Scattered coverage is noise. Steady coverage builds a reputation.
One release buys a day in the press. A twelve-month programme builds the brand.
By the time an engineer hits the problem your product solves, your name has already appeared in three trade titles, two features and a dozen posts. Nobody changes tooling supplier, or signs off a new machine, on the strength of one article.
Every trade title publishes its features list a year in advance, and most manufacturers never look at it. We start there, work back to your launch dates and the shows you are exhibiting at, and build the year from both ends.
That is the difference between hoping for coverage and booking it.
PR strategy and planning for manufacturing companies.
How the year gets built
Read the features lists
Every relevant trade title publishes its editorial calendar a year ahead. We start with those, because they are the fixed points everything else works around.
Map your own calendar
Launch dates, contract wins you can talk about, the shows you are exhibiting at and the quarters your sales team has to hit.
Build from both ends
Match your stories to the features that will carry them, and fill the gaps with application content, comment and social.
Review each quarter
What landed, what did not, and what changes next quarter. The plan moves with the year rather than sitting in a drawer.
What this looks like
The plan also reflects what your products can genuinely claim, because it is written by an engineer. We have run annual programmes for respected manufacturing brands since 2003.
- A 12-month plan mapped to your launches, exhibitions and sales quarters
- Editorial calendars planned in advance, so your product is in the features that matter
- A messaging framework that keeps every channel consistent
- Show programmes: preview, on-stand activity and follow-up as a single piece of work
- Quarterly review of what landed, what did not, and what changes next
The other three services
Stop hoping for coverage and start booking it
Send us your launch plans and the shows you are exhibiting at.
We will map them against the features lists and show you the year.