Does traditional media still have a role in modern marketing campaigns?

That is the question our head of PR, Faye Harris-Frost, is addressing in our latest blog post. Are you missing a trick by not utilising the power of the construction industry trade media to elevate your marketing messages?

The rise of social media and the development of more effective e-marketing techniques have made it easier than ever for companies to connect directly with their target audiences. By allowing companies to ‘self-publicise,’ modern marketing tactics have also reduced the reliance on traditional media outlets. Yet, the construction, built environment, and manufacturing sectors are well served by a plethora of targeted trade publications. So is there still value in traditional press coverage? Yes—if you do it right!

In an ever-evolving media landscape, the UK construction industry continues to thrive on communication strategies that blend traditional and digital approaches and allow key messages to be shared beyond your owned channels. With years of experience creating PR and advertising campaigns for clients working at every stage of the construction industry supply chain, we understand the power of connecting with the right audience through both trusted print media and dynamic digital platforms. Here’s why companies, from product manufacturers to contractors, should leverage these channels to secure both paid and earned coverage—and how we can help.

The value of traditional print media in the construction industry

Traditional print media remains a cornerstone for credibility and authority in the construction industry. Publications such as Construction News, Building, and Architects’ Journal are deeply respected and widely read by key decision-makers. Credible magazines that control their distribution and subscriptions can also help put you in front of a targeted, engaged, and knowledgeable audience. For every sector, there is a media list full of opportunities to connect with your customers, whether they are specifying or installing your products or considering your specialist services.

Media relations is a skill that requires a considered approach and, at times, a lot of patience. However, if done well, the benefits can be well worth the time invested. For product manufacturers, traditional printed media can be extremely effective as it works hand in hand with the content shared on your website and social media platforms to help showcase your product offering. Through product placement opportunities in relevant features, technical articles, and case studies that show your products in action, there are many ways to create a compelling story for your customers.

Contractors or service providers can also benefit from being featured in traditional media outlets, either by contributing comment pieces and industry insights or sharing news about new contract wins, new appointments, or investments.

Thought leadership, which has undoubtedly been one of the key marketing buzzwords of recent years, is also more effective when supported by third-party coverage. This is because being featured in respected industry publications lends immediate trust and authority to your brand. Printed media, whether you are targeting via editorial content or print advertising, also has a good ‘shelf life’ and can give longer-term exposure long after that social post or email has been read.

The power of digital media

If print is a bit too old-school for you, remember that mainstream media is more than just a magazine or journal. In today’s media landscape, most leading publications also have popular websites and social media platforms—some are digital-only, with the likes of Construction Enquirer attracting thousands of visitors daily.

Here at Harris Creative, we help clients tap into this dynamic world, crafting strategies that enhance visibility and support your wider SEO strategies and website traffic. One of the main benefits of digital media outreach is the immediacy of results; often your story could be uploaded and read by your target market in a matter of days or even hours. This helps tie your media outreach activity with your owned content campaigns on social media and allows you to make timely updates on product launches, project milestones, or topical commentary on ‘breaking news’ issues.

Digital press coverage also allows you to use more than just words and pictures. By adding interactive content such as videos, animations, or infographics, you can make your message much more memorable.

Earned media vs. paid media: a winning combination

A robust media strategy combines the trust-building potential of earned media with the precision targeting of paid media. But what does this really mean?

Earned media refers to organic (also known as free!) coverage that has been achieved through the distribution of press releases or topical commentary. The strength of the story is everything, and it’s not just about what you want to tell your customers; it’s also about what they and the editors think is worth reading. At Harris Creative, we can help you identify these opportunities, and we know how to build meaningful media relationships that help secure press coverage.

From banner ads on high-traffic websites to sponsored content, paid media ensures your message reaches precisely the audience you’re targeting. It can be an expensive process, though, so it’s vital that you are engaging with the right publications and maximising your spend wherever possible through a consistent content plan of editorial stories. Many magazines now run additional campaigns such as roundtables, forums, podcasts, and webinars, so make sure you don’t just see display advertising as your only option.

The role of crisis communications in media outreach

A good media relations campaign requires a good flow of news stories and ideally a creative advertising campaign. But what happens when things go wrong?

Whether it’s a product recall, a site accident, or negative publicity, how a company responds can make or break its reputation. A well-prepared crisis communications strategy is essential to navigate such situations effectively, and this needs to consider your owned channels, such as social media and website updates, as well as the parts that you have less control over—the media. At Harris Creative, we help clients develop proactive plans and messaging to address crises swiftly and professionally, and in many cases, positive relationships with construction trade media and regional press can be invaluable. After all, it’s important to ensure that your side of the story is accurately conveyed, and the dreaded ‘no comment’ response often doesn’t help. By fostering trust with journalists and editors ahead of time, we can help you secure fair and balanced coverage, minimising damage to your reputation and helping to rebuild confidence among your target audience.

Is media relations for me?

In my experience, there are two things that can put companies off dealing with the press. One is budget, particularly since many of the construction industry publications have always been commercially minded and require payment for even small editorial inclusions. The other is the lack of control that comes with issuing a press release that can be edited, reduced to just a snippet, or overlooked completely. Unless it is achieved through advertising, editorial inclusion can’t be guaranteed, and editors will not send a ‘proof’ that can be checked and amended. But this is not a barrier to success; it is merely an obstacle that can be effectively negotiated by working with an ethical and creative PR and advertising agency that knows how to identify good content, how to share it, and how to step up when the press news engine takes hold.

Want to know how media relations could boost your marketing activity? Contact us today to discover how we can help.