AUBURN HILLS, MI: DaimlerChrysler's Chrysler Group has launched a new program to gain more local media attention for its 4,200 dealers across the US.
Chrysler has hired Norwalk, CT-based eNews Releases to help it craft and distribute releases geared to local media. The goal of the program is to "help dealers build on the local goodwill they usually have in the communities they serve," said Kevin McCormick, manager of sales and service communications with Chrysler. "Most dealers don't have PR resources at the ready."
Chrysler has been alerting dealers about the new PR program through its internal dealer communications network, said McCormick. "Response from the dealers has been phenomenal; they realize the value of public relations," he said.
In the program's first phase, press releases about new Chrysler products will include local dealer contact information and be sent to local media.
Chrysler is compiling a list of local media contacts across the country, using a combination of dealer input and available local media lists.
As the program grows, more will be done to send out releases specific to various dealers - publicizing local promotions in a given market, for example.
New product releases already have been sent out for the Dodge Durango SUV, which the company began selling in November. McCormick expects to use the new program as Chrysler begins publicizing its new PT Cruiser convertible this year.