All entries for Monday 04 August 2008

August 04, 2008

Improving the image or the reality

Writing about web page http://www.considerateconstructorsscheme.org.uk/htm-home/index-video.html

There are a number of construction sites I now pass on the way to work where I see the above banner displayed. Now, having checked out the organisation website I have to say up front that the basic principles are sound and good luck to the collective elbow.

However, I have a big problem that irks me everytime I see that slogan:

“Improving the IMAGE of Construction” (my emphasis)

This seems like a really odd thing to say and a little Old Skool PR to my mind. Never mind about the reality, let’s just improve the image.

Surely a much better slogan and objective should be

“Improving Construction”

Apart from the fact that it’s shorter conciseness fans, it is also connects the objectives of the organisation more directly to the reality of construction rather than some notion of how the industry is perceived.

The first option says ‘We don’t care how we actually behave as long as you think we are good’.

The second say ‘We care about how construction actually happens.’

Now, PR is obviously a lot more complicated than that in that many theorists argue that image is a construct of an individuals’ interactions with the products, messages and (most importantly and becoming ever more so) the behaviour of the organisation and employees. So in that nuanced context the slogan may be spot on.

Those sort of subtle contexts are, however, difficult to get on a banner though.


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