"If you were saying, I'm adding AI to the product or we're now agentic, we now have an agentic AI component, it's not really news."
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 Trimble acquisition, so she has seen exactly what earns coverage and what gets deleted from a journalist's inbox.
A few things that stuck with us:
Events are still the number one marketing channel in construction, but only if you do the work before you land at the venue.
Muck Rack's research found that the overwhelming majority of AI citations come from earned media. If journalists are not writing about you, ChatGPT is not talking about you either.
If you have ever sent out a "we now integrate with X" press release, this episode is for you. Full conversation on YouTube and Spotify now.
#bricksandbytes #bricksbytes #constructiontech #construction #aec #ai
Chapters
00:00 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 What PR Will Look Like in 2028
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