There’s an old saying:
“Advertising is what you pay for; publicity is what you pray for.”
Indian manufacturing boasts of its SMEs, not only in myriads in number but equal – if not more – to the big manufacturing players in contribution to the GDP. Despite their sizeable presence, impediments abound that hold back the SMEs from becoming thriving SMEs of the manufacturing sector. Structural issues, constraint in the capital, aversion to new technological changes, lack of competitiveness etc. are all too predictable and typical of the segment. However, there is one more factor – Public Relations, the lack of which costs Indian manufacturing SMEs the loss of the valuable brand building and sales opportunity.
Right from the inception of a small business to making its stand out in the market, the target is not limited to just putting the word across of its existence but also the products and services it offers to the right target groups. As launching a new business is seldom accompanied by an unlimited budget, planning cost-effective and targeted publicity and marketing is a prerequisite for many new business owners in today’s world. This is where a solid PR strategy is integral to the success of your new business.
While large businesses can throw chunks of their budget at PR initiatives, PR is just an essential—if not more so—for small businesses and start-ups as it gives you an opportunity to build credibility without spending large amounts on marketing. Encouraging others to talk about your business in a positive light, be it journalists, bloggers, customers or employees, can help distinguish your business from the competition. In an age where social media and online marketing exposes your clients to an excess of advertising, people are turning more to the reviews of other customers, rather than advertising as a trusted source.
How Public Relations Helps
A well-developed Public Relations effort reaches your desired audience these ways:
It educates: Public Relations educates the target audience about your company and its field of activity. It also informs the market about a new product or solution offered by your company.
It builds image and reputation: Public Relations helps a company build a good image and a strong reputation, lending credibility to the brand.
It maintains visibility: The last thing you want out of the messaging for your manufacturing company is dilution. Given the highly specialized niche of the industry, a hotkey campaign will cause more harm than good but specialized outreach, press releases and expert exposes can boost your company’s credibility in the industry.
It spurs interest: Public Relations creates not only awareness but interest. It attracts customers to learn more and even help with attracting better job candidates for recruitment.
Public Relations revolves around the content of the industry which can be varied ranging from Case Studies and Success Stories, Press Releases, Thought Leadership and even through participation in Trade Shows & Webinars. These tools are instrumental to create a buzz in the market about a product and your company. Along with these existing PR mediums, Public Relations are also done online through blogging, social media influencers, article marketing, internet press releases, and another web 2.0 sites. It can be as simple as searching for blogs and forums relevant to your industry and posting on them.
Much like diverse manufacturing SMEs, their challenges and responses are also diverse. However, Public Relations is one inevitable factor that can help to manufacture SMEs create brand awareness and drive credibility and sales like no other.
We, at Machine Maker & The IMPALS, are specialised in providing custom based marketing communication solutions to the Indian manufacturing sector, especially the Small and Medium-scale industries. If you are looking at creating value through content, please do write to me at hari@themachinemaker.com