Canadian auto dealer is pleased to introduce our newest columnist, Dustin Woods, who will provide insights gained from more than 20 years in the Canadian automotive media landscape as a journalist and public relations practitioner
In our fast-paced, competitive world where everyone is vying for attention, standing out in a crowd is a challenging task, and can even happen for the wrong reasons.
Traditional advertising and marketing have their place, but public relations (PR) and media relations are powerful tools that many overlook — or don’t invest the time to fully understand.
Respected print and digital media outlets are communication channels where your story can be shared with large audiences in a manner that can result in a higher level of trust since they aren’t paid. This also means that PR can be a very cost-effective approach.
This ongoing column will explore a variety of fundamentals of PR and media relations, specifically how they relate to the modern world of automotive retail. Namely how to generate visibility and maintain credibility through good times and challenging situations.
What comes to someone’s mind when you or your business are mentioned? That’s a perfect example of public relations. At its core, PR combines elements of art and science to create an image and manage your reputation.
Developing an earned (rather than paid) media strategy requires time to research, plan and execute.
More than simply sending a press release or dealing with a crisis after it has already done damage, PR involves setting up a framework for communication and a chain of command.
We work in a delicate ecosystem where we need to understand where our area of responsibility begins and ends. Sometimes it is better to say nothing than the wrong thing, while other times silence can be taken in the wrong context.
Consistent, positive media coverage builds up equity in people’s minds in the form of trust and credibility.
Experts will recognize the difference and be able to recommend a course of action. The best results arise when challenges are addressed head-on with diplomacy and accountability.
Working in an industry that requires mutual trust as we do, PR can be a helpful asset in putting the public’s mind at ease by generating a trustworthy reputation for your business.
Do you stand behind your product? What are the core values of your organization? How do you treat your clients and employees? Do you give back to your community? Are you innovative? Do you do things differently?
Sharing an honest or unique approach to business could help separate you from your competitors. There are risks. You may have control over what information is shared and with whom, but journalists are under no obligation to let you approve copy prior to publication or make edits afterwards if there aren’t any factual errors on their part.
Building and maintaining relationships with local journalists, bloggers and influencers is important but should be seen as a mutually beneficial relationship.
Journalists and content creators are always on the lookout for compelling narratives, and there will be a time when you have a great story to tell.
Consistent, positive media coverage builds up equity in people’s minds in the form of trust and credibility. Buying, servicing and repairing a vehicle are increasingly costly endeavours these days, so people will naturally gravitate towards those they see as pillars of their community and experts in their field when it comes time to spend their hard-earned dollars, but you may not see the results overnight.
While there are various tools and tactics to consider, PR encompasses a wide range of activities that can complement areas where you may already be investing but could benefit further, such as event planning, philanthropy or partnerships. You may be closer to getting started than you think.
