If you’ve heard the saying, “No news is good news,” and adopted this for your company’s public relations practices, you could be shooting yourself in the foot. Getting some attention from the media is one of the best ways to build brand awareness and show thought leadership for your company. But what do you do if your company doesn’t have any breaking news to share? Here are three things you can do to get media attention even without any big stories from your company to share.
Identify Relevant Media Properties and Journalists
Start by knowing what publications cover your industry. List out these publications and then find out who the reporters, writers and editors are that cover the topics that are most closely related to what your company does. You should also visit their websites to download any media kits or editorial calendars they might have available. This will help you plan ahead and give you time to develop your story, make contact with the editors and writers, and build those relationships.
Generate and Develop Story Ideas
Good stories can be discovered and told, even if you don’t have breaking news to share. Here are some ways you can discover stories:
Piggyback on trending stories in the industry. Maybe there’s a technology breakthrough, new regulations or other issues playing out in the news. Develop a story that shares your company’s position on these issues.
Conduct a survey or research and promote your findings to relevant media outlets. Your research findings can also provide good subject matter for white papers, webinars, and other marketing collateral.
Offer an in-house expert to analyze or comment on today’s trends and recent news. You’ll want to make sure you convey what’s special about your experts and what they have to say, as well as why it’s important to a publication and their audience.
Make a Strong Pitch
Now you have your list of media outlets and contacts, and you also have your story. It’s time to develop a compelling pitch. Personalize each pitch to the reporters, bloggers and editors you’re reaching out to. Tell them why their audience would be interested in the story and offer any background materials you can. You’ll need to make a compelling case for publishing your story and make it easy for editors, reporters and bloggers to say “yes.”
Not every story idea you send will get picked up. Even if it doesn’t, you’ve now cultivated relationships with important media contacts in your industry and have positioned yourself as a resource that could be called upon for future stories, quotes and interviews.
HEADLINE The survey definitively shows that product innovation leads to more growth, while “grow your own workforce” strategies will be needed to fill the major labor shortages hampering small manufacturer growth. Emerging technologies like the Internet of Things (IoT), 3D printing, and digital manufacturing are beginning to enhance innovation and productivity, but still have significant room for adoption amongst Ohio’s small manufacturing businesses. ABOUT THE SURVEY Under the direction of the Ohio Manufacturing Extension Partnership (Ohio MEP), MAGNET: The Manufacturing Advocacy and Growth Network conducted a thorough survey of Ohio’s manufacturing base. Contributing approximately 20% of Ohio’s jobs (and driving in some regions up to 50% of Ohio’s economy), and generating a disproportionate amount of export revenues and Gross Regional Product, manufacturing is critical to Ohio. Greater than 95% of Ohio’s manufacturers are small (under 500 employees), and these manufacturers need to remain competitive both nationally and internationally to ensure our economy’s health. Ohio’s Development Services Agency and the National Institute of Standards and Technology, which runs the MEP, recognizes the importance of this sector and fuels MAGNET and the Ohio MEP program to directly serve and support innovation, efficiency, and growth in small and medium manufacturers. What manufacturers need
How Virtual Reality and Augmented Reality Can Help Keep Our Engineers Safe and Our Manufacturing Strong Recall how difficult it was to put together complex LEGO creations when you were a child or helping a child. Now, picture assembling a fighter plane from a room full of parts. Even highly trained engineers can benefit from technology to help improve consistency and quality. Virtual reality (VR) and augmented reality (AR) are making near-perfect assembly a possibility in the manufacturing space. By wearing AR glasses that use cameras, depth sensors and motion sensors to overlay images onto the real working environment, engineers and factory workers can visualize the exact bolts, parts, part numbers and instructions on how to assemble a particular component correctly. Lockheed Martin began using AR goggles and improved F-35 assembly time by 30 percent, in addition to increasing accuracy to 96 percent. In order to remain competitive, businesses should consider the ways VR and AR can improve efficiency and supply chain productivity. According to a recent BofA Merrill Lynch Global Research report, AR platforms can provide companies up to 25 percent in cost savings on installation of equipment. Here are four ways VR/AR is disrupting the mid-market manufacturing space:
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