Richard Kendall joins MASSTAC Board

Today I am excited to announce that Richard Kendall has joined the Board of Directors at MASSTAC. Richard lives and breathes communications and public relations, so we asked for his top three tips for promoting mass timber. Here's what he had to say:

Richard Kendall's Three Tips for Effectively Promoting Mass Timber

1. Lead with outcomes—not just the materials.

Mass timber isn't necessarily the whole story; the building is. Developers, school districts, airports, public agencies, and corporate tenants rarely make decisions based on whether a project uses CLT or glulam. They care about what mass timber delivers:

Faster delivery

Lower embodied carbon

Better occupant experience

Workplace attraction and retention

Architectural character

Economic development

Long-term building performance

The best communications connect mass timber directly to these business, health and wellness, and community outcomes. At the end of the day, people don't invest in materials  — rather, they invest in solutions. Make mass timber the answer to a broader challenge through smart PR planning and marketing communications.

2. Let the development projects become proof points.

Every successful mass timber building should become an ongoing communications platform, not just a ribbon-cutting announcement. The best PR and marketing campaigns continually generate visibility through:

Executive thought leadership

Project tours

Behind-the-scenes construction content

Tenant-focused news stories

Lessons learned

Performance data

Awards submissions

Industry conference presentations

Instead of a single announcement, we can create dozens of opportunities to keep the project in the public conversation and top of mind among communication targets. A completed building, after all, should launch a communications campaign, not conclude one.

3. Build a movement—not just awareness.

Mass timber succeeds when architects, developers, engineers, contractors, owners, elected officials, manufacturers, universities and policymakers all tell a consistent story. That means creating a shared narrative around:

Washington's forest economy

Sustainable construction

Innovation and creativity

Workforce development

Housing and commercial development

Public infrastructure

Economic competitiveness

Organizations like MASSTAC are uniquely positioned to unite those voices and amplify them far beyond any individual project. The most successful industries don't simply market projects; they build communities of advocates.

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Thank you Richard!