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Improving the image of construction
1. Improving the image
of construction
Paul Wilkinson FCIPR
pwcom.co.uk Ltd
@EEPaul
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. 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. Public relations is NOT …
Advertising
Promotion
Publicity
Propaganda
Media relations
Public affairs
'Spinning'
Selling
or ...
Marketing
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. 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. 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.
9.
10.
11.
12.
13. Construction 2025
14 mentions of the
industry's “image”
… and 4 mentions of
“reputation”
14. “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)
15. 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
16. 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
17. 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”