Behind the Scenes of a Successful Topping-Out Ceremony

Topping-out ceremonies are not just traditional construction milestones. They are a strategic opportunity to mark tangible progress, celebrate the hard work of development and construction teams, and, when leveraged effectively, generate meaningful media visibility.

By taking a hands-on, fully integrated approach, this ceremonial milestone can be used to maximize media coverage, strengthen relationships with key reporters, and reinforce a property’s presence in its market.

Prep Work: Laying the Groundwork

A successful ceremony starts long before the final beam is lifted. From the outset, make sure development, marketing, and construction teams work hand-in-hand to align on objectives and key messages.

Next, create a full communications toolkit, including a press release, media alert, and tailored reporter pitches to keep the story moving before, during, and after the event. By planning these materials in advance, a single milestone can become a sustained story that captures attention and makes a real impact in the market.

Tip: Start with a strong internal plan. Align every stakeholder, including development, ownership, construction, leasing, and marketing teams, to avoid duplicated efforts and make sure everyone knows their role in amplifying the story.

Connecting with Reporters: Building Relationships

A topping-out ceremony is not just about celebrating a milestone. It is a strategic opportunity to connect with the people who will be telling your story and delivering it to your target audiences.

Begin by identifying reporters who cover commercial real estate, construction, business, and urban development. Remember that local and regional media can be just as impactful as top-tier, mainstream, or trade outlets, so cast a wide net. Prioritize inviting outlets and reporters whose audiences align closely with your property’s target market. Engaging journalists face-to-face at the event offers a valuable opportunity to share key messages directly and create visually compelling moments that make your story resonate.

Outreach should be thoughtful and personalized. Invitations should clearly explain why the event matters, provide all essential logistics, and state the visual storytelling and interview opportunities available. Coordinate pre-event and on-site interviews with executives and project leads to give journalists the context and insight they need for accurate, compelling coverage.

Tip: Know your reporters and tailor your outreach. Personalized invitations, along with pre-event and on-site interviews, boost attendance and elevate the quality of coverage.

On-Site Facilitation: Managing the Press Experience

During the ceremony, focus on creating a seamless media experience. Greet reporters, coordinate interviews, and field real-time questions. Each interaction is an opportunity to reinforce core project themes and communicate the broader vision and impact. Maintain close coordination with project partners and spokespeople so they are prepared, confident, and aligned on talking points. 

Consider hiring a professional photographer or videographer to capture the key moments of the ceremony. High-quality photos and videos can be shared with the media and used across your owned channels, creating versatile content that extends the reach of your story. Each image and clip is an opportunity to highlight the project’s progress, reinforce core messages, and provide a lasting, shareable record of the milestone that continues to engage audiences long after the event concludes.

Tip: Be fully present during the event. Anticipate media needs, coordinate interviews, provide concise materials, and actively monitor messaging.

Post-Event Momentum: Sustaining Coverage

Work does not stop when the final beam goes up. Distribute press materials broadly, follow up with attending reporters, and offer virtual interviews to journalists who could not join in person. Share post-event imagery and finalized press materials with reporters who were unable to attend to further amplify coverage and extend the story’s reach.

At the same time, leverage your owned and organic channels to celebrate the milestone directly with your audience. Publishing images, videos, and highlights on your website, social media, and newsletters reinforces key messages, engages stakeholders, and keeps the momentum going. By combining thoughtful media follow-up with strategic promotion through owned channels, this integrated approach maximizes visibility, extends the story’s impact, and strengthens the project’s presence in the market.

Tip: Extend the story beyond the event. Follow up with reporters, share visual assets and press materials, and offer virtual interviews to keep momentum going and broaden overall exposure.

Key Takeaways

A topping-out ceremony is both a celebration and a strategic opportunity. Thoughtful planning, targeted media engagement, hands-on facilitation, and proactive post-event follow-up can transform a construction milestone into a story that resonates.

When executed thoughtfully, a topping-out ceremony transcends the construction timeline. It becomes a defining media moment that leaves a lasting impression and sets the stage for the next chapter in a project’s story.