DETROIT: DaimlerChrysler has launched an effort to identify which online journalists it should target with news about the automaker’s e-commerce efforts.
DETROIT: DaimlerChrysler has launched an effort to identify which
online journalists it should target with news about the automaker’s
At the moment, DaimlerChrysler is working with its corporate agency,
Golin/Harris, on the project. But the company is thinking about bringing
in a specialist agency to help it determine which online news outlets
are worth paying attention to.
DaimlerChrysler created an e-business unit called E-connect in January
to drive both its e-business-to-business and business-to-consumer
According to senior manager of e-Business communications Jeff Leetsma,
the move made it necessary for the company to introduce itself to an
entirely new breed of journalists.
’There’s a whole world of media out there that we’re unfamiliar with,’
he explained, noting that he’s been working with Golin ’to determine
Leetsma said that he isn’t looking for a new agency to help with the
project at the moment, conceding only that E-connect is ’looking at
finding expertise in a lot of different areas.’
But during a speech at the Michigan PRSA conference earlier this month,
VP of global communications for Chrysler/Jeep/Dodge Steve Rossi admitted
DaimlerChrysler might need assistance in determining which journalists
are truly covering the auto business and which are little more than
hobbyists with Web sites.
’We’re looking for someone who can help us steer through the maze of the
printed circuit-board communications,’ Rossi said.
DaimlerChrysler also faces a more practical problem when it comes to
online reporters: auto writers routinely ask the company for what are
known as ’press cars’ - models reporters can drive for a month,
presumably in order to review them.
’Every e-journalist knows about press cars,’ Rossi said. ’We need to
create some sort of measurement process to see what their reach is and
how valuable their coverage would be before doling out cars,’ he
Leetsma said he hasn’t yet had a problem with car requests, but added,
’The press fleet is essentially designed for the auto press.’