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6 » LENSES August 2018 | AutoData MARKETING X PRESS AND PR It’s a useless confrontation, as the classic Wilbur would say, a character discovered by Luiz Augusto Michelazzo while walking around there, because they are areas of specific tasks in the companies and entities’ planning. But the truth is that the marketing people and alike go further and further in the direction of taking the reins of press and public relations’ area. It’s noticeable the complaints that are heard from the press professionals regarding the press offices’ service on their everyday routine, these already smashed by, let’s say, general laws created by marketing people. A huge mistake, for example, seems to me, the non-participation of automobile manufacturers in auto… shows. MARKETING X PRESS AND PR 2 It’s still there, in the auto show halls, where people’s love for cars is renewed in a general way, that’s where the eyes get amazed by one shape or another and the heart beats faster in front of a motor piece of art. It’s there, at the halls’ space, that from time to time the major institutional union between man and machine takes place. More: it’s really worthwhile that coexistence between press office staff and journalists around the king Car – a living that has joined and united these professionals, with good obvious results for many years. The idea is that the so-called king always be in people’s imagination fueled by the editorial. After all, if it wasn’t a good idea the events wouldn’t have been held for more than one hundred years. MARKETING X PRESS AND PR 3 More: recent work of the Accenture consultancy, The New Dealer, Projected for Me: Where Digital and Physical Experiences Meet the Future Customer’s Expectations, says that 45% of the interviewed drivers “wish that services would be integrated to their daily life but don’t want to go personally to a workshop or a dealer service location”. Important: however “they still want to keep human contact: a place where they can physically interact with the vehicle they desire and receive advice from specialists” – what better place than an auto show? But the cost-benefit people, who are full of new ideas, should consider almost null the benefits from the costs and prefer to apply the company’s money in other ways of promoting and selling. This can be another of those reinventions of the wheel and the result, as it has been experienced before, is a shot on their own foot. They are more like bargain-basement things for the exhibition – someone will be mocked because of this one day, it will be part of the despicable stories that the sector will never forget about. It’s lost, in this case, a carefully built relation, of specific, measurable objectives, of reasonable changes. Rebuilding these communication networks is a job for many years, and journalists usually have a great memory.