Integrated PR (construction PR)
Key takeaways
CGI page views in three months
%
Positive media coverage with at least one key message
Facebook reach
The communications on this project should be a blueprint for all construction projects.
Overview
Cambridgeshire County Council (CCC) appointed Jones Bros Civil Engineering UK to deliver the £32m King’s Dyke level crossing scheme, which involves building a new road and bridge over the railway line.
Outwrite PR is Jones Bros’ retained construction PR agency and is working with CCC’s communications team on all the communications in relation to this project.
Objectives and planning
An initial meeting was held between CCC, Jones Bros and Outwrite to share best practices and intel about the local community and key stakeholders, with it clear at the outset that a flexible, integrated PR approach was required, and all parties were on board.
There was a careful consideration to key messages and delivery as this was in the middle of the covid pandemic, with a joint PR and communications plan created that allowed for frequent communications aimed at the target audiences across multiple channels for an integrated approach.
In addition to a proactive plan for positive stories, an agreed methodology for dealing with any issues or crises was also developed.
The objectives for the project are to communicate with stakeholders and the primary target audiences of local residents, businesses, commuters, and politicans to:
- Inform and engage about the scheme
- Provide reassurance on the safe and timely delivery of the scheme
- Keep them fully updated on work that may impact them e.g. road closures
- To create opportunities for open two-way dialogue and engagement with stakeholders and the community
Tactics
Organic social media
CGI project website
Print newsletters
Media relations
News-style video interviews
Example outputs
Example of a video produced
Example of a print newsletter
Example media coverage
Example of the CGI website
Key outcomes
Against our primary objectives, we receive frequent positive feedback from all stakeholders about the quality and frequency of communication, with our print newsletter seeing more copies requested each quarter by influential recipients such as councillors and politicians to share with their networks.
Anecdotal feedback includes looking forward to receiving each edition as well as on the in-depth stories providing an interesting insight into a major project and the people delivering it.
Additional feedback from regular stakeholder surveys has been positive, including one comment which stated: “The communications on this project should be a blueprint for all construction projects”.
Over the course of the campaign, there was 57 pieces of coverage across print, online and broadcast media covering hyperlocal, local, regional and trade media, with 100% of the media coverage positive and including at least one key message.
The CGI page achieved 400 page views in 3 months, as well as provide an oppourtunity to reach out to all primary and secondary schools as well as colleges in the area to support their curriculum and engage youngsters on the project and careers in civil engineering.
The project’s facebook page has seen posts reach more than 960,000 people, with more than 3,000 shares, comments and likes and a positive/neutral engagement rate of 83%.
PR and comms awards for this campaign
Best integrated communications campaign
Best construction and infrastructure campaign
Best publication
Best public sector campaign
Best integrated communications campaign
Best integrated communications campaign
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