The modern business world resembles a “battle royale,” a struggle of all against all. Every company strives for a dominant position from the moment it is founded. On this path, PR is one of the most effective tools for building relationships with the public. However, it cannot always be equally effective in all scenarios.
Industry and manufacturing are among the most challenging areas from this perspective. These sectors are often characterized by adherence to established norms of interaction and business traditions. Frequently, such enterprises and companies are closely tied to the state and its contracts, often belonging to the category of systemically important entities.
A PR specialist in the industrial sector operates under heightened public scrutiny. In addition, they must find common ground with management, which, due to its focus on other tasks, often cannot devote sufficient attention to public relations. How to build effective engagement with all stakeholders is the focus of today’s discussion.
Table of Contents
Chapter 1. Responsibility of Leadership
Many enterprises still uphold paternalistic traditions. The authoritarian management style has not only persisted but has gained supporters among the new generation of managers. The director remains the undisputed master of the factory or plant, deeply involved in all production processes. However, no less attention should be given to a seemingly less obvious aspect: reputation.
Understanding the Role of PR in Business
Industrial enterprises arguably require PR support more than others. This is due to the very nature of such operations. Issues like complaints from environmental activists or the actions of labor unions demand constant attention and competent responses.
Furthermore, society increasingly expects businesses, especially in the industrial sector, to meet higher standards. According to research, the majority of people expect the implementation of social programs and projects. Residents are particularly interested in initiatives in education, social support, and infrastructure development—areas often unrelated to the core activities of these enterprises.
It is also crucial to consider the need to sell finished products. This is relevant even for stable players such as mining or metallurgical companies. In such cases, the focus is often on exports, where securing multi-million-dollar contracts depends on effectively showcasing the company’s activities.
Communication on all these issues is the task of the PR specialist. Underestimating their role or the importance of the enterprise’s reputation can lead to negative effects with long-term consequences. In most cases, this results in significant losses. A director who understands the importance of public relations is a vital competitive advantage for an enterprise.
Setting Goals for the Specialist
In the industrial sector, some leaders believe that the less the public knows about the operations of a plant or factory, the more efficient it will be. In such cases, the PR function is sometimes entrusted to a non-specialist, which renders both external and internal communications ineffective. As a result, PR campaigns conducted by such enterprises have limited success.
Even if an enterprise employs a public relations specialist, it does not guarantee full results. In practice, their work is often carried out by a marketer, who simultaneously writes informational texts, organizes events, and manages the company’s social media accounts. Delegating PR manager responsibilities to a professional from a related but different field inevitably affects the outcomes and prevents the achievement of the primary goal: building a positive image of the enterprise and fostering trust in its brand.
Assessing PR Effectiveness
Another challenge is the lack of clear key performance indicators (KPIs) to evaluate the work of the PR department. This is partly due to the difficulty in assessing the results of public relations activities.
Moreover, the failure of a PR campaign is not always due to promotion errors. External factors, such as market downturns, changes in government economic policy, or natural disasters, can also play a significant role.
The success of a PR campaign is not always reflected in increased sales or the number of press mentions. Quantitative metrics alone cannot provide an objective picture of the effectiveness of PR initiatives. For instance, in a crisis situation, the absence of negative publications rather than their presence may indicate successful PR management. Therefore, evaluation should consider not only quantitative but also qualitative indicators, such as audience perception of the brand, trust levels, and impacts on reputation.
Breaking Free from Stereotypes
In the popular imagination, PR specialists are often stereotyped as frivolous individuals who spend most of their working hours at parties and social events. Prejudice about the professional qualities of PR specialists often leads to workplace disputes.
Another stereotype involves perceptions of PR specialists as ethically questionable professionals who supposedly lead nocturnal lifestyles and lack empathy. Such misconceptions undermine trust in the profession and negatively affect workplace dynamics.
The reality of public relations work is far removed from these stereotypes. Freeing leaders from these societal misconceptions can foster harmonious collaboration with PR specialists or departments, based on trust and mutual respect.
The Importance of Reputation Management
Industrial leaders sometimes simply do not have the capacity to focus on reputation-related issues. They often view public relations as an auxiliary function to be used sporadically, such as during information crises.
However, PR is a key tool in shaping a company’s reputation, which directly impacts its market success. Effective public relations build trust with customers, partners, investors, and other stakeholders. This is especially critical in conservative industries where reputation and trust play a decisive role.
PR specialists work not only with the media but also with a wide range of stakeholders, including market participants, associations, NGOs, opinion leaders, and government agencies. Enterprise leaders often do not have the time to engage with anyone outside of production-related matters. Yet the effectiveness of PR efforts can determine the future of a company or enterprise.
Changing the Business Perspective on PR
To address these challenges, businesses need to reassess their approach to public relations. Leaders must recognize that PR is a strategic function requiring long-term planning and constant attention. Clearly defining the role and responsibilities of PR specialists, developing effective systems for evaluating their work, and providing the necessary resources are crucial for success.
Only with this approach can PR fully realize its potential and become a powerful tool for achieving the company’s business objectives.
Chapter 2. The Responsibility of PR Specialists
One should not assume that all problems in the media support of a company’s activities stem from its management style. Just as often, the failure to achieve PR campaign goals is directly linked to the specialist hired for the job. When working in industrial and manufacturing sectors, a public relations professional must demonstrate exceptional skills and collaborate with other experts to address challenges effectively.
Crisis Management as the Primary Task of a PR Manager
Handling information crises effectively is one of the most challenging aspects of a PR manager’s role. Crisis response requires specialized skills and experience. The ability to predict audience reactions in critical situations is an essential competency for a public relations specialist.
In industrial PR, it is crucial to have a systematic understanding of a problem and its origins. In addition, decisiveness is key, as certain crises (accidents, leaks, or emissions) demand immediate action. Any delay might be interpreted as an attempt to conceal the truth.
Taking responsibility is a hallmark of an effective PR specialist in the industrial or manufacturing sector. Such a professional can respond promptly to changing circumstances, work under pressure, and address issues openly without shifting blame. Even if they cannot entirely neutralize a crisis, they can significantly reduce reputational damage.
The absence of a crisis response plan, poor communication, or an inadequate strategy can lead to dire consequences. For instance, in 2020, a major fuel leak occurred at a facility owned by a European company. Subsequently, a prominent journalistic group published an article where the company’s management presented its version of events. This backfired, leading to accusations of the publication being a paid piece and further tarnishing the company’s reputation.
To address such challenges, greater emphasis should be placed on the education and professional development of PR specialists. Beyond technical skills, they must develop soft skills like critical thinking, empathy, and teamwork. Additionally, continuous self-education and the exchange of expertise among PR professionals should be encouraged.
Companies, particularly in conservative industries, should invest in their PR teams, providing opportunities for training and practice across various communication aspects. This will enhance the effectiveness of PR activities and improve the company’s long-term reputation.
Developing Professional Competencies
As mentioned earlier, PR in industrial settings is a demanding task that not every specialist can tackle, even with a portfolio of successful cases in other fields. A lack of experience with industrial companies is a significant challenge. Without understanding the specifics of the industry and the ability to work under complex conditions, a specialist may struggle to adapt. At best, they may waste time learning the nuances of manufacturing operations, while mistakes could prove costly for both the business and the individual.
To succeed, a PR specialist must not only master strategies, methods, and techniques of public relations but also understand the technological processes of the enterprise they represent. A lack of such knowledge can undermine the effectiveness of a media campaign, making it appear superficial and devoid of individuality.
Moreover, a successful PR specialist should possess a range of personal qualities, such as sociability, the ability to establish new connections, and a sense of style and tact. These traits are essential for direct communication, telephone negotiations, and professional correspondence. Without them, a specialist cannot fully leverage the advantages PR offers.
Deep Understanding of the Brand
Individuality is what allows clients to distinguish a company or product from competitors. A brand encompasses not only visual elements but also the company’s history and values. In this regard, a clear understanding of the brand, its philosophy, and its core values is of paramount importance. This helps avoid communication errors and ensures effective representation of the company’s interests in the media landscape.
Experts note that PR specialists must thoroughly understand their brand, including even the smallest details and internal processes. Without this knowledge, crafting a compelling communication strategy and earning the audience’s trust becomes impossible.
Skills in New Media
To achieve optimal results, PR specialists must keep pace with modern trends and use the most relevant and effective tools available. Adaptability to new technologies and platforms enhances the effectiveness of a PR professional’s efforts. For example, engaging with industry and mass media remains the primary way to convey important company information to the public.
In recent years, online platforms such as Facebook, Instagram and X have gained tremendous popularity. However, many companies still lack accounts on these platforms, even though they attract a growing audience and offer business-specific features. Mastering this tool can help outpace competitors and engage the audience more effectively.
Furthermore, a solid understanding of brand promotion strategies is essential. This may involve promoting the company or its products across multiple platforms. Specialists must be aware of the nuances of each online platform and its audience. A failure to utilize modern tools can result in losing contact with the target audience and diminishing the effectiveness of PR campaigns.
Self-Education
According to a survey, about 73% of people believe that PR specialists do not necessarily need a higher specialized education. However, a lack of theoretical knowledge and professional skills poses significant risks for both the specialist and the company. Even graduates with specialized education may possess outdated knowledge and be unfamiliar with new technologies or market segments.
To remain in demand, specialists must continually improve their qualifications and engage in self-education. The ability to quickly absorb new information and apply innovative approaches can become a decisive competitive advantage.
Conclusion
A skilled PR specialist can be an asset to any company, enhancing its reputation by attracting both clients and business partners. Crisis management is one of the core competencies of a public relations professional.
The industrial sector has several unique characteristics that significantly influence the work of PR specialists. These include heightened public scrutiny of such companies, risks of industrial accidents, the complexity of technological processes, and distinct corporate cultures.
Working in the industrial sector imposes additional demands on PR professionals. They must actively engage in corporate life while closely monitoring public perceptions. Maximum effectiveness can be achieved through close collaboration with management.
FAQ
What are the main challenges in the field of public relations?
One of the key challenges in PR is managing information crisis situations that can undermine an organization’s or individual’s reputation, authority, or trust. Information crises can take various forms, such as product recalls, scandals, legal disputes, negative reviews, or adverse reactions on social media.
What is the difference between PR in commercial organizations and government institutions?
In government institutions, PR goals are often non-economic and broad in scope, while in commercial organizations, PR is focused on achieving the primary objective — generating profit.
What is the primary role of public relations specialists?
The main role of public relations specialists in any organization is to create a positive image, particularly among the target audience. To achieve this goal, a variety of tools and methods are employed.