Once upon a time in automotive PR, if you wanted to get the word out about a new model launch, you’d organise a press drive, rustle up some canapés, and hand the keys to a well-respected motoring journalist. Job done.
Fast-forward to today, and things are a little bit different. There's a drone buzzing overhead, someone’s shouting about optimal lighting, and a skincare brand just got tagged in a reel about your car. Welcome to the new world of influencer-driven automotive PR.
Now, before traditionalists clutch their leather driving gloves in horror, let me clarify something: this isn’t about moving away from long-standing and well-respected publications or forgetting the value of rigorous road testing. This is about the evolution of what constitutes ‘the media’, and understanding that your next great automotive story might just be told through a 30-second vertical video featuring a ring light, a latte, and someone who has earned their credibility on social media rather than the automotive press.
Because here’s where the industry has shifted: audiences aren’t just reading about cars anymore – they’re watching them, experiencing them, and aspiring to own them through creators they trust. And – as per the age-old notion of good PR and communications – where attention goes, strategy must follow. This is especially true in an era where TikTok can sell out a shampoo in two hours and a trending reel can rack up more views than an entire YouTube campaign ever could ten years ago.
But – and this is an important but – this isn’t just about chasing trends, it’s about combining popularity with credibility. The best influencers aren’t just trendsetters – they’re powerful storytellers with a finely tuned sense of what resonates. And in the modern world of influencing, what really resonates is authenticity. So, if you get the right people behind the wheel (literally and metaphorically), influencer content can be both aesthetic and powerful.
Of course, this requires more than a media list and good intentions. Working with influencers successfully means treating them not as add-ons, but as creative collaborators. These creators know their audiences better than anyone – what they need is access to your brand, insight, and the freedom to tell your story their way. Isn’t this really the crux of any good PR partnership anyway?
Now, I’m not suggesting every campaign needs a dance challenge or a quirky gimmick in front of the latest new product. I am saying that if you’re still seeing influencer marketing as a separate bolt-on, it might be time for a mindset shift. Integrated campaigns that bring together earned media, paid partnerships, organic content, and influencer activations are often the ones cutting through in a noisy, algorithm-fuelled world.
So, yes, your next PR campaign might involve a ring light. It might need a reels strategy. And it might just rely on someone whose office is their driveway and whose power tool of choice is a gimbal. But if the story’s strong, the creator’s credible, and the content hits the sweet spot between aspiration and authenticity, then buckle up – that’s when the real magic happens.
