If 2009 proved anything it was that engineering PR is getting harder. We saw a number of magazines shut down, including the much loved Electrical & Mechanical Contractor, and the usual merry go round of journalists continued apace. Furthermore ad revenues at most of the major publishing houses fell, in line with both the recession and the health of manufacturing overall. Naturally, they were also affected by the migration of budgets to the online space.

So what does this mean if you are hoping your technical PR will get you some good press coverage in 2010?

Well, firstly, you are going to have to work harder to achieve that coverage. PRs will need to assist further in making our submissions appropriate to the magazines, which sometimes means ready to slot into the page, and we will need to focus more intently on every part of the magazine.

But what of the idea that the print press is going to die and we should focus instead on our online presence? Well, as someone involved in PR, you know that the easiest headline to write is one that predicts the doom of any industry. Try typing ‘The death of SEO’ into Google and see how many people are predicting the end of that industry as well*.

The reality is that publishing evolves naturally; it isn’t going to die. That said we are at the start of an evolution that could take decades to play out.

For now, there has never been a better time to focus your efforts on technical PR. Why? Because everyone else has decide to spend their cash on Google AdWords! And when everyone in the room stops shouting, it’s a great moment to raise your voice.

So, if you need help shouting a bit louder, get in touch.

*By the way, I’m not saying don’t focus on your online presence, Stone Junction can help you with that and industrial PR at the same time.

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