Construction Firms Must Rethink Their PR Strategy for the AI Search-Driven Era

Construction Firms Must Rethink Their PR Strategy for the AI Search-Driven Era

Construction might conjure images of cranes and concrete, but today’s building sites are as much about code and data as bricks and mortar. From drones mapping progress to AI optimizing schedules, technology is transforming construction in real time.

This rapid digital shift isn’t only changing how projects are delivered – it’s also rewriting the rules of communication. In an industry traditionally slow to change, forward-thinking construction firms are realising they must overhaul their public relations (PR) strategies to keep pace with a tech-driven era. Those that don’t risk falling behind, as competitors and start-ups alike seize the narrative on innovation.

David Beesley, Managing Director at ITPR, said: “The construction sector is at a crossroads. Digital innovation is accelerating, yet too many firms still rely on old-school PR playbooks. In this new era, it’s not enough to build great projects and then broadcast your tech prowess and vision – you have to consider how audiences are now consuming information through generative AI tools, or you’ll be overlooked.” His comments reflect a growing consensus that effective communication can be as critical as engineering prowess. It’s not just about promoting projects anymore, or even about telling the story of innovation, sustainability, and digital transformation behind those projects – it’s about how businesses can use PR to be cited within AI search results.

The Tech Revolution Reshaping Construction

Not long ago, construction technology (“contech”) was a niche topic. Now, it’s impossible to ignore. Across the UK and globally, construction firms are adopting advanced digital tools at unprecedented rates. A recent UK survey found that 90% of businesses have implemented at least one advanced digital technology – from AI and big data to cloud computing and IoT sensors. In fact, construction companies have been especially keen on cloud-based platforms (83% adoption in the sector), a telling sign that even this brick-and-steel industry has fully entered the digital age. This wave of tech adoption is multifaceted, touching virtually every aspect of construction:

• Building Information Modeling (BIM) and Digital Twins: BIM software has become the backbone of modern design and project management. Firms use BIM to create detailed 3D models of projects, enabling better collaboration and problem-solving before anyone breaks ground. Digital twin technology – virtual replicas of physical structures – goes a step further, allowing real-time monitoring of bridges, buildings or highways long after construction. Countries worldwide have pushed for BIM mandates in public projects, with the UK, US, Singapore, China, and many European nations making BIM a standard practice. This global embrace of BIM means construction companies must now communicate highly technical achievements to broad audiences, from government clients to the general public.

• Artificial Intelligence and Big Data: AI and data analytics are optimizing everything from design to maintenance. Predictive algorithms can forecast project delays or equipment failures, while machine learning helps improve safety by analysing patterns in accident data. These innovations are complex to explain, so firms need to simplify and humanize the message. A construction CEO might need to articulate how an AI scheduling tool isn’t just “fancy software,” but a way to ensure projects finish on time and budget – a narrative that resonates with investors and clients alike.

• IoT and Smart Construction Sites: The Internet of Things has arrived on-site in the form of sensor-laden equipment, smart helmets, and RFID-tagged materials. A “smart” construction site can monitor concrete curing in real time or track workers’ locations for safety. Such capabilities generate an avalanche of data. PR teams must translate these tech advances into tangible benefits: for example, highlighting how IoT-enabled safety gear is reducing accidents or how real-time data from sensors is saving millions in maintenance costs. These stories can capture media attention and stakeholder confidence, but only if communicated clearly, credibly and targeted correctly.

• Robotics, Drones and 3D Printing: Automation is doing the heavy lifting – literally. Drones survey sites and inspect structures from angles humans can’t reach. Robotic arms lay bricks or 3D-print whole building components. These technologies sound futuristic, even intimidating, to some audiences. That’s why PR strategy that considers generative AI search results is crucial: companies need to position robotics as a friend, not foe, to the workforce, emphasizing how these tools handle dangerous or repetitive tasks while skilled workers focus on higher-value activities. Visual storytelling (videos, demos at events, social media snippets) targeted at key media outlets can powerfully showcase a drone’s-eye view of a project or a time-lapse of a 3D printer erecting a structure, driving home the message that this isn’t sci-fi – it’s today’s reality.

• Green Tech and Sustainability: Construction is also going greener with technology – from AI platforms that optimise energy use to new materials that reduce carbon footprints. Governments and investors are pushing sustainability, and tech is the enabler. PR campaigns in construction now frequently highlight “eco-innovations”: smart thermostats in commercial buildings, carbon-negative concrete, or AI-driven designs that cut waste. Weaving these into your Earned, Owned and Shared media messaging doesn’t just win points with environmental stakeholders; it will play into generative AI search results to further demonstrate that your firm is ahead of regulatory curves and public expectations. As Beesley noted in conversation: “In construction, sustainability and technology go hand in hand. If you’re innovating to cut emissions or boost safety, you need to shout about it across all your platforms. Firms have a story everyone – clients, communities, regulators – want to hear. The question now is: How can these firms be sure they are being heard on emerging generative AI platforms?”

The bottom line is that technology is no longer an optional add-on in construction – it’s central to how the industry operates. And as construction becomes more high-tech, the narrative around projects must evolve. This is where many firms face a new challenge: their PR and marketing efforts need to catch up to the new reality.

PR’s Evolution in Construction

Traditionally, construction PR revolved around project milestones, contract wins, and the occasional ground-breaking ceremony photo op. Press releases would tout a new bridge opening or a skyscraper’s completion. Trade media would publish technical project case studies. It was a straightforward playbook in a slower-moving media landscape. But the old methods aren’t enough in the digital age. The audience – from project owners to the public – is more technologically aware and expects more engaging, immediate information.

One major shift is the rise of digital PR and online engagement. Today, news can break on X before a press release hits the wire or has chance to respond. Industry decision-makers might first hear about a new construction innovation from a LinkedIn post or a niche tech blog. In fact, currently 90% of B2B buyers turn to online channels as their primary way to find new suppliers. That means if a construction firm isn’t visible and active online, it’s essentially invisible to a huge segment of its potential audience. An executive at a big infrastructure client googling “modular construction experts UK” needs to find thought leadership articles, media mentions, and insightful content from your firm – or they’ll find your competitor instead.

But now, Digital PR is shifting again with the increasing use of Generative AI tools (ChatGPT, Gemini, Claude etc.) used to answer queries. Modern construction PR strategy therefore must not only integrate the more familiar multiple channels of communication: online media, social media, company blogs, webinars, podcasts and search engine visibility – it must also consider how to get cited or brand mentions in the generative AI search snippets presented on Google, or in tools such as ChatGPT or Claude.

The goal of creating a digital footprint that consistently reinforces a firm’s expertise and innovation has just gotten much bigger. For example, a civil engineering company might publish a series of LinkedIn articles on using AI for bridge maintenance, post live updates from a smart infrastructure conference, and get quoted in a Construction News story about digital twins – all in the same month. Each touchpoint amplifies the others, building an overall impression that the company is at the forefront of industry trends.

In addition, now businesses need to consider those media corporations that are used by the major generative AI providers to reference sources. Indeed, Google’s AI Overviews has already reduced traffic to outside websites by more than 34 percent.

Speed and agility in communications is paramount. PR in the AI/tech-driven era operates in real time. If there’s breaking news – say a government announcement of new building safety regulations or a sudden interest in 3D printed homes – there’s an opportunity for construction firms to insert themselves into the conversation.

This could mean quickly issuing a comment from your CEO about how your company’s technology addresses the new regulations, or offering an expert for media interviews on 3D printing in construction. Quick, proactive outreach can land your firm in the next day’s headlines. “Today’s media cycle moves in near real-time,” Beesley added: “If you’re not actively monitoring and responding to trends – basically newsjacking relevant stories – you’re missing huge PR opportunities. In construction tech, being part of the conversation as it happens is how you build a reputation as a leader.”

What about the content itself? In the past, construction PR content could be somewhat dry – technical press releases, formal project updates, lots of jargon. Now, storytelling and human angles are vital. Even the most complex technology has to have a human benefit or interesting story behind it. Maybe a new project management software saved a young engineer hours of drudgery each week, letting her focus on creative design – that’s a human-centric anecdote. Or a digital twin helped city officials make better decisions about a neighbourhood redevelopment – that’s a story about community impact made possible by tech. Crafting compelling narratives around technology is an art that modern PR professionals must master.

Moreover, visual communication is rising in importance. Construction is a visual industry (think of dramatic skyscraper shots or time-lapse videos of a bridge rising), and technology provides new visual hooks: colourful BIM renderings, drone footage, augmented and virtual reality demonstrations. PR campaigns now often include multimedia – infographics explaining a process, short video explainers, virtual site tours – to capture attention on social feeds and media websites.

In essence, the PR toolkit for construction firms has expanded and evolved. The companies that leverage it stand to gain a significant edge in how they’re perceived by clients, investors, and the public. Those clinging to the old ways – sporadic press releases and an outdated website – risk coming across as behind the times, no matter how innovative they might actually be.

Why PR is Mission-Critical in a Tech-Driven Construction Sector

It’s worth asking: why does all this matter so much? Construction has thrived for decades on relationships and reputation; is rethinking PR really that urgent? The answer from experts and market trends is a resounding yes. As construction and infrastructure become more entwined with technology, reputation and visibility hinge increasingly on how well firms communicate their tech adoption and expertise.

Effective PR can translate directly into business opportunities and growth. By showcasing expertise and innovation, PR builds credibility and trust among clients and stakeholders. In a sector where multi-million-pound contracts are on the line, trust is everything. A strong digital PR strategy sets a firm apart as an industry leader and boosts search engine rankings – meaning when potential clients search for the solutions you offer, your brand name not only appears at the top of results, but also in AI snippets. This intersection of PR and search visibility is particularly crucial in the B2B space. If a major property developer or government agency Googles “UK sustainable construction analytics” and finds your thought leadership article or a quote from your CTO in a news piece, that impression can open doors to a future RFP invitation or partnership.

There’s also a defensive aspect: managing perceptions and crises. In the age of social media, a single mishap on site or a disgruntled client’s Tweet can dent a company’s image. A modern PR strategy includes digital monitoring and crisis communication plans to respond swiftly before small issues escalate. Construction firms that highlight their safety tech or community engagement in their regular PR also build goodwill that can buffer against negative events. Essentially, consistent positive storytelling creates a reservoir of goodwill and recognition that helps firms weather the occasional storm.

PR is not just about publicity – it’s about influence. Policy makers, industry regulators, and investors all consume media. If a construction-tech startup consistently appears in articles about smart cities, for example, it might catch the eye of an investor scouting for the next big thing, or influence a regulator’s understanding of what’s possible with new tech. For established firms, being seen as a thought leader can influence procurement decisions; a government client may feel more comfortable awarding a contract to a company that has openly demonstrated knowledge in digital construction via webinars and published insights.

Public relations in the tech era also directly supports talent recruitment and retention. The construction industry, especially in the UK and Europe, faces a well-documented skills shortage and struggles to attract young talent. Graduates and young professionals are digital natives – they notice which companies seem modern and innovative. A construction firm that’s active on social media platforms like TikTok and Instagram, that shares stories about using augmented reality or AI, and that has executives who speak passionately in the press about digital transformation will naturally appear more attractive to work for than one that doesn’t project such an image. PR can help bring in the fresh skills that firms need to keep innovating.

In short, PR done right pays off on multiple fronts: market presence, search presence, competitive edge, risk management, and talent acquisition. It’s a multi-purpose tool in a company’s strategic toolbox. And as the construction sector becomes more complex and tech-heavy, the role of PR in translating complexity into understanding – and understanding into trust – is indispensable.

David Beesley emphasises measurement in this new paradigm: “PR isn’t just fluff or ‘nice to have’ anymore – it’s a growth driver. We’ve seen clients gain direct leads from a single well-placed article or a viral LinkedIn post. By measuring things like website traffic, search rankings, and even lead generation tied to PR campaigns, we can prove tangible ROI. Construction companies now expect PR to deliver results, not just headlines, and rightly so.”

Indeed, leading PR consultancies such as ITPR are changing how PR is perceived, measured and valued. They combine expertly crafted content with targeted media outreach, then use website analytics to track how those efforts boost search visibility, web traffic and leads. This data-driven approach to PR is especially appealing to construction-tech firms used to the metrics mindset; it aligns communications with business goals like any other performance-driven part of the company.

Storytelling that Bridges the Gap

Communicating tech innovations to a broad audience is tricky. Engineers and software developers might be fluent in the technical jargon – APIs, BIM Level 2 standards, machine learning algorithms – but clients, investors, or the average person likely are not. This is where storytelling acts as a bridge between the technical world and the wider public or non-specialist stakeholders.

A construction firm entering the tech-driven era must tell the “why” behind the tech. It’s not enough to say, “We use drones and AI on our construction sites.” The effective PR message is why that matters: perhaps drones keep our workers safer by taking on dangerous inspections, or AI helps deliver projects 20% faster, saving taxpayers money on infrastructure. These are outcomes people care about. The technology is the means; PR should focus on the human and business benefits as the ends.

One approach is to humanize the technology through individual stories. Maybe a site manager talks about how adopting a tablet-based reporting app changed her daily routine, reducing paperwork and freeing her to spend more time ensuring quality on site. Or an apprentice shares their excitement at using virtual reality goggles to train on machinery before ever touching the real thing, making them more skilled and confident. These kinds of narratives make abstract tech advancements concrete and relatable. They also provide ready material for media pitches – journalists love a good human-interest angle within an industry story.

Thought leadership is another powerful storytelling vehicle. By-lined articles or op-eds by executives can frame big-picture issues and position the company as a visionary. For instance, a CEO might pen an article on “How AI and Robotics Will Revolutionise UK Infrastructure by 2030” drawing on the firm’s own experience and vision. This isn’t a direct sales pitch; it’s about sharing insights and sparking conversation. Over time, this kind of content builds the author’s profile and by extension the company’s reputation. It’s a classic example of PR blurring with content marketing – providing value to the reader while subtly underscoring the firm’s expertise.

Visual storytelling, as touched on earlier, deserves extra emphasis in construction PR. A before-and-after photo series of a refurbished historic building can highlight the blend of traditional skills and modern tech (like laser scanning for the survey). A short video of an engineer explaining on site how a new software is helping her manage logistics can be pure gold for social media – it puts a face to innovation. Infographics are useful too: imagine a graphic showing how a “smart building” works, with icons for sensors and data flow, that can accompany a press release or blog post. These visuals not only enrich the story but also make it more shareable across platforms.

In bridging the gap between high-tech and hands-on construction, consistency is key. The messages shared via PR need to resonate internally as well; employees should understand and believe in the story the company is telling. Many construction firms are undergoing internal culture shifts as well – becoming more collaborative, more digitally savvy. Internal PR and communications (sometimes overlooked) can ensure that the workforce is on board and echoing the same narrative when they interact with clients or peers.

Ultimately, the construction firms that master storytelling in the tech era will not just be known for what they build, but why it matters. They’ll shape the narrative of progress, rather than be shaped by it. And that narrative, once established, becomes a powerful asset – a kind of intellectual scaffolding upon which corporate reputation is built.

Data-Driven PR to Measure What Matters

One of the hallmark changes in PR over the last decade – in all industries, including construction – is the shift to data-driven strategies. In the past, PR success was hard to quantify: you’d aim for front-page coverage in a trade magazine or a certain number of press clippings and call it a day. Today, especially with digital PR, there’s a wealth of metrics to prove its value. And construction firms, which often run on tight margins and scrutinize ROI on every expenditure, are increasingly demanding that PR demonstrate impact in measurable terms.

Digital tools and analytics allow PR teams to track things like how many people read an article, how many clicked through to the company website, and whether a piece of coverage led to inquiries or demo requests. For example, if a construction technology firm gets a mention in a high-authority industry publication, there might be an accompanying backlink to the company’s site. Using web analytics, the PR team can report that this coverage drove, say, 500 extra visitors to the site in the week after publication, of whom 50 downloaded a whitepaper or filled out a contact form. These are concrete outcomes – PR directly feeding the sales funnel.

Another key metric area is search engine optimization (SEO). Quality PR content often lives on external websites (news outlets, industry blogs) and if those sites link back to the firm’s site, that can significantly improve search rankings. As noted earlier, being prominent in search results is crucial since online research is where buyers start. A construction company that consistently secures media coverage with backlinks will see its own website climb up the Google rankings for relevant keywords over time. This convergence of PR and SEO means that PR is not a standalone silo – it’s part of the broader digital marketing strategy. Many PR agencies now coordinate closely with SEO specialists, or even offer “SEO PR” as a service, to maximize this synergy.

Social media metrics are also part of the mix. It’s common to track engagement (likes, shares, comments) on LinkedIn or Twitter for thought leadership posts. If a project case study video gets 10,000 views on YouTube, that’s valuable exposure and can be tied back to brand awareness goals. Some forward-thinking construction firms set specific KPIs, such as aiming for a certain percentage increase in social media followers among target demographics (e.g., architects, municipal officials) each quarter, achieved through PR-driven content.

The trend toward data and measurement in PR aligns perfectly with the mindset of the tech-driven era. Engineers love data, and when PR can be shown with data to support business objectives, it earns a stronger seat at the table. This is part of what ITPR and similar consultancies champion. They utilise website analytics to see how PR activity impacts website performance, search rankings and lead generation. By translating PR outcomes into the language of business growth, they change how executives perceive PR’s value. Instead of a vague “good to have” function, PR becomes a strategic driver.

Beesley explained how this approach changed one client’s outlook: “We had a client in the construction software space who was sceptical about PR. We ran a digital PR campaign around their product launch – got them features in key trade outlets and some guest articles. Within three months, their web traffic was up 40%, and they’d secured a handful of solid leads that traced directly back to people reading those articles. Once we showed those numbers, the client’s question shifted from ‘why invest in PR?’ to ‘how much more can we do?’”

Measuring what matters also helps refine the PR strategy itself. By analysing which topics get the most traction, which media outlets drive the most engagement, and what messages resonate best, PR efforts can be continuously improved. Perhaps you discover that thought leadership pieces on infrastructure sustainability get far more reads and shares than generic project news – that insight will guide future content creation. Or maybe one publication’s audience engages heavily with your stories while another’s falls flat – that can inform where to focus pitching efforts. It’s an iterative, improvement-driven model, much like how engineering teams iterate designs based on test data.

In summary, a data-driven approach takes the guesswork out of PR. It provides accountability and clarity, which in turn builds confidence at the C-suite level to support bold PR campaigns. For construction firms embracing tech, having that measurement mindset in PR not only proves value but also mirrors the very digital transformation they’re undergoing operationally.

The UK Spotlight and a Global View

Given that ITPR is a UK-based consultancy, it’s fitting to zoom in on the UK construction landscape – while also panning out globally to see how the PR challenge extends worldwide.

The United Kingdom has been a pioneer in construction technology adoption in several respects. The UK government’s mandate that all centrally procured public projects use BIM Level 2 by 2016 was a bold move that put digital construction on the national agenda. This early push means that many UK firms now have nearly a decade of BIM experience under their belts, and the conversation is advancing to BIM Level 3 and full lifecycle digital twins. From a PR perspective, this gives UK construction companies a potential thought leadership edge – they have real case studies and lessons learned to share with the world. It’s no accident that UK firms and experts are frequently quoted in international discussions about BIM standards and digital best practices.

Moreover, Britain’s mix of heritage and innovation presents a rich PR tapestry. On one hand, you have centuries-old infrastructure and historic buildings needing restoration (where tech like laser scanning and 3D modeling plays a crucial role). On the other, you have cutting-edge projects like smart motorways, HS2, or renewable energy installations. UK companies can spotlight how they straddle this old-new divide with tech-driven solutions. For instance, using drones to survey medieval cathedral roofs for maintenance, or AI to optimise the logistics of pouring concrete for offshore wind turbine foundations – these kinds of British case studies resonate globally and showcase expertise.

The media landscape in the UK is also a factor. There’s a strong network of trade publications (e.g., Construction News, New Civil Engineer, The Engineer, BIMplus, Highways.Today) that are hungry for tech innovation stories. And mainstream UK media has an appetite for construction tech stories when they tie into broader issues like sustainability, safety, or economic growth. A story about a new AI tool reducing highway congestion due to smarter construction phasing, for example, might find its way onto the BBC or The Guardian because it connects with everyday commuters’ experiences. Crafting PR messages that highlight those public benefits can take a niche tech story and put it in front of a mass audience – a huge win for any firm involved.

Internationally, similar themes are playing out with local flavour. In the United States, the scale of everything tends to be larger – big budgets, big projects, and increasingly big tech investments. The recent surge in contech venture funding (over $6.1 billion in 2024 globally) and a 46% jump in North American contech start-up funding in early 2025 signal that the U.S. market is betting heavily on technology to improve construction productivity. U.S. firms might need PR to differentiate in a crowded, well-funded field of construction tech innovators. We see American construction giants forming partnerships with Silicon Valley start-ups – PR must convey how those collaborations benefit clients and communities. Additionally, with the U.S. government pouring hundreds of billions into infrastructure upgrades, there’s public scrutiny on how efficiently that money is used. Companies involved in those projects can use PR to show they’re being responsible stewards of taxpayer funds by employing advanced methods to save time and cost.

In Europe, aside from the UK, nations like Germany, France, and the Nordic countries each have strong pushes in digital construction. The Nordic countries (Finland, Norway, Sweden) were early BIM adopters and continue to lead in things like open data standards. A Finnish firm might emphasize its long track record with integrated project delivery using digital tools. Germany’s focus on engineering excellence means a German construction tech story might lean on precision and standards. These nuances can inform the messaging – PR isn’t one-size-fits-all globally, it has to resonate with regional values and contexts. However, one common thread in Europe is sustainability; the EU’s green agenda and stricter building regulations (like energy efficiency directives) mean tech-enabled sustainability is a prime PR angle across the continent.

Looking to Asia, the dynamism is remarkable. China’s construction might is well known – entire “smart cities” are being built from scratch. Chinese firms are investing in AI, robotics and even futuristic concepts like AI-run design without human architects for simpler structures. The Chinese government actively promotes indigenous construction tech as part of its broader tech ambitions. PR in that environment often ties into national pride and the sheer scale of achievements (“world’s longest”, “world’s fastest-built” etc.). Meanwhile, Singapore is a smaller country but a global thought leader in smart urban development – it has mandated BIM for public projects and is pushing boundaries in prefabrication and digital governance of buildings. A Singapore-based construction tech firm might use PR to position itself as offering solutions to megacity challenges, tapping into an international audience of city planners and developers.

In the Middle East, places like the UAE and Saudi Arabia are undertaking jaw-dropping projects (think of the NEOM city in Saudi Arabia or various record-breaking skyscrapers in Dubai). These projects are showcases for technology, whether it’s solar-powered cities or high-tech building techniques. PR around these often highlights a vision of the future – and if your firm is contributing tech or expertise, being part of that narrative can elevate your brand on a global stage. Conversely, Middle Eastern firms trying to penetrate Western markets via tech solutions will need PR to build credibility, often by getting endorsements or case study stories in Western media that decision-makers in London or New York trust.

The common denominator worldwide is that technology is raising the profile of construction. Infrastructure used to be something the public noticed only when it failed (a bridge collapse) or when a new landmark opened. Now, the process – the construction itself – is of interest because it’s pioneering new techniques and tools. Media outlets everywhere cover these developments, from CNN reporting on 3D-printed homes in Texas to the South China Morning Post covering drone swarms at a Shanghai construction site. For any firm operating internationally or aspiring to, a cohesive PR strategy that can cross borders is critical. That means messaging that’s understandable and compelling across cultures, and savvy use of both local and global media channels.

David Beesley observed that UK-based ITPR often acts as a bridge for international companies: “We’ve helped U.S. and Asian tech firms launch into the UK market by localising their PR – creating their story for a British audience, leveraging our UK media contacts. Conversely, for UK clients like those in construction tech, we ensure their successes here get noticed abroad. It’s about building a consistent global narrative while respecting local nuance.” In practice, this could mean highlighting a British company’s role in a high-profile North American project to get coverage in U.S. media, or translating a UK case study for a French trade journal with context about EU regulations. The world of construction is interconnected, and so must be the storytelling.

PR in Action with Bentley Systems

Theory is one thing; seeing PR strategy play out in real life is another. A prime example of tech-focused PR making an impact in the construction sector is the recent campaign around Bentley Systems, a global leader in BIM and infrastructure engineering software. Bentley Systems, well-known to construction and engineering professionals, wanted to maximise its presence at a major industry event – Digital Construction Week in London – and ensure that presence translated into sustained media coverage and buzz.

Working with a specialised PR team (in this case, ITPR), Bentley Systems turned its trade show booth into a springboard for thought leadership. In the lead-up to the event, the PR team coordinated with both the UK events team and Bentley’s U.S.-based communications team to line up a series of press engagements. The results were striking: over the course of the two-day event, Bentley’s executives sat for 14 face-to-face media interviews right at their exhibition stand, with another six interviews arranged in the weeks shortly after. These weren’t generic chats but targeted discussions with journalists hand-picked from key publications covering infrastructure, construction tech, and engineering.

From those 20 interviews came at least 12 exclusive feature articles – meaning a dozen in-depth pieces in the press where Bentley’s projects, insights, and quotes took centre stage. Instead of a standard event blurb (“So-and-so exhibited at the show”), the coverage turned into full-fledged stories: for example, an interview-based article on how Bentley’s software is enabling digital twins in rail projects, or a Q&A with a Bentley executive on the future of AI in construction design. This kind of media result is the gold standard for event PR. It extends the life of a trade show far beyond the event itself and reaches a much larger audience than those who attended in person.

The PR effort didn’t stop at securing interviews. Throughout the event, social media was buzzing with Bentley-related content. Journalists and influencers who met with Bentley shared snippets on Twitter and LinkedIn – a quote here, a photo of the impressive booth there – generating hundreds of mentions and interactions on social platforms. Bentley’s own channels amplified this by posting about the interviews and panels their team was involved in. The outcome was a compound effect: anyone following Digital Construction Week remotely would have seen Bentley popping up again and again in the social feed and news coverage, firmly associating the company with the conversation on digital innovation in construction.

Why is this example so instructive? It highlights several PR best practices relevant to our theme:

• Planning and Proactivity: The success with Bentley didn’t happen by chance at the event; it was planned. PR professionals identified the event as a key moment and proactively pitched Bentley’s story to journalists beforehand, securing their interest. They prepared spokespeople with key messages. They likely also researched which themes at the conference (e.g., BIM in infrastructure, sustainability, etc.) aligned with Bentley’s expertise, to angle the conversations accordingly.

• Thought Leadership Positioning: Bentley wasn’t pushing a product in those interviews, at least not overtly. They were positioning their execs as thought leaders. When you secure 12 feature pieces, it’s because the content is valuable to readers, not an obvious advert. This builds credibility far beyond what a traditional press release could.

• Multi-channel Amplification: The example shows integration of media relations with social media. This kind of 360-degree approach makes sure that any stakeholder, whether they prefer reading an article, scrolling LinkedIn, or attending events, will encounter the key messages.

• Measurable Impact: If we talk measurement, Bentley’s case would certainly have metrics attached: number of articles (12 features is significant), estimated readership of those publications, social media reach and engagement numbers, and perhaps even a spike in inquiries or web traffic coinciding with the campaign. Such metrics could be presented to Bentley’s leadership to demonstrate ROI. It’s easy to imagine the next year’s event budget getting a boost because the evidence showed that PR around Digital Construction Week delivered tangible brand value.

Bentley Systems’ collaboration with a specialised PR team underscores a broader point: expertise matters. In a highly technical domain like construction tech, having PR professionals who understand the subject matter is crucial. They knew which journalists to target (those who cover BIM, infra, etc.), they could speak the language enough to draw out insightful quotes, and they could translate Bentley’s technical strengths into stories any reader of those articles could grasp. This is precisely why firms like ITPR position themselves as construction-tech PR specialists – because generic PR know-how alone isn’t enough when the content is complex.

For other construction firms, large or small, the takeaway is clear. Whether you’re a multinational software provider like Bentley or a niche UK start-up with a clever AI tool for builders, the right PR strategy can dramatically amplify your message. It can take a moment in time – an event, a product launch, a major project win – and turn it into a narrative that runs for weeks or months across channels. It can put your leaders in the spotlight as industry experts, not just company reps. And ultimately, it can attract the clients, partners and talent that propel your business forward.

Laying the Foundation for the Future

As the construction industry hurtles into a technology-rich future, rethinking PR strategy is no longer optional – it’s imperative. The companies that adapt their communications to this new reality will not only secure more headlines in the short term, but also build enduring reputations as innovators and leaders. In an era where almost every construction firm is racing to digitalise, PR is how you differentiate the true trailblazers from the pack.

The good news is that construction firms have plenty of compelling material to work with. This is an industry of grand accomplishments and bold problem-solving, now supercharged by digital tools. The task at hand is to shine a spotlight on those stories. That means investing in PR talent and partnerships that understand both worlds – the gritty world of construction and the fast-paced realm of tech – and can weave them together into narratives that captivate. It means empowering your internal experts to speak out, whether through interviews or op-eds, and trusting that sharing insights openly will bring returns in the form of respect and attention.

There’s also a cultural aspect. Embracing modern PR is part of embracing a more open, transparent way of doing business. Construction has sometimes been seen as conservative or siloed. But when a firm regularly shares its knowledge, celebrates its team’s innovations, and engages with the community (online and offline), it appears more approachable and progressive. That can be a magnet for young talent, a reassurance to clients, and a differentiator in bids. Business decision-makers often say, “we choose to partner with people we trust.” PR, at its core, is about building that trust through consistent, authentic communication.

Looking ahead, the role of PR in construction will grow even further. As new technologies like artificial intelligence, machine learning, and automation deepen their influence, there may be public concerns or misconceptions (Will robots take construction jobs? Can AI be trusted in building design?). Proactive PR can address these head-on, positioning companies as responsible innovators who consider the societal impacts of their tech. Similarly, as infrastructure projects increasingly intertwine with community data (think smart cities), firms will engage more with the public directly, needing a mix of PR and public affairs to navigate privacy and governance issues. The scope of what constitutes PR in construction is expanding – it’s not just media relations, but encompasses social responsibility communications, investor relations when tech firms go public, even employer branding.

For ITPR and others spearheading construction-tech PR, the mission will be to stay ahead of these changes and guide firms through them. It’s telling that ITPR’s mission statement revolves around helping tech brands fulfil growth potential with engaging, measurable PR. The emphasis on engaging and measurable really sums up what’s needed: creativity and impact, art and science.

In the end, it comes back to a simple principle: if you’ve got a great story and you tell it well, people will listen. Construction firms today have great stories – of tackling complexity, of innovating for a greener world, of building smarter and safer. By rethinking their PR for the tech-driven era, they can make sure those stories are heard loud and clear, in the boardroom and on the building site, by policymakers and by the public. And as they do so, they won’t just be adapting to the future – they’ll be actively shaping the narrative of the future of construction.

David Beesley said: “Construction has always been about building foundations – now it’s time to build reputational foundations in the digital sphere. The firms that engage with transparent, tech-savvy PR are effectively laying the groundwork for the next decades of success. They’ll be the ones attracting the best talent, winning the most exciting projects, and driving the industry forward. In this new era, the old cliché holds true: if you’re not seen and heard, you might as well not exist.” And being seen and heard today means embracing the platforms, the speed, and the storytelling flair that define PR in a tech-driven world.

The companies that get it right are already reaping the benefits – and the gap between them and the rest will only widen as construction marches into its digital future.