Last week at the Scotland Manufacturing & Supply Chain Conference, one message rang loud and clear: marketing matters. But whilst manufacturers increasingly invest in brand and digital presence, many overlook their most powerful growth tool – strategic public relations.
The Marketing Momentum
The sector is transforming its marketing approach with several key trends emerging:
Service as the differentiator
In markets where quality and pricing are similar, service delivery sets companies apart. With Amazon setting new customer expectations, manufacturers who deliver transparency, speed and reliability stand out dramatically.
Transformation over product
Forward-thinking manufacturers focus on customer outcomes rather than product features. It’s not what you make; it’s what your customers achieve because of what you make.
AI acceleration
Artificial intelligence is revolutionising content creation, competitive analysis and market understanding – enabling small teams to compete effectively.
Everyone markets
“Marketing is too important to leave to the marketing department.” When directors, sales teams and technical experts all contribute to visibility, the cumulative effect transforms reputation.
The Missing Link: Strategic PR
Here’s what wasn’t discussed: public relations. Marketing tells your story. PR gets others to tell it for you – and that changes everything.
Attracting investment
When your CEO appears in The Manufacturer or your technical director is quoted in The Engineer, you build investable credibility. Investors conduct media searches during due diligence. What they find matters.
Building talent pipelines
Feature articles, award wins and thought leadership pieces attract talent that recruitment advertising alone cannot reach. Attracting the best talent means a competitive advantage.
Establishing thought leadership
When trade publications seek expert commentary, they turn to recognised authorities. Strategic PR positions your senior team as those authorities, opening doors to partnerships, speaking opportunities and commercial discussions.
Reaching the 95%
Most marketing targets the 5% actively in market. Strategic PR reaches the other 95%, building awareness and trust long before tender or commercial conversations begin. Editorial coverage carries weight that advertising cannot buy.
Amplifying marketing investment
A case study on your website reaches site visitors. That same case study in The Manufacturer reaches tens of thousands of decision-makers. PR extends reach exponentially.
The Integrated Approach
The most successful manufacturers don’t separate marketing and PR – they integrate them:
- Product launches combine digital marketing with media relations
- Technical innovations become trade press case studies and social content
- Executive expertise drives contributed articles and conference speaking
- Company milestones generate customer communications and media coverage
- Sustainability initiatives fuel content marketing whilst positioning leadership
Your Next Step
If you’re investing in marketing but overlooking strategic PR, you’re building with one hand tied behind your back. You’re missing opportunities to position expertise where it creates maximum commercial value.
At Hot Tin Roof, we work specifically with manufacturing and engineering businesses. We understand the sector’s language, challenges and opportunities. We know which publications your customers read and how to position technical innovation for editorial interest.
We attended the Scotland Manufacturing & Supply Chain Conference because we’re committed to understanding this industry from the inside. We see the potential that strategic PR creates – not as an alternative to marketing, but as its essential partner.
Ready to explore what strategic PR could achieve for your business? Whether you’re looking to attract investment, build talent pipelines, establish thought leadership or ensure you own the conversation in your sector, let’s talk.
Get in touch: [email protected]
