Powerplus, the car gadget that saves fuel, improves performance and reduces emissions, needs to get its message across to the public if it is going to be a success.

It may be the best thing since sliced bread but, if the public does not know about its benefits, it will just sit on the shelf gathering dust.

The directors of Eastbourne-based Powerplus had the chance to get this advice from Sussex public relations guru Mark Llewellyn-Slade.

Powerplus was chosen by The Argus from dozens of Sussex firms to meet experts in finance, law, marketing and public relations for a series of advice sessions.

Director Ric Bird said the main challenges for the business from a public relations point of view was targeting the right organisations and people and deciding in which countries to market the product.

Mr Llewellyn-Slade, managing director of Burgess Hill-based Llewellyn-Slade PR, said there were two options.

He said: "First, there is the top-down approach. Launch the product globally through the international news agencies such as Reuters and the Press Association and follow up with telephone calls and press releases to the key national and international press, radio, TV and other international media, then filter the message down.

"Second, work from the bottom up by selecting key markets in key countries and target one at a time.

For example, the 4x4 jeep market in the UK. You also need to decide how you position the product with the media as this will dictate the type of journalists you target -

motoring, environmental, business or all three with tailored messages."

Powerplus director Andrew Newark said it could be difficult getting the media to believe all the benefits of Powerplus.

He asked: "How will they respond to our product? Do you think they will believe the fuel saving and environmental benefits of Powerplus?"

Mr Newark was assured because Powerplus had been thoroughly tested by independent sources, it already had credibility.

Mr Llewellyn-Slade said the company needed to make the tests a key message to the media and be able to explain how Powerplus works in a simple, straight forward way but without giving too much information away to competitors.

"You have to assure potential customers fitting the Powerplus unit to their vehicles won't damage them in any way or affect the manufacturers' warranties.

"The fact it is quick, cheap and easy to fit is also vital to the way the product is viewed by the media and ultimately its success."

Peter Treadaway, the third director of Powerplus, wanted to know how much a public relations campaign would cost and how performance could be measured.

A fixed monthly retainer or project fee payable regardless of performance was not attractive.

Mr Llewellyn-Slade said his firm found that approach unsuitable for most projects.

He said: "Public relations people are notorious for talking a good fight and promising potential clients the world in order to win the business. But, once the client is hooked, the directors who pitched for the business are nowhere to be seen and the fluffy bunnies are rolled out.

"To address this issue, we have developed a payment-by-results service called Transparency. It addresses a major barrier preventing many organisations from using media relations to help raise their profiles and enhance their reputations - measurable return on investment.

Our Transparency clients are given a tailored, up-front tariff covering all public relations services along with fees.

"The tariff covers everything from communication strategy and key message development to a fee structure for media coverage achieved. Clients are in control and only pay for what they get when they want it.

"What we have done is shifted the risk away from the client by saying if we don't deliver, we don't expect to be paid.

"Public relations is such a powerful marketing tool, firms feel they must use it to compete with or stay ahead of the competition but they are rarely given the payment-by-results option, which is a no-nonsense approach for any organisation with a story to tell or product to sell worried about escalating costs."