If industrial technology companies employ their own marketing departments, it seems reasonable to wonder why they would need to employ an external public relations agency. Could the public relations activity not be performed in-house, helping to reduce costs and maintain tighter control over output? The simple answer to this question is yes, it could, but there are often good reasons why they may prefer to work with a specialist agency, not least because they don’t have the in-house skillset.
It has also become increasing hard to get heard above the noise. Very few companies overlook the opportunity that PR brings to a marketing campaign, which means that every media is inundated with press releases, abstracts and pitches. To gain the exposure you desire, it is important to provide the type of material that editors are keen to publish. This is an area in which a PR agency comes into its own. The most fundamental way is through the provision of high-quality technical writing. Specialist PR agencies employ experienced and knowledgeable writers, who produce engaging content based on often complex and highly technical subject matter. Critically, these PR professionals, often former journalists, understand what editors are looking for, and shape the material to make it as appealing as possible.
For example, a company might be keen to gain exposure for an existing product range. That is a common requirement and one that presents a challenge. The product is not new, so you can’t write a press release announcing its launch. Perhaps the existing customers are reluctant to reveal their critical advantage, so won’t permit an application story that shines a light on the benefits the product provides. This limits options, but simply writing a ‘puff piece’ that describes how wonderful the products are will not interest the editor of a trade and technical journal. What is required is thought-provoking content that perhaps focuses on industry best practice or ways of solving a specific challenge. This kind of material offers something of educational benefit to the readers and thus will excite the editor.
PR agencies understand this and can produce material that achieves the delicate balance of meeting strict editorial requirements, while also promoting a client’s product or service subtly, rather than in an overtly commercial fashion. By producing enlightening content, a PR agency can not only help the client to change perceptions within their industry, but also help to position them as a respected thought-leader.
Specialist PR agencies also have excellent editorial contacts across a wide spectrum of industrial technology media. Having in-depth knowledge of these publications, websites and journalists and their respective features schedules enables an on-the-ball agency to pinpoint the best editorial opportunities. Having established a trusted relationship with a magazine or journalist, it is not uncommon for them to seek the agency’s services in providing an article or comment, thereby creating a valuable advantage for its client.
At HHC Lewis, we specialise in providing PR and media relations services for industrial technology, engineering and manufacturing clients. Our respected team of technical writers has great experience, especially in promoting factory automation and process control technology and services across a wide range of industries. This has enabled us to develop well-established, trusted editorial contacts in trade and technical journals, magazines and websites throughout Europe, the Middle East, Africa and North America.
Working with HHC Lewis will help your company get its message across to the widest and most appropriate audience. Our PR services include developing and distributing high-quality editorial content with educational value, which will appeal to both editors and their publications’ specialist readership.
If you would like to know more about how HHC Lewis can help with your PR campaign, please get in touch.