Chapter 31: The Automotive Industry: A Race to the Future
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Automotive communications is extremely important because of the intense interest the media has in this field. Planning, implementation and evaluation of PR campaigns are discussed, complete with a checklist. It is important to consider many types of communications ranging from design communications to engineering, employee, financial and media communications. The case study focuses on Ford’s campaign to show that Ford is different from other Detroit manufacturers. The plan emphasized the human side of Ford with real faces and real stories. Much of this was done through social media and blogging. Transparency and accountability are important for the future.
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