How modern PR techniques can help sell old items

At first glance, auctions and modern PR techniques might seem at odds – a clash of the old versus the new.

Of course, Red Marlin has enjoyed attending its fair share of classic car auctions supporting its clients in a PR capacity, not least H&H Classics, a globally renowned auction house, which is holding 11 physical auctions in 2025.

And as you’d expect, many of the lots going under the hammer are quite old, some dating back more than 100 years.

But just because the items are from a different period in history, it doesn’t mean that modern PR techniques are out of place. Indeed, up-to-date methods can put these fascinating items in front of a global audience within minutes.

So, what are the PR techniques that can be used by auction houses, whether they sell classic cars, fine art, jewellery, or other desirable items, to help attract both vendors and buyers?

The importance of digital PR for auctions

Using a myriad of online channels increases awareness and visibility of a brand, or in this particular case, an event in the form of an auction.

First of all, a digital press release provides the opportunity to include hyperlinks to the lot and to the auction house website, which will enhance SEO if used on strong domain authority websites, such as those hosted by major national, or international, newspapers.

Recent examples of digital press releases drafted and issued by Red Marlin and subsequently appearing in the national press include Elton John’s Aston Martin DB7 being auctioned and a unique Ferrari going under the hammer

These stories can be picked up almost instantaneously by news outlets around the world, especially when using a live media database for distribution, such as Red Marlin employs.

The additional beauty of this fast turnaround is that it provides media opportunities right up the auction day, during the auction, plus immediately after when looking at the auction results.

Make it a social affair

Make the most of social media to communicate directly with vendors and buyers who also supplement their news consumption away from ‘traditional’ online media channels.

Of course, the helpful thing about auctions is that the auction dates are planned well in advance, providing plenty of opportunity to implement a social media programme around each sale, including highlighting notable lots and post-sale results, plus reminders of forthcoming auctions.

It’s also a great opportunity to share any online news coverage, especially as the independent third-party endorsement from the media provides extra credibility while being directly associated with the auction house.

The power of images

‘A picture paints a thousand words’ is as true now as it’s ever been.

Of course, as content creators we fully appreciate how an attention-grabbing image that shows the lot in its best possible light enhances the newsworthiness of a written story.

And in an online world, there’s more space and scope for images to be used versus the printed press where space can be at a premium.

However, this doesn’t mean that quantity can compromise quality as any image used in the public domain is a direct reflection of the business it represents.

Meanwhile, compiling a digital media asset library will provide journalists with access to an instant choice of dozens of images to choose from. Indeed, if the images are suitably eye-catching, they may even create an entire gallery on their site, greatly enhancing the visibility of the auction lot.

Wider media relations for an auction house

The power of radio and television should not be ignored in this modern environment.

Radio remains incredibly popular in the UK, with a weekly audience for all radio stations of more than 50 million, and while TV is no longer the single main source of news for UK adults, it is still how 70 per cent access their news, according to Ofcom.

Given such a huge appeal, it’s vitally important to foster media relations with the press, so when a newsworthy item comes up for auction, then there’s more chance of it appearing on the small screen or over the airwaves.

Just lately, Red Marlin secured multiple pieces of national and regional broadcast TV coverage, including on BBC Breakfast and Channel 5’s flagship news programme, for H&H Classics who were auctioning for charity the last motorbike ridden by Hairy Biker Dave Myers.

‘Lots’ to discuss

Red Marlin loves the buzz of an auction and the sound of the hammer falling, and it’s because of this passion and use of modern PR techniques that we consistently achieve high quality media coverage for our clients.

Indeed, any auction, whether it’s for fine art, jewellery, whisky, watches, wine or other collectable items, can benefit from the latest PR methods.

If you’d like to learn more about our PR expertise, then please get in touch.