The automotive industry has always been in the business of stories. The allure of cars has been a prominent thread winding through popular culture for generations.
People aren’t interested in just buying automotive products. They are interested in the stories those products tell —stories about the freedom of the road, about luxurious lifestyles, or about power and adventure.
The power of storytelling
Quoted in Forbes, Damien Dally, now head of commercial development for the Jeep brand EMEA region, emphasizes storytelling as the core of automotive marketing:
“Storytelling in the automotive industry has been key in marketing campaigns for some time, especially since the advent of interactive/social media. This can be something metaphoric, yet simple, like a journey, to something more in-depth, with use of roles and a plot for the more adventurous. Portraying your brand as the protagonist in either case is essential.”
The best automotive public relations strategies depend on finding the stories that most interest consumers. Here at Ripley PR, our team of automotive PR professionals has years of experience in finding and crafting these stories into compelling narrative hooks.
Coping with the wrong kind of story
There are also stories that can hurt automotive firms. These could be stories about defective products or corporate missteps, stories about the dangers of new technologies or business setbacks. Automotive firms must be prepared to respond to unfavorable narratives in a transparent and truthful manner.
In the case of a crisis, the key to responding correctly is pretty simple: be transparent and let the public and investors know what your company is doing to make things right. An experienced automotive public relations agency like Ripley PR can help your company develop a crisis communications plan to respond to unfavorable stories. If you need help or want to learn more, call us today at 865-977-1973.