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Is “P.R.” useless to manufacturers?


In the world of “metal bashing and sprogget making”, is there any room, need or demand for Public Relations?

I frequently meet managers of industrial and manufacturing companies who view Public Relations as some kind of fancy-shmancy, namby-pamby, smoke and mirrors, mystical and mysterious business inhabited by Nigels and Fionas at exhibitions and champagne receptions and certainly NOT the kind of thing that applies to overalled and oily handed manufacturing type businesses.

I tell them that some of my best friends (and clients) are manufacturing types …and my job, I point out, is to find the fascinating in their everyday and tell it to the outside world – to their customers and hoped for customers – via newspapers, magazines and local TV and radio.

It’s like advertising for free. Except that it’s a lot more effective and powerful than advertising because it’s presented as “news” and people read their newspaper/magazine NOT for the ads, but for the news.

The skill of the PR practitioner is to spot the marvelous in the mundane. To take the everyday of metal bashing and sprogget making and turn it into a good news story that’ll appear in their local, regional and trade press and that enhances reputation and generates sales enquiries.

I find the reluctance of a lot of manufacturers to engage with PR to be puzzling: Are you too shy to be successful?


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