PR for Construction Tech Explained | What Founders Need to Get Right
Katie Zeppieri said the quiet part out loud.We invited the Founder and CEO of The MicDrop Agency onto Bricks & Bytes to demystify PR for construction tech. Her agency worked with Document Crunch from its early days through to the...
Understanding PR in Construction Technology
Katie Zeppieri and her agency, The MicDrop Agency, bring deep experience from working with Document Crunch throughout its journey to acquisition by Trimble. They reveal what kinds of stories earn media coverage and which announcements fail to capture journalist interest. In construction tech, events remain the top marketing channel—but only when thoroughly prepared for in advance.
Key Takeaways on PR Strategy and Media Relations
Research from Muck Rack shows that most AI-related media citations come from earned media. If journalists are not covering your story, algorithms like ChatGPT won’t generate buzz either. Common startup PR mistakes include relying on generic announcements such as “we now integrate with X.” Building strong relationships with journalists and focusing on newsworthy stories are essential for gaining coverage and long-term credibility.
The Role of Events and Founder-Led Marketing
Speaking at industry events helps startups build their brand and gain visibility. While in-person events remain valuable, virtual events also have a place depending on the audience and goals. Founder-led marketing and personal branding are important strategies for seed-stage startups to establish credibility and connect with their target market.
Chapter guide
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0:00
Intro -
01:17
How PR Works in Construction Technology -
03:50
PR Strategy Explained: The Communications Triangle -
06:44
What Makes a Story Newsworthy? -
09:34
Common PR Mistakes Startups Make -
10:22
Sponsors -
13:23
Why Most PR Announcements Get Ignored -
15:44
How to Build Relationships With Journalists -
18:38
How Startups Get Featured in Major Publications -
21:28
How Speaking at Industry Events Builds Your Brand -
24:29
In-Person vs Virtual Events: Which Works Best? -
27:36
How Media Relations Builds Long-Term Credibility -
28:55
Construction Tech PR Case Study: Document Crunch -
30:59
How to Announce a Startup Acquisition -
36:11
PR Strategy for Seed-Stage Startups -
40:26
Founder-Led Marketing and Personal Branding -
45:23
Public Speaking Tips for Startup Founders -
48:00
The Future of PR and Marketing -
54:16
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