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WHAT THE PR PROFESSIONALS SAY Automotive PR

11th September 2008
Page 55
Page 55, 11th September 2008 — WHAT THE PR PROFESSIONALS SAY Automotive PR
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Which of the following most accurately describes the problem?

Automotive PR counts Daf Trucks, Chevron, and Continental Tyres among its clients, Executive chairman Martin Hayes says: In these early days of environmental awareness (its going to be top-of-agenda for decades to come), it's not always easy to differentiate between companies that have a true commitment to 'green issues and those that are using them purely as a marketing ploy.

'So your PR activities must make you stand out from your competitors.

"A tried and trusted method is customer endorsement. Also, have senior personnel available to simplify complex strategies for specific products and in terms of wider industry issues. They need platforms from which to speak in both the trade and local media and you may well need professional assistance to achieve these.

"Each company, product or technology needs to be treated on a case-by-case basis, but a few fundamental rules apply, the most important of which is that you have a genuine story to tell. Being green is hard persuading a sceptical audience that you really are green may be even harder still."

Garnett-Keeler

Garnett-Keeler is a specialist automotive and road transport PR agency, representing lveco and Shell Lubricants among others. Director James Keeler says: "Spend time ensuring you can back up your green claims with proof of the savings/benefits your new green status will bring to both the firm and the environment. Be careful there is no hidden trade-off, such as suggesting a product or service is 'green' based on an unreasonably narrow set of attributes without attention to other important environmental issues.

"Similarly, in whatever you are communicating, avoid the pitfalls of being vague or irrelevant. The last thing any company wants to be accused of is adding to the increasing amount of greenwashing (issuing false or misleading green marketing claims) sweeping across all sectors of industry.

"If your story is newsworthy, then define the target audience you want to reach and investigate the best ways of reaching those people find the most appropriate journalists or environmental or business correspondents. Also, define which trade publications you want to reach and what features they have scheduled. If your story can be linked directly to a larger feature, then it may be able to become part of it.

"And don't forget relevant websites and blogs, not to mention radio stations and possibly local television. Issuing a press release with a high-quality photograph for the print titles will also help. "Don't make the error of communicating your green messaging once, then consign ing it to the back burner. Repetition builds reputation, so find a way to incorporate it into your key messages for future communications."

Quiet Storm PR

Quiet Storm PR has clients including NYK Logistics, Culina Logistics and pallet service provider IPP Logipal. A spokesperson says: "Companies must make their green activities meaningful and relevant to their target audiences. Prospective customers are increasingly seeking partners who share their commitment to socially responsible business practices, but this is unlikely to be the deciding factor in appointing a company.

"Firms should approach environmental initiatives with their heads and not their hearts while carbon offsetting is admirable, it does little for the bottom line.

"In many cases, there is a strong commercial case for good environmental practice and a greener company is usually a leaner, more sustainable company.

"Focus not on the environmental initiative itself, but on what it has allowed your business to achieve and how this differentiates you from your competitors."

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