PR metrics that matter: Measuring the success of construction comms

Why some PR metrics fall short in construction

Simply looking at quantity of PR coverage over any other considerations does not work in construction. The long project cycles and complex multi-stakeholder decision making mean that simple impression counts and reach is not enough to determine the how effective PR activity has been.

This is because PR in construction is technical and often requires niche content with highly specialised coverage targeted at specific audiences. Therefore, while the content may not always be seen by large numbers of people, it may be reaching the people that matter for a greater strategic impact.

Simply aiming for the largest possible reach risks a high degree of wastage as many of the target audience may not be potential customers. In short, relevance matters more than absolute numbers.

Similarly, comparing the large numbers possible on social media platforms with reader numbers of focused trade publications also risks a miscalculation of the success of the activity. Those who read content from these publications, whether online or in a print or digital magazine, are much more engaged and have chosen to read it rather than it simply appearing in their social media feed.

Highly targeted PR also enables a more complex and nuanced message, which readers will often give more weight to as it comes from a trusted publication.

In addition, it is often necessary to take a long-term view with the effectiveness of construction PR. The impact of activity that influenced early-stage research – and that ultimately got your company’s name on the shortlist – may not be seen for months, until a project reaches the right stage. Also, it may be an accumulation of sustained presence in trade media that convinces a specifier to make an enquiry.

How PR links to actual outcomes in the construction sector

The first step when planning construction industry B2B PR is to ensure that activity is linked to the goals of the business, such as increasing awareness, driving consideration and achieving conversions.

Different types of PR activity will drive different customer attitudes and behaviours. For example, trade media coverage around product launches will develop awareness; coverage of project case studies will help build trust; and thought leadership and technical articles in the right trade media will shape the reputation of the brand as a leader in its field.

In addition, PR activity has an important role to play in ensuring brand visibility in traditional and AI-powered search results. Specifiers are increasingly using AI tools for research, and generative AI search tools will draw information from trusted and authoritative sources, including industry publications, when formulating answers to queries.

The more a brand and its messages appear in these sources the more likely it is that the AI will include it in responses. This is sometimes referred to as generative engine optimisation (GEO), similar to the more traditional search engine optimisation (SEO).

Choosing the best PR metrics for construction marketing

PR activity influences construction buyers in different ways at different stages of the decision-making process. The metrics used to measure the PR activity must therefore relate to these behaviours.

Targeting the right publications

With Construction industry PR it is important to look at the publications where the coverage is achieved. If the aim is to reach architects, then regular coverage with just three or four of the most widely read titles in that sector could represent real success.

Or if you are targeting educational projects specifically, your brand’s presence in the sector specific education titles is potentially worth more than greater coverage in more general construction industry outlets.

Quality of publication

It is important to note that research has shown that industry publications are still among the most trusted sources of information. However, certain publications in each sector are more trusted than others and a brand’s presence in the leading titles will have a greater impact.

At CIB, we split publications in each sector into tiers for the purpose of targeting our activity for clients. This is based on factors such as the quality of the content, level of editorial independence and the readership – again looking at quality rather than simply quantity.

For online coverage, it is also worth looking at the Domain Authority scores of publications. This is a metric that estimates how likely a website is to rank in search engine results. It can be used to assess how valuable backlinks from the publication are for SEO and GEO.

Share of voice and brand health

Share of voice measures how a brand’s share of the ‘conversation’ compares to that of its competitors, and therefore the influence it has in the market.

The unique nature of construction industry PR means that brands need to benchmark their performance against those in the industry. Even a relatively small amount of coverage in absolute terms can represent a significant or even dominant share of voice.

Similarly, brand health research can help to determine brand visibility, trust and preference among current and potential customers. Conducting the research on a yearly basis can help establish the impact of recent activity and plan the future strategic direction.

The effect on lead generation

Another important factor that is not captured by simply looking at volume measurements is the effect on lead generation, enquiries and conversions.

Comparing metrics such as website visits, inbound enquiries, and sales to PR activity and campaigns can help establish the effect of the PR. Implementing a ‘how did you hear about us’ mechanism for enquiries, whether online or over the phone, can help establish what is driving people to reach out.

An example of how consistent PR coverage across a range of industry sectors can be achieved year on year is our work with global power tool brand Makita. We have been able to deliver excellent PR coverage for Makita in sectors as diverse as general building, plumbing, electrical, self-build, landscaping and forestry, woodworking, facilities management, cleaning, plant hire, and consumer gardening and outdoor lifestyle publications.

Turn your PR efforts into measurable construction impact

Partnering with a construction industry PR specialist will help ensure the development of strategy that will deliver results in line with all the relevant metrics. An experienced construction PR agency will be able to provide guidance on the activity that will have the biggest impact on the target audience and help you achieve your objectives.

Contact our expert team to find out how we can help maximise the measurable impact of your PR.