CaseStudy: Hyperactive Story Mining and Aggressive Media Relations Drive General Motors’ Brand Resurgence

  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.

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