Touchdown: Automakers fuelled up

A good communications tactic effectively executive was on display this week, courtesy of the Association of International Automobile Manufacturers of Canada, which represents 13 companies including Toyota, Honda, Hyundai, Nissan, Mazda, Mercedes Benz and BMW. Wanting to make a point about the federal government’s need to better regulate the quality of gas produced by oil companies as part of a holistic approach to improving our environment, the group leveraged a report it commissioned by the respected Alberta-based Pembina Institute. “We really need a different approach from the government to get where we want to go,” association president David Adams was quoted as saying in a story by the Toronto Star’s veteran automotive industry beat writer Tony Van Alphen. As Tony pointed out, automakers have complained for years that Ottawa has regulated the vehicle technology side without forcing the oil companies to adequately clean up so-called dirty gasoline supplies. So how to make the point fresh and gain some media attention to the issue at a time when the federal Conservative government is so clearly in a policy-making sprint? By producing the Pembina report there was a fresh angle, a fresh perspective to offer the media. It’s a lesson well-learned about going outside your organization to seek expert advice from third parties and leveraging those partnerships and expertise to deliver your message in a timely fashion.