"Improving the image of construction" - presentation delivered by Paul Wilkinson, chair of the CIPR's construction and property group (CAPSIG) to the Constructing Excellence annual members convention in London on Friday 14 November 2014.

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.

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”

20. Responses - international

25. Improve the image of construction:
Communicate!
Campaign!
Collaborate!
Paul Wilkinson FCIPR
pwcom.co.uk Ltd
@EEPaul