Kia Motors Canada
Dealer Toolkit How to use Public Relations & Social Media
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Contents Document Overview ................................................................... 1
Public Relations 101 ................................................................. 3
Traditional Media 101 ............................................................... 6
How to speak to the media....................................................... 8
Ten commandments of Media Relations ...................... 14
Social Media 101 ....................................................................... 15 Seven commandments of Social Media .......................... 17
Appendix ...................................................................................... 21
Pitch Note Sample.................................................................... 21
Press Release Sample............................................................. 22
The purpose of this document is to empower Kia Canada dealers with the following:
1. An overview of what public/media relations is and what it can do for our brand 2. Language for how everyone in the Kia family should be speaking about the brand. 3. A guide for what each dealer can do locally in their own community to supplement Kia Canada’s national efforts.
For additional insights, or if you have questions, please email media@kia.ca
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“A good PR story is infinitely more effective than a front-page ad.” —Richard Branson
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Public Relations 101: What is PR? What is PR? Public relations refers to the professional building of positive brand awareness and strengthening of reputation through strategic and tactical approaches and is utilized by individuals, organizations and brands. PR professionals are skilled at: n
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Staying “on the radar” through ongoing dialogue with media (journalists, editors, reporters and producers) Creating communications strategies that elevate brands, change opinions and build preference
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Developing professional communications for a variety of stakeholders
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Facilitating story ideas and interviews
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Gathering information and assets
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Researching and analyzing opportunities
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Communicating to internal stakeholders (employees, dealers)
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Communicating to external stakeholders (community, media)
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Leveraging trends and ‘hot-topics’ to generate brand awareness
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Being thought leaders
Through paid and unpaid (a.k.a. “earned”) opportunities, PR professionals find the best and most efficient ways to develop positive brand stories which are distributed to consumers and the public by way of media, earning the brand credible third-party endorsements (i.e. if an expert says it without being paid, it must be true) and coverage.
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PR vs. advertising While public relations and advertising often intersect and work collaboratively, they differ greatly. Where advertising creates paid announcements to be promoted through various media formats (including online, print, TV, out-of-home and social media), PR is a strategic communication process that aims to build mutually beneficial relationships between organizations and the public. Each has its own advantages and, when working together, can have a significant impact on the awareness, consideration and preference of consumers. Benefit
PR
Control Reach
Advertising 4
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Frequency
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Credibility
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Cost efficiency
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The core components of PR Today, PR encompasses a number of core components including, but not limited to: n Media relations (e.g developing press releases, media advisories, liaising with journalists, etc.) n Events and activations n Social media n Influencer marketing
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Why Kia Canada implements public relations With our brand still young and growing in Canada, Kia Canada employs public relations as a valuable business strategy for a number of reasons. Public relations generates brand credibility through earned third-party endorsement n Consumers are more likely to believe an unpaid review of a product by an expert they trust than a paid advertisement. Media provide a powerful platform to reach a large audience n A story in the National Post could be seen by as many as 4 million Canadians if all papers within the network publish it. Public relations builds and protects brand reputation n Building mutually beneficial relationships with the media that are based on trust and honest communication provides a better chance that our side of the story is included in both positive and potentially harmful stories. Public relations helps build Kia’s “Share of Heart” amongst Canadian consumers n Because consumers are more likely to purchase a product from a company/ brand that they believe does positive work in their community, generating media stories about Kia Canada’s CSR and community philanthropic efforts increases the chances of our brand being considered at the time of purchase.
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Traditional Media 101 Who are the media? In public relations, the term “media” refers to: n Newspapers n Broadcast/TV Outlets n Radio n Online news and blog outlets n Vloggers and influencers
What is news and what makes a good news story? News stories in general highlight one or a multiple of the following: n Change: New model, new leadership, etc. n Trends: Year-over-year, segments, etc. n Entertainment: Features, road trips, top-10 lists, etc. n Significance: Records, awards, etc. n Controversy: Recalls, scandals, lawsuits, consumer complaints, etc. From a PR perspective, a good news story is a Kia Canada story told by someone else on our behalf. A good news story for Kia Canada could pertain to topics including, but not limited to: n Awards, positive reviews and testimonials including AJAC Awards n Brand partnerships and sponsorships including CHL and Special Olympics Canada n Community engagement events and initiatives, both by KCI Head Office and local dealerships n Strong earnings and company performance n New vehicle launches and product innovation including EVs, innovative technology and safety n Vehicle round-ups/class comparisons n KCI Corporate Social Responsibility initiatives and news
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Canada’s media landscape Online media has drastically changed Canada’s media landscape. Due to the plentiful availability of free digital news, traditional outlets such as print newspapers and magazines, TV and radio have downsized and been forced to adapt to meet the demands of the consumer. This free access to news is causing a decrease in revenue for traditional media outlets causing: n n n n n
Newsrooms to be under-resourced Reporters to have little time to research and write A trend towards general reporting vs. dedicated beats A rise in blogging, instant news and rapid update A 24-hour news cycle
Key media terminology
Television & radio
Digital
(e.g. CTV or CBC):
(e.g. Toronto Star):
(e.g. Toronto Guardian):
Producers and news directors have the final say for what stories their hosts will discuss on their show, or build into segment
Reporter/journalist write the stories that fit their specific topic of interest. In the absence of a report, assignment desks can be pitched and they will deligate
Reporter/journalist write the stories that fit their specific topic of interest and they are published on a digital platform
Bloggers and Influencers (e.g. popular Twitter and Instagrammers):
Writers that develop consumer friendly, follower focused content that builds brand awareness
PR rep n Ongoing dialogue to be “on the radar” n Facilitate story ideas and interviews n Gather information and assets
Reporter/journalist n Pitch or be assigned stories n Identify needs and research/interview n Write/film with commentary
Product expert n Provide what is new and interesting n Answer product questions
Editor/producer n Assign stories and edit copy n Determine layout and “what goes where”
Executive spokesperson n Deliver high-level messaging n Be quotable
Senior editor/producer n Provide high-level direction and final editing n Manage teams/staffing
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How to speak to the media Why is media important? Media outlets are still considered among the most reliable and credible sources of news and information, making them a powerful platform through which brands can drive awareness and trust, strengthen their reputation and encourage product trial and adoption.
What do media need in order to craft quality stories on Kia Canada? While earned media coverage is never guaranteed, there are a number of factors that can drastically increase the odds of securing it. Understanding what resonates most strongly with media is the best way to do so. As a Kia Canada dealer, this could include: n Community inspired, locally impactful stories n Community focused events n Dealer and company-wide charitable initiatives and community/not-for-profit involvement n New product launches and company news n Helpful, locally relevant tips and insights (such as seasonal vehicle maintenance tips or driving safety tips)
How we engage with media Materials that provide clear and accessible brand and product information are crucial in media engagement including: Pitch note n A short, concise “elevator pitch” email tailored specifically to a journalist’s beat outlining the news story being pitched Media Advisory/Media Alert n An invitation for media to attend an event, such as a news conference, grand opening or presentation Press release A short, compelling news story sent to targeted media to inform them of a news story. The press release should contain all the essential information (who? what? where? when? how? and most importantly why?) so the journalist can craft their story.
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Please see Appendix one on page 16 for examples of media materials in-market and templates.
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What are key messages and why are they important? Key Messages are pre-developed guidelines to direct a story’s narrative and to provide internal alignment on all outgoing messaging. Any person who may be in contact with media should be briefed on a brand’s key messaging. Key messages reflect a company’s branding and marketing efforts and should be incorporated into all written and verbal communications. Tips to successful key message development: n
Keep messages short and simple: An average TV sound bite is about seven seconds long and an average radio clip is about 15 seconds. Keeping messaging short, simple and easy to understand and convey will ensure the media walk away with the key nuggets and keep media and the audience interested
Make your key message your mantra: Feel free to do the following with key messaging: l Modify for relevance l Rely on them in all media encounters l Bridge back to them n
Core rules for key messages: No more than three points, each fewer than twenty words n Keep the key messages true and provable n Utilize simple words (including product names, partnerships, special initiatives that have been approved for delivery) n Supported by evidence n Be quotable, punchy and fun while using appropriate phrasing n
Key messaging should always be: Clear, concise, positive, quotable and compelling l Reporters and journalists look for quotable language that will help tell the story l Use interesting and vivid language that will sum up the subject n Supported by evidence n Understandable to the audience l Keep your answers short and simple to help avoid rambling n Personal—when possible, build in your personal experiences to bring your story to life n
Often, we tend to explain an answer in advance of giving it. Try doing it the other way around. Make your point first, then add the background
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What to do if you are asked to conduct an interview
Interview preparation and best practices To prepare for a media interview, consider the following: n What do you need to know before you go in? n Who is the journalist and publication? n Do they have any overly negative/positive background with Kia that we should be aware of? (dislikes the automotive industry, loves the brand, etc.) n What is the topic? n Will it be LIVE or recorded/print? n Will you be sitting or standing? n Will you be inside or outside? n Can you get some/all of the questions in advance? Some media will not share questions with you, rather they will share the angle of their questions or the general themes that they will touch upon. Key messaging will become extremely important in situations such as this. n
What medium you are speaking to (e.g. TV, radio, print/digital) and who is your audience (business, consumer, lifestyle, etc.)
Media interview best practices Television Television interviews range from approximately 30 seconds to 5 minutes. In TV interviews, remember to: Smile and project enthusiasm. n Dress conservatively. Neutral-coloured outfits are the most flattering— particularly the top. n
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Avoid large checkered shirts and highly patterned clothing as they can often appear to be “moving” on camera. Keep jewelry to a minimum to avoid glare, and to remove the temptation to play with it. Avoid wearing light-sensitive glasses; if outdoors, remove sunglasses.
Review your messaging l Know the points that you want to make and what nuggets you want the media to walk away with. l Think of how your answers will sound. l Speak your answers out loud, or to a friend or family member. n
Customize your answers to the situation l What would the report like to know? What is newsworthy and relevant? What do you want to be sure the reporter will walk away with? l When faced with a tough question, bridge back to key messages. n
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If possible, sit to one side of two interviewers, not between them. If you must be between them, try not to swing from one to the other. Instead, slowly turn your head and respond to one question at a time. Studio lights are bright and hot. Ask for some makeup on your forehead or face to control glare. Don’t drum your fingers, tap your feet, fidget, touch your chest (where the microphone sits) or play with the microphone. The sound may be picked up. Avoid sudden body movements, which may take you out of camera range. Try and stay relaxed and calm. Avoid ‘no comment’ responses—if you do not know the answer you can be honest and respond with something like “I’m not able to speak to that at this time”... and then bridge back into what you want to speak about... “but what I can talk about is...” Be careful not to disclose confidential or sensitive information—if you aren’t sure you can speak about something then DON’T!
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Look at your interviewer, not the camera.
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Make sure you have been “unmic’d” before getting up from set.
Thank the producer, host and crews before you leave and offer to provide any other information if they need anything else. n Be mindful of over-sharing. It is OK to answer the question and then stop. Don’t be anxious of awkward silences, either. Once the question has been answered, simply stop and wait for the next question or a queue from the interviewer. There is no need to fill the silence or qualify your response. n
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Radio Radio interviewees can range from approximately 30 seconds to 10 minutes. In radio interviews, remember to: Smile and project enthusiasm (your smile can be heard!). n Keep the tone of your voice warm and friendly. n Dress conservatively. Neutral-coloured outfits are the most flattering— particularly the top. n Avoid large checks and patterns as they can often appear to be “moving” on camera. n Pause and collect your thoughts before answering questions. n Don’t interrupt the host. n If calling in by telephone, use a landline rather than a cell phone—and call from a quiet location. n
Review your messaging and make use of notes during interview (particularly if interview by telephone). l Know the points that you want to make and what nuggets you want the media to walk away with. l Think of how your answers will sound. l Speak your answers out loud, or to a friend or family member. n
Customize your answers to the situation. l What would the report like to know? What is newsworthy and relevant? l What do you want to be sure the reporter will walk away with? l When faced with a tough question, bridge back to key messages n
Always assume microphone is on. l If the radio interview is live in studio, find out if it is also being videotaped. Some radio stations air interviews as videos on YouTube or their website, so confirm whether you are being filmed. l Don’t drum your fingers, tap your feet, fidget or play with the microphone. The sound may be picked up. n
Deliver sound bites. l Avoid ‘no comment’ responses—if you do not know the answer you can be honest and respond with something like “I’m not able to speak to that at this time”… and then bridge back into what you want to speak about …. “but what I can talk about is...” l Be careful not to disclose confidential or sensitive information—if you aren’t sure you can speak about something than DON’T! n
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Make sure you have been “unmic’d” before making any additional comments after the interview, and remember to thank the producer.
Thank the producer, host and crews before you leave and offer to provide any other information if they need anything else. While tough questions can be unavoidable, a few best practices that can be implemented to help you deal with them:
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Prepare in advance n Identify the difficult questions—not just for you, but for your colleagues. Avoid the pitfalls n Speculation, personal opinion, repeating the negative. n Awkward silences, baiting questions, argumentative interviewers. Turn negatives into positives n If asked a negative question, offer positive response for example: Question: Isn’t this an example of the total failure of your corporate strategy? Answer: This experience has allowed us to focus our strategy and ensure we are equipped to deliver on our commitment. Stick to your area of expertise n If you don’t know, don’t bluff. n Refer them to the expert or offer to find out the answer later. n Bridge back to what you know. n Be mindful of over-sharing. It is OK to answer the question and then stop. Don’t be anxious of awkward silences, either. Once the question has been answered, simply stop and wait for the next question or a queue from the interviewer. There is no need to fill the silence or qualify your response.
Bridging, transitioning and handling tough questions Tough questions are a calculated but accepted risk of conducting interviews. In order to content with tough questions, we can utilize three tactics: bridging, transitioning and clear takeaways.
CLEAR TAKEAWAYS
BRIDGING That’s a ______ question: “good” or “difficult” n “important” n interesting” or “intriguing” n
TRANSITIONING I agree (disagree) with you that______, but what I think is______ .”
“The thing I want customers to remember most is______. ”The most important aspect about our strategy is______.”
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The ten commandments of media relations Media relations are a valuable and important tool when executed correctly. When you find yourself presented with a media interview opportunity, you can ensure it goes smoothly and that you maximize the success of the opportunity by following the Ten Commandments of media relations:
1. Prepare
10. Nothing is “off the record”
2. Listen to the question
3. Tell the truth 9. Avoid speculation
4. Challenge bias 8. Use examples
5. Stick to your objectives 7. Avoid jargon 6. Don’t say ‘no comment’
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Social Media 101 Why social media? Social media has changed the way consumers discover brands and products. Visual content shared on social media has become the new storefront. It entices people to explore and ultimately, gets them to buy products. Being active on social media is integral for Kia Canada because: n 71% of Canadians are active on social media n One-third of Canadians say that companies that are active on social media have a better reputation than those that are not n 71% of consumers who have had a good experience with a brand on social media are likely to recommend it to others n 30% of Canadians say they are more loyal to companies they can interact with on social media n Social media increases purchase intent
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Across all verticals and price points, the majority of consumers research products online before buying them, investigating social proof of a product’s value 1 out of 4 purchases are now a result of social media recommendations—this encompasses all categories and all purchases
When to use what platform and why: Facebook Facebook is by far the largest platform, with over 2 billion monthly active users, 61 percent of whom are between the ages of 25 and 54. Facebook is good for lead generation, exposure and positioning a brand as a thought leader, or sharing video content. Its advertising platform can be highly customized to target very specific audiences and amplify content effectively. Facebook is also a good platform for building relationships, showing the human side of your business, and turning leads into loyal followers and customers. Many different content types are appropriate for Facebook, but the key is content that shows a different side of your company. Facebook is both excellent for reaching large numbers of people, but it’s important to remember that there’s also a great deal of competition. You can sign up for Facebook at http://www.facebook.com using a designated Kia Canada email address and can download the mobile app to your cell phone and tablet. Instagram Instagram is the top social platform for engagement, with more than 500 million active users worldwide and growing, the majority of which are under 30. A highly visual platform, Instagram is all about real, beautiful images. Where are you? What are you looking at? What are you doing now? Strong visual content on Instagram is paramount to draw the eye into the caption to learn more. The only place where links
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are clickable in the Instagram app is in your bio. Remember, the more you act human, the more you win. Instagram is personal. It’s for those real-life moments. You can sign up for Instagram at http://www.instagram.com using a designated Kia Canada email address and can download the mobile app to your cell phone and tablet. Pinterest Pinterest is all about aspiration and utility. The app is dominated by women, making up 70% of their user base and 66% are aged between 25 and 54. It’s particularly effective for topics and brands relating to retail, food, style and home décor. Here, you’re not just selling a product; you’re giving knowledge. Infographics, recipes and DIY instructional content perform well when relevant and timely. Typically, what’s shared on Pinterest would be considered too much text for any other platform, but it feels right at home on Pinterest. People are shopping and ideating on Pinterest, so they’re spending more time on the content and looking at it with a critical eye. The platform dimensions are different and allow for it, but more important longer pins take up more real estate. You can sign up for Pinterest at http://www.pinterest.com using a designated Kia Canada email address and can download the mobile app to your cell phone and tablet. YouTube Understanding that by 2025 it’s predicted that 50% of viewers under 32 will not subscribe to paid TV, YouTube’s strength and use as a channel will undoubtedly continue to grow. Today, users 35+ and 55+ are the fastest growing YouTube demographics. 62% of YouTube users are male. Interestingly too, on mobile alone, YouTube reaches more 18-49-year-olds than any broadcast or cable tv network. Music and entertainment content still dominate YouTube’s most viewed content funnels. How-to tutorials, product reviews, unboxings, vlogs and shopping hauls are strong content funnels that perform very well in a YouTube setting that are often capitalized by marketers. You can sign up for YouTube at http://www.youtube.com using a designated Kia Canada email address and can download the mobile app to your cell phone and tablet. Twitter Twitter was made for instant news and quick engagement. Its users utilize short messages, called Tweets, which are limited to a maximum of 280 characters, to connect with their followers and share information that might be useful or interesting to someone in their audience. Twitter users turn to the platform to discover interesting people and companies online, participating in online conversations through using and tracking hashtags and by following people, brands and topics of interest. Twitter has 261 million international users, with approximately 37% between the age of 18 and 29, and another 25% between 30 and 49 years old. In fact, 80% of Twitter users are affluent millennials. Twitter is also an important customer service tool for business, with 85% of users saying they believe it’s important that they can connect with brands through the platform. You can sign up for Twitter at http://www.twitter.com using a designated Kia Canada email address and can download the mobile app to your cell phone and tablet.
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The seven commandments of social media Social media is a valuable tool when used properly and precisely. Thinking about starting a channel for your dealership? Take care in making the decision. If you can’t dedicate the time to doing it often and well, it may be best to hold off until you have the appropriate time and resources. Ready to take the plunge into the wonderful world of social? Read on to find out how to use the platforms most efficiently, and always remember the following Seven Commandments of Social Media:
1. Post 3-4 times a week 7. Engage often and react fast
6. #Hashtag
5. Create highly visual and “nice to look at” content
2. Post high-quality content
3. Don’t advertise, engage
4. Create valuable content for your audience
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The 12 keys to social media success in Canada 1. Define clear goals. n Well-defined goals are the foundation of any successful social media strategy. They give direction and purpose and will help define the right type of content to produce. Common social media goals include:
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Building brand awareness (measured through increased engagement, followers, likes and shares) Building a community of brand advocates (measured through follows, mentions, likes and shares) Research and development (by tracking competition, increasing engagement and gaining insights into consumer sentiment) Driving sales and leads (through increased web traffic, click through rates, callto-actions and landing pages)
2. Commit to being a consistent content publisher. n A channel that doesn’t have consistent content looks unprofessional and isn’t helping your business. If you can’t commit to at least 1 post every other week, it may not be the best idea to start a social media channel. The recommended frequency for original posts per channel is: l Facebook: 2 to 3 posts weekly
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Instagram: 2 posts weekly
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YouTube: 1 video monthly
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Twitter: 1-2 tweet daily
3. Don’t advertise, engage. n Today, it’s easier for consumers to connect with other consumers via social media and make better purchasing decisions by learning about their experiences with a product or service. n
People expect brands to talk with them rather than at them. They no longer expect brands to sell to them, but to entertain and inform them.
4. Understand that content needs to be amplified through social advertising. n Social media platform algorithms limit organic audience reach for brands and companies, making the use of social advertising an essential component for your social media strategy. n n
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Set aside regular monthly budget to promote content on one or more channels. Facebook, Instagram and YouTube all provide powerful advertising and content promotion options to reach hyper-targeted audience. Social advertising is ideally suited for sales and promotions.
Starting a Facebook Business Page will allow you to access Facebook Ads Manager to boost and sponsor posts on Facebook and Instagram > Important note: Instagram is owned by Facebook, and amplifying on Instagram happens on the same platform as Facebook > See here to start your page: https://www.facebook.com/business/pages/set-up
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5. Create and share content that is valued by your target audience. n Knowing your target demographic is a vital component of a social media strategy, but it’s also important to understand their hobbies, their interests, their likes and dislikes and common pain points. n
Understanding these factors will help you create content that is meaningful, useful and engaging to them—from news about their favorite vehicles to community news and answers to common car questions.
6. Leverage multiple channels and create content that is appropriate for each. n Once you understand your audience, determine which social media platforms to leverage in order to reach them most effectively. Strategically utilize the channels that benefit your audience demographic and preferences and develop a strategy that leverages that platform effectively. l Remember, content consistency and quality is key, only start channels you know you have the time to keep updated regularly. n
7. Identify Relevant Hashtags (#). n Hashtags are used to identify a relevant keyword or topic of interest and facilitate a search for it on the social media channel. Including relevant hashtags will help boost post performance so social media users can find and engage with your content. l Popular hashtags in the auto space include: #Cars #CarsOfInstagram #Auto #Speed #CarLifestyle #CarsWithoutLimits #Sportscar #Instacar. l Kia Canada hashtags include: #MyKia #KiaCanada #KiaSoul #KiaStinger #KiaTelluride etc. for all #KiaNAMEPLATE n
8. Create a content calendar. n A content calendar is a schedule for content and is a great way to stay organized. It is recommended to schedule a variety of content throughout the week to keep the social media channel fresh and interesting. It’s important to post content at the times of day when your target audience is most active on social media to maximize reach and impact. This will vary depending on your audience. The best way to determine optimal posting time is to vary the times and days you schedule content, noting which posts garner the most engagement.
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9. Create highly aesthetic content. n Visuals are highly valuable when it comes to social media. n
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It is critical to post high-res, high-quality images. Often, those with people in them perform the best. Combining a mix of vehicle and community, dealers etc. in your feed will ensure a strong personal identity and story.
10. Use good news and great stories. n For businesses, good news and great stories are an ideal way to reach their audiences. Ensure you’re sharing positive content that is relevant to your target audience—from Corporate Social Responsibility initiatives to positive business news like awards and promotions. 11. Engage often and react fast. n Social media is one of the most direct connections between a business and consumers. It is also “always on.” This means that it’s important to engage often and react fast. Social media allows businesses to speak directly to their customers, but it also allows consumers to discuss issues in a public forum. This means that it’s important for business to proactively engage with their audience in a positive way, but also be vigilant in responding to questions or issues quickly. 12. Understand how to respond to concerning online conversation. n When complaints or concerning conversations do arise on social media, it is important for brands to act fast and strategically to mitigate issues. If a consumer complaint is made on KCI social media and is publicly visible, it is important to respond directly and immediately and then transition the conversation into a private message to find a resolution. The purpose of this is two-fold: it shows other consumers that the brand is attentive online and are eager to help, and it allows the brand to mitigate any further negative public engagement. Do not engage with comments or messages that are negative simply for the sake of being negative and delete comments only if they are derogatory (i.e. racist, sexist, homophobic, crude). In the event that you have questions or are unsure how to respond to a consumer or situation, please contact media@kia.ca to alert the KCI Head Office social media team who can provide guidance. For more information on Kia Canada social media procedures, protocols and best practices, please contact media@kia.ca.
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Appendix: Supporting materials Appendix 1: Sample media materials Pitch note l Pitch notes are the upfront email body used to attract and hook media into your story. They should be concise and exciting, to prompt media to learn more, read on and contact you. n Press Release l A press release is an official press communication issued to media outlets providing information a particular matter. n
Pitch note: Subject: INTERVIEW OPPORTUNITY | Kia Canada committed to raising $150,000 in support of Special Olympics Canada games Hi XX I wanted to connect on an amazing opportunity that we think your listeners would love. Special Olympics truly represent the Canadian spirit and all of the cultural pillars on which we as a nation pride ourselves: strength, unity, inclusion and acceptance. And this year, to celebrate the 50th Anniversary of Special Olympics, Kia Canada has committed to raising $150,000 in support of Canadian Special Olympics athletes from coast to coast in the lead up to the Summer Games in Antigonish, Nova Scotia, from July 30th until August 4th. Kia Canada believes in the power of unity and inclusion and understands that Special Olympics athletes possess the power to surprise. That’s why, as part of its Special Summer Celebration, Kia dealers nationwide are proudly donating ten dollars to Special Olympics Canada for every vehicle purchased in the month of July. And to drive momentum towards reaching its $150,000 goal, Kia Canada is excited to match every donation made by its dealers. We would love to offer you an interview with a member of the Kia Canada leadership team, who will be in Antigonish, Nova Scotia, cheering on the more than 900 athletes, 290 coaches and 600 volunteers who will be coming together to celebrate sport, inclusion, unity and the Canadian spirit. Speaking Points Include: n Real-time updates on the Summer Games and the amazing stories of victory and triumph unfolding on the ground in Antigonish n The story of Special Olympics and its past 50 years n The total donations raised for Special Olympics Canada and the initiatives supported by those donations
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The importance of Special Olympics in the lives of Canadians living with intellectual disabilities n Kia’s ongoing support of Special Olympics Canada n
If you think this is a story your listeners would like to hear, we’d be happy to coordinate an interview for either Monday, July 30; Tuesday, July 31; Wednesday, August 1; or Thursday, August 2. I know that you are not very close to Antigonish, however, I hope that we might be able to make this work! Let me know. Thank you! XX Press release: KIA PREVIEWS EXCITING NEW & AWARD-WINNING VEHICLES AHEAD OF TORONTO’S CANADIAN INTERNATIONAL AUTO SHOW n
Canada’s 2019 Best Small Car (Kia Forte) and 2019 Best Large Car (Kia Stinger), according to the Automobile Journalists Association of Canada (AJAC)
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Kia Telluride: Versatile new 8-seater SUV is an all-new name plate making its debut in Canada and provides all the comfort and technology needed for Canadian families looking to explore in style
n 2020
Kia Soul: The next generation of Kia’s iconic, award-winning and beloved urban vehicle, with a passion for music and advanced technology to keep drivers safe and connected
n 2020
Kia Forte5: A perfect fusion of sleek design, sporty performance and practical functionality
n The
future of “real-world” all-electric driving with the new 2019 Kia Niro EV and 2020 Kia Soul EV
TORONTO, ON, February 6, 2019: At an exclusive event last night, Kia previewed the exciting new vehicles consumers will see at the upcoming Canadian International Auto Show in Toronto next week, including the Canadian debut of the all-new 2020 Kia Telluride—a luxurious 8-seater SUV brimming with advanced technology. Making their provincial debuts were the sporty, all-new 2020 Kia Forte5 hatchback and the super fun, all-new 2020 Kia Soul. Alongside the brand-new vehicles were two vehicles that the Automobile Journalists Association of Canada (AJAC) have voted as Best Small Car and Best Large Car for 2019—the Kia Forte sedan and Kia Stinger.
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Kia also proudly showcased it’s all-new pair of electric vehicles—the 2019 Kia Niro EV and the 2020 Kia Soul EV—which will have the range, design and functionality to truly be “realworld” cars. With the introduction of these vehicles, Kia has become one of the only brands to offer two distinct electric vehicles to Canadians looking for an electric alternative to their everyday driving needs. “With new and exciting vehicles boasting outstanding design and performance and packed with advanced technology, there has never been a better time for Canadians to take a closer look at Kia,” said Michael Kopke, Director of Marketing, Kia Canada Inc. “Whether they’re looking for a big luxurious family SUV, a fun, sporty and urban compact or an all-electric option with real-world range, Kia has something new coming this year for everyone!” To facilitate interviews with Kia representatives at the auto show, please contact mjames@kia.ca. About Kia Canada Inc. Kia Canada Inc. (KCI), established in 1999 and celebrating 20 years in Canada, is a subsidiary of Kia Motors Corporation (KMC) based in Seoul, South Korea. Kia’s full line of awardwinning vehicles offers world-class quality and customer satisfaction through a network of 193 dealers nationwide. The company employs 170 people in its Mississauga, Ontario headquarters, various locations across Canada and at its regional office in Montreal, Quebec. Kia’s brand slogan “The Power to Surprise” represents the company’s global commitment to surpassing customer expectations through continuous automotive innovation. From compact to crossover to industry leading EV’s, every Kia delivers an extraordinary combination of precision engineering, outstanding performance, innovative features, and advanced safety systems. Having sold close to one million vehicles, popular Canadian models include Soul, Forte, Sportage, Sorento and Stinger. To learn more about the Kia advantage, visit kia.ca or Facebook, LinkedIn, Twitter and Instagram. For more information about Kia Canada and our products, please visit our Media Centre at KiaMedia.ca Press Release Information Notice Kia makes reasonable efforts to ensure that information contained in its press releases is accurate at the time of posting. However, Kia makes no guarantees or warranties, either expressed or implied, with respect to the accuracy of the content presented. Kia may, from time to time, update its press releases, issue new releases, or publish other information to reflect new information.
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For more information about Kia Canada and our products, please visit our Media Centre atKiaMedia.ca or contact media@kia.ca
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