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Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

Mark Harrison: MIPAA Chairman and Communications Director Imprimatur §  PR 10 years ago: no interest in the customer

§  What it looks like now

§  What are you doing it for

§  The importance of markets

§  The importance of language

§  The importance of planning

§  PR in the mix: it’s all about the customer

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  Who am I and why am I here u  Landscape Architect u  PR professional u  Regional Director u  Commercial Operations Director u  Chairman MIPAA 2008 u  Chairman MIPAA 2018 u  Communications Director Imprimatur

•  PR •  Marketing •  Aftersales •  Sales

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  What PR looked like 10 years ago “Traditional” u  Speak to journalists u  Write a press release u  Organise a press launch u  Invite journalists u  Drink champagne u  Get lots of nice press coverage u  Do it again u  Don’t engage with customers u  Oversimplifies

•  Close factories (Dagenham) •  Launch brands (MINI) •  Change markets (LWR) •  Deal with Watchdog (Customers)

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  What PR looked like 10 years ago “Traditional”

Managed Messages

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Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  What it looks like now u  Twitter u  YouTube u  Shmee150 u  Journalists u  International automotive websites u  Jalopnik u  Radio u  Mail Online u  Experience over knowledge / speed over depth u  A radically changing industry

•  CASE •  Dyson / Google / Didi Chuxing •  China / India

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  What PR looks like now

Entertainment

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Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  What it looks like now u  Still need

•  Written content •  Journalist relations •  Pictures •  Influence •  Targeted and broad-brush distribution •  An answer when the CEO says “what are we going to do about that

then?” •  So, after you have finished filming with a YouTuber for a viral

campaign and teased it on Twitter, never forget…..

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Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  You hold the keys to…

Corporate Reputation

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Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  What are you doing it for?

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  What are you doing it for

Awareness

Trust

Orders

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

Awareness: people and power of the image

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

Trust: only PR can tell the business story

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

Product sells! Covers are everything (and top right page 3)

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  The importance of planning (and it never goes to plan!) u  On-sale u  Translation / markets u  Other brand activity u  First orders u  First deposits u  Sponsorships / partnerships u  Competitor launches u  Venues, people, assets u  Media deadlines u  TV documentary u  All protagonists u  18 months?

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  The importance of markets u  Sell your cars u  Won’t agree with your plans u  Reality: right here right now

•  Cars break •  Economies crash •  Different time-zones (and weekends)

u  Feedback u  Media relations

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  The importance of language u  Tone u  Attention Deficit Disorder u  Platforms u  Translation u  Customer expectations

Your trusted adviser in the automotive industry

Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations

MIPAA: multi-media and media writing

§  Think like a customer u  Tone u  Attention Deficit Disorder u  Platforms u  Translation u  Customer expectations (I am in charge) u  Some statistics:

•  YouTube 2017 •  Burberry facebook trench coat challenge •  Mobile in automotive in EU •  Monthly car magazines in the UK •  ARES press release