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How engineering firms can benefit from PR

By Lisa Goldsberry

5076735_sUse PR to solve problems, build your customer base and achieve results

Engineering firms today face a challenging marketplace. In order to stay ahead of the competition, you need to increase your visibility, prove that you add value and differentiate yourself as an industry leader. Help from PR can make these vital tasks easier.

To engage clients, handle crises and communicate effectively with target audiences, every kind of business requires assistance from experts who excel in these areas. Think about it this way: One wouldn’t hire engineers to manage financial accounts or paint a house; one brings in the experts in those fields. Whether your engineering firm serves nonprofit organizations, government groups, other businesses or individuals, you can benefit from a PR firm’s tools and knowledge.

Helping you tell your story: PR can make it possible for you to broadcast how you got to this point and how that impacts your future direction. This is one of the best ways to distinguish yourself from the competition and describe your impact on the industry. Companies and clients like working with businesses that demonstrate strength, vitality and consistency in a changing environment; PR can help you construct the right narrative for your firm.

Influencing targeted groups: Both internal and external audiences will need information from you, and PR can help you get it to them. For example, new initiatives may require buy-in from all departments as well as convincing the public of the program’s value. You can use PR to establish and maintain relationships with key stakeholders to control your messages.

Developing communication strategies: You can have the greatest process in the world, but it means nothing if people don’t understand it. Many engineering firms struggle with taking complicated concepts developed by numerous individuals and condensing them to make them digestible for clients and the public. It can also be difficult to know when to release various pieces of information. With help from PR, you can create an integrated content management system that works for you.

Crafting your public image: Your brand is what people think of when they hear the name of your company, product or CEO. It is vital to determine what you want people to recognize you for and work to ensure that everyone gets the message. This image should be part of everything you do, from publications and logos to sales and interactions with the public. PR can assist you with establishing a brand identity through qualitative research and innovative design.

Managing a crisis: Any company can find itself in the middle of a crisis. A disgruntled former employee, clients who want you to cut corners against your professional judgment or a freak accident can easily wreak havoc on your organization. With the popularity of social media and the 24-hour news cycle, it is now nearly impossible to sweep problems under the rug. Having a crisis communication strategy and a professionally trained spokesperson will help you deal with crises quickly and with minimal damage to your reputation.

Leveraging media to attract attention: An effective media strategy takes time. Finding the right journalists at the news outlets most likely to show interest in your information requires building connections and delivering what they want. A good PR firm will craft compelling pitches that get results.

Growing your business: While you’re busy drafting, building and designing to satisfy your clients, PR will help shine a light on your good deeds and, working together, you can increase your profitability.

Axia Public Relations can be your strategic partner in communicating your vision, enhancing your reputation and achieving your goals. Contact us today or register for our 60-Second Impact for more information on how we can benefit your engineering firm.

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Lisa-G-Color-SMLisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter 
Featured image credit: 123rf.com

Topics: public relations, reputation management, crisis communications, branding, online reputation management, shared media

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