NAM Senior Vice President of Communications and Brand Strategy Erin Streeter discusses the NAM’s digital strategy and the shift to become a news source for the industry.
Why is the NAM diving into becoming more of a news source for the industry?
First, it’s a direct response to the needs of our members. We’re committed to ensuring that our members and allies have the tools they need to be nimble and effective advocates for our industry. We also want to be a platform for our members to tell their stories of success and achievement.
Second, in this disruptive environment, becoming America’s manufacturing news source isn’t really a choice. We saw this tidal wave of change hitting advocacy and communications coming, and we’ve been building a messaging, rapid response (“War Room”) and newsroom operation that has drawn the attention of some the most powerful leaders in our country and is watched by key business reporters and decisionmakers. We can’t let up now. If we don’t write our story and if we don’t present the facts, we are ceding control of our industry’s future to others.
Building “brand newsrooms” and operating like a media organization aren’t things trade associations have been known to do. Can you explain the rationale for a trade association like the NAM moving in these directions?
That’s right—but it is critical if we want to continue to position the NAM as a leader not only in the manufacturing industry, but also in Washington and across the country.
With today’s noisy, fragmented media environment, manufacturers need a resource they can trust and resource that can get their stories out to the public and key decision-makers. And lawmakers and the public need an authority on all things manufacturing.
What is new about NAM.org?
Everything. The whole concept is new. Take a look around. You’ll see various streams of relevant, timely news on a range of topics. You’ll see interviews with leading experts and CEO perspectives. This site is the next step in our mission to be a constant presence in people’s lives, using new technology, data and analytics to provide customized user experiences that interest, educate and drive action for the manufacturing sector.
With this new site, we are supercharging our ability to provide a best in class user experience across our social, email and mobile products.
In what ways can manufacturers leverage this site and NAM news platforms, such as the Input morning email newsletter?
They can tell their stories. This is their platform. Manufacturers across this country are transforming their communities, innovating great new products and giving people new opportunities for high paying jobs. We want to show the world the great things our industry is doing and how we’re keeping our promises to invest in our people and our communities.
There’s no organization that knows the industry better than the NAM, the one-stop shop for manufacturers. So we’re well-positioned to be a credible and compelling platform—and outlet—for stories about our members. Just like anyone might think of CNBC, Fox Business or Bloomberg as a place to drive business news, I hope we’ll be looked at as a place where our members—and all manufacturers—want to break news because of the quality of our reporting and our proven capacity to reach audiences that matter.
Will the general public or casual reader find a home at nam.org?
Absolutely. Anyone who cares about manufacturing in America—and everyone should care!—can learn something from this site. Again, it’s America’s manufacturing news source. It might be breaking news about a new manufacturing facility coming to their community. Or it might be a helpful Q&A to understand what’s really going on in Congress.
Our Creators Wanted video series is a great example of the compelling content that is designed with the general public in mind. The series tells the stories of real modern manufacturing workers. In their own words, they describe the reason they love the industry. These are targeted to younger people (and their parents) who are making decisions about their future careers. So by inspiring that next generation, this content is supporting the mission of the NAM and our education and workforce partners, The Manufacturing Institute—and it’s changing lives.
There’s truly something for everyone…and we’d love to get feedback on how we can make it even better!
In September 2018, the National Association of Manufacturers acquired the Manufacturing Leadership Council, an association for manufacturing executives that is dedicated to helping the industry transition to the digital era. Nearly one year later, the MLC wraps up its 15th Anniversary Manufacturing Leadership Summit and continues to provide its members with programs and services around digitization.
MLC’s Co-Founder, Vice President and Executive Director David R. Brousell shares the groundbreaking work of the organization and why it matters to manufacturers today.
What is the Manufacturing Leadership Council?
The MLC is designed to help senior manufacturing executives and emerging leaders define and shape a better future for themselves, their organizations and the industry at large by focusing on the intersection of critical business and technology issues that will drive growth today and in the future. We do live events like conferences; we do plant tours that enable members to see firsthand how different companies are implementing the latest digital technologies; and we publish in-depth articles that focus on best practices and cutting-edge ideas on the use of technologies and the leadership requirements of the digital age.
How is leadership changing in the digital age?
It’s changing in some very important ways. There’s a whole new layer of competency that has to be added to the traditional functions of leadership. We call this “digital acumen,” which has to do with understanding the potential of advanced technologies like analytics, artificial intelligence, collaborative robotics, 3D printing and other technologies. It’s not just improving efficiencies, but also offering new business models, ways of doing things and services.
This new era in manufacturing requires leaders to manage organizations that are flatter and more collaborative, with more and more employees having the benefit of information at their fingertips. Managing in prior years was around a top-down structure. That doesn’t cut it in the digital age.
What benefit do companies get from being a part of this group?
The MLC presents the opportunity to be part of a community that is collectively sharing ideas, insights and best practices to as the industry continues its radical transition. The truth is, you can’t do this alone as a company. You can’t make this transition to the digital era by yourself. You need to be with other companies, to learn from them, to learn what’s possible, to see what works and what may not work well in your company and to form that bond. It’s a tremendous learning experience.
What does the future look like for manufacturing—and how does the Manufacturing Leadership Council fit in?
The future looks very, very bright for manufacturing. We’re going to increase efficiency and produce products that satisfy personalized needs—everything from cars to medicine. We’re going to be able to have better quality and create jobs that are fulfilling, exciting and intellectually stimulating. The extent of innovation happening right now in manufacturing is mind-blowing.
But this is not an easy transition. The future offers tremendous opportunities, but only if we make the transition industry-wide. If we’re able to do that, not only will individual companies be more successful globally, but the U.S. manufacturing industry as a whole will continue to lead the world. There’s a lot at stake for manufacturers. That’s why the partnership between the Manufacturing Leadership Council and the NAM is so important.