PR Measurement Guidelines

For this blog posting I will discuss the PR activities and objectives of Ford Motor Company.

Question 1: What are their current PR activities?  In addition to television commercials, and sports sponsorships, Ford Motor Company also has a variety of websites that consumers can visit. These websites provide a more in depth perspective of the car buyer’s targeted product. An example of one of these websites is http://www.ford.com/cars/mustang/customizer/. This particular website allows consumers to customize their own Ford Mustang, from the wheels to the customized paint scheme. As an added bonus, the consumers can enter their design in a contest for chance to win the mustang of their dreams.

Question 2: What are the possible outputs, outtakes, & outcomes? The possible outcomes would be if there were a change in attitude and preference among consumers or if there was a change in behavior. Opinion research could be a useful tool for measuring these particular outcomes. The possible outtakes are whether the target audience is receiving the overall messages. Ford can monitor the number of visits to each of the product websites and the number of participants who enter their various promotions. Some possible outcomes would be an increased in car sales, return customers, and higher rating amongst consumers.

Question 3: What might their PR objectives and business objectives be? Ford’s PR objectives might be to market themselves as a leader in the US automotive industry and an innovator in technological concepts. Another objective would be to market key concepts, like their Eco-Boost engine that provides the fuel efficiency of a V6 engine but with the power of a V8 engine. The business objectives would be pretty much the same with the addition of streamlining business processes and moving manufacturing jobs back to the US. The marketing of key concepts is crucial to generating new business and sets Ford apart from the competition. Bring jobs back to the US can provide a boost to the economy and in turn allow consumers to purchase newer vehicles.

Question 4: How might they measure each? One way the objectives can be measured is by monitoring sales. If the PR and business objectives are met, Ford will see an increase in vehicle sales. These outcomes can also be measured through quantitative surveys, ethnographic studies, focus groups, and attitude research.

Question 5: Do they seem to be accomplishing their objectives?

I believe Ford is accomplishing their goal. Ford is currently one of the top 2 US automakers. Being a leader amongst US auto manufacturers is proof that the PR plan is providing dividends. Further evidence of Ford’s success in achieving PR and business is objectives is the forum “Ford Social” on their website http://www.social.ford.com. This is a social media community where ford representatives interact with current and potential customers and answer questions that relate to cars, truck, service and parts. “Ford Social” offers an opportunity for consumers to share their stories and comments about Ford products. For potential customers, this website provides an avenue for obtain answers to their questions before making a purchase or an opportunity to voice their opinions.