Recent Client Success
Major Events
For the past nine years, Robar PR has produced Detroit Homecoming, the landmark event that has attracted 850 expats to the city...and more than $700 million in pending investments. Speakers have included Lily Tomlin, Stephen Ross, Steve Ballmer, Warren Buffet, Berry Gordy and Tony Fadell. The 2017 opening dinner was held in the Michigan Central Depot, the first event held there in 30 years. (Click on the photo to watch the recap video from Homecoming V.)
Media Relations
During the pandemic, NPR station WDET raffled a special Echopark Guitar donated by Gabriel Currie. Robar PR created the tickets, fulfilled the requests and handled all the media relations, including this front page Detroit Free Press story and TV stories on every network. The raffle was a huge success and raised nearly $70,000 for the public radio station, with many ticket buyers saying the media coverage prompted them to call. According to Station Manager Mary Zatina, "Robar PR put a polish and professionalism on this story better than we ever could have imagined."
Zero-Emission Future
Nikola, the entrepreneurial company that is changing the landscape of the commercial trucking space by adding hydrogen-electric trucks to America's roads, has consistently received coverage since Robar PR helped launch the company from the very beginning in May 2016. Fast forward six years and Robar PR is still helping Nikola with all its news. The company has been covered in Barron's, Forbes, Fortune, TechCrunch, Wall Street Journal, Bloomberg, Reuters, Cheddar TV, CNBC, FOX, Yahoo Finance and more.
Small Businesses
When The Peacock Room revealed its plans to open two new stores in the Fisher Building, Robar PR managed both announcements by releasing the YAMA concept to the Detroit Free Press on the morning of the influential Mackinac Policy Conference. Owner Rachel Lutz's news dominated the coverage from the Island. To announce the new Peacock Room flagship, a fleet of antique cars, pinup girls and loads of fun greeted the media guests in front of the Fisher Building. Coverage resulted in all the major news outlets.
Global Know-How
Robar PR collaborated with Berlin Cameron and Near Perfect Media for Chinese automaker GAC Motor to help them announce their plans for a 2020 entry into the US at the 2018 and 2019 North American International Auto Shows. To date, more than 2.700 stories have been written, including the front page of the Detroit News, USA Today, Wall Street Journal and Automotive News. Robar PR also helped the Chinese automaker at the March National Auto Dealers Association meeting in Las Vegas and landed the company on the front page of Automotive News.
History-Making News
When Edward T. Hightower moved from President to President/CEO at Lordstown Motors, Robar PR worked with the Automotive News team to research past leaders to confirm Edward's historic position as the first black CEO of an automaker. This insight helped to create a feature that highlighted Edward and his background, but also the new direction of the company he is leading. Lordstown is now partnering with Foxconn to manufacture their electric pickup trucks for the commercial fleet market and Robar PR is there to help share all the news.
Built on Purpose
Ineos Automotive staged a four-part, 1,200-mile adventure in January 2023 to showcase the Grenadier 4x4 in almost every environment: mountains, forests, rivers, seas, mud, sand, byways and highways. Robar PR, working as the North American agency with PFPR Communications. recruited and coordinated 10 top US outlets including Wall St. Journal, Men's Journal, Edmunds, Road & Track, MotorTrend, TREAD, Tribune Syndicate and Driving for the first global media drive. The 4x4 will be available in North America later this year.
Going Public
Former GM North America President Barry Engle and his Co-Founder Sam Gabbita had a new SPAC, Qell Acquisition Corp., seeking a target in the mobility marketplace. Key early media interviews set the stage for the reverse merger announcement with their target, Lilium. Robar PR worked closely with the Lilium PR and marketing team to position their key messages within the business, financial and aviation press in the U.S. and Europe. Major stories resulted in 300+ print and broadcast outlets on announcement day.
New Enterprises
When Jay Feldman of Feldman Chevrolet partnered with Hollywood legend Mark Wahlberg on a new Columbus Chevrolet dealership, Robar PR helped tell the story to outlets nationwide, including USA Today, Automotive News, Fox Business, Crain's Cleveland Business, Detroit Free Press and thousands of outlets nationwide. In 2020 and 2021, the duo added four more Ohio dealerships to their portfolio and continued to garner publicity.
Mobility Startups
With Robar PR's help in 2018, Udelv successfully accomplished the first-ever autonomous delivery on public roads. Udelv has since completed over 20,000 last mile deliveries for multiple merchants in California, Arizona, and Texas and is preparing for expansion in many other states. In April 2021, the Silicon Valley startup announced a partnership with Intel's Mobileye with stories in TechCrunch, EE Times, Bloomberg, Reuters, CNBC, Forbes, Barron's and more. The company unveiled their Transporter at CES 2022.
Meet Colleen Robar, APR
President
Colleen Robar is president of Robar PR, a Michigan-based public relations consultancy that specializes in projects that combine global thinking with her passion for Detroit, her hometown.
In 2016, she completed a full-time assignment for General Motors International Operations in Singapore, helping with special projects such as communications audits, news bureaus and corporate communications. Before relocating to Asia in September 2012, Colleen was director of corporate communications at Detroit-based Crain Communications Inc., publisher of more than 30 highly respected media brands operating from 11 offices worldwide. She concurrently served as marketing director for Automotive News.
Since 2014, Colleen has produced Detroit Homecoming for Crain's Detroit Business which brought together hundreds of Detroit "expats" to reconnect and reinvest with their hometown.
Her experience includes serving as VP-corporate communications for Ardesta, where she helped several startup nanotechnology companies launch their first identity programs and communications strategies. As a VP/account director at Mullen, she led two teams for client General Motors, one involving advanced technology and the other handling women's and GLBT marketing. As part of Mullen’s work, Robar led the team that delivered the first hybrid buses to Seattle. From 2005-2007, Robar PR served as the main PR arm for JWT/Team Detroit and their clients, primarily Ford and Ambassador Bridge. Her experience also includes work in tourism with the Detroit Convention Bureau and Ritz-Carlton hotels.
She holds a journalism degree from Central Michigan University and a MBA degree in technology management from the University of Phoenix.
In 2019, Colleen was inducted into the PRSA Detroit Hall of Fame, the chapter's highest honor for PR professionals.
In addition to China, she has lived in Yokohama, Japan and Sao Paulo, Brazil.
