Press Office Support

THE BRIEF

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.

OUR SOLUTION

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.

RESULTS

  • The headlineauto team conducted a massive overhaul of content, streamlining the site and improving navigation
  • Suggestions and enhancements made by headlineauto have been incorporated in to the brand's other European press sites

The contract to maintain the press site has now been renewed in each of the last three years

What headlineauto has achieved since 2007 is create a highly professional service to the motor industry, a service that responds well to requests with a desire to meet the needs and requirements of clients. The first tentative steps in 2007 were with a degree of nervousness, but five years down the line there is a high degree of trust and Headline has become an integral part of our strategy for the future.

Graeme Fudge, PR director, Mazda Motors UK

 

Since 2010 Headlineauto has managed the Mazda UK press site and the distribution of our UK press releases. Headlineauto’s professional and nimble culture resonates well with Mazda UK’s PR requirements, particularly in an industry which is fast-paced and continuously evolving. It is a pleasure to work with such an assertive and dynamic team which is fuelled with strategies for growth.

Alison Terry, Press Officer, Mazda Motors UK