What Is PR in Manufacturing?
Being so focused on production, many manufacturing firms don’t realise the positive effect PR could have on their business. That’s probably down to the misconception that PR is mainly for more public-facing companies. But here at Altitude, we’ve found that’s anything but the case. Let us tell you why…
At its core, PR in manufacturing helps a company enhance its public image, build relationships and change how its products and services are perceived by stakeholders. It includes everything from press releases to content creation and social media engagement. The net effect is a stronger brand, which can help with sales and lead generation.
So that’s the top-down view, but what does PR in manufacturing mean in practice? If you’re keen to learn more, then you’re in luck. In this blog post, we’re going to take a closer look at the benefits of PR for manufacturing firms, as well as the main activities it encompasses. Curious to see how the right messaging can make an impact? Let’s dive in.
Already curious about what PR could do for your manufacturing business? Get in touch with Altitude PR - we specialise in helping manufacturers cut through the noise with clear, strategic messaging.
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What Is PR?
Before we go any further, let’s make sure we’re on the same page about PR. It stands for public relations, and it’s a way of building your brand through strategic communication. If you’ve ever read a press release, for example, there’s a strong chance it was drafted by a company’s PR department with some strategic goal in mind. Often, that goal is to get media pickup, which brings us to an important distinction:
“Advertising is saying you’re good. PR is getting someone else to say you’re good.”
– Jean-Louis Gassée (former Apple executive)
What Does PR Stand For in Manufacturing
As we all know, manufacturing-related purchases are all about trust. After all, they’re a lot larger in scale and come with a higher price tag, so there’s more at stake when placing an order. That means buyers need to have absolute confidence that your company can deliver. While relationships can help get an order over the line, they aren’t as effective at bringing in new business. That’s where PR can help.
Put simply, PR in manufacturing is all about building brand awareness and trust at the top of the marketing funnel, laying the groundwork for future engagement and sales. When done right, it educates potential buyers about who you are, what you do and how you do it - the kind of information that opens the door for your sales team.
But we’re still talking in broad strokes here. There are a few sector-specific challenges that make PR especially important for manufacturing firms. These include navigating setbacks like supply chain disruptions, environmental concerns and product recalls. Proactive and transparent communication can help to rebuild trust at difficult times for your business, helping mitigate the damage to your brand.
Need help communicating your value to the market? Contact Altitude PR to find out how we can help you build credibility from the top of the funnel.
5 Effective PR Strategies for Manufacturing Companies
Now we’ve seen how clear messaging benefits companies in manufacturing, let’s flesh out what an effective PR strategy might look like. Here are five tried-and-tested PR strategies to build your brand and drive sales:
1. Tell a Compelling Brand Story
We get it - phrases like “storytelling” might sound like fluff, especially for a sector that’s driven by hard results. But the reality is that having a clear narrative can help your business stand out in a crowded marketplace. And let’s be clear - that doesn’t mean you have to leap headfirst into emotive storytelling, but you should at least articulate what makes you different from the rest.
For starters, we’d recommend talking about things like your industry expertise, track record and commitment to innovation. And remember - while B2B buyers aren’t as emotionally invested as their B2C counterparts, they still value trust. Storytelling can help to establish your brand around what matters most to your customers, helping to build the kind of credibility that gets sales over the line.
2. Strengthen Your Digital Presence Through Relationships
There are any number of ways you can boost your company’s online presence, so knowing where to start isn’t always straightforward. For most manufacturing firms, we’d recommend a mix of the following:
Guest Posting - Writing for websites related to your industry is a great way to boost your authority in the field. Likewise, linking back to your site can help to drive visitors, generating leads in the process.
Showcase Thought Leadership - Chances are, you have a lot of expertise in your company, so why not share this with others? It’s a great way of enhancing your reputation and attracting new business.
Engage with Social Media - Social media is a powerful tool for generating a buzz around your company - LinkedIn, for example, is the perfect vehicle for thought leadership and engagement. Don’t over-post, but do get involved in conversation, sharing your thoughts and expertise on your feed and on others.
Share Updates with Newsletters - You can also reach out to your customers directly. Email marketing, for instance, allows you to personalise communications and target different segments with tailored messages.
Looking to raise your profile online with thought leadership or a content strategy? Contact Altitude PR to see how we can help amplify your digital presence.
3. Maximise Your Impact at Trade Shows and Industry Events
While having a strong digital presence is all well and good, there’s no substitute for making an impact at trade shows, networking events, and industry events. After all, they’re a valuable opportunity to interact with your customers, so you’ll want to leave a strong impression. And from a PR perspective, there’s an added bonus - you might get picked up in industry publications, leading to greater exposure for your company.
To give yourself the best chance of success, we recommend the following:
Be clear about your goals for the event. Are you going along to generate leads? Or is it a chance to network with potential partners?
Set yourself metrics for success. This will depend on your goals for the event and could include things like the number of meetings held, for example.
Design an eye-catching stand, and make sure your staff are up to speed with the latest industry updates.
After the event, analyse what went well and whether you could make any improvements for next time.
For a deeper understanding of trade shows - including how they work from a PR perspective - you might want to read the following article in the Harvard Business Review.
4. Use Press Releases to Amplify Your Milestones
Despite how much the field has changed in recent years, writing press releases remains a core tactic for many PR professionals - especially in manufacturing. Are you launching a new product? Do you have some positive news to share? If so, don’t be afraid to spread the word. When done properly, a compelling press release can be picked up by industry publications, which outsources the hard work of building brand awareness and credibility.
As a minimum, your press release should include the following information:
Your company name and logo
The time and date of publication
An attention-grabbing headline
A strong lead paragraph that summarises all the key information
Some further context in the main body, including any data.
A brief description of your company near the end, including a link to your website
To maximise your chances of securing media attention, we’d also recommend sending your press release to journalists directly and including a headshot of whoever you’ve quoted from your business in the release. Prioritise those who write for publications relevant to your industry.
5. Engage Stakeholders Beyond the Factory Floor
The ultimate goal of PR is to get other people talking about your company - preferably in a positive way! To this end, your most powerful advocates are the people who work for you. By communicating your values, initiatives and achievements to employees, you empower them to become brand ambassadors within their personal networks. And in the long run, having an engaged workforce can help you attract top talent.
You can expand this by working with the wider community through outreach programs and initiatives. This shows your commitment to CSR programs, helping to build goodwill and positive relationships with local stakeholders. It’s also exactly the kind of feel-good story that journalists love writing about.
Why PR Works for Manufacturing - And How Altitude Can Help
As we’ve seen, PR isn’t just for B2C. When implemented properly, it can be a powerful tool for growing brand awareness and generating leads for manufacturing companies, too. And with countless strategies available for success, you can find a mix that works for you and your business.
If you’d like a hand with this, Altitude PR is here to help. We’re an award-winning agency with deep sector knowledge and a determination to help our clients grow. Our main aim is to deliver high-impact, strategic PR and communications that amplify the voice of businesses, including those in manufacturing. Ready to see what a smart, well-executed PR campaign can do for you? Get in touch with our team today.
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