When done well, customer stories offer construction brands a chance to demonstrate their value in the real world – building trust, strengthening relationships, and earning meaningful media coverage in the process.
In SE10’s 23 years of experience in construction PR, we’ve found that few tools are as effective – or as complex – as the customer story. Whether you call it a jobsite feature, project case study, or testimonial, it remains one of the most compelling ways to communicate a product or service’s value.
We’ve seen time and again how well this kind of content lands in the construction trade press, connecting with readers on a human level, bringing technical innovation to life, and showcasing real-world results in an authentic way.
But it isn’t always easy to get over the line. And that’s okay. In fact, it’s part of what makes it so powerful.
Why real-world stories matter
Construction is a risk-averse industry built around high-value decisions. When businesses are choosing what to buy, peer experience matters. They want to hear from someone who’s actually used the product or service, knows how it performs under pressure, and can speak to its benefits beyond the brochure. Quotes from a real customer offer credible, experience-based insights in a way that product marketing alone can’t.
That’s why these stories have become a core part of the work we do at SE10 as a specialist industrial B2B PR agency. We regularly send writers, photographers, and sometimes videographers to construction sites and quarries to capture the story behind the spec sheet. Depending on a client’s needs and budget, we also conduct interviews remotely, using imagery provided to us. Either way, the goal is the same: to create content that’s honest, practical and grounded in the reality of the jobsite.
But what if they give too much away?
Of course, not every brand is eager to publish the names of its customers. There’s a genuine concern among some companies that by saying which contractors or projects they’re working with, they may be opening the door for competitors to swoop in and try to win that business for themselves.
And on the other side, not every customer is keen to reveal its suppliers – particularly if those suppliers provide a commercial or operational edge.
But this doesn’t mean customer stories are completely off the table. It simply means they need to be handled with care.
There’s more than one way to tell a story
Understanding that every business has its own appetite for publicity, we approach each case study opportunity accordingly. If naming the customers isn’t an option, we can anonymise them. If a company is comfortable with being featured but wants to keep some details private – such as quantities, locations, or timescales – we work within those boundaries. We’ve also delivered successful stories by shifting the focus slightly: perhaps highlighting the technical challenge of the application, or the performance of a product class, without going deep into project specifics.
What’s essential is that every party involved feels confident in how the story is being told. To that end, we involve both the client and their customer at every stage, ensuring, clarity, control, and comfort from planning to final sign-off.
What’s in it for the customer?
For our clients’ customers who are open to it, participating in a case study can be a chance to show off their own achievements, raise their profile in the trade press, and position themselves as innovators or early adopters in their space.
Some organisations don’t have the resources to secure media coverage for themselves, so the offer of free, professionally produced and strategically distributed publicity is often welcome. Such stories can even help to strengthen the relationships between our clients and their customers as publicly celebrating successful collaborations shows pride in the partnership – and that can go a long way.
It takes time (and a bit of patience)
One thing that often surprises both new clients and PR recruits is how long these stories can take to produce. You need the customers’ permission, their time for an interview or site visit, and their approval of drafts, as well as the green light from various marketing, and management teams. Sometimes even legal teams need to be involved.
So managing expectations is key. At SE10, we plan carefully, communicate clearly, and keep things moving – while recognising that building consensus takes time.
Strategic storytelling, done right
Sharing real-world stories in the construction sector is not just about creating strong editorial or video materials – it’s about understanding business priorities, customer relationships, and the wider context.
As an industrial B2B PR specialist, we combine deep construction sector knowledge with PR expertise to craft stories that resonate with target audiences – while being mindful of sensitivities and strategic goals.
Every customer story is different. But with the right strategy, a flexible approach, and a team that understands what’s at stake, it’s possible to share your real-world impact in a way that delivers value – for both you and your customers.
If you’re curious about how customer stories could support your communication strategy – or you’d like to explore what’s possible – we’d be happy to chat. Let’s connect.
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.
