The missed opportunity for charity communications in the automotive press

Charities are always trying to raise awareness and funds for their causes, but are some missing a trick to have their voice heard through creative charity communications plans, aimed outside of their traditional target media?

Public relations, when used strategically, can open up a whole new audience of supporters and ambassadors from all sectors of the media. And with expertise, advocates and a strong social purpose, charities are well-positioned to lead the conversation on a number of issues – particularly in automotive.

Read more for our top tips for charities and non-profits to boost awareness, grow support and drive social change through targeted automotive PR activity and charity communications.

Newsjacking hot topics

The act of newsjacking is leveraging a topical news story and adding to the conversation with your own insights, linked to the expertise of you or your organisation.

This is an area where charities can be proactive and responsive to help raise awareness of their own issue in areas that impact the people they support.

As a specialist automotive PR agency, we see that automotive topics are always high on the news agenda, and provide the chance to add to the debate and shape the conversation.

For example, parking, potholes and road safety are regularly in the news, and offer a great opportunity for charities to lend their expert view. This could be a charity supporting people with disabilities commenting on accessible EV parking and charging facilities, or it could be a safety charity commenting on how potholes are causing a spike in accidents and injuries.

Whatever the topic, there will be people impacted, so there is a chance for a charity with an interest in supporting these people to be vocal and share their expertise.

Become a fierce advocate for the people you support

An expert voice has weight, and charities can use this as a tool to raise awareness of the challenges and needs of their beneficiaries, and how society needs to support them.

By targeting the automotive press, non-automotive charities can position themselves as an advocate for the people they help on the issues that affect them. A key example of this is for older people who drive.

There are currently calls for drivers over the age of 70 to have their sight tested every three years, which provides eyesight charities, non-profits and membership associations the opportunity to join the debate in the automotive and national press, while advancing their own cause.

This is clearly an area where the Association of Optometrists has seen an opportunity, with their latest campaign encouraging drivers to get their vision checked, and a great illustration of how a hot topic campaign can result in widespread media coverage and make sure there is an expert voice leading the conversation.

Partnerships and politicians: Go beyond media coverage with charity communications

There is also a world of opportunity beyond media coverage that charities and non-profits can explore to open new doors.

This includes structuring campaigns to include government outreach or partnerships with industry organisations.

Red Marlin’s award-winning safety campaign with IAM Roadsmart highlighted how certain groups are more vulnerable on UK roads, in this case motorcyclists. While we achieved more than 50 pieces of media coverage in print and online, including on the BBC, ITV and in national newspapers, we also joined together a coalition of 30 organisations and charities across the country.

This allowed us to go beyond press cuttings to amplify the message of motorcycle safety, and went on to prompt a government petition and industry partnerships.

This is where working with PR partner can be hugely beneficial, to explore all the routes for charities to drive awareness and change with the people who need to hear it.

Does your charity communications plan help your voice be heard?

By creatively using public relations, charities and non-profit associations can access a passionate and engaged audience by leveraging the press and communications routes outside of your target demographic, increasing visibility and impact.

If you want to find out more about our PR and media relations services to deliver impactful charity communications campaigns, you can get in touch here.