Company: Jaguar Land Rover, North America
Team size: Six
What's new: Reorganization of structure according to media targets
In January 2009, Ford sold off its Jaguar and Land Rover brands to Indian company Tata. With that, the US headquarters moved from California to New Jersey and Stuart Schorr, the new VP of communications and public affairs, sought to rebuild the communications team's structure to get more publicity for the brands and better serve media.
The solution was two separate teams: one, the product PR team, serves purely auto media, such as Car and Driver, and is led by James Resnick; the other, led by Leah Watkins-Hall, was developed to help the brands branch out into lifestyle and interactive media.
"We have reached out to a whole new world of media," Schorr explains. "We've gotten feedback from journalists that it's now a better level of service because they have one-stop-shop service."
The corporate, brand, and interactive team has increased the brand's social media presence by developing two sepa- rate sites that allow bloggers, other media, and consumers to obtain and share content such as video and other multimedia. Previously, media sites had been password-protected.
"We want to treat anyone with an audience of more than one in the same mindset we treat journalists," Schorr says.