Public relations (PR) is becoming increasingly vital for B2B engineering companies looking to expand brand awareness beyond their owned channels. With today's buyers consuming technical information across many formats, a strategic earned media program allows brands to share their message through trusted third parties. Executed effectively, PR magnifies reach, establishes credibility, and fuels growth.
PR focuses on securing placements in respected industry publications and podcasts rather than paid advertising. Getting your content, quotes, and stories featured in outlets your target audience already follows provides valuable exposure and trust. The key benefit of PR for engineering firms is that it allows you to tap into external channels your audience already engages with, without having to build those platforms yourself.
According to recent research, nearly half of engineers say they consult trusted industry resources like online trade publications and/or directory websites.
Based on this research, trade publications are the second most valuable platform after your own website.
Earned media placements distribute your messages through existing publications and programs your prospects already pay attention to. This amplifies your reach and credibility by meeting buyers where they already are. Engineering brands can gain visibility in front of highly targeted, engaged audiences without creating their own channels from scratch. PR offers an efficient way to expand into new platforms and get your voice heard in trusted industry outlets.
An integrated PR strategy targets trade publications, reporters, conferences, and influencers that align to your goals. Securing byline articles and profiling executives in engineering magazines broadcasts your messages and achievements to new audiences.
Reaching out to the right media contacts opens up opportunities to share your expertise across multiple formats. This could include contributing technical articles to respected industry publications, having your leaders interviewed for magazine features or podcasts, participating in reporter panels at conferences, or even guesting on YouTube shows valuable to your audience.
The output may vary, but the strategy remains consistent - actively and consistently engaging press outlets where your buyers' attention already lies. This earns media placements that lend third-party validation while allowing you to organically introduce your brand to relevant new communities. A multifaceted earned media approach expands your reach exponentially.
a Long-term investment in PR involves time-based announcements and evergreen Thought Leadership
Strong media placements require nurturing trusted, long-term relationships with press contacts through valuable engagement over time. This is not a one-off pursuit. There is a difference between time-based PR announcements and evergreen news. Time-based PR centers around product launches, partnership announcements, leadership changes, and other events fixed in time. Evergreen PR focuses on insights, trends, and thought leadership that hold relevance no matter when it is published.
For example, a product launch would be time-based PR - the news has the greatest impact around the launch event itself. However, contributing an article discussing emerging industry trends would be evergreen, since the insights don't tie to a fixed event. Thought leadership should focus on evergreen topics. This content - whether contributed articles, data reports, or executive commentary - builds credibility by showcasing your niche expertise on ongoing discussions valuable to your audience.
The most effective PR plans incorporate both time-based announcements and persistent evergreen thought leadership. The former grabs attention, while the latter nurtures relationships over time. PR success requires a strategic combination of both.
Successful spokespeople are key to a PR campaign -- when you reach out to an outlet and they're willing to engage with your brand, you'll need a reputable person at the company to participate in the interview, write the article, or engage in the opportunity.
This will be easiest if you've already established spokespeople within the company. Ideally, these are senior technical leaders who have built a reputation for themselves.
Here are a few ways engineers can engage in PR:
The PR landscape enables engineering brands to advance marketing by securing earned media placements. Developing an integrated public relations strategy is now essential for growth.
Wiring an official news release through reputable distribution services like PR Newswire or Businesswire provides additional benefits beyond specific media pitching. News releases published on trusted platforms gain higher search visibility and third-party credibility.
Reporters rely on newswires for official verified announcements as starting points for their own coverage. Newswire distribution also associates your brand name and keywords with the release content, improving SEO. Published releases remain on the wire for months or longer, creating lasting search engine visibility and backlinks. While pitching media contacts is critical for placements, wiring a polished release amplifies discoverability and sustains your message over time.
Executing an orchestrated PR launch requires planning, preparation and follow-through. Use this checklist to ensure you kickoff a high-impact campaign and sustain momentum.
In a world where technical information is consumed through various channels, a strategic PR program is not just beneficial; it's indispensable for engineering firms seeking to thrive and excel in their respective industries. By harnessing the power of PR, you can amplify your brand's voice, connect with your target audience, and ultimately drive sustainable growth in today's competitive marketplace.
Check out the Media Miniseries, a set of six podcast episodes that will help you learn how to work with external news outlets and trade publications to attract new prospects, gain thought leadership, and build your brand.
TREW is a marketing agency dedicated to reaching engineering and technical audiences through a range of marketing initiatives. Contact us today to learn more about the services we offer.