Why automotive dealership PR is always a big deal

Our content manager, Chris Box, delves into his extensive automotive dealership PR experience to explain why it remains incredibly important for car makers, and the communication approaches for success. 

Tactics may have changed from when I started my automotive dealership PR journey many years ago, when press releases were sent to local newspapers by post, but the need for dealerships to stay ahead of the competition is more important than ever. 

Indeed, in the fiercely competitive battle for every car sale, not least against the ever-increasing number of online-only used car websites, plus the ongoing dealership franchise versus agency model debate, means the importance of impactful communications to drive customers to dealerships is a vital part of the dealership PR marketing mix. 

Reaching target audiences 

Dealership PR is important because it appeals directly to its target audience, such as readers of local and regional news outlets, with stories that lift the dealership beyond a place to, just, buy cars. 

For example, one of the joys of dealership PR, for me, is visiting the dealership and interviewing team members, thereby uncovering stories that have a strong news hook, often with really interesting human interest angles. 

 I distinctly remember some of the more unusual dealership PR stories that I have the pleasure of being involved with, not least the one about a hamster who escaped from a cage in the car and scurried behind the dashboard, needing an emergency recovery by the servicing team.  

The dramatic event showed the dealership in an immensely positive light in the regional news by being on hand to quickly help a customer whose beloved pet was in distress, which in turn built customer trust and loyalty. 

Automotive dealership PR builds trust 

Dealership PR can be a powerful force in emphasising long-standing local professionalism. 

After all, quite often the showroom is a familiar sight in the locality, employing people who live nearby and who have a connection with the region. 

This bond built between the dealership and its customers, both new and existing, can be further built by appearing in the local news pages and on news websites, while having this third-party endorsement from the media can be priceless. 

Enhancing credibility 

Dealership PR has many strands but, in my opinion, activity that highlights the dealership engaging with the local community is top of the agenda. 

This includes getting involved with a local charity or the sponsorship of a grassroots sports team. 

Furthermore, and as previously alluded to, the dealership can also be a goldmine of PR opportunities, such as new staff appointments, long serving team members, colleagues involved with good causes or loyal customers who have returned for their tenth model. 

These golden nuggets can easily be overlooked without a dealership PR programme and, ultimately, means the dealership misses out on some fantastic media exposure. 

Automotive dealership PR is not a luxury, it’s essential 

Utilising a toolkit of traditional marketing and digital marketing activities, such as content creation, social media and advertising, can pay dividends for forward thinking dealerships. 

As shown, it places them in front of their target audience, enhances credibility and builds trust, which ultimately helps sell cars. 

If you want to find out more about our approach to automotive dealership PR, then please get in touch for a no obligation chat.