PRSA Detroit hosted a panel discussion last week with four prominent automotive journalists—Jamie Butters (Automotive News), Jackie Charniga (Detroit Free Press), Jordyn Grzelewski (Tech Brew) and Kalea Hall (Reuters)—to discuss the current challenges they face covering the fast-paced, global automotive industry and how they interact with public relations professionals.
The discussion offered both new insights and several reminders of best practices for PR professionals to follow as we work to build and maintain media relationships, place stories in publications and effectively represent our clients.
The biggest challenge that all four journalists said they collectively face today – writing about tariffs – wasn’t a surprise at all, but their comments were revealing. Hall said she has struggled to get automakers and suppliers to talk about them – even on background – and reminded PR professionals she isn’t trying to obtain opinions about policy.
“I’m just trying to tell your story – how does this affect you?” Hall said.
Grzelewski said one of the challenges she faces with tariffs is related to how fast the Trump administration’s policies have been changing. New developments have been occurring at times on a daily and even on an hourly basis – and she typically writes her stories two or three days before they are published. She also said she appreciates pitches offering experts who can explain complex issues — like federal contracting impacts.
Charniga said writing and reporting on tariffs is taking valuable time away from her capacity to write other important stories – but, like Hall, explained that her job is to explain the issue to readers.
Below are six other key takeaways that emerged from the discussion:
1. Understand Each Journalist’s Audience and Outlet
Each journalist emphasized the importance of tailoring pitches to their specific audience and publication. Butters highlighted how his past roles shaped the lens through which companies approached him: the Detroit Free Press for employees and families, Bloomberg for markets and investors and Automotive News for dealers and industry professionals. Similarly, Charniga said she has had to shift from a broad, dealer-focused audience as a reporter at Automotive News to a consumer-oriented readership at the Detroit Free Press. Now, she typically asks herself, “Will this impact Michigan jobs?” before committing to a story.
Grzelewski, at Tech Brew, prioritizes stories that are relevant to industry professionals with a focus on transportation, tech and business intersections, while Hall at Reuters must keep her eye on important breaking news developments but also works on in-depth, globally relevant stories.
“We view our role as providing a unique layer, a unique voice,” Grzelewski said.
Takeaway: Research the journalist’s outlet and audience before pitching and customize your approach to appeal to their readers and editorial focus and know what they have recently written about. For example, pitch a human-interest story to Charniga for the Free Press, or a tech-driven angle to Grzelewski for Tech Brew.
2. Personalize Pitches and Build Relationships
The journalists universally valued personalized outreach over impersonal, mass emails. Charniga shared a memorable pitch from GM about a Valentine’s Day story featuring engineers who worked on a truck together—a fun, human interest angle that led to deeper access. Hall said she deeply appreciates PR reps who remember questions she asks and follow up weeks later when the company does have news it can discuss related to the topic.
Takeaway: Take the time to read a journalist’s work and pitch stories that fit their beat and the media organization’s focus.
3. Provide Access and Clarity, Not Jargon
The need for clarity and access were recurring themes. Charniga, new to covering GM, admitted her knowledge is “broad but shallow” and urged PR pros to break down complex topics without jargon.
Hall vented frustration over vague supplier websites, saying if it takes her more than 15 minutes to figure out what a company actually makes, she may move on. Butters praised PR pros who know how to provide key background information in advance of interviews because it helps him prepare quickly for interviews.
Takeaway: Simplify your message and provide concrete details—think “we make seats for 50% of North American vehicles” rather than buzzwords. Offer access to knowledgeable sources who can explain the “why” behind your story, not just the “what.”
4. Don’t Overlook the Power of Background and Off-the-Record
The panelists also underscored the value of off-the-record and background conversations for building trust and refining their reporting. Charniga uses these discussions to inform her reporting, while Grzelewski values candid insights that correct assumptions, even when they cannot be directly quoted. Hall emphasized the importance of agreeing upfront on how background info will be attributed (e.g., “industry source” vs. “company source”).
Takeaway: Consider background briefings to help journalists understand context, especially on sensitive topics like tariffs or layoffs. Be clear about terms, and trust that these conversations can strengthen your relationship, even if they don’t yield immediate coverage.
5. Avoid Common Pitfalls
The journalists didn’t hold back on what frustrates them. Charniga warned against lying or leaking to competitors after promising a response — “trust has to go both ways.”
Grzelewski cited aggressive PR tactics during the 2023 UAW strikes as a strain on fairness. Hall called out PR professionals who are not prepared to answer questions, like delayed statements on predictable news, while Butters and Charniga both questioned companies that use influencers with limited industry expertise to tell stories over journalists who are steeped in the industry.
Takeaway: Be honest, timely and prepared. Don’t treat journalists as adversaries or bypass them for influencers—your credibility with the press is a long-term asset.
6. Know What’s on Their Radar
When asked about hot topics other than tariffs, the panelists identified electrification, autonomy, AI and vehicle affordability.
Grzelewski said she is tracking how policy changes affect EV investments, while Charniga noted that very few young people can afford a new vehicle.
Takeaway: Pitch stories tied to these trends. For example, think about explaining how your company is really using AI or how your company’s product will help the industry move forward and benefit consumers.
Final Thoughts
Overall, the PRSA Detroit panel, held at Cooper-Standard’s headquarters in Northville, was a valuable reminder that automotive journalists are storytellers seeking truth in a chaotic industry.
By understanding their needs, providing access, and building trust, you can turn pitches into results. As Butters put it, “We’re spread super thin, like everybody else”—so make their jobs easier, and there will be a better chance that your client’s story will be told.
Brent Snavely is Vice President of Media Relations at Franco. Connect with him on LinkedIn.
