What Does a PR Agency Do? A Complete Guide for AEC Companies

AEC

What does a PR agency really do, and why should it matter to an AEC firm? In a sector where reputation and relationships are everything, many companies still overlook the power of strategic communication. Traditional marketing alone often fails to build the visibility and trust needed to win complex, high-stakes projects. This guide explains what a PR agency can do to help AEC companies grow with purpose and impact.

Table of contents

What is a PR agency?

A public relations (PR) agency helps organizations build and protect their reputation through strategic communication. For AEC firms, this means translating technical expertise into clear, compelling narratives that resonate with clients, partners and the broader public.

Unlike advertising, which is paid and controlled, PR drives visibility and credibility through media coverage, thought leadership and relationship-building. A good PR agency works behind the scenes to shape perception, manage risk and position your firm as a trusted leader in the industry.

What is AEC?

AEC stands for architecture, engineering and construction. Together, these disciplines shape the built environment, from commercial developments to civic infrastructure. The term “AEC” emerged in the late 20th century as a practical label for the intertwined design and building professions.

By the 1980s, it had entered common use, with events like the first AEC Systems technology expo in Chicago marking the industry’s shift toward a more integrated view of project delivery.

Publications and associations began using the acronym to reflect the growing collaboration among architects, engineers and construction professionals. Today, AEC is a widely understood term used to emphasize the close interplay of architects, engineers and builders in delivering projects.

The Rise of the AEC Industry

The AEC industry is experiencing sustained and significant growth, particularly in the United States. The U.S. construction market was valued at $2.1 trillion in 2024, driven by a surge in infrastructure projects and public investment, including $128 billion allocated to highways and bridges under the Infrastructure Investment and Jobs Act. 

Architecture and engineering services are also on the rise. The U.S. architectural services market size was valued at USD 73.01 billion in 2023 and is projected to grow to USD 97.09 billion by 2030. The global engineering services market size was estimated at $3,4 billion in 2024 and is projected to reach $4,7 billion by 2030. Globally, the construction sector accounted for about $13 trillion in 2023 and is projected to reach $22 trillion by 2040, fueled by rapid urbanization and infrastructure demand.The AEC services market, which includes digital, consulting and project management solutions, is forecast to grow 15% annually through 2030, reaching a global value of approximately $264 billion. In the U.S., growth is expected to average 12.5% annually through 2030, outpacing general economic trends and reinforcing the sector’s vital role in the built environment.

Core Services Provided by a PR Agency for AEC Companies

A well-rounded PR strategy does more than generate buzz. It builds authority, nurtures trust and supports business development. For AEC firms navigating complex markets, PR helps translate technical expertise into industry influence.

Brand Strategy

PR begins with clarity. Whether your firm is entering a new market, undergoing a merger or evolving its service offerings, a strong brand strategy ensures your message stays consistent, aligned and relevant.

B2B Thought Leadership

Your team holds valuable expertise, and PR puts it to work. From bylined articles and LinkedIn content to podcast features and speaking engagements, thought leadership positions your firm as a trusted resource. It matters, and 75% of decision-makers say thought leadership has led them to explore products or services they weren’t previously considering.

Media Relations & Publicity

Earned media carries credibility that paid advertising can’t replicate. Securing meaningful coverage in business and trade publications elevates your firm’s profile, builds trust and opens doors, especially in relationship-driven industries like AEC.

Strategic Content Creation

From whitepapers and case studies to blogs and sales materials, content plays a key role at every stage of the client journey. With 91% of B2B marketers using strategic content to reach their audiences, a steady stream of high-quality assets reinforces your firm’s credibility over time.

Social Media Strategy

Professional platforms like LinkedIn are essential for staying top of mind. Strategic, well-crafted content helps position firm leaders as experts and supports marketing and sales goals—not just follower counts. In fact, 60% of B2B marketers consider social media a top revenue driver.

B2B Email Marketing

Email remains one of the most effective tools for sustained engagement. From newsletters to lead-nurturing campaigns, personalized, relevant messaging keeps your firm connected to decision-makers. The average return on investment is impressive – $42 for every $1 spent.

These services, tailored to the unique rhythm and rigor of the AEC industry, allow firms the structure, visibility and confidence needed to compete and win in a crowded market.

How PR Drives Marketing and Business Development for AEC Firms

Media Coverage & Website Traffic 

PR is a powerful driver of visibility and growth when aligned with business goals. Stellar, a global leader in design and construction for food processing plants, partnered with a PR firm to launch a technical blog and share expert insights. Trade media republishing helped significantly grow the company’s monthly blog readership, fueling increased website traffic, inbound leads and millions of dollars in new business.

Lead Generation and Inquiries

Consistent PR and thought leadership don’t just raise awareness – they attract better leads. A mid-sized architecture firm saw a 20% increase in project inquiries within six months of sharing behind-the-scenes design content on social media, thanks to support from its PR and marketing agency. In another case, a firm’s educational blog strategy, developed in partnership with a content-focused PR team, led to a 40% jump in website traffic and a 25% rise in consultation requests from new clients. 

Credibility and Growth

For growing AEC firms, credibility can be as important as capability. Mas Energy, a small energy developer, used a strategic PR and content program to compete with far larger players. With help from their agency, the firm revamped its website, crafted compelling case studies and earned media coverage through targeted pitching. One result: a Mas Energy project was named one of the “six top renewable energy plants worldwide” by Power Magazine.

That recognition helped the firm demonstrate legitimacy in a skeptical market. It opened doors to new partnerships and project opportunities that would have been tough to win without the trust built through awards and earned media. 

Research-Driven Thought Leadership

Wold Architects & Engineers partnered with Pierce PR to elevate its national presence through original research. The goal was to explore how design impacts mental health and position Wold as a thought leader across its core sectors of education, government, healthcare and senior living. Pierce led the entire initiative, from survey development to a multi-channel communications plan.The result was a standout campaign that turned proprietary insights into industry influence. Media placements included Yahoo Finance, Facility Executive and Medical Construction & Design, while targeted emails and social content deepened client engagement. One of Wold’s clients was so impressed by the findings that they shared the report with their entire project management team. With this data-driven campaign, Wold didn’t just publish research – it shaped the conversation and solidified its credibility in a competitive field.

The AEC industry has long been defined by complexity, fragmentation and a project-based mindset. Every project is typically a one-off, shaped by unique specifications and carried out by a mix of stakeholders. This creates inefficiencies and limited continuity. Coupled with the slow adoption of digital tools and a shrinking talent pool, the result has often included missed deadlines, rising costs and a disconnect between vision and execution.

But in 2025, the landscape is changing. Disruptive technologies and new delivery models are pushing the industry from manual and reactive to connected and data-driven. PR has a central role in helping firms not just keep pace with this change, but lead it.

Sustainability Takes the Lead

Green design is no longer optional. Clients and governments now demand it, and architects must embed sustainability metrics directly into the design process. As firms integrate carbon-conscious key performance indicators (KPIs) into their work, PR teams can help communicate those efforts clearly and credibly, building trust with both clients and communities.

Modular Construction Gains Ground

Prefabrication and Design for Manufacturing and Assembly (DfMA) are reshaping workflows, enabling speed and precision at scale. In fact, modular construction is estimated to be 20–50 percent faster than traditional on-site builds. Prefabrication involves producing building components off-site in controlled environments, then assembling them on-site, reducing delays, improving quality and cutting waste.

DfMA complements this by encouraging designs that simplify manufacturing and streamline assembly, allowing teams to work smarter and faster. PR can help firms differentiate by telling stories of innovation and how standardization and digital tools are driving better outcomes on the ground.

Stakeholder Complexity Rises

With megaprojects on the rise, managing multi-party collaboration is more critical than ever. PR plays a role in reinforcing alignment and transparency both internally and externally, helping reduce confusion and build stakeholder confidence.

The Tech Revolution Reshaping AEC

Cloud-based workflows, immersive design tools and AI-driven processes are becoming foundational. Firms that adopt and share how they’re leveraging these tools gain a competitive edge. PR helps translate these complex technologies into clear value for clients, partners and the public.

Immersive design tools are gaining traction – 20 percent of AEC firms have adopted Augmented Reality and Virtual Reality, and 57 percent describe it as moderately prevalent or higher today. Nearly 86 percent expect broader use in the next decade. With artificial intelligence moving beyond pilot stages, approximately 25 percent of AEC firms have adopted AI, and 51 percent consider it moderately prevalent, with nearly 86 percent expecting it to be widespread within 10 years.

Investing in Thought Leadership

AEC clients increasingly rely on early-stage research before selecting firms, which means they favor firms with a visible expertise footprint. In fact, 73% of B2B buyers prefer to engage with thought leadership content in early decision stages. AEC firms are responding by creating insightful content (blogs, whitepapers and podcasts) and securing strategic speaking opportunities.

By addressing pressing industry challenges (e.g. resilience, sustainability) in public forums, firms differentiate themselves as trusted advisers rather than just vendors. Thought leadership PR not only builds credibility but also influences client perceptions early, often tipping the scales during shortlist and request for proposal (RFP) evaluations.

Measuring the Success of PR Efforts

Like any strategic investment, PR should be measured by its impact. While not every result is immediate or easily quantified, the right metrics reveal how communication efforts contribute to growth, visibility and trust.

Key Performance Indicators (KPIs)

Effective PR measurement goes beyond media impressions. Metrics often include share of voice in target publications, quality of earned coverage, engagement with thought leadership content, social media traction and growth in inbound inquiries. For AEC firms, visibility in trade media or speaking slots at industry events are also strong indicators of authority.

Tools for Tracking ROI

Modern PR uses data to showcase value. Tools like media monitoring platforms, Google Analytics, customer relationship management (CRM) integrations and social listening dashboards provide insights into who is engaging, what’s resonating and where to focus next. Combined with business development feedback such as when a prospective client mentions seeing a feature, these tools help demonstrate how PR supports pipeline health and brand reputation over time.

Choosing the Right PR Agency for Your AEC Company

Not all PR firms are built the same, and for AEC companies, industry fluency matters. Choosing a partner that understands your world can make the difference between generic coverage and meaningful impact.

What to Look For

Start with experience. An agency that’s worked with AEC firms will understand the language, the project lifecycle and the importance of technical credibility. Look for specialization in B2B services, strong media relationships in your vertical and the ability to translate complex ideas into clear, compelling narratives. Digital capabilities are also essential. Your partner should be as comfortable navigating LinkedIn strategy and content automation as they are pitching to top-tier media.

How to Collaborate Effectively

A successful partnership requires clear goals, open communication and trust. Share your business objectives, define roles from the start and treat your PR team as an extension of your internal team. The best results come from proactive engagement, and providing access to your business’s leaders, success stories and project wins helps your PR agency find and tell the stories that set you apart.

Conclusion and Key Takeaways

In a field as competitive and specialized as AEC, visibility isn’t a luxury – it’s a business imperative. The most successful firms don’t just build great projects. They also build trust, credibility and recognition through smart, sustained communication.

Public relations supports marketing, drives business development and positions firms as experts in their space. Whether through media coverage, thought leadership, original research or strategic storytelling, PR helps AEC companies showcase not just what they do, but why it matters.

The industry is evolving. Growth will go to the firms that communicate clearly, consistently and confidently. Now is the time to assess your PR strategy and take control of the narrative.