GM Corporate Communication and Reputation Rankings AuditCanan MyersMBA 595Dr. Josephine Kershaw

Executive SummaryThis 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.

Tools for Research Utilized Company Website Databases like Mergent, Factiva Company Website Competitor Website Online Financial and News Outlets Social Media Platform, Twitter, Facebook,

YouTube

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

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

Actionable Recommendations

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.

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.

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.

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.

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.

QUESTIONS ?