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!