PR strategy for Autobytel

A PR strategy and plan was set up as part of the overall Autobytel marketing plan.  I worked closely with the PR executive, who was a member of my team, to develop and implement this plan.  We agreed on several core messages we wanted to communicate to reinforce the Autobytel brand values and established a regular dialogue with key editorial at the relevant publications to convey these messages and distribute press releases to.  These were themed around key events in the automotive calendar and reaction to current automotive issues.

Part of our strategy was to use the relationship with existing prospects and customers to elicit feedback on  topical issues.  This was done via surveys posted on the website, inclusion in our email newsletter and outbound telephone calls.  The response was incorporated into press releases as they were disbtibuted to deliver a timely release relevant to the issues in the market place at the time.

We also tracked propsect and customer behaviour on our site and reported on any unusual or unique patterns. Often these messages were used to support the core messages we wanted to communicate eg large number of out of hours sales enquiries supporting the convenience factor of using an online/call centre based car buying service like Autobytel.

The equivalent advertising value of press coverage received was tracked via our press cutting service to monitor the value our PR strategy was bringing to the business.  We regularly received coverage in the core automotive press and motoring sections of the national press.