Most manufacturers have no shortage of expertise. From product managers and engineers to sales and channel leaders, there’s deep knowledge across every part of the organization. The challenge isn’t finding people who can speak about the business. It’s preparing them to speak about it to the media. Without proper training, such as the kind you might get from a team specialized in manufacturing PR, the risks of booking them for interviews outweigh the rewards.
In many manufacturing organizations, media opportunities are reserved for senior leadership. Typically – but not always – more seasoned speakers, C-suite and executive-level leaders generally navigate press conversations with more confidence. That said, their time is limited, and it should be focused on high-level visibility, such as interviews with national business outlets, discussions regarding investor-facing opportunities, and speaking to other major announcements. For manufacturers, however, that can leave valuable industry-focused opportunities on the table.
Trade publications, industry outlets, and niche media are constantly looking for expert voices. If your manufacturing company has the right experts ready and willing to speak to industry journalists, you can capture valuable earned media placements and build momentum in the space you serve, establishing more authority and credibility.
Expanding Your Bench of Spokespeople
A proactive manufacturing PR strategy looks beyond the executive team. The specialists responsible for the plan should identify individuals across the organization who can serve as credible, informed spokespeople.
Product managers can speak to innovation and application. Engineers can explain technical advancements. Sales and channel leaders can provide insight into customer needs, distributor relationships, and market trends.
These voices are all highly valuable to trade journalists. They offer relatable perspectives that are grounded and educational in nature, and they’re often trusted more in trade media than high-powered executives that may sometimes come from outside the industry.
The challenge is that most of these individuals have not been trained to engage with the media. Without preparation, even the most knowledgeable expert can struggle to communicate clearly, stay on message, or deliver insights in a way that resonates with journalists and their audiences.
Media Training with a Manufacturing PR Team Unlocks Opportunity
Any generalist agency should be able to provide media training, but will any team understand the strategic advantage to training a bench of SMEs that can represent their brand in trade media?
A manufacturing-focused PR agency understands both media and the industry itself. That combination allows for effective, specialized media training that goes beyond generic talking points.
According to Harvard Business Review, executives and subject-matter experts who communicate clearly and confidently are significantly more effective at influencing external audiences, particularly in complex B2B industries where clarity and credibility drive trust.
With the right preparation, these team members can confidently represent the brand in interviews, contributed articles, and industry commentary.
Matching the Right Voice to the Right Opportunity
Not every spokesperson should handle every opportunity. That’s where strategy comes into play.
Senior leadership can focus on high-impact, top-tier media engagements. At the same time, trained spokespeople across product, engineering, and sales teams can lead conversations with trade and industry media.
This approach creates a more efficient and effective PR program. It ensures that:
- No valuable media opportunity is overlooked
- Each interview features the most relevant expert
- Leadership time is protected for the highest-level visibility
Over time, this builds a deeper bench of brand ambassadors who can consistently support media outreach.
At Ripley PR, we help companies implement manufacturing PR strategies and build strong, media-ready teams that extend far beyond the executive suite. By developing new spokespeople across the organization, manufacturers can maximize every media opportunity and maintain consistent visibility in the outlets that matter most. Contact us today if you’re ready to create a team that won’t leave good press on the table.
