Technical B2B PR Requires Depth of Understanding

Kevin and I are often asked why we confine ourselves to providing public relations services to B2B companies predominantly in construction, engineering, manufacturing and technology. We believe it to be a niche underserved by most PR agencies but this is not the main reason, though on competitive grounds it is a good one.

Achieving Technical understanding quickly is a challenge you can only get your head around if you have a passion for complex products and processes that matches those of the people that create them. There is a great satisfaction working for firms, many still family owned, whose businesses create real jobs and contribute real wealth to the economy. It makes us a small but active part of that process.

Many of our clients come to us having used larger ‘generalist’ PR agencies. They find that people assigned to their account struggle to grasp the technical aspects and therefore ultimately fail to communicate with the complex decision making unit that comprise the target audience.

Fortunately, we are able to do this on a regular basis and have been succeeding on behalf of our customers for nearly thirty years now. Retaining many happy customers well beyond the industry average.

Here’s a few recent feature article successes (please note we are unable to duplicate the full articles here as they are copyright of the respective journals).

Street Crane Company

In Hoist Magazine, a three full page spread, plus front cover, featuring new cranes at Illovo Sugar in South Africa. The online version is here:

http://www.hoistmagazine.com/features/street-crane-completes-south-african-project-4169306/

Hoist Magazine Street Crane feature

Feature in Hoist magazine for Street Crane Company

Wallwork Heat Treatment

In Oilfield Technology Magazine, a two and a half page spread, featuring sister company Tecvac and a new process for micro-fine coating internal surfaces of pipes. See ‘Less is More’ in the contents list (will be able to bring a PDF soon):

http://www.energyglobal.com/magazines/issue.aspx?seo=oilfield-technology&month=1&year=2014

Tecvac feature article in Oilfield Technology Magazine

Feature for Tecvac in Oilfield Technology Magazine

Adrian Maguire, Partner, Ainsworth Maguire Public Relations

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