As newspaper owners and publishers, Dan Satran, Jr. and I didn’t take a vacation for 10 years. We were writing, editing, and selling ads and printing, all while raising two children in a large rural county in Wisconsin.
Despite the challenges, we stayed in business because people trusted us and supported our efforts. In the same way, clients hire Architecture/Engineering/Construction firms because they know, like, and trust them.
Our brand was personal and engaging, and we became well known in Bayfield County. Now, years later, I realize that I learned some key lessons about communicating with my readers, advertisers, news sources, and others.
Check out these tips for building connections with your A/E/C stakeholders.
Tip One: Be Visible—and a Bit Vulnerable
Each week, Dan and I wrote personal columns. Mine was called Bay Watching, and Dan wrote Paddling Upstream.
We may not have considered it at the time, but those columns were important to our success. They helped us build relationships with our readers and advertisers. We talked about community events, personal experiences, and our children. The readers loved it.
We also attended governmental meetings, community events and school functions, participated in clubs, and got to know municipal leaders.
A/E/C firms can also enhance their visibility by writing blog posts and case studies, producing project videos, submitting entries for awards, and presenting at industry events.
What’s the common thread? Share information so stakeholders get to know you.
Tip Two: Be Authentic
In the 1980s, AI wasn’t around to create content. We cranked out the copy on typewriters and then computers. Before desktop publishing, we literally cut and pasted copy and ads by hand.
To get our stories, we attended a variety of school board, city council, and county board meetings. We often were the only ones covering these meetings. But even if other reporters were present, our stories were original. They reflected our perspective.
Today, A/E/C firms can use AI to help support parts of their proposal process. With the right prompts, AI can help check whether your proposal addresses every element of an RFP.
But what AI can’t do is craft the authentic, experience-based stories that make your firm stand out.
In your narratives, include a few human-centered examples that show how your team solved an on-site crisis, developed a solution to a challenging problem, or collaborated with a client to improve a project’s outcome.
Tip Three: Show Up to Make a Difference
Our news stories and ad sales depended on personal connections. We attended meetings and wrote news reports. With the help of a few part-time employees, we also handled ad and print sales. We each had a list of advertisers and made the rounds in person.
Our office was staffed with a secretary who performed administrative duties and proofreading. Many people stopped by.
We didn’t email news sources or prospects; we called or visited them. And over time, people got to know and trust us.
At A/E/C firms, professionals may prefer to email their clients. It’s quicker, right? But what’s lost if the personal touch is always missing?
Business developers often are on the road connecting with prospects and clients. But what about seller-doers? Are they keeping in touch? A quick call might reveal an upcoming project or catch a minor issue before it grows into something bigger.
Some C-suite leaders also make client check-ins a priority. They want to build relationships and address concerns before they escalate.
How Are You Making Connections?
As a newspaper owner, I knew visibility mattered. Readers subscribed because they couldn’t find that information anywhere else. We valued their loyalty and worked hard to earn it.
We gained recognition throughout the county, which helped our business.
We focused on:
- Being seen
- Being remembered through our stories and presence
- Being trusted as community leaders
A/E/C firms also benefit from visibility. Their thought leadership, useful content, and industry involvement build relationships with their stakeholders.
When it’s time to seek proposals, do clients and prospects think of you?
Make Your A/E/C Content as Memorable as Your Work
To form meaningful relationships with your stakeholders, share more than just technical solutions. Tell credible client-centered stories that build trust.
I help A/E/C firms turn expertise into compelling content that engages readers. Reach out at blaizecommunications@gmail.com to learn more.
What are you doing to build trust and connection with your clients?
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