In this ever-changing world of social media, marketing managers at car dealerships can be forgiven for not properly harnessing the power of the traditional press release. After all, it isn't entirely exciting. They don't go "viral" like a Tweet, and the payback isn't as immediate as posting a photo on Facebook.
Press releases, perhaps even more than any social media channel, help you "tell the story" of your brand in the realm of dealership public relations. There is a right way and a wrong way to write a press release. Our hunch is you're most interested in the former, so let's take a look at how to write an effective auto press release.
Select your "news" carefully
Your audience has a limited attention span so make sure your press releases hit on all the right notes. Specifically, ask yourself things like, "Does this announcement strengthen our brand? Does it speak to our values as a business? Does it provide information that will be useful to prospects and customers?" If you can safely say "yes" to any of these questions you're in good shape. For example, a press release announcing a charity event like a golf outing will go a long way to alerting the community and building valuable relationships. Similarly, a short press release announcing new management puts a human "face" on your brand. Also, remember that the content has to be newsworthy to begin with.
Refrain from an overtly commercial approach
If you think about our aforementioned examples, you'll see a common thread: neither were explicitly commercial in nature. We consciously didn't recommend that dealerships fire off a press release announcing a new financing plan or "no money down" for a class of vehicles.
The reason is simple: your audience — namely newspaper and online outlets likes like blogs and content aggregators — don't want to be "sold" to. It can make for bad dealership public relations. Most importantly, the inherent nature of the press release isn't conducive to classic sales techniques. Press releases are generally longer and more suited for presenting a larger narrative. Fortunately, as every marketing manager knows, there are many other sales channels out there that are better attuned for new promotions and special offers.
Key ingredients to a successful automotive press release
Now that you know what to include in a press release, the next step is to make sure the press release itself is compelling, readable, and properly structured. The first key ingredient is an accurate and attention-grabbing headline. Stick to the facts, be direct, and avoid hyperbole and sensational language. "Stockton Chevrolet Hosts the 6th Annual Memorial Day Golf Outing." We admit, it may not be the most exciting headline ever, but it efficiently spells out the basic facts: who, what and when.
Stick to the facts
The need to speak in a concise and direct manner should extend to the press release as well. Avoid unnecessary tangents and asides while providing valuable context as needed. For example, "The Stockton Chevrolet Memorial Day Golf Outing was started in 2008 as a way to show our dealership's gratitude for the men and women who have served our country. Since then it has grown to be one of the most fun-filled and exciting charity events in Northern California."
Embrace the power of the quotation
Another great technique for creating a great press release is using the power of the quotation. Simply explain why the news is newsworthy, but make it in the attributed voice of a representative from the dealership. For example, "'We're so pleased to welcome Sam Willis to our leadership team,' said El Cerrito Honda president Tom Andrews. 'Sam has spent his entire professional career serving the families of Northern California and we're tremendously excited that he's part of our team.'" Again, not entirely earth-shattering, but the approach goes along way to humanize your brand and put a face on the news.
Kickstart greater dealership public relations engagement
Lastly, your press release should be a means to an end; specifically, it should intrigue readers such that they reach out to you or re-publish the news. Therefore, it's important your press release makes your contact information front and center. We suggest ncluding "For press inquiries, contact John Smith," along with an e-mail address and telephone number in the upper-right hand corner of the release.
Now it's your turn to share your thoughts. Does your dealership actively send out automotive press releases? What's worked for your dealership in the past? What are your biggest dealership public relations challenges?
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