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Improving the image 
of construction 
Paul Wilkinson FCIPR 
pwcom.co.uk Ltd 
@EEPaul
 Full member of CIPR since 1993 
 Appointed Fellow in 2012 
 Elected member of CIPR Council, 2015-2016 
 Chair, Constr...
 CAPSIG is one of 11 sectoral groups in the 
Chartered Institute of Public Relations 
 c. 370 members 
 in-house, consu...
Public relations is NOT … 
 Advertising 
 Promotion 
 Publicity 
 Propaganda 
 Media relations 
 Public affairs 
 '...
The image of construction? 
Public relations is about reputation – the result 
of what you do, what you say and what other...
The image of construction? 
Public relations is about 
reputation – the result of what 
you do, what you say and what 
oth...
Public relations is the discipline that looks after 
an organisation's reputation. Its aim is to win 
understanding and su...
Construction 2025 
 14 mentions of the 
industry's “image” 
 … and 4 mentions of 
“reputation”
“Poor image” 
“... fundamental change is 
required in how the 
construction industry is 
perceived by the general 
public....
Construction 2025: 
The image of the industry 
“There are four areas where action is needed to 
reform the image of the in...
Engaging young people and 
society at large 
Construction 2025 mentions several campaigns: 
 Open Doors 
 CITB’s Positiv...
What can we do? 
Communicate! 
 Media relations, publications, “content” 
 Events and community engagement (CSR) 
 Onli...
Responses - international
Improve the image of construction: 
Communicate! 
Campaign! 
Collaborate! 
Paul Wilkinson FCIPR 
pwcom.co.uk Ltd 
@EEPaul
Improving the image of construction
Improving the image of construction
Improving the image of construction
Improving the image of construction
Improving the image of construction
Improving the image of construction
Improving the image of construction
Improving the image of construction
Improving the image of construction
Improving the image of construction
Improving the image of construction
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Improving the image of construction

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"Improving the image of construction" - presentation delivered by Paul Wilkinson, chair of the CIPR's construction and property group (CAPSIG) to the Constructing Excellence annual members convention in London on Friday 14 November 2014.

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Improving the image of construction

  1. 1. Improving the image of construction Paul Wilkinson FCIPR pwcom.co.uk Ltd @EEPaul
  2. 2.  Full member of CIPR since 1993  Appointed Fellow in 2012  Elected member of CIPR Council, 2015-2016  Chair, Construction and Property Special Interest Group (CAPSIG)  CE Collaborative Working Champion
  3. 3.  CAPSIG is one of 11 sectoral groups in the Chartered Institute of Public Relations  c. 370 members  in-house, consultancy, independents  CIPR members: 10,400  all governed by CIPR's Code of Conduct
  4. 4. Public relations is NOT …  Advertising  Promotion  Publicity  Propaganda  Media relations  Public affairs  'Spinning'  Selling or ...  Marketing
  5. 5. The image of construction? Public relations is about reputation – the result of what you do, what you say and what others say about you.
  6. 6. The image of construction? Public relations is about reputation – the result of what you do, what you say and what others say about you.
  7. 7. Public relations is the discipline that looks after an organisation's reputation. Its aim is to win understanding and support, and influence opinion and behaviour. It establishes and maintains goodwill and mutual understanding between an organisation and its publics.
  8. 8. Construction 2025  14 mentions of the industry's “image”  … and 4 mentions of “reputation”
  9. 9. “Poor image” “... fundamental change is required in how the construction industry is perceived by the general public.” (p.40) “... major parts of the construction industry suffer from a poor image amongst the general public.” (p.41)
  10. 10. Construction 2025: The image of the industry “There are four areas where action is needed to reform the image of the industry.”  Engaging young people and society at large  Safety and Occupational Health  Diversity*  Domestic repair and maintenance market * NB: also role diversity
  11. 11. Engaging young people and society at large Construction 2025 mentions several campaigns:  Open Doors  CITB’s Positive Image  Design...Engineer...Construct  STEMNET  See Inside Manufacturing  CIC: Professional Career in the Built Environment  the Big Bang Schools Fair
  12. 12. What can we do? Communicate!  Media relations, publications, “content”  Events and community engagement (CSR)  Online engagement  Sponsorship, awards, etc Campaign!  Long-term, integrated, multi-channel Collaborate!  Work with partners, trade bodies, asset owners, etc  'De-silo' – think beyond “the construction industry”
  13. 13. Responses - international
  14. 14. Improve the image of construction: Communicate! Campaign! Collaborate! Paul Wilkinson FCIPR pwcom.co.uk Ltd @EEPaul

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