Working with specialists from across the construction lifecycle, SE10 gains a privileged view of the shared and different priorities of each project phase, enabling us to understand the bigger picture and tell stories that deliver greater value for our individual clients.
I had a moment of clarity recently while standing in the training facility of a new formwork and scaffolding client. Surrounded by their advanced systems, I was struck by where they fit into a much larger story. It made me reflect on the perspective we are privileged to have at SE10, and how we ended up here.
As a specialist industrial B2B communications agency founded by two former construction trade magazine editors, our roots run deep in this sector. We believe the strongest partnerships are built on a foundation of trust and focus, which is why we have always prioritised working with a portfolio of complementary specialists rather than direct competitors.
This approach has given us a ‘foundations to rooftop’ view of the construction lifecycle. On any given day, our team might be working with the earthmoving equipment that prepares a site, the tower cranes that give a building its height, the formwork systems that shape its structure, or the elevators and pipework systems that bring its interior to life.
By partnering with leaders across these different stages, we see beyond individual products and processes to the overall context they operate in. We start to see the recurring patterns – the shared challenges and ambitions that connect the entire construction ecosystem – as well as the distinct differences in their priorities.
We find this interconnection fascinating and can even get a little obsessed by it – but our perspective is about more than just curiosity; it’s a strategic advantage that allows us to tell richer, more meaningful stories for our clients.
Key themes shaping the modern jobsite
Here are some of the themes we see emerging again and again in construction sector communication.
1. Moving from products to solutions
Across the construction sector, the conversation is moving away from individual products towards holistic solutions. It’s no longer just about the immediate features and benefits of equipment or materials, but about the total cost of ownership (TCO) or total installed cost (TIC), as well as the long-term gains in efficiency, productivity, and sustainability. This requires a mindset shift among customers – sometimes even a leap of faith on an entirely new way of working.
For us, the core task is to build the trust and confidence that allows a customer to move beyond ‘the way we’ve always done things’ and see the value of thinking about the bigger picture.
2. Urbanisation driving innovation
From London to Singapore, the constraints of urban construction are driving creative solutions. We see it in the demand for equipment with a smaller footprint or lower weight, the push for prefabrication and modularisation to speed up timelines, and in the demand for fit-out technologies that maximise the final, valuable real estate.
The opportunity for communicators is to tell stories of ingenuity, showcasing not just the technology, but the clever thinking that allows contractors to build smarter and more efficiently in an increasingly urban world.
3. Connecting data for smarter jobsites
The modern construction site is a massive data generator, from BIM models to the telematics in every machine. The major hurdle is leveraging this data to make tangible improvements, which could mean connecting machine data to the project plan or the materials delivery schedule to the work progress.
Our role is to demystify this complexity. We tell the stories of how this interconnected intelligence leads to smarter decisions, less waste and rework, and more predictable, profitable project outcomes.
4. Beyond emissions to lasting value
The narrative around environmental impact is maturing from emissions only to a more rounded discussion about lifecycles. This includes the drive for circularity in equipment design as well as future-proofing buildings with systems that allow for easy reconfiguration, enhancing their long-term asset value.
The communications challenge is to position our clients not just as environmentally responsible, but as strategic partners in creating more valuable and resilient assets long-term.
5. Designing for people
Besides sustainability, we see a growing focus on the human experience at every stage. This means designing safer, more comfortable, and more ergonomic working environments for the construction workers on site. It also means creating more pleasant, practical, and healthy spaces for the eventual owners and occupants of the buildings.
Our role is to uncover and share these human stories. By highlighting the focus on well-being, we move beyond technical specifications and build a powerful, authentic narrative of brands that truly care about people.
How the SE10 perspective delivers value
So how does this ‘foundations to rooftop’ perspective help us deliver more impactful communication for our construction sector clients?
• It creates more resonant messaging
Because we understand the shared challenges, as well as the differences, we can craft messages that land with greater empathy and authority. We can talk about a client’s specific contribution in the context of the entire project’s success, because we understand the pressures their customers are facing from all sides.
• It helps identify thought leadership ‘white space’
By seeing the entire landscape, we can identify where the conversation is crowded and, more importantly, where there are unique opportunities. We can advise our clients on the specific themes where their voice can be the most distinctive and authoritative.
• It fosters deeper strategic partnerships
Finally, this perspective allows us to be more than just a construction communications agency. Our journalistic roots and ecosystem view mean that when we pitch a story idea to a construction trade editor, we can do so with credibility and confidence. This makes us a valuable source for them, which in turn builds the trust needed to secure high-quality coverage. Furthermore, by connecting the dots between technologies and trends, we can provide insightful counsel for clients, moving from a service provider to a true strategic partner.
A shared journey
We are incredibly grateful for the trust our partners have placed in us at SE10. It is through these long-term collaborations that we have been given this privileged vantage point in the construction sector. It isn’t something we’ve developed in isolation; rather it has been built, conversation by conversation, project by project, alongside our clients.
Their ongoing support has allowed us to develop from a construction PR agency into a strategic communications partner in shaping the future of our built environment around the world.
But our view is only one part of the story. We’d be fascinated to hear yours.
If you’d like to discuss how we could help you tell the story of your company’s role in the construction ecosystem with greater authority and resonance, let’s talk.
Hannah Kitchener
Associate Director
About the author
Hannah is an associate director in the UK, leading strategic campaigns for industrial clients across the EMEA region. A professionally qualified journalist (NCTJ), she combines specialist sectoral knowledge in construction, energy, and materials handling with a strong network of trade media contacts to secure valuable coverage. Her expertise in inter-cultural communication, honed by degrees in modern languages and translation, is key to executing campaigns that succeed across diverse European markets.
