Public Relations helps to create a demand for a given product or service and is a key component of the overall marketing mix, along with other important strategic functions such as direct marketing and advertising. Unlike advertising, however, PR is not a paid advertisement. With PR, key messages are used to influence public opinion and create positive perceptions about the way a business represents itself, through its daily operations, events and community and media relations.

Goals:

• Educate your customers about professional car wash service benefits, and how often they should receive them at your facility
• Increase the visibility of your business within your community
• Enhance the credibility and reputation of your business and the car care industry

Tips & Tricks

• Know the media. Develop a contact list (including phone, address and email) for automotive columnists at your local and regional newspapers, as well as general news and community reporters. Become familiar with the news and talk programs on TV and on the radio. Local community media may offer better coverage opportunities than major metro area media, but make contact with both to see what possibilities exist.
• Keep your connections current. Once you have introduced yourself to a reporter, keep in touch at least once per quarter to remind them that you are a car care expert and willing to provide them with timely information on car care. Position yourself as a resource the next time they work on an auto-focused story.
• Promote events in advance. Use media tools to contact reporters at least one week in advance. Pass out leaflets at grocery stores, street fairs, etc. to raise awareness.
• Use appropriate tools. Press releases should be used for significant “announcements,” such as the findings of a local survey. To distribute, send reporters press releases via fax or email, and follow up via phone to gauge interest and answer questions. Media alerts are best for events. Send these to reporters a week in advance, and follow up via phone to find out if they will attend. Pitch letters can be used at any time. Even if you don’t have any “hard news” to share, pitch letters are great for reminding reporters that you’re available to serve as a car care resource.
• Meet deadlines. Reporters have deadlines. Always do your best to respond to a reporter's request on time, within one hour preferably. They will remember your prompt response and will be more likely to use you as a car care resource in the future.
• Be helpful. Help the reporter as much as you can. The more facts and statistics you provide the better, since he/she often doesn’t have time to do all the work his/herself.
• Ask questions. If a reporter calls to interview you, ask questions to find out details. What’s the angle of his/her story? What is his/her deadline? Who else is he/she interviewing? When will the story run?
• Suggest story enhancements. If you know a reporter is working on a story, always offer ideas to help make his/her story more powerful – such as close-up pictures of detailing “in action.”
• Keep promises. If you promised to get back to a reporter, always follow through. You can lose credibility with the media if you forget about promises.
• Be a gracious host. When a reporter arrives at your home or office, meet and greet them. Cater to his/her needs, give him/her a tour of your operation and offer photo opportunities.
• Don't get angry. If the story that was written isn’t exactly what you had hoped for, call and correct any inaccurate information and clarify points – without getting angry. Even if the story is not corrected, the information you give the reporter will go into their files.
• Don't ask to see a story before it is printed. Reporters typically DO NOT fill requests to “approve” a story before it is printed. But an editor or researcher might call you to double check facts.
• Be polite and honest . This one speaks for itself!
• Showcase your media successes! Media coverage builds credibility with customers. Frame stories and hang them on a wall or in a window for everyone to read.

Have a marketing tip or success story? Please send to info@carwash.org.