Manufacturing businesses are some of the most exciting companies in the country. Not only do they produce products, their organisations are full of innovation, automation, talent and aspiration. That is why it is so baffling that there continues to be a belief that you don’t need PR in manufacturing.
It doesn’t really matter what you produce, when I walk out onto a factory floor I am always mesmerised. There is so much going on. It’s not just about the process or the flow of the production process, it’s the smells and the sounds too.
Working in manufacturing
Starting my career in a print factory, I had the chance to work with operators, team leaders, warehouse operatives and managers. All had a story to share and experiences that brought their tales to life.
Since that time, I have worked with many companies that rely on the expertise of machine operators, engineers, production managers and operations directors. Understanding what a significant part they play in the success of an organisation is just half of the battle.
Working with manufacturers
As a PR agency we take this insight and shape content that will generate earned and owned coverage. As such the story needs to be compelling enough for journalists to want to print it and for visitors to want to read it.
The challenge that we have when we are delivering PR in manufacutring companies is that many of them don’t see what incredible work they do. They come to work, do a day’s graft and go home. Some of these organisations are more than a hundred years old. Although times have changed and processes have progressed, they still see their day job as the same as it was before.
Trying to explain to some businesses that they need to communicate with customers, to share their story and to allow their brand to resonate falls on deaf ears. Some don’t feel they need to bother, and others just don’t know where to start.
Making the most of every opportunity
In a world where we are surrounded by opportunities to communicate, whether that be online, in print or across digital platforms, we should be making the most of it. Instead, a lot of companies simply stick to what they are good at.
The truth is that many manufacturers run as a business and forget the relevance and commercial value of creating a brand. In some instances, they feel that talk of marketing and
PR is ‘the fluffy stuff’ they don’t need to bother with. Not only is this untrue, it could be very damaging.
Supporting the reputation of a business
PR supports the reputation of a brand and business. It provides insight into a company, its values and ambitions. It isn’t just a sales tool, it is a vehicle to share a story and to attract talent. Saying nothing doesn’t mean that nothing will get said, it simply means you won’t control the message.
I’ve come across a lot of small to medium sized manufacturers that have said they can’t afford PR. I always respond in the same way; you invest in an accountant to ensure that you are financially stable and compliant, PR is no less important.
Perhaps you do need PR in manufacturing
Manufacturing is a complex industry and there are often a lot of secrets. It may be workflow, innovative products, configuration of machinery or just the need to keep trade secrets. This doesn’t negate the need for PR, nor does it mean that a story can’t be shared.
What we do with our clients that work in the sector is to identify what we can say and to create a year-round schedule of activity that keeps their brand front of mind. We don’t target one audience, we target many and make sure that our messaging resonates where it should.
Over the years we have secured some incredible results for our clients and we’ve had a lot of fun. For those that are debating what PR could do for their business I would encourage you to get in touch. We have lots of examples to share that just may help you to change your mind.