Manufacturers are inherently practical, focused on the substantive details that drive excellence. That same mindset—while vital to high-quality production—often leads them to keep their stories hidden or cloaked in technical language, believing they’re too complex or unglamorous for media attention.
Emily Chaney, Director of Enterprise Public Relations and Reputation at Marvin, challenges that notion. “Manufacturers should be hitting the big leagues,” she says. “Their stories are worthy of The New York Times or The Wall Street Journal.” She believes people can not only understand manufacturing stories, but actually connect to them—if only they are told in the right way.
Her point is transformative. Manufacturing brands fuel economies, shape communities, and reflect human ingenuity. People want to hear their stories, and they deserve to be covered in the highest-profile outlets. Here’s how manufacturers can embrace earned media efforts and claim their spot in the national conversation.
1. Believe in Your Story’s Relevance
Earned media begins with confidence. If you don’t believe your story belongs on a national stage, no one else will. When rooted in purpose, stories gain momentum.
Manufacturing impacts all aspects of our world, from healthcare to climate resilience. Recognizing that reach transforms a technical tale into a newsworthy narrative. A compelling manufacturing story can also be anything that makes your brand unique, like a century-old company reimagining its operations for sustainability, or employee testimonials from a regional manufacturer creating jobs and redefining community pride. These are relatable human stories with economic consequences, and they deserve attention.
2. Build Relationships and Internal Alignment
Strong stories are built from the inside out. Chaney believes you can’t tell the most impactful version of a story if you’re not bringing partners in HR, internal communications, operations and legal to the table. Cross-functional collaboration and mutual support for interdepartmental initiatives ensure narratives are truly representative, multidimensional, and safe to share. Then, when a national opportunity arises, your team is aligned and ready.
3. Package Complex Stories Clearly
Technical specs don’t land headlines. But human impact does. To gain brand visibility, stories must bridge the gap between industry expertise and public interest. If you’ve pioneered a ground-breaking innovation, focus less on how it works, and more on what it enables: safer homes, stronger hospitals, cleaner energy.
This clarity earns brand mentions beyond trade journals and into mainstream media channels. Chaney calls this “the emotional resonance behind the making” and it is essential to brand awareness and relevance.
4. Push Past Comfort Zones in Your Outreach
Top-tier media outlets aren’t reserved for tech giants. But they are craving stories that challenge assumptions and show true innovation. For manufacturers focused on production and value, that kind of visibility and boldness can feel uncomfortable.
Nerves and discomfort, even fear, keep many manufacturers quiet. Chaney believes manufacturers have the right to a spot in top-tier media, but to get there, they must push themselves outside of their comfort zone. Bold manufacturing storytelling builds reputational capital and sparks social proof like positive reviews or social media mentions, reinforcing credibility and raising your brand’s profile.
5. Credibility is Key and Earned Every Day
A great story won’t stick without trust. Chaney sees credibility like a “goodwill bank account.” Every transparent move is a deposit; every unfulfilled commitment is a withdrawal.
Manufacturers must invest early in this bank account by building journalist relationships, showing up with honest stories, and contributing to larger industry conversations in good faith, even when there’s no major announcement. That consistency builds a reservoir of goodwill that pays off during major news moments like an expansion or innovation, yielding more successful media campaigns.
Claim Your Seat at the Table
Manufacturers don’t need to chase glitz to earn the spotlight. But they do need a carefully crafted message that is promoted boldly to get top-tier earned media coverage. The ingenuity, purpose, and human impact inherent in the work of making are thoroughly media-worthy. By believing in their own stories, building internal alignment, packaging messages clearly, and earning trust over time, manufacturers can be heard and shape conversations. The national stage isn’t out of reach. It’s waiting for the right stories, told with courage and conviction.
If you are ready to work with a partner who can help you establish an effective earned media strategy, contact us today.
