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How To Create Press Releases for Car Dealerships that Generate Web, Phone and Showroom Traffic

How To Create Press Releases

Every Car Dealer and Automotive Marketer needs to develop a Press Release and News Story content creation and distribution strategy...

Why? Because in order to have a complete automotive digital marketing strategy that optimizes results per dollar of advertising budget allocated, car dealers need to take advantage of their power and resources available that have the ability to leverage newsworthy activities and accomplishments throughout their business enterprise.

Of course, not every event, sales promotion or activity in a dealership is appropriate for use in a news story or press release. But when there is such an event, activity, groundbreaking, new development or newsworthy happening at a dealership, the benefits from a properly crafted Press Release provides an ROI multiple than can dwarf most other marketing tactics.

In addition to capturing the right story and telling it in a manner that makes it interesting news, it must then be distributed through the most appropriate channels. But, first let's look at how a good Press Release is crafted and the right lay out to make it more likely to get picked up by multiple newswires and news publishing organizations.

One of the most critically important aspects of Press Release and News Story "Public Relations" and the marketing strategies that seek to use them, is the proper construction, writing and preparation of the actual Press Release or News Story. The image published below is an informative and easy to understand infographic prepared by the people who operate the PRWeb Public Relations newswire and syndication service.

This illustration is an effective "How To" for creating Press Releases at your dealership. You can click on the infographic to view a full size version in a new browser window. Shown below is the "Anatomy of a Press Release" provided to the ADM Professional Community by the fine folks at PRweb:

BONUS UPDATE: Download a PDF "Whitepaper" from PRweb...

How to Write a Press Release: PRWeb Whitepaper Series

Quick Guide to Writing an Online Press Release

PRWeb's online press releases are designed to help you increase your online visibility, push your news to the top of search engines and reach millions of people. And the best part of all—it's easy to do. In fact, by simply following the steps we've outlined in this guide about how to write a press release, you can create and send your first online release today!

A PRWeb online press release provides your audience with an enhanced news experience, with images, audio, video and web links, all designed to bring your release to life. Each highlighted section of this guide represents a critical feature of an online press release.

You'll also learn how to write a press release so that your news can drive valuable traffic to your website, increase your search engines rankings and appear on top news websites where millions of people go every day.


Example: Houston Honda - Ford 3950704.pdf

How To Write A Successful News Release

With more than 10 years of experience in the online news and press release distribution industry, PRWeb has a unique understanding of how to write a news or press release so it achieves success online. The following tips will help you write a professional, concise and powerful news release.

Proofread: We recommend that you write your press release in a Word or other text document instead of writing it directly on the online submit page. Writing online will not achieve the best results. Write your press release, print it, and proofread. Rewrite and then proofread again. The more time you take to do it right, the better your company's first impression.

Start Strong: Your headline, summary and first paragraph should clarify your news. The rest of your news or press release should provide the detail. You only have a matter of seconds to grab your readers' attention, so you want to capture it with a strong opening.

Identify Yourself: If your news or press release does not identify the source of the information and news within the first few paragraphs, you may lose the promotional value your release can provide. Readers want to know who is talking; letting them know builds the credibility of the release and promotes your name and brand online.

Write Professionally: It takes only a few sentences to discern whether a news or press release is written professionally. If your release contains hype, slang, excessive exclamation points or direct address, chances are it will be viewed as an advertisement rather than a news release. There is no better way to destroy credibility than to distribute a release full of hype. Additionally, on occasion, media outlets may pick up your release and run it in their publications with little or no modification. The more professional your release sounds, the greater the chances are that this will happen.

Answer the Tough Questions: Not everything is news. Your excitement about something and its availability does not necessarily mean you have a newsworthy story. Think about your audience. Will someone else find your story interesting? Let's assume that you have just spent a lot of effort to launch a new online store. Announcing a company's opening is always an exciting time for any business, but the last thing the media wants to write about is another online store. Instead, focus on the features of your site's shopping experience, unique products and/or services. Answer the question, "Why should anyone care?" Make sure your announcement contains news values like timeliness, uniqueness or highlights something truly unusual. Avoid clichés such as "customers save money" or "great customer service." Focus on the aspects of your announcement that truly set you apart from everyone else.

Pick an Angle: Try to make your press release timely. Make sure that your release has a good news hook. Tying your news to current events, recent studies, trends and social issues brings relevance, urgency and importance to your message.

Use Anchor Text and Features: PRWeb news releases can accommodate multimedia files like images, video, links and other features that will capture the attention of your readers and highlight your news. Nothing is worse than seeing a release go out "naked" with none of these capabilities utilized. Attach logos, head shots, product shots, photographs, audio files, video files, PDF documents or any other supplemental materials that build up your release. Use anchor text and hyperlinks to point readers back to your site ensures both your website and your important keywords receive simultaneous promotion in your press release.

Illustrate the Solution: Use real life examples to illustrate how your company or organization solved a problem. Identify the problem and why your solution is the right solution. Give examples of how your service or product fulfils needs or satisfies desires. Using real life examples powerfully communicates the benefits of using your product or service.

Don't Be Afraid to Toot Your Own Horn: Online new or press release distribution is a successful way to create expert status. If your company has reached a milestone, celebrated an anniversary, hired a new president, experienced significant growth or received an award, tell the world what you did right. Or, write a tip sheet that offers readers "tips" or help in your field of expertise.

Don’t Give Away All the Secrets: If you're running a new promotion this season, tell readers where they can go to learn more. Provide links in your press release directly to the page on your website where readers can learn the specifics about your news and then act upon it. If you give your readers no reason to click through to your site, they're not necessarily going to. This kind of "call to action" pulls them away from reading and urges them to respond.

Stick to the Facts: Tell the truth. Avoid fluff, embellishments, hype and exaggerations. If you feel that your press release seems sensational, there's a good chance your readers will think so too. With so much information available to the consumer, readers are naturally skeptical. If your story sounds too good to be true, you are probably hurting your own credibility. Even if it is true, you may want to tone it down a bit.

Use Active Voice: Verbs in the active voice bring your press release to life. Rather than writing "entered into a partnership," use "partnered" instead. Do not be afraid to use strong verbs. For example, "The committee exhibited severe hostility over the incident" reads better if changed to "The committee was enraged over the incident." Writing in this manner helps give life and energy to your release, which may set it apart from the rest of the pack.

Economize Your Words: Wordiness is distracting, so be concise. In addition, news search engines sometimes reject news releases with overly long headlines, excessive lists and high overall word counts. Eliminate unnecessary adjectives, flowery language or redundant expressions such as "added bonus" or "first time ever." Make each word count. If you can tell your story with fewer words, you'll have better results with your readers and the search engines.

Limit Jargon: Jargon is language specific to certain professions, industries or groups and is not appropriate for general readership. While a limited amount of jargon is required if your goal is to optimize your news release for online search, the best way to communicate your news is to speak plainly using ordinary language. Using an abundance of technical language and jargon limits your reading audience.


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Tags: Automotive Marketers, Car Dealers, Car Dealerships, Create Press Releases, Generate Website Traffic, How To, News Release, News Story, Phone Calls, Press Release, More…Public Relations, Showroom Traffic


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Comment by David Johnson on May 1, 2010 at 8:13pm
Found another template, that might be of interest.

Comment by David Johnson on May 1, 2010 at 8:09pm
Ralph, they almost resemble a Microsites. Interesting.
Comment by Ralph Paglia on May 1, 2010 at 8:05pm
This is from the Ford Digital Snippets site...
Welcome to your Ford SMPRs
By subscribing to the RSS feeds for individual SMPRs, you will be instantly updated with the latest Digital Snippets related to that story. A Digital Snippet may take the form of copy, photos, video or audio that is optimized for the Internet and easily reposted on any website or social network.

All Digital Snippets and SMPRs are subject to Creative Commons Licensing . You are free to use all of our content and multimedia files in your online news articles, blogs, enthusiast websites, and social networks. We only ask that you assign credit by linking back to the Ford SMPR where you found the original content.

To get you started, explore the following SMPRs:
Comment by David Johnson on May 1, 2010 at 8:05pm
Here is a template for a Social Media News Releasesmprtemplate.pdf
Comment by Ralph Paglia on May 1, 2010 at 8:02pm
@Roger - Are the SMNR's you describe similar to the Social Media Press Releases (SMPR) that Ford Motor Company uses at Ford's Digital Snippets Content Syndication platform?

Comment by Roger Michaels on May 1, 2010 at 7:48pm
Another tactic that incorporates sharing and social networking into the mix is the Social Media News Release (SMNR). Unlike a standard press release, the SMNR is designed as a stand alone press room that incorporates multimedia, social media and news releases that visitors can subscribe to via RSS. This is a great way to build long term brand awareness, to promote user generated content and to integrate your marketing message into the various social networks.
Comment by David Johnson on May 1, 2010 at 6:31pm
I've used PRWeb in the past, and while they can be pricey, over $300 if you want to be able to do everything in the above example, it's well worth it because of the exposure received.

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