Drawing from our extensive experience, it’s evident that manufacturers often prioritise internal operations over outward-facing PR and communication strategies, relegating them to the back burner. While PR is considered desirable, it is consistently placed low down on the priority list. Board meetings typically centre around discussions on equipment, factory overheads, supplies, workforce resourcing, raw materials training, teamwork, product complexity and distribution, leaving little time for marketing considerations. Yet, in the current landscape where global attention is fixated on climate change and scrutinising heavy industry practices, manufacturers must elevate marketing to an equal standing.

Amid the growing importance of environmental sustainability, it becomes imperative for manufacturers to articulate their commitment to achieving net-zero goals, providing transparent progress reports without resorting to greenwashing or making exaggerated claims. Shifting the focus to talent acquisition, organisations should strive to become desirable employers by implementing progressive EDI policies and expressing genuine dedication to governance.

In terms of market outreach, strategic placement of PR and content in appropriate media channels can effectively reach target markets without the need for substantial investments in trade shows and field trips. Embracing innovation is crucial, and while not every innovation may succeed, communicating the company’s approach to investment in this area establishes it as a forward-thinking entity, attracting partners and collaborators.