TOUCHDOWN: SLIPPING INTO THE DRIVING SEAT

Communications isn’t just about delivering a specific message. Sometimes the messages that are delivered are a build up to the next level of communications. With automaker woes high and many losing auto industry jobs in Canada, Frank Stronach seized the opportunity. His announcement that Magna International was looking to buy a stake in German car maker Opel AG was rapidly followed by three suggestions key to the Canadian auto industry. First, he set forth the idea that Opels should be built in Canada; communicating the possibility of new strength in that industry. Second, he recognized that the logical sales model would see the cars sold through GM dealerships, communicating a potential business model. And finally, he suggested that new electric Opels should be developed and could be built in Canada as well, communicating vision for Canada as a leader in alternative fuel vehicles. Now, talking about building Opels and developing electric cars in Canada before the a deal has been done may seem premature. However, by setting the stage of ‘what could be done’ Stronach planted the seeds of optimism. This then opened up the door to shift communications to the next phase, government relations. There is no question that there would have to be government involvement in any of these ideas, but the positive messaging gained through public relations serves as the groundwork from which to address governmental issues. When done well, PR and government relations can dovetail nicely into the other in a way that engages the public and establishes a beachhead from which to take discussions to the next level.