IRVINE, CA: Kelley Blue Book, a valuation and information provider for new and used cars, is seeking its first PR agency partner.
The RFP is focused on consumer media and thought leadership, as well as finding "ways to push the brand in different demographic areas and age groups," said Chintan Talati, who joined Kelley Blue Book last April as senior director of PR.
The brand will aim to decide next week on the agencies that will make it into the next round of the review, he added.
Kelley Blue Book, which has never worked with a PR agency, does a good job communicating on the industry side, said Talati, but the company needs to focus more on engaging consumers.
"We want to make sure we find a way to continue to convey our message of trust and price to them," he explained.
Last October, Kelley Blue Book launched Price Advisor, which is a range-based pricing feature. Talati said the company wants to promote the tool because "it really helps consumers to understand what price range to be in when buying their next used or new vehicle."
Further information on the RFP was not disclosed.
At the end of 2010, AutoTrader.com acquired Kelley Blue Book for more than $500 million.