Motor industry and PRWeek

This week’s PR Week has a rare feature on the motor industry – with even a mention for MIPAA.  As a “cut out and keep guide” though, the seven featured PR heads can expect their published emails to be pinging with agency pitches next week.

The article concentrates on ‘lifestyle PR’ highlighting the industry’s focus on launching new models and reaching out to customers who are unlikely to read motor magazines or car features in newspapers.

I’ve never quite bought the idea that ‘lifestyle PR’ is a “Holy Grail” – as it generally means appointing an expensive “creative” external consultants to come up with some wacky idea to get mentions for motors in publications aimed at women in particular.

There is undoubtedly more choice when buying a car than ever before, and as most offer similar features decisions are not based entirely on logical comparisons for example, of fuel economy.  So the focus shifts to emotional connections and persuading people that they need a car to match their self-image or lifestyle.  Moving up the Maslow hierarchy maybe or reflecting persuasion via peripheral processing (Elaboration Likelihood model).

PR Week claims this requires greater knowledge of “consumers than carburettors”.  But is this helpful?  I’ve seen many creative agencies try their hand at delivering “lifestyle” coverage for motoring brands.  Most come up with ideas that have little to do with the actual car being promoted, precisely because their teams know digglysquat about what is interesting about the particular vehicle.  Hence, their creative concepts are distinctly forgettable, with the danger that it is the celebrity or idea that is recalled, but not the car being launched.

Of course, outside insight can be very helpful, but many agencies simply covert the motor industry’s PR budgets and deliver superficial campaigns that may increase cuttings, but do nothing to motivate buyers.

image A couple of years ago, I conceived a model for motor industry PR, which identified a need to deliver in three key areas – people skills, product knowledge and PR processes.  Traditionally specialist motor industry PR practitioners have been excelled in terms of their product knowledge, making them mechanics, or when combined with people skills (largely in working with motoring media), they’d be enthusiasts.

I would put the creative consumer PR agencies primarily at the people apex, as socialites. They have good relationships with non-motoring media, but lack sufficient knowledge of what the company needs to communicate.  

Agencies pitching on the strength of their specialist knowledge of new media or evaluation, for example, are dominant in PR processes – they’re bureaucrats, or diplomats if they also offer strong people contacts.  If they’ve knowledge of product as well as PR processes, I’d term them technocrats.

My argument is that it isn’t enough to be a specialist in any of the three key areas – or even a combination of two of them.  What the motor industry needs – and this can be applied to other sectors – are PR practitioners who combine specialist knowledge of all three and therefore are competent ambassadors for their organisation or client. 

It was interesting in the article to see mention of a number of vacancies within motor industry PR – what we need though, is less of the idea that you need to be a petrolhead mechanic to work in house, and greater recognition that the real value of motoring PR comes when a knowledge of consumers is combined with an understanding of the automotive business.  And, by the way, this would involve recognition that most engines today feature fuel injection not carburettors. 

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Heather Yaxley

Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant.

3 thoughts on “Motor industry and PRWeek”

  1. Worth considering the case history of Jensen Motors; (1960s to the 70s)here was a combination of management consultancy,public affairs,and press and public relations by Good Relations Ltd.Tony Good FCIPR GR chairman in the Management Consultancy,Public Affairs role through all the ownership vicissitudes and myself Gethin Bradley FCIPR (currently Founder Member & Life President of the MIPAA) managing the other aspects with a competent team of consultants.
    I think all the aspects you mentioned were involved.We did not consider it “Life Style” but a professional approach to Public Relations CONSULTANCY.
    (note the caps)

  2. PS
    Technology beat me.
    I would like to add that the Jensen Company management,the Product.the Marketing techniques, and very importantly the actual and prospective customers were all used in the campaign.There is not enough room here to tell the whole story but a great deal of the story is there in TV documentaries,and specialist books and biographies

  3. “Digglysquat”
    My memories of inhouse (yes I have been in both camps0 colleagues is that they were often distracted by concern for their internal status;keys to the executive loos,level of company car;which canteen etc?.
    Good Relations Ltd consultants had to do the High Performance Driving Course in addition to regular early morning walks round the Jensen production line with the then Jensen Managing Director Carl Duerr.
    Before working on the Michelin Tyre account all GR consultants had to do the Michelin Service School diploma course.I suppose you could say the “lifestyle” bit came when we made friends with the Michelin Guide inspector.
    Finally when our technical knowledge ran out and we wanted to even more expert advice we consulted with the likes of the late Jeff Daniels (Top technical writer0 and the late Mike Cooper (Automotive Photographer)

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