I’m really excited about this issue of Rebuilding America’s Infrastructure. Besides the fact that we kick off our second year of print publication — a feat given the economy and the unstable media industry — I love this month’s RAI Exclusive, “The Power List: People who make transportation infrastructure go.”
Editor Solomon Lieberman crafted the vision for this project and went for it. At first, my only concern was that the final article would come off like a boring, people announcement in an association news publication; but it sure doesn’t. He brings to life the people who impact the expansive and complex business of engineering bridges and roads. The article begins on page 8.
Lieberman’s introduction reflects on the nature of engineers and their lack of collective cheerleading for the good works they do. Here’s my call to action this month: Suggest to your firm or organization’s marketing and public relations team that they not always focus on the projects you do, but who you are — the people in your organization.
For example, if you are trying to get local coverage about engineering to enhance public opinion for infrastructure spending and promote your firm, suggest to your local news channel or newspaper a close-up on an engineer who has brought creative solutions to the town, or who is an active citizen with a special perspective as an engineer.
A report late last year on NBC Nightly News about Ted Zoli, P.E., one of the people profiled in The Power List, exemplifies what I’m suggesting. The report mentioned the Genius Award that Zoli received from the acclaimed MacArthur Foundation, as well as some of his notable works, but mostly the story talked about him and his creative approach to solving bridge engineering problems. The profile revealed to the general public a talented engineer, who is personable, creative, smart, and influential. It would be great if there were stories like this about civil engineers on the nightly news daily! Find the video at www.rebuildingamericasinfrastructure.com, under the Videos & Photos section of the NewsBlog, or use this direct link: http://tinyurl.com/ZoliVideo.
Think of it like this: When you watch an Olympic skiing race, you are usually just watching faceless athletes racing down a mountain. But when you have read or watched an interview with the athletes, you care about the outcome, and the race has more meaning and excitement.
Help your PR and marketing folks reveal what truly makes your designs and how you work special; why your projects are successful; what research you are leading; and what you bring to civil engineering. When these are the stories your organization is sharing, media companies will pick up on them. They’re looking for projects and personalities — let them know you have one!
By the way, CE News will also be assembling a Power List, for the civil engineering industry as a whole, for the May issue. Let us know who you think is influential in site design, stormwater, erosion and sediment control, wastewater design and management, potable water system design and management, solid waste, and all the other ways civil engineers contribute to our world. Contact bdrake@stagnitomedia.com with nominations.
Shanon Fauerbach, P.E.,
sfauerbach@stagnitomedia.com