Carwow | Always-On Broadcast PR + Newsroom Strategy

Challenge: Staying Broadcast-Ready in a Fast-Moving News Agenda

The automotive sector sits at the intersection of consumer finance, politics, trade, climate policy and cost-of-living pressures — all fast-moving news areas requiring immediate, credible expert response. With a strong focus on news, Carwow needed to be reactive, available and broadcast-ready at short notice, while also developing confident spokespeople who could handle live interviews on complex and often contentious topics.

 

Insight: Visibility Comes from Being Ready, Not Just Newsworthy

Having relevant expertise isn’t enough if a brand can’t act on a story the moment it breaks. Broadcast newsrooms work to tight deadlines, and the spokespeople who get booked are the ones already primed, available and trusted to deliver. For Carwow, the opportunity wasn’t just to comment on the news, it was to become a dependable name producers could turn to first, across both the big political stories and the quieter, seasonal moments that fill out a broadcast schedule.

 

Solution: An Embedded, Always-On Approach

Our newsroom PR service operated as an extension of Carwow’s press office, providing ongoing consultation, rapid-response pitching and proactive editorial guidance to ensure Carwow experts were embedded within the daily news cycle. Our approach focused on identifying breaking and agenda-setting stories — from Trump’s trade tariffs and EV grant announcements to the car finance scandal and major industry data releases — and positioning Carwow spokespeople as clear, consumer-focused commentators.

Alongside reactive news work, we proactively planned softer broadcast opportunities via ongoing media relations aligned with seasonal moments and lifestyle relevance, including extreme weather advice for drivers and emerging trends such as touchscreen safety in cars. This ensured Carwow maintained a visible broadcast presence beyond hard news moments.

A key part of the retainer involved media training and spokesperson development. We worked closely with multiple Carwow and Auto Express experts to build confidence, sharpen messaging and prepare them for live radio and television interviews. This included dedicated training to introduce new spokespeople to broadcast media for the first time, expanding the pool of credible voices available to journalists.

Throughout the year, we also provided strategic advice to the wider PR team on how stories could translate successfully to broadcast, strengthening alignment between print, digital and live media opportunities.

 

Impact: Sustained Presence Across Top-Tier National Outlets

Over the course of the year, we secured over 20 broadcast interviews with a total audience reach of nearly 40 million, significantly increasing Carwow’s visibility across top-tier outlets. Carwow became a regular contributor on LBC News and secured repeated appearances on major national platforms including BBC News, BBC Radio 4’s Today Programme, BBC Radio 5 Live and LBC.

This consistent presence positioned Carwow as a go-to expert source for broadcasters covering motoring, consumer finance and automotive policy, reinforcing the brand’s credibility and authority within the national news landscape while building long-term relationships between Carwow spokespeople and key broadcast producers.