‘knowledge extraction’ mindset

May 2, 2018

RepInk-blog-Extraction

Marketers… if you had to describe your most important role in one or two words, what would you say? My gut tells me that many would say “promotion,” “brand building” or “thought leadership.” I doubt many would say “knowledge extraction.” And that must change.

Knowledge extraction is basically that — extracting knowledge from your subject-matter experts (SMEs). It’s a specialized skill when done right, and it’s imperative for effective business-to-business and professional services marketing. Here’s why:

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7 ways to overcome content marketing’s biggest challenge: just getting it done

April 24, 2018

RepInk-blog-7waysChallenge

We’ve all heard it before:

“I just can’t get my subject-matter experts to give me the information I need.”

“We would do content marketing, but we can never find the time — we’re too busy focused on billable work.”

I get it. Content marketing takes time. It’s the reason I have a viable business, after all.

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Crisis PR and the FIU bridge collapse: 8 ways to prepare your AEC firm for the worst

March 30, 2018

8 crisis PR tips

“By the time you hear the thunder, it’s too late to build the ark.” —Unknown

It’s everyone’s worst nightmare in the architecture, engineering and construction industry: a catastrophic incident with multiple fatalities, and your company is on the line.

That’s the reality right now for FIGG Bridge Engineers and MCM — the designer and builder, respectively, of the pedestrian bridge at Florida International University that collapsed March 15, killing six and injuring 10 others.

The focus now is on honoring the lives vendita gonfiabile percorso ad ostacoli lost, determining what led to the collapse and ultimately holding anyone negligent accountable. However, the incident is a reminder of how incredibly important it is for AEC public relations professionals to prepare to respond to such worst-case scenarios.

While every situation is unique, and the experience of a crisis PR professional is invaluable during an event, here are eight ways you can prepare now to protect your firm’s reputation as much as possible in the event the worst happens.

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Content marketers: 7 ways to improve your subject-matter-expert interviews

July 12, 2017

Get the information you need to create persuasive, insightful content by conducting better interviews

I’ll let you in on a little-known secret that sets great content marketers apart from the good ones. It’s not the writing. It’s not video production skills. It’s not even research.

Don’t get me wrong — those are important. But the real secret sauce? Conducting great interviews.

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A Q&A with Cosential: The CRM made especially for AEC

March 30, 2017

 A Q&A with Cosential: The CRM made especially for AEC

Our team recently had the pleasure of mingling with movers and shakers in the architecture, engineering and construction (AEC) industry at the SMPS SunBuilt conference, an annual regional event for AEC marketing and business development professionals.

One of those people was Bobby Hollis, VP of Marketing for Cosential, a CRM and proposal tool for AEC firms. We wanted to pick Bobby’s brain about what the industry-specific CRM means for AEC lead-generation efforts. Luckily, he agreed (without us pinning him down).

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