“Scientists study the world as it is; engineers create the world that has never been.” Theodore von Karman, Hungarian-American mathematician, aerospace engineer and physicist
All industry sectors are currently facing the COVID-19 pandemic and the disruption it has brought. Your company’s choices over the next few months – more than likely into 2021 – could potentially strengthen your relationships with your partners and clients, or perhaps damage them.
It’s something that needs serious consideration so that you’re not faced with the latter situation. This is why we say that brand protection is for everyone, most especially during times of crisis.
And so, why did we begin this article by mentioning that ‘brand protection is for engineers too’?
Well, we know engineers quite well.
We know they are the people who often keep the world turning.
Whether they have the words ‘civil’, ‘construction’, ‘mechanical’, ‘electrical’ or ‘computer science’ in front of their title (to name just a few), engineers are those in our midst who keep the world’s cogs going round. They are practical people, through and through.
But – and this is an important but – engineers are not always storytellers.
And what is the use of working on amazing projects if you don’t remember to tell the world about your fantastic work and deeds?
That’s where we come in – as your storytellers.
Engineering keeps the world moving forward
From royal architect Imhotep in ancient Egypt, who built the world’s oldest-known pyramid, the Step Pyramid of Djoser, to all the local engineers responsible for constructing the Gautrain in South Africa, the engineering stories have continued throughout history, right up into the present day.
This includes current significant global projects including:
- The Crossrail railway in the UK, named Europe’s largest civil engineering project;
- The revamp of New York’s LaGuardia Airport, which began in 2015;
- The construction of the Riyadh Metro in Saudi Arabia, one of the largest urban transport projects in the world, which will ultimately carry 400,000 passengers daily using driverless trains; and
- Eko Atlantic City, Nigeria, intended to restore land engulfed by the sea and ease current pressure on Lagos, the country’s largest city.
We can clearly see that engineers have stories worth telling - so let’s tell them.
Storytelling keeps the world on track
Here are some reasons why it’s good for engineers to talk about what they’re doing and how they’re doing it:
- Telling the world about the engineering works you’ve done allows you to distinguish yourself from the competition, and keeps you top-of-mind when projects are being put to tender.
- When people hear the name of your company, about your products or from your CEO, they will think of your brand. You want this to be a positive association. Good content can help with creating your brand identity, which gives your buyers a way to remember you and your business, and sets you apart from competitors.
- There is nothing as valuable from a storytelling perspective as a credible thumbs-up from an independent journalist. And so telling your stories today definitely needs to include the right media for your business. Communications professionals have built up their connections so that they can be an effective interface between your company and the journalists you want to talk to. In turn, the journalists will publish your stories and bring your projects to the attention of their readers.
- Many stories today are being told via social media, and these are great platforms that allow you to talk to your industry peers and partners especially. But how’s your grammar and spelling? Nothing spoils a good read – or a finalised construction site - like poor attention to detail. Why not call in the language experts to help you tweak and present the best social media version possible?
Tough times reveal the true nature of your brand
Companies and clients like working with businesses that show strength, consistency and goodwill, especially during difficult periods. PR can help you keep your storytelling on track during the hard times so that the engineering projects begin again sooner.
The bottom line is that a solid communications strategy can help you to increase your business and your profitability.
Long story short?
“We are continually faced by great opportunities brilliantly disguised as insoluble problems.” Lee Iacocca, American engineer and automobile executive
We would love to help you tell your stories. All those times you turned a seemingly insurmountable problem into a great opportunity – those are great stories, right there!
And we believe that telling those stories, at the right time, to the right people, on the right platform, could help you win the next contract to tell a few more.
Nicola Read: firstname.lastname@example.org 083 269 2227
Vivienne Fouche: email@example.com 082 602 1635