Construction PR: Why Reputation Is Everything in Commercial Projects

AEC

What makes one construction company win multimillion-dollar contracts while another struggles to get shortlisted? In commercial projects, the problem is rarely just technical expertise – it’s reputation.

Delays, safety incidents or even one high-profile misstep can quickly erode trust with clients, investors and communities. The solution is a proactive PR strategy that builds credibility before you need it, protects your firm in times of crisis and positions your company as the trusted choice in a competitive market.

Table of contents

The Future of Construction is Booming

Industry revenue in the USA has been increasing at a compound annual growth rate (CAGR) of 0.6% over the past five years to total an estimated $305.7 billion in 2025, including an estimated increase of 0.4% in 2025. A key driver is the Infrastructure Investment and Jobs Act, which has already allocated $128 billion to highways and bridges, creating unprecedented opportunities for firms across the country.

At the same time, construction roles are among those least threatened by AI displacement, a common challenge facing many declining industries in this era. A Microsoft study that analyzed over 200,000 Copilot interactions identified 40 roles most at risk from AI and 40 least affected. Professions involving manual, hands-on labor, which includes construction, were among those relatively insulated from AI disruption. 

The High Stakes of Commercial Construction

Commercial construction operates in a high-stakes environment where delays and cost overruns are more common than success stories. As Bent Flyvbjerg and Dan Gardner reveal in their book How Big Things Get Done, based on a dataset of over 16,000 large-scale projects, a staggering 91.5% of projects go over budget, over schedule or both, while fewer than 1 % are completed on time, on budget and deliver the promised benefits.

A McKinsey report echoes this grim reality, finding that 98% of megaprojects face cost overruns exceeding 30% and 77% are at least 40% delayed. For owners and investors, these aren’t just numbers. They erode trust in contractors and determine whether a firm is even invited to bid again. In such a competitive market, reputation isn’t built on a single successful project but on a consistent track record of reliability and delivery.

Why PR Is Critical for Construction Businesses

Commercial construction is one of the most competitive industries in the U.S, with billions of dollars at stake and reputations built (or broken) on performance. While technical ability gets a firm to the table, it’s trust and visibility that secure the win. Here’s why PR is a strategic necessity in today’s market:

1. Reputation Wins Contracts

The U.S commercial building sector is projected to generate $305.7 billion in revenue by 2025. In such a crowded market, reputation often tips the scale. Firms recognized as Top Performers by Associated Builders and Contractors consistently win projects based on merit and reputation for safety, quality and inclusion. PR ensures that those qualities are communicated clearly, helping firms stand out when bids are close.

2. Trust Drives Profitability

Trust doesn’t just influence contracts. It impacts the bottom line. A study from Autodesk revealed that high-trust construction firms see 80% of their work come from repeat clients, boosting gross profit margins by 2–7%. They’re also twice as confident in meeting project deadlines and report lower turnover, saving up to $750,000 annually in workforce costs. PR plays a central role in building that trust through consistent communication, thought leadership and media presence.

3. Community and Stakeholder Approval

Commercial projects often depend on smooth approvals from local regulators and buy-in from communities. Edelman’s Trust Barometer found that 86% of survey respondents say they expect brands to act beyond their product or business. PR gives construction firms the tools to proactively share safety initiatives, sustainability practices and community engagement, turning potential opposition into support.

4. Long-Term Competitive Edge

Backlogs in commercial work recently reached a two-year high, with larger contractors especially confident about future margins. In a market this strong, standing still is not an option. Firms that invest in PR strengthen their reputation, attract talent and protect their brand from crisis, ensuring that their growth is sustainable.

Key PR Strategies for Commercial Construction Companies

A strong reputation doesn’t happen by accident. For commercial construction firms competing in a $305.7 billion market, PR is the lever that turns technical excellence into trust, visibility and long-term growth. Here are the strategies that matter most:

1. Proactive Media Relations

Earned media builds credibility in ways advertising never can. Features in trade publications, local business journals and national outlets showcase a firm’s expertise and reliability. With 92% of people trusting earned media more than paid promotions, proactive media outreach should be a core PR tactic. Regular press releases on project milestones, safety achievements or sustainability certifications position a company as a leader in commercial construction.

2. Thought Leadership & Industry Expertise

In B2B industries like construction, thought leadership directly influences contract awards. A LinkedIn and Edelman study found that 47% of decision-makers awarded business to a previously unknown company after reading compelling thought leadership content. For contractors, publishing insights on cost management, ESG building practices or digital innovation in construction can do more than build awareness. It can directly open doors to new opportunities.

3. Crisis Communication Planning

Commercial projects come with risks, including safety incidents, budget overruns or community pushback. Yet fewer than 49% of U.S. businesses have a crisis communications plan. Construction firms that prepare for crises in advance, with clear messaging frameworks, media-trained spokespeople and rapid response protocols protect their reputation when it matters most. Turner Construction’s zero-tolerance response to bias incidents is a strong example of how proactive crisis PR can enhance, not erode, reputation.

4. Digital Presence & Online Reputation

In a high-value, reputation-driven market, ignoring your online presence is a missed opportunity. Research shows that 74% of business buyers conduct more than half of their research online before making an offline purchase, meaning your website, reviews and digital content are often the first point of contact for decision-makers in commercial construction. Keeping a polished digital footprint with project highlights, testimonials, LinkedIn engagement and updated media coverage reinforces credibility during the evaluation phase. PR teams also need to monitor online reviews and social sentiment carefully to detect and address potential issues early.

5. ESG and Community Engagement

With consumers and employees expecting companies to go beyond compliance, sustainability and social responsibility are no longer optional. Highlighting LEED-certified projects, safety initiatives or community partnerships through PR builds goodwill with government officials, investors and the public.

Real-World Lessons: How PR Protects and Elevates Reputation

Case Study 1: Skanska — Standing Firm for Green Building

Overview
In 2013, in response to the U.S. Chamber of Commerce backing an anti‑LEED lobbying campaign, Skanska USA resigned from the Chamber. The company’s CEO, Mike McNally, stated the company could no longer support the Chamber’s stance against progressive, transparent green building standards. 

PR Impact
This bold move reinforced Skanska’s commitment to sustainable construction standards and earned trust among green-conscious clients and stakeholders. It positioned the company as a values-led leader in environmental responsibility, differentiating them in a $305 billion commercial construction market.

Key takeaway
Leading with values, even at a reputational cost, can strengthen brand credibility. PR that vocalizes environmental leadership becomes a strategic advantage.

Case Study 2: Anonymous Commercial Contractor — Crisis Response That Preserved $1+ Billion in Contracts

Overview
A U.S.-based commercial general contractor suffered two fatal accidents on-site within a week—putting over $1 billion in contracts at risk. The contractor then hired a PR firm to manage its communications response.

PR Strategy
The PR firm implemented a comprehensive crisis communication plan, which included:

  • Crafting key messaging and public statements
  • Updating the website focus to emphasize safety
  • Preparing standby statements for the media and local community
  • Coordinating real-time media and social media monitoring
  • Developing and sharing messaging with clients
  • Providing media training for spokespeople
  • Building internal safety culture messaging

As a result, the firm was allowed to resume work within three weeks, retained all contracts and ultimately strengthened trust with its clients.

Key takeaway
Timely, values-driven PR that shows accountability and action can preserve reputation..

Case Study 3: Turner Construction — Front-Line Leadership Against Bias Incidents

Overview
Racist graffiti appeared at Turner Construction’s $1.5 billion Meta data center site. The company’s CEO took a highly visible leadership role by personally visiting the site to address the issue and reinforce expectations. Turner recorded bias incidents on site – down from 75 to 23 year-over-year – as part of a structured anti-bias response plan.

PR Impact
Turner’s transparent handling and decisive, empathetic response reinforced its reputation for integrity, inclusion and safety. The company’s willingness to share the response plan industry-wide further enhanced brand trust.

Key takeaway
Transparent crisis response (especially from leadership) paired with strong values can reinforce credibility and differentiate a firm in stakeholders’ eyes.

Integrating PR Into Your Construction Firm

PR should not sit on the sidelines. For commercial construction companies, it needs to be woven into business development, project delivery and community engagement. Here’s how firms can integrate PR into everyday operations:

1. Make PR Part of Business Development

Every proposal and bid presentation is an opportunity to showcase reputation. Highlight earned media coverage, safety milestones and sustainability awards as proof points alongside technical qualifications. Clients are not just buying construction services. They are buying trust.

2. Align PR With Project Milestones

Treat every major project stage as a PR moment. Breaking ground, topping out ceremonies, LEED certifications and project completions are newsworthy opportunities that reinforce reliability and expertise. Capturing these moments with press releases, photography and media outreach keeps your firm visible in the market.

3. Engage Stakeholders Early and Often

Community and regulator support can accelerate approvals and reduce costly opposition. Use PR to open channels with stakeholders before issues arise. Town halls, press briefings and regular updates on community impact signal transparency and accountability.

4. Prepare Leadership as Spokespeople

Decision-makers want to hear from executives, not just marketing teams. Media train your leaders so they can confidently communicate during interviews, conferences or crises. Turner Construction’s visible CEO response to bias incidents is a clear example of leadership-driven PR reinforcing trust.

5. Build a Digital-First Mindset

Commercial clients research contractors online before ever making contact. Ensure your website, LinkedIn presence, project portfolios and media mentions are always updated. Proactive PR combined with digital visibility keeps your firm top-of-mind when new opportunities arise.

The way construction companies communicate is evolving fast. As the industry grows, so do expectations from clients, regulators and communities. Here are the trends shaping the future of PR in commercial construction:

1. ESG and Sustainability Storytelling

Environmental, social and governance (ESG) factors are moving from optional to essential. Clients and investors want proof of green practices, safety commitments and community engagement. PR will increasingly focus on telling these stories, from LEED-certified projects to carbon-reduction initiatives to win contracts and public trust.

2. Digital-First Reputation Management

Decision‑makers now do much of their own research before they even make first contact. A recent 6sense report revealed that 80% of B2B buyers initiate contact only after they’ve completed about 70% of their buying journey and 81% already have a preferred vendor in mind when they reach out. That means your digital presence isn’t just important. It often determines whether your firm makes the shortlist.

3. Real-Time Monitoring with AI

Artificial intelligence (AI) is changing how reputation is managed. From scanning social media for early signs of controversy to analyzing sentiment in community forums, AI tools give firms real-time visibility. This allows PR teams to respond to issues before they escalate and to spot opportunities for positive coverage.

4. Stakeholder-Centric Communications

Communities, regulators and employees all expect more transparency. Public forums, open data dashboards and proactive updates are becoming standard tools for firms seeking to build goodwill. Those who integrate PR into stakeholder management will see smoother approvals and fewer costly delays.

5. Leadership Visibility

Clients want to work with firms led by trustworthy, credible leaders. PR helps make executives more visible, including securing speaking opportunities at conferences, contributing to industry publications and appearing in the media. Decision-makers increasingly equate leadership visibility with company reliability.

Choosing the Right PR Agency for Your Construction Firm

Not all PR partners understand the unique demands of commercial construction. Selecting the right agency can mean the difference between a campaign that builds real credibility and one that misses the mark. Here’s what to look for when evaluating partners:

1. Industry Expertise

Prioritize agencies with direct experience in infrastructure or the broader architecture, engineering and construction (AEC) industry. They’ll already know the language of RFQs, project milestones and regulatory stakeholders, saving you time and ensuring your stories resonate with the right audiences.

2. Proven Track Record

Ask for case studies that demonstrate success in commercial construction. Have they helped a firm recover after a crisis? Secured features in industry publications like Engineering News-Record? Elevated a contractor’s profile during a bid process? Results matter.

3. Strategic Approach

The best agencies go beyond press releases. They should offer a full strategy that blends media relations, thought leadership, digital presence and crisis communications. PR must support your business goals, winning contracts, attracting talent and building community trust.

4. Measurement and ROI

Insist on clear metrics. Whether it’s media impressions, share of voice, website traffic from earned coverage or improved bid conversion rates, you need a partner who can tie PR results to business outcomes.

5. Cultural Fit

Construction is a people-driven business. Your PR team must mesh with your culture and values. Look for an agency that feels like an extension of your firm.

Bottom line: PR creates a competitive edge (and stronger reputations) for construction firms

In commercial construction, reputation is not a side benefit — it’s the foundation of business growth. The industry is booming, competition is fierce and decision-makers are doing more research than ever before before they even reach out. Firms that invest in PR are not just protecting themselves during a crisis. They are building long-term credibility that wins contracts, attracts partners, earns community trust and retains top talent.

The lesson is clear. Projects may be built with steel and concrete, but companies are built on reputation. A proactive PR strategy ensures your firm is seen not only as capable but as trustworthy, forward-thinking and the right choice in a $305 billion market. Now is the time to treat PR as the competitive edge that secures your place at the table.