Thought leadership PR and content for pioneering construction training provider
Brief: PRG were approached by Construction Helpline to create a thought leadership PR and content strategy. The company provides construction health and safety training and CSCS cards and owner Umer Mansoor is an active member of the construction community. Passionate about futureproofing the industry by adopting digital techniques and online training, Umer wanted to create content that challenged outdated industry concepts and provoked thought among key figures in the sector. The content was to be featured on the company’s blog, as well as in relevant industry publications and via social media.
Strategy: A thought leadership PR strategy was created outlining ideas for feature-length editorials based on topics Umer is passionate about. Written in conjunction with PRG’s copywriting experts, content was optimised for the company website and a calendar of topics tackling some of the industry’s most timely issues was created. Topics included how digital techniques are making sites safer, how construction can be made more inclusive and a special feature on women in construction in honour of Women in Construction Week. The system of acquiring CSCS cards was high on the agenda and during the plan’s execution it became a newsworthy topic when CSCS’ online application process hit the headlines.
Since Umer is an engaging public speaker, PRG also created a calendar of trade and industry events and approached the organisers for speaker opportunities. In order to promote the content, PRG ramped up social media activity including the revamping of Umer’s LinkedIn profile along with regular content sharing to his industry connections.
In addition to this, targeted social content was created for Facebook, Instagram and Twitter to appeal to site workers and managers who book Construction Helpline’s courses. To complement this, PRG created Facebook advertising strategies to ensure a targeted, multi-channel approach.
Results: As well as editorial coverage in publications such as Tomorrow’s FM, Umer gained interest and feedback from industry peers on social media content via LinkedIn. The thought leadership PR and content strategy covered key topics such as effective training and competency driving relevant traffic to the website. Thanks to Umer’s willingness to be the face of the PR, a regular feature was born whereby Umer would tackle a topic affecting the construction sector, sharing his thoughts and suggestions for improvement providing food for thought for stakeholders and industry peers alike.
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