Public Relations Strategies For Manufacturers and Industrial Suppliers
Perhaps you're not a manufacturer or industrial supplier, but chances are good that if you're reading this, you know someone who is. Manufacturing and material suppliers in the USA can face intense competition from overseas companies, which means they also have to be prepared to adapt to changing markets and frequently shifting trade policies. That's one of the reasons why public relations strategies are so important — they can make or break companies.
Fortunately for manufacturers, there are plenty of strategies that will help them achieve their goals in today’s fast-paced world. Below we've outlined a few of the most successful ones, including how each strategy has helped other businesses succeed.
Engage with Communication Channels
As new methods of communicating become available and innovative ways of using them are discovered, businesses have to change their ways and adapt to the new channels. Sometimes, they do this by partnering with other businesses. Other times they create their own channels to engage directly with customers and business partners. Whatever the case may be, it's important for manufacturers to always be thinking about how they can improve on current communication methods as well as finding new ones that will help them succeed.
The emergence of social media has proven particularly challenging for some companies because it requires a different kind of marketing strategy — one that’s less about advertising and more about engagement. As Forbes contributor Amber McDowell noted, “Companies need to focus on building relationships with the consumers who are already listening to them. They need to be relevant to their target market and provide customers with content that will keep them coming back for more.”
Public relations strategies in this area should include coordinating a firm’s social media presence, including Facebook , Twitter , Instagram, and LinkedIn on a regular basis. A company should also have the workforce available 24/7 to respond quickly when needed — a response time of an hour or less is ideal — and be constantly monitoring channels for new opportunities and feedback.
Establishing a Good Image
Building a positive reputation is one of the most important things that a business can do for itself, and it’s especially consequential for manufacturers because their industry is often associated with pollution and other potentially harmful practices. Public relations strategies should include establishing an image that can help customers trust the company, which will in turn help them get more of their products and design services. One method of doing this is by emphasizing sustainability and other attributes that customers are interested in, such as quality control and safety.
Additionally, companies should be marketing themselves in a way that’s true to who they are rather than trying to market something that they aren't — another public relations strategy.
Remain Competitive
Manufacturers have to be careful not to let their competition come between them and their customers. One strategy for doing this is by monitoring the competition practices that are in place and then working to emulate those strategies. For instance, a company might try offering discounts on products when its competitor does the same thing, or it may try to gain other advantages.
To ensure that it has market share, a manufacturer may choose to advertise directly with customers instead of relying on paid advertisements in print or broadcast media. By using digital marketing techniques, such as its website’s social media platform, a manufacturer can keep its message top of mind with consumers and help itself stay competitive against rivals.
It’s also important to keep up with changing product trends by attending trade shows and other events, joining industry groups, or partnering with other businesses that have similar products. These efforts will help a manufacturer make sure it knows what customers are looking for in terms of product quality and can help it stay competitive against the competition.
Become the Expert in Manufacturing
As companies become more innovative, they have to be able to demonstrate that they’re thinking outside of the box and creating products that stand out. Public relations strategies in this arena should include initiatives that can reinforce a company as an expert in manufacturing such as educating its workforce about new technologies and providing support for students who may pursue careers in manufacturing-related fields.
Additionally, manufacturers should consider doing things like having their products used in the entertainment industry and other forms of media or by having their executives appear in news segments.
Strengthen Business Ties with Suppliers
Suppliers can play an important role in a manufacturer’s success, which is why public relations strategies should include finding ways to strengthen business ties. One method is by partnering with suppliers and other businesses to conduct joint projects. In 2017, for example, General Electric and its partners announced that they would be helping to provide electricity to more than 60 million people in India through a joint solar power project. The partners also relied on GE’s expertise and technology to help them establish the world’s largest wind farm in the Middle East.
There are other ways in which a business can strengthen relationships with its suppliers, such as having executives meet with suppliers on site to learn about their experiences and helping them improve their own operations.
These days, companies face several pressures on multiple fronts: from consumers who expect more from the products they buy, from investors who want a return on investment that exceeds expectations, from the competition, and from employees who expect different levels of compensation. By using public relations strategies that are designed to make customers happy, employers can help themselves remain competitive in a competitive marketplace. What’s more, employees can be more productive when they’re not distracted by the complexities of their jobs and are able to focus on what they do best, which is helping to make products and services that are appealing to customers.
About the Author:
David Sisson is an executive with EZMART, a product development and manufacturing company based in Fort Worth, Texas. He has over 20 years of experience managing organizations ranging from small business startups to Fortune 100 organizations. Sisson is the author of The 5 Hidden Financial Consequences That You Should Know About (By David Sisson) that can be found at any online retailer including Amazon .com .
Sources:
https://www.forbes.com/sites/nadiaarumugam/2017/09/21/5-public-relations-mistakes-every-manufacturer-should-avoid/#3b00d84b927e
http://smallbusiness.chron.com/expertise-publicity-strategies-being-competitive-business-63081.html?mc_cid=f8229b60a0&mc_eid=86bc7cc2e1
https://www.forbes
Conclusion:
The purpose of this paper was to showcase the importance of a company's public relations. The paper showed the pressure that businesses are under from not only their shareholders, but also from their customers who expect more than an average company can give. In order to increase revenue and customer satisfaction, companies must educate employees on how they can improve product quality and design as well as provide potential employees with opportunities to work on projects that may lead them to future employment at the company. By supporting this initiative, companies could have a beneficial impact on both their customers and their employees.
The paper also included information regarding marketing and public relations strategies that businesses should implement in order to benefit themselves while benefiting society by creating products and services that are appealing to consumers..
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