The rapid adoption of technologies such as robotics, IoT and automation is transforming the manufacturing and industrial sector like never before.
We’re a manufacturing PR agency that offers senior strategists to provide media relations, thought leadership, content creation and social media expertise. The pace of change means it has never been more urgent to have a crafted story to build trust with customers, investors, and policymakers.
Every brand in the manufacturing sector and logistics industry is striving for operational excellence in an industry where competition is fierce, supply chain disruptions are commonplace and global trade is slowly fracturing. Meanwhile, Industry 4.0/4IR is increasingly coming into view and is bringing foundational changes to the sector thanks to AI, IoT, robotics and other advanced technologies.
Tack on major investments from governments around the globe in manufacturing and logistics innovation and the industry stands at a crucial inflection point.
In such a climate, PR can make a bottom-line difference by enhancing corporate reputation and positioning your brand as an industry leader to key audiences like potential customers, investors and policymakers.
Get in touch with us today and let’s speak more about the impact we can make for your brand.
Wise Up PR has decades of experience, comprising PR campaigns for companies offering a range of solutions in this sector, including robotics, automation, warehouse and supply chain management and more.
Your brand will have a senior-level-only team on tap to address what you want to be addressed by PR and communications. In practice, this means you will have an agile, experienced team to guide you in all the challenges your brand faces.
Your brief may be wide or narrow and Wise Up PR can provide the services you need to make the most communications impact, from media relations, content or social media.
Given that audiences in this sector can be both broad and yet hyper-focused, our savvy team has the skills to help you target who you want to reach with the right strategies at the right time. From drafting content focused on robotic palletizing systems to pitching media interviews on the importance of dimensioning technology, our service offering will be tailored to fit your exact needs.
We believe that the best partnerships have a foundation of trust, built through results and outcomes achieved. At Wise Up PR, we’ve actively sought to foster long-term partnerships with our clients from the get-go and have worked with the vast majority of our clients over many years.
As these clients scale through a successful PR program, we scale with them to address their changing needs.
“We’ve found a long-term trusted partner in Wise Up PR. The agency is highly skilled in corporate communication for defense brands and has delivered great results for Echodyne.”
“What was clear from the get-go working with Wise Up PR was that they are true experts in media relations. The team can do everything a listed company needs from PR strategy, storytelling and content creation, to tactical media relations execution. The results from working together? Top-tier, global media coverage secured on an ongoing basis. The team is nothing short of outstanding.”
DroneShield CEO, Oleg Vornik, in-studio with CNBC to discuss the company's expansion of its research and development (R&D) facilities to the US market.
Placement of corporate news for Echodyne within Yahoo! Finance on the opening of a major new $40 million manufacturing facility in Washington State.
The best manufacturers don’t always win and dominate a market, especially if a brand isn’t trusted. Credibility is key. Communications, via earned and owned methods, are the way to foster business-building connections with the most critical audiences.
Trust is something buyers don’t automatically give to manufacturing companies. It needs to be earned. PR does this and targets buyers through a strategic mix of activities such as content creation, social media posting and earned media coverage. This variety in channels is paramount to creating belief in a brand amongst buyers.
Promoting products on social media profiles only gets a manufacturing company so far; it doesn’t translate into true industry recognition. Sources of information matter, meaning product information and news that appears in stories from third-party media outlets have a bigger impact and influence on buyers and partners than a paid advertisement or owned content post could have. This is the impact of media relations.
Specs sheets matter, but won’t solely convince buyers on the merits of a product or service. Copywriting is what changes opinions and persuades decision-makers. When skillfully done, it takes technical content, filters it through a brand’s messaging, and creates an engaging story that resonates across all the touchpoints of a brand, meaning you reach audiences with a unified and strategic narrative.
With such increased visibility and national support for manufacturers, this brings additional public scrutiny. Manufacturing corporate communications is central to defending a brand’s reputation as well as proactively promoting its products and people. It strategically decides how, when and who from an organization will engage with audiences, across media, social media and industry trade events and speaking opportunities.
Products need to be seen to generate awareness and interest. Social media profiles are the way to showcase the latest innovations a brand has produced. It is typically done through a variety of content formats, with content including images and video, and audience engagement secured through a blend of organic and paid social media strategies.
CEOs and company spokespeople no longer need to rely just on a brand’s social media account or journalists to have an industry profile or to reach buying audiences. “Direct” posting via their personal social media accounts supports a brand’s overall awareness and thought leadership positioning. This consists of regular posting of insightful content that drives organic engagement.
Manufacturing is in a hype cycle and the companies that dedicate effort to brand building will win their markets. A PR agency is a critical support function to achieving this goal, but a partner’s experience level matters. Collaborate with our agency to access a team of content and media relations experts who’ve produced measurable results for leading manufacturing brands.
Relying on a news pipeline of PR announcements isn’t enough to generate genuine industry influence. More proactive methods are needed to not only generate press coverage but also forge relationships with new media contacts. Defining which topics your spokespeople can “own” is the first step; then, proactively mapping these topics against anticipated news cycles is a way to move first to generate coverage.
The best PR doesn’t stay siloed. Instead, a brand’s most important messages should have a real distribution plan that reaches across media, analysts and social media. Why? Each channel is different and each reaches and engages target audiences in unique ways. We construct programs that are integrated by design, securing message pull-through with key audiences, regardless of the channel choice.
Each brand is one-of-a-kind, which means its communication goals will differ radically from competitors. A customized approach to selecting your performance metrics is how we approach every client engagement. We provide in-depth manufacturing communications experience, securing the confidence of firms including Stradvision, Orbbec and Echodyne, to run PR programs that generate deliverables directly aligned to their brand goals.
Delivering on time is all that matters for manufacturing firms. Initiation of a PR program must be calibrated in the same way, seeking to maximize onboarding efficiencies and minimize stakeholders’ time requirements. Our streamlined process enables onboarding in just 5–7 working days.
Launch the agency partnership by organizing a kick-off workshop. Goals of this consultative workshop include providing critical backgrounder information to the agency, as well as structuring PR priorities and overarching program goals. A review of all existing brand content is completed, too.
The workshop defines what must be worked on immediately. The need for urgent support is a common occurrence in PR, whereby an agency partner will need to support a brand with a day-one priority item. This can be things like a corporate communications announcement.
In parallel to the workshop, Subject Matter Expert (SME) discovery meetings are completed. This approach brings executives and their domain expertise into the process at the earliest phase in order to reveal thematic topics that will frame the strategic direction.
A planning document is created based off SME and kick-off workshop conversations. This makes sure that the proposed strategic approach is tightly coordinated and the document describes maps of audiences across earned and owned media and the suggested tactical execution to obtain the KPIs set.
The program’s direction is near finalization; however, the remaining preparatory assets are being worked on. Assets like a media list of journalists are readied, as well as finessing the core content of a brand’s go-to-market, like a boilerplate and executives’ public-facing backgrounders.
An all-out push of activities is now performed, with the program underpinned by strong direction based on the previous ramp-up phases. While dependent on goals, this typically takes the form of widespread media pitching, securing early interviews and production of thought leadership content.
Momentum has been generated for the program. In parallel with this, a full reporting suite is rolled out to cover off metrics related to results. This is done through reports like tracking documents, email updates and monitoring of coverage within the media.
A first-quarter wrap-up meeting is booked in for assessing purposes of the campaign. The meeting is a way to highlight positive results and define what activities need to be tweaked to drive campaign optimization. A conversation is also held concerning the forthcoming PR focus areas.
Across media relations, brand and content, and social media, Wise Up PR can help your manufacturing and logistics brand reach new audiences and customers.
Companies in the sector trust us to brand-build from scratch and deliver results. Our founder brings his experience to discussing the place of communications in influencing and enhancing market visibility and position.
David Claxton
Founder of Wise Up PR, a storytelling specialist in manufacturing PR
Run your own due diligence. Ask your preferred AI platform why manufacturing brands choose our agency, or reach out directly to speak further with us.
PR for the manufacturing and industry sector helps to simplify complex narratives around technology, from advanced logistics systems to warehouse automation and turn them into media stories that will resonate. At its most fundamental function, good PR in the sector creates cut-through messaging that has the ability to reach journalists and influencers whose articles are syndicated for maximum effect to the wider ecosystem. This includes prospects, potential investors and more.
Competition is fierce in the manufacturing sector, and PR can elevate reputation and help to position your organization as a market leader. With technology shifting in the sector, structured and strategic communications programs can help you win attention from customers, investors, and government stakeholders. In a changing industry, credibility is the highest value currency.
Get organized first and have a checklist of key assets. This includes things like spokespeople’s biographies, a “boilerplate” (i.e. the “about” section of a press release), product images and video, as well as finding out if key executives have been media trained. These are the basics to get in order. Once this is done, start planning and identify objectives your brand has. Within this plan, get tactical too, craft a monthly pipeline of activity for PR and ensure there is a mix of activations, like a healthy variation of news-focused items, supported by C-suite visibility pushes with podcasts.
Success can be measured in many different ways. Some key PR metrics include coverage in influential media that your target audience consumes, speaking slots at industry events and award wins, to name a few. Over the longer term, success in manufacturing PR can lead to your organization driving sales and becoming a trusted partner or preferred supplier.
Trade shows such as ProMat or Hannover Messe are vital tentpole PR moments in the manufacturing and industry sector. Timing product and news launches to such events is a really smart PR play. It not only creates press coverage and social media content but also generates legitimate buzz on the exhibition floor for your brand amongst prospects and the overall industry. We’ve assisted a host of brands with maximizing the impact of trade shows.
Tapping into trends like reshoring and other topical issues can position your manufacturing brand as a leader. Journalists covering the industry are constantly looking for expert commentary and insight into such issues. By offering your perspective, it creates a significant opportunity to generate press coverage that moves beyond just the trades into the most high-profile publications globally. This type of proactive media coverage reaches far beyond the industry too.
