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The result of his effort was a full-color, front-page story in a major newspaper declaring that carwashes conserve water. The article went on to explain that taking a car to any Hoffman's Carwash or self-service bay saves 40-50 gallons of water when compared to washing a car at home.
By taking the initiative to communicate with the media, Hoffman not only saved his washes from being temporarily closed, he increased his sales for that summer.
You can do it, too
Any carwash operator can enjoy the same success, especially if your wash is offering something new or something that will help patrons understand the business. In the story about Hoffman's carwashes, he was recognized as an expert on water conservation - and he had the facts to back up his case.
The power of being cited as an expert in a news story cannot be understated. Cultivating relationships with local editors and reporters, or hiring a firm that already has these connections, is likely to lead to business-enhancing coverage in newspaper and magazine stories.
Just one good quote from you in an article will set you apart from the others. This kind of publicity has more value to your carwash because it has not been purchased as paid advertising - it is a third- party endorsement of your business.
Getting media coverage
Although the editorial process is often confusing to non-journalists, it can begin by establishing one-on-one contacts with reporters. This contact starts with the operator describing what area of expertise or special service can be found at their carwash.
After arranging an interview with a reporter, the operator must be able to explain often-complex machinery and operations in terms the reporter and the readers can understand and appreciate.
Operators will do well to establish themselves as authorities on a particular topic pertaining to carwashing, such as a specific kind of machinery or the effect of salt on a car's exterior.
Remember, however, that it's easy for industry insiders to get excited about topics that don't particularly interest the average person. Ask yourself if your target audience - carwash patrons and prospects -would care about the topic.
Always remain available. Reporters work on deadlines, so you need to be ready when they are. Have your information and experts organized and ready to go on short notice.
Howard Schaffer is a marketing counselor for Howard Schaffer Marketing Associates, Albany, NY, which specializes in marketing promotions and media development for carwash and car rental companies. He may be reached by e-mail at cwpr123@aol.com. | 
