Smith-Winchester Enters Fuel Economy Media Fray with Intensive PR Program for Fuel-Saving Product

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PR-driven communications are fighting for attention and credibility for a proven nano-technology product that reduces fuel consumption...all within a media landscape cluttered with snake oil and gadgets that don't work. Public interest is high due to gas prices, but so is skepticism. PR strategy makes the difference.

Take an economy teetering on recession, high gas prices, and an escalating cost of living, and you've got a climate ripe for selling anything proven to save businesses and consumers money, especially if it's related to fuel. Enter the legions of fuel-economy prophets.

Smith-Winchester recently began an aggressive PR program for CerMet Lab, a nano-technology company that has a unique product proven to improve gas mileage by 5% to 10%, sometimes more. From a PR standpoint, however, it's a double-edge sword. With fuel-saving tips being collected, published, broadcast and blogged everywhere, editorial on the cost of driving is at an all-time high. But much of it is negative toward anything you can buy to help save fuel.

"Skepticism about gadgets that help improve fuel economy is rampant, in both the media and the public, and there's also lots of 'noise' about various oil additives and fuel additives," said David Gordon Schmidt, VP, Public Relations Services, Smith-Winchester. "CerMet gets carried to a vehicle's engine by the oil, but it has a fuel-saving effect that lasts long after the oil is changed. Our challenge is to cut through the clutter and get this message to the media and the target markets."

Step 1: tell the story precisely and with potency, then saturate the web by loading up the news aggregation sites. This also becomes the first foundation for search engine optimization. Step 2: get the social media links rocking, allowing people to share the information. "It's a hungry media machine," said Schmidt, "so we feed it regularly."

Jim Meloche, Executive Vice President, Smith-Winchester, added: "Our PR client roster runs the gamut between major players in mature industries to entrepreneurial start-ups. We have fun working hard and watching our clients entering markets and capitalizing on them by communicating through both traditional and Web 2.0 channels."

About Smith-Winchester:
Smith-Winchester is a full-service public relations and marketing firm focused on designing and implementing strategic marketing and brand management programs. Industries served include insurance/financial, transportation/logistics, building products, manufacturing technology, automotive components, IT services, and business software. See also:


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