As the communications head at GE, Gary Sheffer has been instrumental in making the multinational conglomerate more transparent to stakeholders. During the peak of the financial crisis in 2008, when GE and other corporations were criticized for their lack of openness, Sheffer led efforts to create clearer messages about GE Capital for analysts and investors.
GE has faced more communications challenges since then, such as when the company came under fire for paying nothing in federal taxes, despite earning a $14.2 billion profit in 2010, triggering protests from consumers even into April 2012. Throughout, Sheffer has continued to defend GE's corporate culture and work to integrate effective communications within the C-suite.
Sheffer helped launch a campaign called "GE Works," which highlights the company's altruism and positive impact on the communities in which it operates. GE also partnered with the US Chamber of Commerce to sponsor job fairs with the goal of hiring 5,000 veterans over the next five years. Such efforts helped his team win a 2012 PRWeek Award for In-house PR Team of the Year. He also served as chair of judges for the 2012 PRWeek Awards.