As an agency we’re deeply embedded in construction PR. The built environment sector, especially construction, has a reputation problem. Too often, people think of this industry as slow to innovate, resistant to change and environmentally unfriendly. Not to mention the challenges the sector is facing regarding skills and what many are calling a ‘career crisis’.
But it’s not all doom and gloom and those of us who know it well can see that it’s a sector full of passionate people committed to building a better future. Still, outdated perceptions persist – so how can the industry change the conversation?
The answer lies in thought leadership. This isn’t about shallow soundbites; it’s about showing up as real experts, willing to challenge misconceptions, advocate for progress and lead by example.
Thought leadership is the tool companies can use to bridge the perception gap and position themselves as leaders on issues that matter, from sustainability to the skills shortage. It’s also a fantastic opportunity to engage with audiences in a way that builds credibility and trust.
Construction PR: changing the narrative through thought leadership
Thought leadership is more than a buzzword; it’s a way for companies to stand out in crowded markets. With Google and LinkedIn’s 2024 algorithm changes favouring identifiable experts, there’s never been a better time for key spokespeople to take centre stage.
People want insights from people – not faceless corporations – and this shift presents a real opportunity for companies to differentiate themselves as leaders (and human beings) in the built environment.
Take our work with Checkatrade, for instance. They came to us with a goal: they didn’t just want to be a trades directory; they wanted to be a consumer champion. We took that mission seriously, positioning Checkatrade as the ‘good guys’ in a sector often tarnished by rogue traders. Our national consumer research and targeted digital PR campaign led to impressive media coverage, brand trust and growth. Ultimately, the campaign was so successful that it helped fuel Checkatrade’s acquisition by Homeserve for a cool £1 billion. And that’s what thought leadership done right can do – change perceptions and drive real value.
Cutting through the noise in a crowded market
In today’s crowded market, gaining ‘share of voice’ has become a battle of its own. The government’s renewed focus on housebuilding and infrastructure is putting a spotlight on the built environment, which is great for growth – but it’s also pushing more companies into the limelight. Now, more than ever, it’s essential to have a strong voice that can cut through the noise.
BCIS (Building Cost Information Service), a long-time client of Midnight, is a shining example. After BCIS went independent from RICS (Royal Institution of Chartered Surveyors), our challenge was to position them as the go-to independent industry cost data provider. Midnight’s thought leadership campaign positioned BCIS as a leader in data-driven cost insights, securing over 250 media mentions and a team effort resulting in a significant increase in annual revenue. This campaign even earned us a nod at the PRCA Dare Awards.
So, why was it successful? Because it wasn’t just about telling people what BCIS does; it was about showing how their expertise can solve real-world challenges. As we like to say, there’s a lot of shouting in this space, but companies that understand the value of a compelling story and a human angle are the ones that make people sit up and listen.
Thought leadership: the secret to attracting talent
The built environment is also facing a skills crisis, with BCIS recently calling on the government to address this talent shortage. It’s a challenge that’s impacting companies up and down the supply chain. And here’s where thought leadership can play a vital role in attracting the right people. By building an authentic employer brand, companies can show potential hires what they’re all about, using the humans behind the brand to deliver these messages.
For example, sustainability is now a priority for today’s workforce. Companies that show they’re serious about social and environmental impact have a better chance of drawing top talent, especially among younger generations.
Take our client, Southern Sheeting. Midnight helped amplify their commitment to sustainability and high standards in building materials, strengthening both their brand reputation and appeal to potential employees. When employees see a company driving positive change, they’re far more likely to want to be part of that journey.
Construction PR: leading the charge on sustainability
There’s no getting away from the fact that the built environment is under scrutiny when it comes to sustainability. The industry’s carbon footprint is a major concern, and stakeholders from investors to consumers are increasingly holding companies accountable. For those forward-thinking enough to prioritise sustainability, thought leadership can set them apart as change-makers.
Our work with Socius on its Edward Street Quarter development positioned them as pioneers of sustainable, community-focused regeneration. The campaign didn’t just boost Socius’ profile; it shifted the conversation to focus on the values of sustainable urban development. And this was no gimmick – Socius was already committed to creating positive change. Our job was simply to help them tell that story in a way that resonated with people.
In a world where companies are increasingly expected to show their social and environmental impact, thought leadership can help built environment companies set themselves apart as genuine champions of sustainability.
We’ve been delighted to see so many more businesses becoming B Corp certified recently, including many from the construction sector. In the UK in 2024, the number of registered B Corps reached 2,000 – almost a quarter of the global total of 8,600. Midnight proudly received our B Corp certification in September of 2024 and we’re happy to speak to anyone interested in finding out more about the process.
2025: the year of human experts
Last year, Google and LinkedIn changed the game by favouring content from identifiable experts, raising the stakes for companies to bring their spokespeople into the spotlight.
In an industry as complex as the built environment, this is great news – people are looking for real experts, not faceless institutions.
Thought leadership enables companies to put these experts front and centre, but it also means investing in media training and building up spokespeople’s profiles. When companies do this well, they’re not only improving their own digital footprint but creating valuable connections with their audience. It’s a strategy that builds trust and establishes authority, which can be especially important in challenging times.
Building a better reputation, one story at a time
The built environment sector has a unique opportunity to shape its own narrative, to go beyond the blueprints and bricks and tell the real stories of innovation, resilience and impact. Thought leadership isn’t a quick fix – it’s a long-term commitment to transparency, credibility and continuous improvement.
For companies ready to step up, there’s real potential to reshape perceptions, inspire change and connect with people on a deeper level. So, let’s roll up our sleeves and start rebuilding the industry’s reputation, one well-placed story at a time.
Want to know more? Contact us today to discuss your objectives.
For details on Midnight’s Property and Construction PR services please click here.

What do our construction PR clients say about working with Midnight?
Richard MacLean, Chief Markets Officer, BCIS: “We have been working with Midnight for just over a year and they have exceeded every expectation. All of our ambitions in our first-year plans were smashed, and they have not slowed down (in fact actually continued to speed up). Professional, approachable, passionate and driven…”
Alan Corbett, Pilbeam Construction: “Excellent service, great people to deal with who know the PR business. Our visibility has increased significantly….”
Lucas Shone, Projects Director, Boutique Modern: “The team’s commitment to understanding our needs and key messages have been a huge asset to our overall outward communication, as well as our internal comms and the brand has never been stronger…”