marketing@greenhousedigitalpr.com
As sales and marketing managers in the construction and building product manufacturing sectors, you face unique challenges in telling your story and capturing attention in a crowded, rapidly evolving media landscape. The 2024 State of the Media Report by Cision provides a critical lens into the shifting priorities of journalists and the audiences they serve. For 2025, the message is clear: a strategic, expert-driven approach is no longer optional.
At GreenHouse Digital PR, we specialize in helping clients in your industry translate these trends into actionable, high-impact campaigns. In this blog, we share key insights from the report and, more importantly, how partnering with GreenHouse can set you up for success.
Key Trends in Media for 2025
1. The Growing Importance of Data-Driven Content
Journalists are increasingly relying on data to shape their stories, with 40% citing metrics like audience engagement and demographics as central to their editorial strategies. Data-backed narratives stand out in a media environment where facts and figures drive credibility.
What This Means for You: For companies in the construction and building product sectors, data can be a powerful tool to highlight your expertise and market leadership. Sharing insights like sustainability metrics, market trends, or performance benchmarks can make your story more compelling and relevant to journalists.
How GreenHouse Helps:
- We help you uncover and package relevant data from your business, such as customer case studies or product performance statistics, into compelling narratives that resonate with journalists and their audiences.
- Our team monitors industry reports, competitor analysis, and trending topics to identify opportunities for your business to lead the conversation.
- We create infographics and other visual content that simplify complex data, making it more accessible and engaging for journalists and their audiences.
2. Multimedia as a Standard Expectation
The use of images, videos, and infographics has become a staple of modern journalism. Platforms like Instagram and YouTube are now central to how journalists reach their audiences, and multimedia content helps make stories more engaging.
What This Means for You: Consider how visual elements like product demo videos, project case study images, or infographics about energy efficiency can make your story more appealing. Investing in strong visuals isn’t optional with multimedia increasingly influencing media coverage.
How GreenHouse Helps:
- We develop high-quality multimedia content tailored to your brand, from product demo videos and behind-the-scenes project footage to data-driven infographics and animations.
- Our team ensures that your multimedia content is optimized for various platforms—whether it’s creating visually engaging Instagram posts or producing detailed videos for YouTube or your website.
- We incorporate multimedia elements into your press releases and media pitches, ensuring that your story stands out in a crowded inbox. Providing journalists with ready-to-use assets increases the chances of securing coverage.
3. AI’s Role in PR: Opportunity and Risk
Generative AI tools like ChatGPT have exploded onto the scene, with journalists both leveraging and scrutinizing this technology. While AI offers opportunities for efficiency, over-reliance can risk accuracy and authenticity—something journalists are acutely aware of.
What This Means for You: Embracing AI can help streamline certain aspects of your marketing and PR strategy, from automating routine tasks to enhancing content creation. However, it’s important to pair AI with a thoughtful, human-driven approach that ensures quality and authenticity.
How GreenHouse Helps:
- We harness AI to enhance your PR strategy, such as automating routine tasks and generating initial drafts. However, our expert team rigorously fact-checks, refines, and humanizes all content to maintain trust and credibility.
- We position your brand as a thought leader in the conversation around AI and its applications in construction and manufacturing.
4. Personalized Pitches Win Every Time
The report revealed that journalists are inundated with pitches, with only 7% considered relevant. Your story must be timely, targeted, and tailored to stand out.
What This Means for You: For companies in the construction sector, aligning PR efforts with the unique priorities of each journalist is essential—whether it’s local coverage of a major project or in-depth reporting on cutting-edge technologies.
How GreenHouse Helps:
- We cultivate relationships with journalists who specialize in your industry, ensuring your message reaches the right audience.
- Our team conducts detailed research, including reviewing editorial calendars, to ensure pitches are timely, relevant, and aligned with each journalist’s beat and audience interests.
How to Approach 2025 with Confidence
The insights from the State of the Media Report make one thing clear: the media landscape is more complex than ever. To thrive, construction and building product companies need a strategic approach combining data, creativity, and strong media relationships.
A thoughtful PR and marketing strategy can help you amplify your story, connect with your target audience, and stand out in a competitive market. Rather than navigating these changes alone, working with a partner experienced in your industry can provide the clarity, tools, and expertise needed to succeed in 2025.
Ready to take the next step? Schedule a call with our team today to discuss your 2025 goals and how we can help you achieve them. Let’s build a tailored strategy that ensures your business thrives in the year ahead.