Why PR is a Growth Engine for Building Products & Construction Companies
- Liminal Public Relations & Communications
- Oct 10
- 4 min read
Updated: 1 day ago
In the building products and construction industry, success doesn’t come from innovation alone. Even the most advanced daylighting, insulation, or building envelope solutions require visibility to win specifications and market share. Decision-makers, including architects, contractors, engineers, and facility managers, need to know you, trust you, and ultimately choose you.
That’s where public relations (PR) becomes a true growth engine.
Unlike advertising, PR builds long-term credibility and authority. It transforms technical features into compelling stories that resonate with specifiers and buyers. As the industry faces new challenges, such as supply chain shifts and the rise of AI-driven search, PR is no longer optional. It is the differentiator.
The Impact of PR in Building Products & Construction
PR doesn’t just generate headlines—it shapes perception, builds authority, and positions
brands as leaders in competitive markets. For building product manufacturers, that impact is often the difference between being overlooked and being specified.
When PR is done strategically, it:
Translates technical features into meaningful, real-world benefits.
Builds credibility through third-party validation in trusted trade media.
Shapes industry conversations around innovation, sustainability, and performance.
Creates long-term visibility that advertising dollars alone can’t buy.
We’ve seen this impact firsthand in our past work:
A global daylighting manufacturer struggling with visibility saw media placements increase by 800%, share of voice jump from 20% to over 60%, and more than $3 million in earned media value over three years—all while leading conversations in top-tier construction publications.
An insulation company competing against billion-dollar giants secured top product list features, 50M+ impressions, and over $400K in earned media value in just one quarter by connecting product launches to high-demand topics like energy efficiency and fire safety.
Key takeaway: PR doesn’t just tell your story—it makes your brand the story. It creates trust, authority, and preference that directly influence specifications and sales.
Why PR Matters More Than Ever
Traditionally, companies measured marketing success by clicks, traffic, and conversions. But today, the search landscape looks very different:
59% of Google searches yield zero clicks (Semrush, 2024)
77% of mobile searches end without a click (SparkToro, 2024)
Nearly 1 in 3 searches now feature AI-generated answers (Search Engine Journal, 2025)
This shift means your audience may never visit your website, yet they’ll still encounter your brand if it’s being cited by trusted sources.
Key takeaway: PR ensures your company shows up in the articles, case studies, awards, and industry conversations that AI tools and decision-makers rely on. Without PR, even the most innovative building products risk becoming invisible in the new search ecosystem.
The PR Tactics That Work in Construction & Building Products
For building products and construction companies, the most effective PR programs combine credibility, visibility, and adaptability:
Awards Programs: Industry awards validate innovation and sustainability claims.
Case Studies: Real-world success stories from schools, hospitals, and corporate HQs demonstrate product performance and reliability.
Thought Leadership: Bylined articles and expert commentary position executives as trusted voices on key industry issues.
Trade Media Visibility: Placements in leading architecture and construction outlets get your products in front of specifiers.
Content Structured for AI search: Optimized articles, FAQs, and data-backed insights increase the likelihood your brand will be cited in AI-generated answers.
Together, these tactics build awareness, credibility, and sales enablement tools that strengthen your competitive advantage.
FAQs: PR for Building Products & Construction Companies
Q: How does PR help building product manufacturers win specifications? | A: PR builds credibility and visibility among architects, engineers, and contractors. By sharing case studies, award wins, and thought leadership, manufacturers demonstrate product performance and reliability, influencing specification decisions. |
Q: What’s the difference between PR and advertising in construction marketing? | A: Advertising promotes your product directly, while PR creates third-party validation and trust. PR positions your brand as an authority in the industry, which can lead to earned media, citations, and long-term market influence that advertising alone can’t achieve. |
Q: How can PR increase visibility in today’s AI-driven search landscape? | A: With AI overviews and zero-click search rising, decision-makers may never visit your website. PR ensures your brand is cited in trusted industry articles, case studies, and award features, giving you visibility even without direct clicks. |
Q: What PR tactics are most effective for construction and building product companies? | A: Effective tactics include awards programs, case studies, thought leadership articles, trade media placements, and AI-optimized content. These tactics build authority, drive recognition, and create sales enablement tools for your team. |
Q: Can PR help smaller manufacturers compete with billion-dollar companies? | A: Absolutely. Strategic PR levels the playing field by amplifying innovation, sustainability, and product performance. Past clients have achieved 800% growth in media placements and millions in earned media value, surpassing larger competitors in share of voice. |
The Bottom Line
The construction industry is highly competitive, and buyers are more selective than ever. With the rise of zero-click search, AI overviews, and multi-platform discovery, the only way to ensure your company is part of the conversation is through PR-driven visibility and authority.
If you’re a decision-maker in the building products and construction space, PR isn’t just another marketing line item, but the strategy that builds trust, recognition, and long-term market leadership.
