Most businesses will benefit from ongoing PR, even if it’s just to gain an element of brand exposure. But what’s special about the engineering sector you ask?
Firstly, whether you are selling a technical product or a technical service, it’s important to understand where your audience (buyers) look for information. Secondly, your audience will only looking for solutions when they’re ready – just like you would if you were looking for a new car. However, in the lead up to looking for a new car you will be observing the latest innovations and building up a picture of the ideal car for you personally.
It’s just the same for buyers of technical products and services. However the solutions on offer will be under far greater scrutiny, so the more focused you can be on how you can technically solve a problem, the better chance you will have of being taken seriously.
The next consideration is the individuals themselves. Engineers have particular characteristics – they are bright, analytical, critical and technically motivated. You need to know where they look for information and what specifically they are looking for. For example, if you’re selling a new piece of technology you need to ask yourself what your buyer will be looking for i.e. how will it solve their problem?
Written correctly, PR is an opportunity to show how your solution will solve a specific problem. This might be through a press release or a case study article, or even opinion pieces where you can expand on and demonstrate your expertise. Equally, news needs to be credible, accurate and newsworthy.
Through PR, engineering firms can:
- Build brand awareness and credibility
- Increase sales
- Increase website visitors and SEO
- Increase internal data
- Improve customer satisfaction
- Attract higher calibre staff
- Build a reputation in chosen markets
- Show quality and professionalism
- Win industry awards
As technical PR specialists, we have an in-depth understanding of technical products, media and audiences – we know how to identify a good story and where to place it for maximum effect!