BMW announce industry’s first dedicated new media PR role with a little help from their friends

BMW and MINI have historically been very good at traditional ways of PR but felt that with the emergence of new, digital technologies they needed to wise up, so Mark Harrison the Corporate Communications Manager decided to attend a couple of workshops dealing with this newfangled media we call online.

He was looking for ways that BMW and MINI could utilise online PR in their UK operations as he had clearly identified that online will exceed traditional print methods of communication for consumers in the future. He was also hunting for a real life person to appoint as BMW and MINI’s New Media PR Manager.

“Based on research that showed our customers are now influenced as much by online as traditional print media, we felt that it was vital to dedicate resource to the online media environment. Conversations with various website editors and bloggers also confirmed that there is an ever-growing demand for online material and support from BMW and MINI. It is a great opportunity for us to take this initiative and support the online community, media, our customers and prospects.” - Mark Harrison.

Translated

Our illustrious MD, Will, was speaking at the afore mentioned workshops spreading social media goodness and Mark liked the cut of his jib. He invited Will to deliver a high impact training session to the BMW and MINI Corporate Communications Team motivated by the need for the department to continue to develop their online strategy and get ahead in a very competitive marketplace.

Created

Nice Quote from Mark Harrison, Corporate Communications Manager, BMW:

“Thanks for visiting us yesterday. It was pitched perfectly and kept all 12 of us engaged. Well done!”

Now we can feel all warm and fluffy inside because we did a good deed and helped Mark and his team translate all of this digital technology stuff that has got so many people in a twist by getting the Communications Team to think creatively about additional ways for BMW and MINI to reach their audience more effectively by harnessing the power of online.

Delivered

Mark also, after initially looking externally for the right candidate, realised that the perfect person was right there in front of his eyes. He knew that he needed someone who not only knew the business inside out but also had a flair for the new and exciting web developments that are happening in the world. BMW and MINI therefore decided to select one of their own; the lovely Duncan Forrester who has moved from Media Relations Manager to the new appointment of New Media PR Manager. Forrester’s five years as BMW Media Relations Manager, combined with previous experience within the dealer network and of setting up an internal communications network for BMW UK and its dealers, made him an ideal candidate for the role. They are also very proud to be ahead of the game in this area as this appointment is the industry’s first dedicated New Media PR role.

The new job is already receiving great support from their internal marketing guys - showing the blossoming relationship between marketing and PR within BMW and MINI. The reaction from the monitoring media has been overwhelmingly positive as well.

And the tale doesn’t end there either, BMW and MINI are smart, we expect to be invited back to build on this early success with an ongoing online communications training programme later on in the year. We of course, are delighted, we like being helpful.