PCL Construction Marketing/Communication Tips

Shout out to San Diego!

The San Diego International Airport Expansion is featured on ENR's website. Check out the video.

Spicing Up Presentations

Presentations are an unecessary evil in the work we must produce as marketers and communicators (or at least I think they are). Is anyone else tired of the same old powerpoint templates with numerous bullets per slide that the presenter just reads anyway?

Next time you have to put together a presentation, try incorporating infographics instead of bullets.

According to wikipedia, information graphics or infographics are graphic visual representations of information, data or knowledge. These graphics present complex information quickly and clearly, such as in signs, maps, journalism, technical writing, and education. For some great samples of infographics, check out a recent Ragan.com post.

Reason 87 why you should have a LinkedIn Account

A communications guru in Toronto, who I am lucky enough to call a colleague and a friend, once told me that LinkedIn isn’t about connecting with other colleagues from our company, it’s about connecting with external people and their connections to leverage opportunities.

According to a recent survey by the Arketi Group, 92 percent of  journalists have a LinkedIn account. We need to leverage this opportunity because LinkedIn provides an easy way for reporters to connect with sources.

"It comes as no surprise more BtoB journalists are participating in social media sites, especially LinkedIn," says Mike Neumeier, principal of Arketi Group. "LinkedIn provides an online outlet for them to connect with industry sources, find story leads and build their professional networks."

While more journalists are on LinkedIn than any other social network, they have increased their presence on other networks, too. The survey found that 85 percent of journalists are on Facebook and 84 percent use Twitter. Only 55 percent of journalists used Facebook in 2009, and 24 percent were on Twitter.

Almost all journalists—99 percent—get story ideas from industry sources, and social media makes it easy for them to track sources down. When journalists can't get through to a source, 85 percent turn to industry experts—who are easy to find on LinkedIn.

So if your boss walks by when you're creating, updating, and monitoring your LinkedIn page and wonders what you are doing, just tell her/him that you are finding media opportunities to leverage PCL in the marketplace!

Marketing vs. Branding for Creatives

Ever wonder what the difference is between marketing, branding, direct marketing, and public relations? A few months ago, I was asked to define a few of those terms, on the spot, in front our US executives (remember, “US” not “U.S.”).

I could feel my body tense up; then my eyes closed, and I started to sweat. Words started coming out of my mouth as I tried to explain the different functions that make up the whole communication process. Though I wasn't asked, "What is your position on the role of government in supporting innovation in the field of biotechnology?" like Will Ferrell was in Old School, I felt the same sort of relief because my answers made sense. I was able to educate my audience.

To help understand the difference between these communication functions (and to have a Will Ferrell moment of your own when trying to explain these to upper management), check out the PDF below.

Download Branding

Better photos = More PCL Exposure

All of you have recently experienced the begging emails from USHO for photos, whether it be for our community giving brochure, FORTUNE submission, or project photos for publications such as ENR. Some of you have asked “how do we get more photos included our publications?” The answer – Better, higher quality photos.

 So how do we get better photos?

Check out the great video below from Ragan Communication that explores eliminating photo shots such as the “grip and grin” that have been around for decades, and some tips for getting BETTER PHOTOS!!!

Tips for better photos

• Ditch the photos of employees “working”
• Show the purpose of machines through photos
• Capture a group’s shared trait
• Get your subject away from their desk
• Use black and white from time to time

 



Networking is a Contact Sport

Yesterday, a few of us from US Head Office attended a seminar titled, “Networking is a Contact Sport”.

I was interested in attending this event because it was put on by a group who I have been hearing good things about, the Mile High Young Professionals group. Also, getting the confidence to network with strangers is something that I still need to work on.

The biggest thing I learned from attending this seminar is that I am not the only one who doesn’t feel comfortable striking up a conversation with a random stranger. The room was full of people who hate walking into a networking event alone, talking to new people about what they do that has no relevance to their work or life, and always leave saying “there was no one at this event for me to network with”.

An exercise for you to try before your next event is start a conversation with someone without using the words “I”, “me”, or “we”. It can be pretty difficult. However, this exercise reinforces the fact that it isn’t about you or your company. We all need to practice more active listening to build valuable relationships.

Some easy takeaways from this session are:

• Look at every event as a networking event, even the neighborhood block party. You have no idea how someone may be able to help you in the future.
• Really listen to who you are talking to, no one ever listened them out of a sale.
• Have a clear objective for the event or meeting. “I will leave with two new solid contacts.”
• Focus on a few people, not everyone is going to be a prospect for you.
• Hoping to meet someone is not a strategy. Take action to make it happen.
• Remember the 70/30 rule. Listen 70% of the time, talk 30% of the time.
• Position yourself as a expert.

Happy Networking!!!

Rules Change

About two years ago, a communications specialist at NAHQ asked me to stop putting two spaces after a period. I sent a reply saying I was following a rule that I was taught in college just a few years ago and I insisted on continuing to put two spaces after a period. I was then sent an email with quotes from the Chicago Manual Style and Associated Press Stylebook that the rule had changed!!! I apologized for putting two spaces after a period because the specialist at NAHQ had been taking the time to take all the extra spaces out of every announcement and story I wrote.

When I finally got the hang of only putting one space after periods, I shared this information with others in my department. Again, it wasn’t well-received because everyone was so used to the two space rule that was  originally established for typewriting (for those who don’t remember, a typewriter is a mechanical devices with keys, and when pressed, cause characters to be printed on paper). After providing proof that this was an actual rule change and not just some crazy antic I was trying, it was agreed to change to the one space rule.

Though I don’t like change, and at times, try to fight it, change is inevitable. It helps us evolve into better, more experienced people. Change also helps our organization grow and helps us provide the best service to all of our clients, externally and internally.

 

 

Want more on press releases?

Want more information on writing press releases for the web? Then download this whitepaper from PR web on writing great news releases for the web. It provides great information on how to structure your release, do's and don'ts of press release writing, and topic ideas.

Download WritingGreatNews_Guide[1]

Breaking News…or is it? It can be with simple writing tips

Press releases…news advisories…media alerts. Call it want you want, but all of these documents aim to do the same thing…gain positive media publicity for our company. 

 Below are some easy tips that were given to me by my PR writing teacher, with a few slight PCL additions. If you don’t have the time to read all the tips, just make sure you read the last two because these have helped me tremendously in gaining media attention from my press releases.

Rules for Writing a News Release
All news releases should be “news centered” according to Schubert Communications, a Pennsylvania public relations firm.  Lisa Barbadora, director of public relations and marketing content for Schubert, give these rules for writing news releases:

 

• Use short, succinct headlines and subheads to highlight main points and pique interest.  They should not simply be a repeat of the information in the lead-in paragraph.
• Do not use generic words such as “the leading provider” or “world-class” to position your company.  Be specific, use phrases such as “with annual revenues of.” – The word “Leading” is the most used word in press releases.
• Do not describe products using phrases such as “unique” or “total solution.”  Use specific terms or examples to demonstrate the product’s distinctness.
• Use descriptive and creative words to grab an editor’s attention, but make sure they are accurate and not exaggerated.
• Do not highlight the name of your company or product in the headline of the news release if it is not highly recognized.  If you are not a household name, focus on the news instead.
• Tell the news.  Focus on how your announcement affects your industry and lead with that rather than overtly promoting your product or company.
• Critique your writing by asking yourself, “who cares?”  Why should readers be interested in this information? If you have ever met Pat Klein, this is where your “SO WHAT?” stamp would come in handy.
• Do not throw the whole kitchen sink into the release.  Better to break your news into several releases if material is lengthy.
• Do not use lame quotes.  Write like someone is actually talking – eliminate the corporatese that editors love to ignore.  Speak with pizzazz to increase your chances of being published.
• Target your writing.  Create two different tailored releases that will go out to different types of media rather than a general release that isn’t of great interest to either group.
• Look for creative ways to tie your announcement in to current news or trends.
• Write simply.  Use contractions, write in active voice, be direct, avoid paired works like “clear and simple,” and incorporate common action-oriented phrases to generate excitement.  Sentences should be no longer than 34 words.
• Follow the Associated Press Stylebook and specific publications’ editorial standards for dates, technical terms, abbreviations, punctuation, spellings, capitalization, etc. This is different than the Chicago Manual Style that we use at PCL.
• Do not overdo it.  It’s important to write colorfully, to focus on small specific details, to include descriptions of people, places and events, but do not write poetry when you want press.
• Do not be formulaic in your news release writing.  Not every release must start with the name of the company or product.  Break out of the mold to attract media attention.
• Do not expect editors to print your entire release.  Important information should be in the first two paragraphs.
• Make it clear how your announcement is relevant for the editors’ readers.
• BEST TIP – Are you announcing something that is the FIRST time, ONLY time, LAST time? Make sure you include that in your headline!
• BEST TIP #2 – Always make sure to include any celebrities or noteworthy individuals. Do you have an emcee from a news station, is a local politician attending your ribbon cutting ceremony?

And as always, if you need any help writing a news releases, the team at USHO is always available for you.

Pictures speak 1000 words

Our department, US corporate development, just gathered for Philly cheese steaks and to look at presentations from two of our building competitors. The presentations were brought to us  by our newest department edition, Nick Kurth, Virtual Construction manager.

We entered the meeting with my stomach growling, more concerned about eating my cheesy hoagie than really thinking about how competitors present.

The first presentation left much to be desired, as the graphics reminded us of the 80’s.

The next two presentations were totally different.  The main focus (in pictures) was on people, NOT projects.  What? But we’re a builder?  The point of the presentation was that a huge deciding factor in selecting a contractor is who you want to do business with.  Do you like the people?

 It was an eye-opening and very effective concept.  One of the best ideas, came from a competitor’s presentation to renovate an aquatics center.  They introduced a team member by showing him swimming with his family, in the very pool they were proposing to renovate!  It made him much more accessible and sent the message, I am local, and I’m a part of this community.

  Another great idea was the use of real images from project team meetings. The marketing coordinators set aside a day every six months to walk around the office and take action shots of team members working to use in presentations and proposals.  (Photo: PCLers in Denver at a green training)

 

 So next time you prepare a presentation for an interview, don’t forget to include our people and how we can work with their people. Having a cheese steak for inspiration doesn’t hurt either.

Co-Authored by: Nancy Candler and Stephanie Vrabel