Public Relations: The Non-Traditional Way to Get Your Dealership Noticed - AutoSuccessOnline

Public Relations: The Non-Traditional Way to Get Your Dealership Noticed

Many automobile dealers don’t take advantage of the opportunities available to them through public relations (PR). It might be because they don’t think it’s really necessary … or maybe it’s due to the common misconception that PR and a dealer’s typical monthly advertising are essentially the same thing.

Many automobile dealers don’t take advantage of the opportunities available to them through public relations (PR). It might be because they don’t think it’s really necessary … or maybe it’s due to the common misconception that PR and a dealer’s typical monthly advertising are essentially the same thing.

Though they do have a little crossover, by definition, advertising and PR are quite different. Advertising involves creating paid announcements for use in different types of media, such as radio, television, digital or print. Meanwhile, PR is a strategic process of communication that fosters a positive relationship between a company and the people in its market.

How does PR work? PR professionals build connections with media outlets and are therefore able to communicate a dealer’s message to a specifically targeted audience using a variety of different channels. They prepare and send details on strategic, newsworthy story ideas to journalists who, if they decide to, publish unbiased articles on the subject matter. This is why PR is given the term earned media. The ultimate goal is to get a dealership’s name out to the public and generate as much positivity as possible.

“PR professionals can be an integral part of a dealership’s marketing mix,” said Dean Turcol, a veteran public relations director who advises numerous dealerships across the country. “Positioning a dealership as a positive force in its community builds a favorable perception and increases overall awareness of the business. As long as dealers frequently take actions that complement their brand, products and services — activities that warrant genuine attention and recognition — a well-executed PR plan is an extremely effective reputation-building tool.”

Automotive PR is always seen as being extremely credible because it is presented to consumers in the form of a third-party endorsement of the dealership. When the media presents the dealer’s message favorably in a newspaper article, TV story or the like, it has the effect of supercharged word-of-mouth marketing — the best kind of referral available. Newsworthy story ideas could include dealership achievements/milestones, charitable sponsorships, noteworthy accomplishments of employees, special events and facility renovations.

Turcol also points out that PR is especially important when a dealership suffers damage to its reputation — real or perceived. “During times such as this, a public relations professional should always be consulted,” he said. “The importance of keeping an automobile dealership’s reputation intact cannot be overstated.”

In recent years, trust and transparency have become every bit as important as product quality, making public relations more necessary — and impactful — than ever before. Highly skilled PR teams are experts in making sure an automobile dealer’s expectations align favorably with public opinion. John Weis

You May Also Like

Cybersecurity for Dealerships

Now is the time to take a proactive approach to protecting your dealership’s and customer’s most sensitive information by adopting a comprehensive approach to your cybersecurity.

Cybersecurity for Dealerships

These days cyber threats are lurking around every corner. Just one wrong click or download from a malicious source can lead to a compromised or hacked device, which creates numerous problems including viruses and stolen private or confidential information such as social security numbers, bank account credentials, passwords and more.

Are You The Captain Now?…or Is Bad Marketing Steering Your Ship?

It’s time to get out of the mindset of cut, cut, cut, and into the mindset of spending wisely for your long-term success.

Is Bad Marketing Steering Your Ship?
Google Analytics for Dummies

GA4 can help you understand which marketing sources drove traffic to your website, allowing you to compare one to another.

Google Analytics for Dummies A Simple GA4 Guide for Non-Analytics People
Unlocking the Value of Your Data. Don’t Let it Go to Waste.

Explore expert Bobby Gaudreau’s insights on overcoming data challenges in auto dealerships, focusing on CRM and DMS optimization for marketing success.

Unlocking the Value of Your Data. Don't Let it Go to Waste.
You Want Me to Pay for WHAT?!

Arming yourself with this firsthand knowledge will let you make informed decisions and allocate your budget toward increased profitability in ways you simply cannot hope to when you’re playing telephone with your manager charged with executing on marketing.

Wikimotive, trade shows, marketing,

Other Posts

Data Is the New Oil: Revolutionizing the Automotive Industry with Integrated Solutions

Dealerships that harness the predictive power of data can anticipate maintenance schedules, predict the optimal time for car replacements and personalize marketing to reach customers with the right message at the right time.

Data is the new oil - Velocity Automotive
High-Tech Solutions: A New Way of Thinking About Paint Touch-Up Products

The automotive paint chip repair products’ journey from simple touch-up solutions to sophisticated repair kits reflects not only the technological progress the industry has made, but also the changing demands of today’s consumer.

Dr. ColorChip paint repair
Understanding Your Market: Insights on Customer Retention and Conquest Opportunities

Brand retention and defection numbers can be tough to look at, but they can be a great guide to finding new customers.

Insights on Customer Retention and Conquest Opportunities
Unlocking Service Drive Revenue: The Critical Role of Technician Inspections

The true potential of service consulting lies in recognizing the nuanced art of quality inspections and leveraging it to drive success for both advisors and technicians.

Unlocking Service Drive Revenue: The Critical Role of Technician Inspections