This document provides UK SEAT dealers with public relations guidance and ideas for generating positive media coverage. It outlines the PR support services available from SEAT's Dealer PR team, including photography and pre-written press releases. The guide then lists numerous story ideas that past SEAT dealers have successfully pitched to local media, such as charitable events, staff achievements, and customer tales. It encourages dealers to think of potential news coming from sponsorships, awards, community involvement, new staff, and more. Contact details are provided to access the PR team's assistance.

1. SEAT UK DEALER
PR GUIDE 2014/15
TECHNOLOGY TO ENJOY

2. SEAT DEALER PR
TECHNOLOGY TO ENJOY
HOW GOOD PR
CAN STEER YOU
IN THE RIGHT
DIRECTION
SEAT’s Dealer PR team are ready to help
you generate some valuable media
coverage in your local area; the sort of
stories which make news in newspapers,
websites, magazines, radio and,
sometimes, even TV.
It’s a free to use PR service for all dealers in the
SEAT network in the UK and even includes
photography, so you don’t have to worry about
taking the all important picture to support your story.
There’s never a shortage of interesting news stories
out there, but we do need your help to uncover them.
That’s why we’ve put together this handy guide
to the sort of PR opportunities that work well in
your local press and help you reach out to your
local communities.
LEFT: STAFF AT WJ KING SEAT SIDCUP WON THEIR
‘BATTLE OF THE BULGE’ BY TAKING PART IN A 26
MILE CHARITY WALK.
BOTTOM LEFT: SIMON HOULT, WHOSE PREVIOUS
ONLY WIN WAS A JAR OF JAM, SCOOPED £500 AT
CROYDE MOTORS IN SEAT’S ‘WIN BACK THE COST OF
YOUR SERVICE’ PRIZE DRAW.
BOTTOM RIGHT: TOP PROFESSIONAL CYCLIST CHRIS
OPIE HAD DALES SEAT TO THANK FOR PROVIDING HIM
WITH A SEAT LEON SC FR AS HIS SPONSORED CAR.

3. SEAT DEALER PR
TECHNOLOGY TO ENJOY
IN THE PAST, SEAT DEALERS HAVE ENJOYED MAJOR
PR SUCCESS WITH STORIES INCLUDING:
• The handover of 30 Mii to recruitment agency staff at a top race circuit
• Identical twins who compete to sell the most cars
• The family that has five SEATs on its front drive
• The romantic who proposed to his sweetheart in a showroom
• A sales executive with a glamorous past as a catwalk model
WE KNOW THAT THESE STORIES DON’T COME AROUND
EVERY DAY, BUT WE ALSO KNOW THAT THERE IS AN ARMY
OF REGULAR STORES WHICH CAN FUEL YOUR
PR PROGRAMMES. FOR INSTANCE:
• Sponsorships – may be of an
emerging sportsperson or
local charity
• Any awards won by dealership/
members of staff eg: Motorcodes/
Motor Trader Awards/SEAT awards
• Involving local communities in charity
events eg: car wash at dealership
by scouts
• New appointments – DP, Service
Manager, Sales Manager etc
• Dealership anniversaries/milestones
eg: long-serving members of staff
such as the 67-year-old salesman
who’s clocked up 7000 sales or the
dealership that’s been in business
for 30 years
• Business developments – new jobs
created, marked rise in profits or a
showroom expansion etc
• Major fleet deals – race tracks make
great handover venues but so do
dealerships and customer premises
• Cars with an unusual spec such as
dealer limited editions/ chrome
finish etc
• Sale of several cars to the same family
• An unusual sale – eg: an 80-year-old
buys a hot hatch
• Staff member who does something
eye-catching outside the office – eg:
technician plays goalie in the FA Cup.
• Staff member who has previously had
an unusual /totally different job – eg:
undertaker becomes car salesman
• Customer who bought a car via a
dealership’s twitter or facebook page
• Customer who has bought many
cars from same dealership over
lengthy period
NICOLE HINSON IS MAKING WAVES AT JCB SEAT IN ASHFORD AS A STAR SALESWOMAN WHILE HOLDING THE TITLE OF
‘FACE OF KENT.’

4. SEAT DEALER PR
TECHNOLOGY TO ENJOY
• Offering £ xxx on every car sold
over fixed period to local charity
• Test drive incentives - offer a
free dinner at local restaurant,
round of golf, free tickets to the
cinema...or a free health spa
with a service
• Fill a car with something popular
locally and ask visitors to guess
how many items are inside. The
winner gets to keep the items or
another prize, or even the car if
it’s financially viable
• Maximise PR opportunities from
local sports teams – eg: huge
rugby player drives tiny Mii
• Any tie-ups with local celebrities
including sales or loans
• Staging an unusual event in a
showroom eg: gig by up-and-
coming band
• Win a car promotions
• Spanish-theme entertainment
events eg: flamenco guitarists
and dancers
• Invite kids from local schools
to see workings of real-world
workshop and learn
about technology
• Kids ‘Draw a Car’ competition in
conjunction with local schools.
Winning kid gets a toy and
parent ‘wins’ car that kid drew
for a week or longer
• Delivery of Easter eggs/Xmas
gifts to local children’s hospital
• New reg plate stories
• Supporting local road
safety initiatives
• Charity fund raising eg:
running a marathon, climbing
mountains, Children In Need or
Comic Relief
OTHER NEWS IDEAS THAT COULD POTENTIALLY WORK
FOR ANY SEAT DEALERSHIP IN THE UK INCLUDE:
ABOVE: IDENTICAL TWINS LUKE AND BEN HART
COMPETE TO SEE WHO CAN SELL THE MOST CARS AT
CORNISH SEAT DEALER DALES.
LEFT: WESTGATE SEAT IN GRIMSBY WON THE ‘SALES
DEALER OF THE YEAR’ TITLE AFTER POSTING A SALES
INCREASE OF 31 PER CENT.

5. SEAT DEALER PR
TECHNOLOGY TO ENJOY
GENERIC PRESS RELEASES
A vital part of the service we provide is a constant supply of pre-written
articles which can be tailored for use by any dealership and be used as
a bespoke advertorial to be run alongside a newspaper advertisement
or in other collateral - or even on your social media pages.
Our suite of generic press releases can be downloaded from the
Dealer News section of SEAT Desktop. Recent examples include the
It’s Fixed! scheme, the Mii by MANGO tour of shopping centres,
the award-winning ‘Leon family’ and the newly launched five-year
cambelt warranty.
So whenever you think news, think SEAT Dealer PR.
And then contact Jonny Sharp or Sean Lees:
SEAN LEES
T: 01827 875700
M: 07775 861628
sean.lees@wlpr.co.uk
JONNY SHARP
T: 01827 875700
M: 07921 511155
jonny.sharp@wlpr.co.uk
TOP LEFT: CHIPPENHAM SEAT’S
SHOWROOM WAS TURNED INTO A
KALEIDOSCOPE OF COLOUR AFTER
YOUNGSTERS COLOURED IN SKETCHES
OF THE NEW SEAT LEON IN A DRAWING
COMPETITION.
TOP RIGHT: IAN SAWYER, OF KENDAL SEAT,
WHO SERVICED ALL HIS PALS’ BIKES AS A
YOUNGSTER, IS A NEWLY QUALIFIED SEAT
MASTER TECHNICIAN.
LEFT: CLUB CRICKET SIDE EAST MOLESEY WAS
BOWLED OVER BY GENEROUS BACKING FROM
SPUR SEAT.

6. SEAT DEALER PR
TECHNOLOGY TO ENJOY
SEAT DEALERSHIPS IN THE NEWS...

7. SEAT DEALER PR
TECHNOLOGY TO ENJOY