The Mazda PR team, as with many other manufacturer press offices, have experienced in recent years increasing budgetary constraints, with time pressures exacerbated by decreasing staff levels. Headlineauto’s PR support services help maintain the successful management of PR activities where such constraints would otherwise prevent OEMs from doing so.
Since 2007 headlineauto has been the main distributer of Mazda press information to the UK automotive press.
A number of key PR campaigns have since been supported, with bespoke email distribution reaching all the major national and key regional publications, business and online media. Targeted distribution lists have also been researched and created for specialist media, including military and aviation, yachting, equestrian and rugby to drive awareness of corporate sponsorship deals and events.
The purpose-built press release distribution suite features full in-depth and transparent MI reporting, to support PR activity measurement, while a bespoke CRM system linked to the contacts database allows clients to access press release performance intelligence, manage press fleet bookings, invitations and organise events to build a complete picture of their PR activities and journalist relations.
Handling all press material and maintaining Mazda’s key media database for news distribution put the service in a strong position to bid for the contract to manage the Mazda Motors UK press site, previously maintained by headlineauto’s main competitor.
From January 2009 the headlineauto content team took full responsibility for the management of the bespoke site, which is hosted by Mazda Europe.