Society for Marketing Professional Services(SMPS): Where Strategy Meets Creativity - A Spotlight on SMPS and What’s Ahead

By Michelle Casale, Marketing Manager, Burgess & Niple, SMPS Tampa Bay

When disaster strikes, engineers, architects and contractors work quickly to rebuild communities, restore infrastructure and implement resilient solutions. But how do municipalities, developers and funding agencies recognize the value of proactive disaster mitigation before the next hurricane season?

Strategic marketing and communications play a critical role in bridging this gap. A/E/C marketers translate technical expertise into compelling narratives that drive awareness, funding and action. Whether preparing for hurricanes, managing flood risks or responding to rising temperatures, marketers help firms position themselves as leaders in resilience and disaster preparedness.

Marketing Resilience: Educating Stakeholders Before the Storm

The increasing frequency and intensity of hurricanes, flooding and extreme weather events require communities to take a proactive approach to resilience. While engineers and planners are designing stormwater management systems, flood-resistant roadways and hardened infrastructure, many of these efforts remain underfunded or overlooked until after a disaster strikes.

Marketing professionals play a key role in ensuring that decision-makers, clients and the public understand the long-term value of resilience projects before a disaster occurs.

A/E/C marketers can:

• Showcase expertise in disaster preparedness through thought leadership content, articles and case studies.

• Simplify complex engineering solutions into engaging, easy-to-understand narratives for key stakeholders.

• Engage municipal leaders and developers through targeted campaigns that highlight infrastructure needs.

• Leverage public relations (PR) strategies to increase visibility of successful resilience-focused projects in local and national media, highlighting the benefits to impacted communities.

Disaster Response: Marketing's Role in Crises Communication

When disasters strike, rapid response is essential not only for infrastructure recovery, but also for effective communication and public engagement.

Firms involved in emergency response and recovery must keep municipalities, transportation agencies and the public informed. Marketers and business development professionals support these efforts by:

• Providing real-time project updates that highlight how their firm is restoring critical infrastructure.

• Showcasing case studies and best practices to position the firm as a trusted leader in post disaster recovery.

• Conducting media outreach to ensure their firm's expertise is recognized in both industry and mainstream news.

Engineers around the state have played a vital role in assessing damage and leading recovery efforts after recent hurricanes. Following storms like Hurricanes Ian and Idalia, engineering firms deployed teams to evaluate structural integrity, repair transportation infrastructure and restore critical utilities. Their expertise enabled communities to recover more quickly and build back stronger.

While engineers worked on the ground to address immediate safety concerns, A/E/C marketers ensured their impact was recognized. Through project updates, media outreach and community engagement, marketers communicated the value of these recovery efforts, reinforcing the importance of investing in resilient infrastructure and strengthening public trust in engineering solutions.

Flood Management and Long-Term Climate Resilience

Infrastructure designed for resilience must also adapt to long-term environmental changes, such as rising temperatures and increasing flood risks. Flood control projects, green infrastructure solutions and coastal resilience initiatives are all critical components of climate adaptation.

For these projects to receive the necessary funding and support, marketers must communicate their long-term benefits to clients, government agencies, and funding organizations.

Marketing strategies for flood and climate resilience include:

• Developing compelling proposals and grant applications that align with federal and state funding priorities.

• Creating interactive visuals and GIS maps that illustrate how infrastructure improvements mitigate flooding risks.

• Positioning firm leaders as subject matter experts through conference presentations, opinion editorials and media appearances (ie. content marketing)

The Role Of PR In Amplifying Resilience Efforts

A/E/C firms often focus on technical excellence, but effective communication is just as critical. PR strategies can amplify resilience efforts by ensuring that the right audience hears the right message at the right time.

At SMPS Tampa Bay’s recent education event, "The ABCs of Public Relations: Where to Start and How to Deliver," Kaitlyn Perez of KPC Strategies shared insights on how PR can help A/E/C firms build stronger relationships with the media, engage the public, and elevate their visibility in the industry. The same principles apply when sharing disaster preparedness and response initiatives.

By incorporating PR tactics such as media outreach, storytelling and proactive messaging, firms can increase the visibility of their resilience efforts, secure funding, and strengthen partnerships with local governments and emergency response agencies.

The Future of A/E/C Marketing in Disaster Preparedness

As climate challenges intensify, A/E/C marketers must go beyond traditional business development and become advocates for resilience-focused infrastructure on behalf of our clients.

By shaping the conversation around disaster preparedness, marketers help communities and government agencies make informed decisions about infrastructure investments. Through storytelling, strategic communications and PR, A/E/C firms are not just designing more resilient communities; they are ensuring that these communities understand and value the work behind it.