Roger Ormisher (Vice President of Public Affairs)
and Sören Johansson, (Manager, Public Relations) of Volvo Cars of North America
recently found a few minutes to field some quick hits from the Gronstedt Group's
senior staff. As noted elsewhere in this issue of FOCUS, Volvo has been an innovative,
industry-leading presence in the PR world over the past few years, and we thought
our readers would appreciate their insights into the daunting task of building
a world-class communications organization. GG:
What are the top five lessons you've learned about media relations over the last
two years? And what would you say are the top three or four things your organization
is doing well? Volvo: Lessons learned: keep
it simple; keep it honest; keep it timely; make your audience smile; and be yourself. As
for the second part of the question, I think we do pretty well with strategy,
creativity, and execution, and we have great fun. Teamwork is a key element in
our success. Everybody aligns behind the strategy, but they have the autonomy
to make their own decisions. They instinctively know what's right for the brand.
GG: What can you tell us about
plans for upcoming car launches this fall? Volvo:
It'll be a busy fall for us with two introductions - a four wheel drive version
of the S80 and a launch of a totally new car, which is going to replace the S40.
However, we're in a lucky position. The momentum created by the earlier launches
of the XC90, S60R, and V70R will be of benefit to us. GG:
In a couple places your organization has talked about becoming one of the best
PR operations in the industry. Where do you feel you stand with respect to that
goal at present? What do you see as the next major steps along that path?
Volvo: The "concrete base" of systems,
strategies, and working practices has been put in place. More resources (i.e.,
staff) would enable the department to stretch into more corporate communications
disciplines. We do the bread and butter work well but have yet to put any icing
on the cake. GG: How do
think PR over the next 20 years will be most different from the PR of the past
20 years? Volvo: Assuming
that someone cracks the code of how to properly measure PR the importance of the
profession will grow, at the expense of marketing. GG:
Volvo has received a lot of really positive feedback on its Web site, especially
with regards to the online pressroom. In fact, in a recent survey of automotive
editors and journalists it was rated the best in the industry. What were your
objectives when you set about overhauling the site last year? Volvo:
Keep it simple, keep it fast, keep it up to date, and above all, make it as proactive
as possible. Volvo Cars of North America's site was one of the first with the
capability to send targeted releases directly to the media representatives requesting
them. GG: When you look
around you at other PR organizations, both in the automotive field and in other
sectors, who do you really feel is doing a good job, and why? Volvo:
Mercedes has a big staff and a good organization, but they're underutilized. Mini
- great brand-building with a wicked sense of fun. And New York City, with its
handling of the aftermath of 9/11 and its promotion of Giuliani as a real leader.
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