Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
sara callahan

sara callahan Owner/President

Exclusive Blog Posts

Why Security Is More Important than You Think for Your Business

Why Security Is More Important than You Think for Your Business

Having a business means that you’re likely going to have to keep security in mind. Whether you are looking to increase customer trust or you want to …

Interview with Scott Pechstein: What's Up With "Digital Retail"?

Interview with Scott Pechstein: What's Up With "Digital Retail"?

Scott Pechstein, Vice President of Sales at Autobytel, Inc., talks about the buzzword of the moment: "digital retail." …

What's Keeping Your Company's Directors Up at Night?

What's Keeping Your Company's Directors Up at Night?

Although we typically define executives by their ambitions, their anxieties can be equally telling. If you’re losing sleep over handling cyber se…

Top Reasons It's Time to Breakup With Your Vendor

Top Reasons It's Time to Breakup With Your Vendor

Vendor relationships are business, and while that is not to say that relationships develop with the people you work with - at the end of the day, it is abo…

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

The Transformation of Public Relations Firms

A lot of people have the misconception that a public relations firm simply deals with the media while churning out press releases. While this may have been closer to the truth in the past, the digital age has greatly transformed the opportunities available to gain exposure for clients. Great PR firms have capitalized on these opportunities to further increase exposure for their client’s products, services and brands.

A public relations firm of today will not only help its clients generate exposure through traditional media, but also ensure that the client creates a digital personality for the company itself and key executives. This digital presence is built through strategic content, social media, crisis control and consulting. In addition, the PR agency will pay attention to what’s being said about a company and its products, and assist in developing strategies that will either reinforce positive buzz, or address negative responses by the public.

Many auto dealerships see the necessity in these actions and some have hired multiple companies to handle them, from outsourced social media services to content writers and reputation management companies. Vendors to these dealerships, however, have been slow to adopt many of these services. Some businesses try to take these challenging tasks on themselves – and some succeed. Sometimes, however, it’s more effective for a company that doesn’t specialize in any of these areas to focus on what they’re good at and let another company help them. Just like the old saying goes “A lawyer representing himself has a fool for a client,” it’s difficult to stay objective and avoid selling in content and responses. Whether you’re the owner of a company, its president or an employee, just as in a dealership or any business, emotions can get involved which prevent effective interactions with either the media or public.

Another challenge a business faces by outsourcing tasks to multiple companies is that there typically isn’t a coordinated strategy. Many automotive vendors have been consolidating services in an effort to provide a single solution to their customers. This offers the dealership the convenience of dealing with a single vendor for all of technology needs. And while there are plenty of companies that offer content writing, social media and reputation management services, few integrate these offerings with public relations activity. Many businesses simply don’t connect the dots when thinking of public relations being tied to these other services. If you think about it, however, a public relations firm knowledgeable in these activities is ideal.

When a crisis comes along via social media or on a review site, your outsourced social media and/or reputation management company may be your first line of defense. The most effective strategy would include upper management consulting with its public relations firm who can help behind the scenes by advising management on effective responses designed to mitigate damages and how best to preserve the customer relationship.

Instead of only calling the fire department when the fire gets out of control, consider having a full-time firefighter living with you. Your valuables will be much safer and the firefighter is better equipped to identify a fire. They can respond faster and have the knowledge and equipment to put the fire out faster and in a more effective manner.

 Unlock all of the community & features  Join Now