Improving the imageof construction

Paul Wilkinson FCIPRpwcom.co.uk Ltd

@EEPaul

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

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

Public relations is NOT … Advertising Promotion Publicity Propaganda Media relations

Public affairs 'Spinning' Selling

or ... Marketing

The image of construction?

Public relations is about reputation – the result of what you do, what you say and what others say about you.

The image of construction?

Public relations is about reputation – the result of what you do, what you say and what others say about you.

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.

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.” (p.40)

“... major parts of the construction industry suffer from a poor image amongst the general public.” (p.41)

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

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

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”

Responses - international

Improve the image of construction:Communicate!

Campaign!Collaborate!

Paul Wilkinson FCIPRpwcom.co.uk Ltd

@EEPaul