2. Executive Summary
This research takes a look into the Corporate Communication
and Reputation of General Motors who is a manufacturer of
automobiles and is headquartered in Detroit, Michigan.
Through my research I have found positive notes on how GM
is seen in the media and press as well as some areas of
improvement. GM shows strength in years of quality cars and
strong brand loyalty when compared to some other vehicle
manufacturers. My recommendations to GM include areas of
improvement on warranty recalls and how to better
communicate these issues. In addition to this GM needs to
start bringing in a younger generation of managers in order
to pull in and be able to communicate more effectively with
younger consumers. Lastly but not limited to I also
encouraged GM to look more closely at actively becoming
more involved in consumer surveys and national ranking lists.
3. Tools for Research
UtilizedCompany Website
Databases like Mergent, Factiva
Company Website
Competitor Website
Online Financial and News Outlets
Social Media Platform, Twitter, Facebook,
YouTube
4. Summary of Findings
GM has a strong brand loyalty
Ranked 5th on Fortune 500 List
Financial rebound since government bail
out days
New innovative vehicles launching
Many news releases related to recalls
Expansion of global manufacturing
footprint and vehicle joint ventures
5. Summary of Findings-Cont.
News on local Michigan communities
despair and GM workers struggling to
make ends meet
GM was found on a few rankings that are
nationally and globally recognized
Presence on social media outlets such as
Twitter and Facebook
Website re-vamp
7. GM Compared to Ford
When I compared GM to its competitor Ford I
found that in many ranking surveys GM fell behind
Ford. Ford was seen in the public eye as a well-
rounded company not only from a financial
standpoint, but also from a corporate mission and
visions statements.
When I took a look at GM’s corporate missions and
visions statements I couldn’t locate them. I am
sure they exist but they are not openly
communicated to the public. Only general
statements were made in regards to innovation
and the new GM of today.
8. How GM perceives its brand and reputation
and how it is actually perceived by the
media, ranking lists, and through social
media?
There does seem to be a disconnect when you
compare GM’s rankings in the media to its website.
The GM website has a lot of success stories and news
about how GM is committed to helping communities.
There is even news on green initiatives and the details
that consumers can find out about their vehicle. The
rankings unfortunately do not capture all of these.
None of the rankings GM has today is mentioned on
the website. I would recommend that the corporate
communication team ensures to tie together all
good media feedback on GM. GM needs to actively
get involved with as many surveys and rankings lists
as possible.
9. GM changes needed to its
policies/behaviors/actions that would improve GM’s
reputation and brand
An area of improvement to gain more brand loyalty
would be for GM to really focus in on the root causes
of the recalls. Having a recall is more damaging to
the company’s brand recognition then it is to spend
the extra planning and funds before the vehicles are
launched. In most cases a model year launch can
jeopardize quality as the timelines are short and may
seem rushed.
In addition to this from my research I was able to find
that not all recalls are sent to consumers or
announced as widely as they should be. In order to
improve this GM should have a special section to
their website dedicated to communicating recalls.
10. Changes needed for corporate
communication practices that would improve
GM’s reputation and brand
Corporate communication at GM needs to
improve on press releases not only on new
vehicle launches but also on what the future
holds.
I think consumers are always looking for the
next best thing in the market.
GM corporate communications just needs to
share the window with the public and
investors on what they are currently working
on, as well as plans for the future.
11. Advice for GM management and the head of
corporate communication that would build
GM reputation and brand
A fresh start would be my opinion for GM’s head of corporate
communications. I believe that bringing in a younger age of up
and coming managers will help GM’s brand image.
One example is GM’s Buick line of vehicles. This line of vehicles
has always been stereotyped with being a senior driver’s car.
With the help of a good marketing team and some social
media plug ins GM will be able to grab the attention of the
younger generation.
GM has already moved in this direction with some of the
commercial adds featuring professional athletes. This however
is still not good enough.
More involvement in social media platforms, television
commercials, sporting events like the X-games etc. will help
shape GM’s brand reputation for the future generations to
come.
