Smith Goodfellow

We’ve been speaking to Smith Goodfellow following their involvement in our recent Stockport Development Plans Event…

Smith Goodfellow works in PR and modern digital strategies for the construction sector, why is good PR and marketing important for construction firms in 2021?

One of the first things to understanding is that ‘good’ PR and marketing looks different for every client and sector – what works in one part of the industry won’t necessarily work in another. For PR and marketing activities to be successful, they have to be completely bespoke, tailored to the needs of the client, their objectives and the market they’re operating in. They also have to be responsive to the moment – strategies must constantly evolve in order to remain relevant and effective.

The construction industry is at the centre of huge environmental, economic, social and cultural change. At a macro level, public trust in the sector has been shaken and we need to work hard to regain that. For individual businesses, engaging with initiatives such as the Code for Construction Product Information (CCPI) will be key to rebuilding that trust. We also need to better present construction as an attractive career choice and provide quality training if we are ever to bridge the skills gap. These are all communication challenges.

PR is about building reputation, trust and long term relationships, both internally and externally. Ultimately, PR needs to be seen as a business tool that can be used strategically to help companies get where they want to go.

You have 40 years of business experience, what do you think has been some of the most significant changes in the industry in recent years?

Without doubt the uptake of digital technology has been one of the most significant changes seen in the industry. Construction has often been seen as slow to adapt but this is changing – especially after the challenges of the last year. There are more and more innovative technological solutions coming to the fore that will fundamentally alter how the industry operates, whether this be through tools for specification or master planning or use of social media to communicate with clients and end-users.

Another significant change has been an increased focus on the roles and responsibilities of businesses and individuals in the sector and how these are formalised through regulation and backed up by the legal system. There is extraordinary power in the built environment to influence many things, from positive climate action to addressing issues of social justice. Having checks and balances in place to ensure firms are operating responsibly is an important part of the much needed cultural shift underway in the industry.

Why do you think it is important for businesses to consider sustainability when planning and communicating their business goals?

Sustainability is a term that gets thrown around a lot and it’s definitely an issue that is high in the public consciousness at the moment. Clients and customers want to engage with firms that are operating in a sustainable way but it’s incredibly important to ensure that any sustainability work and messaging is carried out with integrity. Sadly, ‘greenwashing’ has been all too common with grand claims around sustainable products and processes made that have not been truly ‘sustainable’ in practice. Sustainability needs to be understood in a much broader, holistic sense, taking into account the environmental, social and economic elements.

True sustainability is hugely beneficial for people both within and outside an organisation – and is therefore good for business – but it must be approached and communicated honestly. False sustainability claims can be hugely damaging to a company’s reputation. It’s important for businesses to invest in doing it properly and demonstrate accountability.

Smith Goodfellow is a Stockport-based firm, how do you feel the recent plans advanced by the Mayoral Development Corporation will support the town?

Stockport is a brilliant town and many of our team have lived and worked here most of their lives. Sadly, some of the town’s vibrancy has been lost in recent years and the place we know and love has come to feel a bit neglected. The plans advanced by the Mayoral Development Corporation are hugely welcome and it’s exciting to see more investment in the area. It’s heartening to see a long term vision and approach being taken with a promise of engaging with and serving existing communities.

Creating accessible, desirable and liveable spaces will help Stockport both rediscover and celebrate its heritage and open up new possibilities for the future of its communities. The proposed mixture of improved residential spaces, leisure facilities and business premises promises to reinvigorate the town, and the success of the developments already undertaken in the last few years inspire confidence that the plans will deliver. We’ll be watching with interest and excitement as the regeneration moves forward and look forward to opportunities to engage both personally and professionally with all that’s in the works.

How was Smith Goodfellow’s experience exhibiting at the recent Stockport Future Development Plans event?

We thoroughly enjoyed our experience as an advertising partner at the Stockport Future Development Plans event. BEN always host excellent events and this one was no exception. Having the opportunity to engage with some of the big players in the Stockport development plans, as well as seeing the wide interest in the area, was brilliant. The exhibition set up was professional and excellent value and BEN provided seamless support throughout, from our initial booking through to post-event follow up.