American Manufacturing Is Not Dead! It Just Has a Visibility Problem.
How Increasing Marketing Efforts in the Industrial Sector Unveils a Hidden Gem
When we think of manufacturing, the words innovation, productivity, and precision come to mind. Hidden behind the overarching themes of industry is communication. Like a phantom of the night, the ghostwriter shapes the way manufacturers present themselves to the world. To bridge the gap between technical expertise and public understanding, the ghostwriter accurately and thoughtfully tells businesses’ stories.
On an episode of The Manufacturing Culture Podcast, host Jim Mayer sat down with Stephanie Pryor, founder of LANC Marketing, LLC, a strategic communications agency serving industrial and technology companies. Their discussion—titled The Ghostwriter of American Industry—offered a powerful, clear-eyed look at how manufacturing’s biggest challenge may not be productivity, labor, or even regulation, but perception.
Here are the key takeaways for manufacturing leaders who want to shift that perception and grow.
The Visibility Gap
Stephanie shared her early perception of manufacturing, shaped by the closure of Bethlehem Steel in 2003. For many Americans, this kind of imagery still defines the sector and is cemented by political rhetoric around “bringing manufacturing back.”
However, truth shines a light on the US as the second largest manufacturing nation in the world, second only to China. So why is the general belief among Americans that manufacturing is dead?
The answer lies in limited visibility. Several interconnected issues have kept manufacturers out of the spotlight:
Marketing as a cost center: Many manufacturers view marketing as an expense, not an investment in growth.
Outdated job perceptions: There's a lingering image of manufacturing jobs as “dirty, dark, and dangerous,” despite modern facilities being clean, tech-driven, and highly skilled.
Historical decisions: Offshoring driven by policy shifts and short-term profit goals hollowed out domestic capabilities.
Talent pipeline challenges: Trade careers are often stigmatized, labeled as last-resort options for students not pursuing four-year degrees.
Lack of visibility contributes to a serious labor shortage looming in the trades. Closing this gap requires a cultural shift: elevating skilled trades, investing in vocational education, and showing young people that these careers offer real stability, growth, and purpose.
Marketing and PR Solutions
Treating marketing as optional puts manufacturers at a disadvantage. A well-executed strategy supports sales and sustains long-term growth. The 95-5 Rule is a perfect illustration: only 5% of decision-makers are ready to purchase at any given time. Effective marketing ensures you remain top-of-mind with the other 95%—until they are ready to buy.
Solutions from strategic communications also support workforce development. Public relations efforts can strengthen ties with high schools, trade schools, and local colleges. A consistent social media presence showcasing real employee stories can humanize your company and build credibility. Your employer brand becomes a competitive advantage to attract talent—and to retain it.
A strategic communication framework focuses on three key pillars:
People: Highlight the individuals behind the brand. Share employee stories, recognize achievements, and foster a sense of pride.
Processes: Showcase not just machinery, but culture, innovation, and operational excellence.
Outcomes: Demonstrate the real-world impact of your products—on customers, communities, and industries.
Reframing the Narrative
Manufacturing in the U.S. is very much alive. Now is the time for manufacturers to take control of their stories, invest in visibility, and engage future talent through clear, consistent communication.
The story of American manufacturing deserves to be told, and there are people hungry to help.
Explore the Conversation Further & Tell Your Story
The Manufacturing Connector
Website: https://themfgconnector.com/
Instagram: @mfgconnector
LinkedIn: The Manufacturing Connector
LANC Marketing, LLC
Website: https://lancmarketing.com/
Instagram: @lanc_marketing
LinkedIn: LANC Marketing, LLC
