I came across the article Ford’s Eco PR Push Sees Green, that outlines Ford’s PR efforts for their upcoming electric and hybrid cars. As the article explains, it is quite difficult breaking into the “green” arena, as environment enthusiasts always have a watchful eye for greenwashing. Ford took a proactive approach and invited a number of bloggers to the North American Auto Show and hosted a Q&A session on Twitter directly addressing the concerns and stereotypes of both corporations who are beginning to develop sustainable products and extremist “treehuggers.”
So often, pr agencies have to deal with message control, both positive and negative, and coming up with the correct strategy to address these is part of what makes you or breaks you. Social media has opened the lines of communication between the general consumer and the seemingly untouchable (celebrities, big corporations, etc), which allows companies, both big and small, to directly reach their target audience. What I love about Ford’s approach was they called out the pink elephant in the room: Hey, we know you may be skeptical, we know you have questions. So let’s talk about it.
In addition, they jumped at the chance to improve their message at forum that was relevant early. The more people are talking, the more the anticipation grows, and a year from now, *kaboom* the new EV cars explode and are welcomed with open arms (so Ford hopes).