MICA Events

Our draft list of events for 2024 is below. These will all include opportunities to meet our expert speakers and to network with MICA committee members and other guests. All MICA events are free to members, who will also be given priority booking when numbers are limited.


EVs debate – Develop a broader understanding of the entire EV ecosystem beyond your brand’s role. Use this insight for more informed communications, to help manage the current noise and disinformation and rise above the tribal nature of debate (2 Oct).


MICA supports its charity partner WOMAC (April 17 in London)
MICA presence at autumn Scramble (October at Bicester Heritage)
MICA Young PR Professional Award at the Guild of Motoring Awards and members’ drinks (December at the RAC Club)
Let us know which events you are interested in on info@mica.org.uk

 Webinar on the principles of using AI for communications

Thursday 16th May 2024, 12.30 45 minutes – video available soon in Members’ Area

Artificial intelligence has the capacity to change the communications industry as we know it. But how should communicators in the automotive sector be using AI today and what role can they expect it to play in the future?

Torque was the first communications agency in the UK to publish its own guiding principles for using AI in communications and today boasts a full team of certified AI prompt engineers.

In this webinar Torque’s Associate Director, Alex Michaelides, used a range of real-life examples and case studies to demonstrate how communications specialists in our sector can embrace the transformative potential of AI.

The webinar covered:

  • What are AI Large Language Models and how do they work?
  • How to construct an effective prompt
  • How is Torque using AI today
  • What can the future hold for AI in automotive communications

Automotive PR Essentials – 9 November 2023 

This masterclass covered:

  • Crisis communications
  • Principles of using AI in communications
  • Building successful relationships with partner organisations
  • Finding and developing stories

Following the success of this event, we are planning to run an Advanced course. Please email us on info@mica.org.uk to register your interest.

Slide packs from this masterclass:

Tim Burt, a vice-chair at Teneo, shared his experience of crisis communications and some case studies concerning major brands.

Headers shot of AI slide pack

Euan Antona explained the principles developed by Torque. Click here to read the pack:

Principles of Using AI for communications

Image of Alpina BMW

Richard Gotch, communications specialist for all sectors of the automotive technology industry, presented his Alpina BMW case study about changing the public perception of the brand, read the pack here:

Alpina BMW Case Study

Slide pack for finding and Developing stories

Andrew Noakes, Assistant Professor of Automotive Journalism, School of Media and Performing Arts, Coventry University shared his insights, click the link below for the pack:

Finding and Developing stories

Automotive Journalism MA image

For details of the MA in Automotive Journalism at Coventry University, including alumni in motoring media and communications, click the link below:

Automotive Journalism MA

Review of Automotive PR Essentials masterclass:

Adithya Gopal Suresh, Coventry University MA in Automotive Journalism student, wrote:

“As an aspiring automotive PR professional, I was looking forward to the Auto PR Essentials masterclass and the networking opportunities it presented. However, I was more inspired by the various sessions tailored for the automotive industry.

Richard Gotch’s case study on Alpina and how specialist PR practices put the brand on the global map was one of the key highlights. The learnings from Tim Burt’s session on crisis communication and how geopolitics influence the industry were thoroughly insightful. It also highlighted the importance of crisis anticipation as a vital tool for successful public relations. Meanwhile, from a journalism perspective, Andrew Noakes emphasized the value of story mining. AI is an emerging trend and Euan Antona showcased the merits of AI with respect to public relations. The final session by Mark Harrison demonstrated the importance of talking to everyone using engaging personal accounts and anecdotes.”