Jackie Matthews
Communications Research
General Motors

As an independent consultant working on-site full time at General Motors, Jackie Matthews has been known for her highly imaginative use of research to focus senior management attention on things that matter to business success. From 2001 to the present Jackie has been responsible for research and measurement conducted on behalf of GM communications as part of the Communications Strategy & Reputation Management Team. Jackie’s group is responsible for strategic counsel to internal stakeholders, execution of both internal and external surveys, media analysis and integration with the larger GM Research team. A data geek at heart, Jackie loves the challenge inherent in using data to develop better strategies to move strategic plans forward. “In the time I’ve been at GM, I’ve heard many times if communications people want to be numbers people, they wouldn’t have gone into communications,” she tells PR News. “There was a lot of fear around measurement. That isn’t there now.”