GM Media Online is the central hub of a powerful storytelling machine driven by internal story “miners.” The site has seen a marked increase in traffic in 2010 and 2011 (see graphic for specific results). Image courtesy of Weber Shandwick Company: General Motors Agency: Weber Shandwick Timeframe: January 2010 - Present When the new General Motors began operations in the wake of its 2009 bailout by the federal government with a new business model and leadership team, it faced a highly charged and mostly negative media environment fraught with criticism as a result of the federal assistance. Realizing that it was extremely difficult, if not impossible, to alter the perception of GM among industry media and consumers in the near term, GM and Weber Shandwick devised a new centralized news and storytelling approach for 2010—the GM News Bureau—that would focus on telling positive stories about GM’s four remaining brands after bankruptcy: Chevrolet, Buick, GMC and Cadillac. RESEARCH As part of the planning process, key targets and audiences were identified as employees, media, bloggers, auto purchase influencers and general consumers.
CaseStudy: Hyperactive Story Mining and Aggressive Media Relations Drive General Motors’ Brand Resurgence
You might also be interested in:
- 6 Steps to Help Coordinate a Crisis Response in a Large Corporation
- How to Use Social and Traditional Media to Promote Your White Paper
- Tips and Tricks to Use Facebook's New Live Video Feature to Boost Brand Engagement
- A Job for Communicators: Just 47% of Workers Receive Diversity Training
- 6 Tips to Gain Employee and Stakeholder Buy-In for CSR Success