Navigating the landscape: Manufacturing PR that works

With goals that include reducing production waste, shortening lead times, boosting automation, and managing the robot/human labor balancing act, manufacturing companies looking to get more eyes and ears on their brand need to be prepared to discuss these and other trends and processes in the industry. As manufacturing public relations experts, we understand the nuances of your industry and what is needed to gain media traction for your company.

Whether you’re 3D printing prosthetic limbs or laser cutting automotive carriage components, if you’re looking to get more earned media coverage for your company you have to think about the stories that the media want to tell. However, not all stories fit with every readership or type of media outlet. Let’s take a deeper look into the two types of outlets you’ll be looking to get coverage in and what kind of stories fit best with each.

Trade media stories

Trade media is exactly that: media that covers a specific trade. For manufacturing, this could be as broad as Industry Today or Manufacturing.net, to more niche specific publications like Medical Design Technology and Aerospace Manufacturing.

manufacturing public relations

Broader industry publications are always on the lookout for news about the industry: from new products and capabilities to new partnerships and expansions. They are also the publications that will be most interested in running case studies to showcase how you used your expertise to solve a client problem.

Regardless of your specialty, chances are there’s a niche or broad industry trade publication that is interested in hearing your stories or in content from you that educates their readership.

Regional/national media stories

Regional and national media are mainly focused on informing the average consumer or layperson. This is important to remember when discussing expectations with your PR company. If you want to get on MSNBC or The Wall Street Journal, a case study or extremely specific story won’t be of interest unless they can tie it into an angle that will benefit a broader audience.

A good way to know whether a story is worthy of regional or national media exposure? Ask yourself this simple question:

Will the majority of people who read or view this information understand what’s going on without a familiarity of your business or industry? If the answer is yes and your story does have a broader connection, (and is one that doesn’t need any industry-focused explanation to get the point across), it could be a good fit. If the answer is no, however, you will do better to pitch the story to a trade publication that focuses on speaking to those people who will know the extraneous details without needing a lengthy backstory.

You don’t have to navigate the manufacturing public relations landscape alone. Give Ripley PR a call today at 865.977.1973. We can help you create a roadmap that will connect you with the right outlet, at the right time, with the right story, to help boost your brand and ultimately improve your bottom line.

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JD Sizemore, Account Supervisor

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