PR Measurement Guidelines
- What are their current PR activities?
Shortly after the chapter 11 bankruptcy GM blanketed the social media sites, Facebook, Twitter, and blogs. This was all to engage the consumer and answer questions on the restructuring and to alleviate uncertainty.
http://www.prsa.org/SearchResults/view/8548/105/What_drives_GM_s_social_media_strategy
- What are the possible outputs, outtakes & outcomes?
By addressing the issues head on and keeping a positive spin on the media they can make consumers more comfortable with the company and more willing to purchase from them.
- What might their PR objectives and business objectives be?
When the initial PR push was enacted there was damage control being done. Currently the PR goals are still to continue dispel any myths about the bankruptcy and the bailout, but also to try to gain back market share that was lost. They have recently also embarked on a television marketing campaign to show how they have been repaying the federal loans.
- How might they measure each?
The monitoring of negative comments vs. positive ones can give a metric that could show if the perceived issues are being addressed. The total traffic can be monitored to see how much market penetration they are making.
- Do they seem to be accomplishing their objectives?
I think that the view of GM has been positive over the last year or so.
Rick,
ReplyDeleteI like that you pointed out the fact that GM has launched a campaign to dispel negative thoughts about the government lifeline.
It seems to me that there are many people with a lack of understanding regarding the issue of the auto bailouts -- if we hadn't saved the auto industry, 1.1M + jobs would have gone by the wayside, and we would have single handily demolished one of the last tenets of manufacturing in America.
Do you feel that GM's campaign has done enough to underscore that message, do you think consumers will/have responded how they anticipated?
Good post!
Rick,
ReplyDeleteFantastic as usual. You are very direct with your statements and don't toy around with flowery language.
I would suggest utilizing the ability to create text-based hyperlinks in the future, though, simply for a cleaner look.
My two cents, of course.