Automotive Business Magazine – Q3 2026 – Digital edition - Flipbook - Page 46
OPI N I O N
R E TA I L
Using PR to
build credibility
→ Hayley Peters is strategy director at Smoking Gun
A
utomotive customers
rarely make quick, low-risk
decisions. Whether they are
buying a used car, choosing
a repairer, comparing lease
deals or investing in electric
vehicle technology, they want
proof that a business can
be trusted. That is where
PR matters.
Many automotive businesses still try to
build confidence through paid ads, shortterm offers and polished website copy.
That can improve visibility, but it rarely
builds trust on its own.
Customers know that the business
controls those messages, so these claims
are often treated with caution.
Credibility strengthens when the
same message is backed by external
voices, such as media coverage,
expert commentary, and genuine
customer reviews.
Credibility matters
Automotive decisions often involve high
costs and long-term commitment.
A customer choosing a dealership
wants to know the vehicle is fairly priced
and accurately described. Someone
booking a repair wants to feel confident
they will not be overcharged. A fleet
manager wants reliable advice before
making decisions that affect an entire
business. PR helps reduce this doubt.
The strongest automotive PR does
not simply tell people a business is
trustworthy. It shows them.
A garage that is quoted in the local
press about MOT issues has more
authority than one that only offers a
posting service.
A dealership that shares clear advice
on used car values becomes more useful
to buyers.
An EV specialist explaining charging
myths in plain English builds trust by
making a confusing topic easier to
understand for consumers.
46
AUTOMOTIVE BUSINESS
Q3 2026
Credibility is built when customers
keep seeing useful, consistent proof in
the places they already trust.
Earned media
Earned media is powerful because it
provides your business with external
validation. When a journalist or a local
newspaper uses your insight, it tells the
audience that your expertise is worth
listening to.
For automotive businesses, this can
include expert commentary on used car
prices, road safety, and seasonal driving
issues, as well as advice-led articles in
local or trade media. It might also involve
coverage around new services, events
or launches, data-led stories based on
customer trends, or reactive comments
on news, legislation and viral topics.
The key is to offer something useful.
A generic press release about "exciting
growth” is unlikely to build much trust. A
clear comment on how drivers can avoid
expensive winter damage is valuable.
Digital PR can also support SEO.
Coverage on relevant, high-authority
websites can help build backlinks,
improve search visibility and make the
business look more established online.
This matters in a competitive market
where customers often compare several
options before making contact.
However, quality matters more than
quantity. 10 weak mentions on poor
websites will not build the same trust as
one strong feature in a publication your
audience respects.
Scan the QR Code to read Part Two on
Motor Trade News
