PR

More Than Mentions: Why Aftermarket PR Needs to Bridge the Digital and Traditional Divide

In today’s automotive aftermarket, being seen is no longer just about column inches, it’s about conversations. And those conversations are increasingly happening in digital spaces, on social platforms, and through searchable content, not just in trade pages.

“PR has evolved,” says Nikki Gooch, PR Director at Impression Communications. “Having worked across both consumer and trade sectors, I’ve seen first-hand how dramatically the media landscape has changed. But many businesses are still stuck in a rhythm that doesn’t reflect how audiences behave today. Sending out a press release and hoping it lands is no longer enough.”

Impression, the aftermarket PR and brand agency, is helping ambitious businesses adapt. With the lines between media, marketing, and search continuing to blend, the team believes it’s time to stop treating digital as an add-on, and start thinking strategically about where, how, and why your brand shows up.

In the past, a well-placed feature in a trade magazine may have been the ultimate goal. Today, that’s just one part of a much bigger picture. A brand’s reputation is shaped as much by what a technician sees on LinkedIn, what a buyer reads in a blog, or what surfaces in a Google or YouTube search as by a traditional PR placement.

“It’s not about abandoning print or press,” Gooch explains. “Trade titles still matter, they bring authority. But, you have to acknowledge that your audience is consuming information differently. Whether they’re scrolling LinkedIn, searching for repair tips, or attending webinars, your story needs to live across all those channels.”

One of the biggest shifts in PR today is the rising importance of searchable, evergreen content. “If someone Googles your brand and all they find are part numbers or spec sheets, you’ve missed a huge opportunity,” she says. “But if they find technical explainers, industry commentary, or thought leadership, that builds trust. That’s how you become the voice of expertise, not just another supplier.”

Gooch adds that social media, especially LinkedIn and YouTube have emerged as a powerful tools for B2B engagement in the aftermarket. “We work with clients to turn their internal knowledge into visible thought leadership. It’s about giving their people a platform, amplifying what they already know, and placing that insight in the spaces their customers are already active.”

That doesn’t mean traditional PR is obsolete. Far from it. “Coverage in respected trade publications still matters enormously,” says Gooch. “But what we’re doing now is maximising that coverage. One article can become a blog post, a podcast discussion, a conference panel topic, or a conversation starter on LinkedIn. It’s not about doing more PR, it’s about doing it better and making the most of the content you want to share.”

She’s also quick to point out that PR isn’t just about making noise, it’s about shaping perception. “In the aftermarket, where trust, technical capability, and reliability are everything, reputation is built over time. Whether it’s a quote on EV legislation, a podcast on skills gaps, or a column on sustainability, that’s the type of visibility that creates long-term loyalty.”

Looking ahead, Gooch believes the businesses that embrace a blended, strategic PR approach will be the ones best placed to thrive in a changing market.

“With challenges like electrification, remanufacturing, and recruitment shaking up the sector, now is the time to invest in a clear, consistent brand voice. Good PR doesn’t just get you seen – it makes you remembered. And in this industry, that’s what drives real growth.”

If you want to learn more about what Impression can do to shape brand visibility, email Nikki@impressionuk.co.uk