Hiring a Communications Company vs. Using Internal Resources: What Works Best for Infrastructure Projects?

Communication can make or break success in major construction and infrastructure projects. It shapes how stakeholders respond, communities engage, and teams stay aligned.

The question is: Should you manage communications in-house or hire a professional communications firm?

This decision affects public perception, risk, and project outcomes for engineering firms, architecture studios, general contractors, and large infrastructure owners like governments and energy companies.

Both options, internal and external, have value. But they serve different purposes.

This guide compares the two approaches to decide what works best for your next project.

1. What Counts as “Internal” Communications Resources?

Internal communications resources usually mean:

• Your in-house marketing or corporate communications team

• Project managers, engineers, or administrators who write updates or public notices

• Technical staff who respond to questions during public meetings

• Media or engagement handled informally or as a secondary task

These team members know your business, understand project details, and may already have tools and processes in place.

2. What Does a Communications Company Provide?

A communications firm offers outside support with experience in:

• Stakeholder engagement

• Public communication strategy

• Government and media relations

• Community engagement plans

• Crisis communication

• Writing, editing, and content development

• Graphic design, video, and digital content

• Indigenous consultation support

• Communications planning and reporting

Firms like reVerb Communications specialize in high-stakes infrastructure projects where timelines, regulatory processes, and public awareness are critical.

3. Key Differences: Internal vs. External Communications Support

4. When Internal Teams Work Well

Internal resources are a good fit when:

• The project is small or low-risk

• Communications needs are limited to internal updates and technical reports

• Your team has the time and skill to manage public-facing materials

• You need to control messaging directly

• There’s already an experienced in-house communications team

Example:
A local road resurfacing project managed by a city’s engineering department may not require outside help if the communications team can handle media notices and public alerts.

5. When to Bring in a Communications Firm

External support makes sense when:

• The project affects the public, stakeholders, or Indigenous communities

• You’re working on a high-profile, complex, or multi-year project

• Communications will involve crisis risk, opposition, or regulatory pressure

• Your internal team is overloaded or lacks specialized expertise

• You need support with design, writing, media, or engagement plans

• You want consistency across multiple departments or contractors

Example:
A wastewater treatment plant upgrade involves equipment shutdowns, odour concerns, and temporary traffic changes near a residential area. While the engineering team manages the technical scope, a communications firm can create resident notices, handle media questions, organize community info sessions, and ensure updates are shared across multiple channels, helping the public stay informed and reducing complaints.

6. Common Risks of Relying Only on Internal Teams

A. Burnout and Delays

In-house staff are already managing multiple priorities. Communications becomes a “side task,” which leads to missed deadlines or incomplete messaging.

B. Technical Language Misuse

Engineers and architects are experts—but that doesn’t always translate to public-friendly language. Internal updates often get too technical for public use.

C. Lack of Engagement Strategy

Without a formal plan, teams react to issues instead of preventing them. This can cause public backlash or confusion.

D. Missed Opportunities

Strong communication builds trust, supports public approval, and reduces complaints. Without external expertise, those opportunities are lost.

7. The Hybrid Approach

Some organizations choose a blended model, combining both internal and external support. This often gives the best of both worlds.

How It Works:

• Internal staff manage technical updates and internal reporting

• The communications firm handles strategy, engagement plans, media, and public messaging

• Teams meet regularly to align messages and timelines

• Public materials are reviewed by both technical and communications staff before release

This model works well for government agencies, EPC firms, and municipalities.

8. How reVerb Supports Infrastructure Projects

reVerb Communications is built specifically for construction, infrastructure, and government work.

We support engineering and construction partners by:

• Writing and managing stakeholder engagement plans

• Translating technical information into accessible public content

• Creating media kits, signage, project websites, and construction notices

• Supporting Indigenous consultation strategies

• Providing communications officers who can embed in your team

• Helping you meet RFP requirements for communications deliverables

• Leading town halls, open houses, and public meetings

• Preparing visuals, scripts, and briefings for elected officials or executive teams

When pressure is high and visibility is public, reVerb ensures your message is clear, consistent, and timely.

9. Final Questions to Ask Before Deciding

• Will this project require public updates or engagement?

• Do we have the time and skill to manage communications in-house?

• Are there risks that require a media or crisis strategy?

• Do we need help simplifying technical information for a non-technical audience?

• Are there regulatory requirements tied to communications?

• Is there value in having independent, professional communications support?

If yes, it's worth talking to a communications firm.

Final Thoughts

You wouldn't send an unlicensed contractor to pour concrete or allow untrained staff to inspect scaffolding. The same care should be taken with communication.

On complex infrastructure projects, managing what you say and how you say it can reduce risk, save time, and build trust.

Internal teams are valuable but may not have the focus or specialization needed for high-pressure communication.

Hiring a firm like reVerb gives you access to professional tools, proven processes, and a team understanding how construction, infrastructure, and public engagement connect.

If your project matters to the public, stakeholders, or regulators, your communications strategy should, too.