FIAT's public relations - Essay Example

Public Relations: FIAT Executive Summary This report investigated FIAT’s overarching public relations model. Within this context of understanding, inputs are collated from television and print media, the company website, reflective investigations on the organization’s sales and public relations measures, as well as customer and employee perspectives. This comprehensive analysis reveals that FIAT has worked to establish a brand identity that promotes sleek sophistication and femininity, and specifically targets past notions that the organization’s products were unreliable. While mixed results have been demonstrated, with some positive correlations emerging in the public relations positioning, a pervasive amount of cynicism has emerged questioning the car manufacturer as disingenuous and pretentious; such negative perceptions are reflected by declining sales figures of the 2012 Fiat 500. Background FIAT (Fabbrica Italiana Automobili Torino) is an Italian automobile manufacturer that also engages in engine production. The organization emerged in the Italian region of Piedmont and remains centrally located there to the present day. The company emerged in 1899 as an outgrowth project of investors, most prominent among them Giovanni Agnelli. While today the organization is primarily concerned with the production of automobiles, throughout its century long existence the organization has forayed into the production of a variety of realms, including railway engines and carriages, military vehicles, and aircraft. In addition to maintaining a significant foreign presence – the carmaker is the 9th largest in the world – FIAT is currently the largest producer of vehicles in Italy. Notably the organization has demonstrated significant foreign outreach, having substantial manufacturing and marketing relations with countries as diverse as Italy, France, Turkey, Serbia, India, and China. The organization is also the largest automobile manufacturer in Brazil and has a long-standing partnership with General Motors (GM) dating back to 2000. There are a number of prominent factors relating to the organizational sector that FIAT is a part. Perhaps the most overarching concern in these regards is the European Sovereign Debt Crisis, which has recently found Italy, in addition to Greece, at the center. Recently the Italian Prime Minister Silvio Berlusconi was replaced by Mario Monti. The ultimate sector impact of this economic and political change has yet to be fully understood, but it’s assumed that a greater degree of austerity will emerge in the region, with public support of higher end vehicles expected to dwindle. In addition, Italian and European car manufacturers face increasing threats from Japanese and South Korean car manufacturers who have consistently led the world in innovative supply chain management processes. Finally, car manufacturers have been forced to deal with the challenges of rising steel prices, which are up 16-30% since the beginning of 2008. Methodology This investigation into FIAT public relations advances with a qualitative mode of investigation. In this context of understanding, a broad array of public relations material are analyzed for their overt and latent messages. The report considers that the foundational element of a firm’s public relations strategy is rooted in a six-point public relations planning model. It’s also understood that determining a firm’s specific objectives and situation analysis and the effectiveness of these measures requires a broad ranging and multi-perspective consideration of media inputs. It follows that this qualitative investigation incorporates a variety of media inputs, including FIAT print and television advertisements, customer and employee perspectives, and general media insight. This qualitative analysis through a multi-dimensional approach functions to consider by FIAT’s specific objectives and the extent that these objectives have been effectively achieved. Findings Some of the most interesting considerations within perceptions of FIAT’s public relations outreach are media sources that consider such presentations from a self-reflexive perspective. In these regards, a number of news stories have directly considered FIAT’s public relations strategy for 2011. One notable element in this context of understanding is considerations related to FIAT’s reentrance into the American market. Schwartz (2011) notes that previous public conceptions of FIAT’s product contained a general perception of unreliability. FIAT has attempted to counter this through recent measures that reposition to their cars as containing “sophisticated European design” (Schwartz 2011). In this positioning FIAT has notably implemented ‘studios’ instead of ‘dealerships’. FIAT’s car commercials add great insight into the organization’s goals in terms of market positioning. A general perusal of recent FIAT commercials reveals a number of notable elements. One of the most pervasive is the latent connection between the FIAT care and femininity. While the traditional male model of the automobile has been to position the car as a sign of masculinity or extension of the phallus, FIAT has subverted these modes of representation. One commercial for the FIAT 500 Abarth demonstrates an attractive and sleekly dressed woman bending over ("Fiat 500 abarth," 2011). A man nerdy look man walks behind her and stairs blankly at her rear, before being overtaken and kissed by the attractive woman. At this instance the woman changes to a FIAT car and drives away ("Fiat 500 abarth," 2011). The implication being that FIAT is appropriate for women as a demonstration of confidence and empowerment, as well as for men who are symbolically ‘driving’ this newly empowered sleek design. Still, another commercial goes further in placing the FIAT firmly in the realm of femininity. This commercial feature Jennifer Lopez driving a FIAT throughout the neighborhood she grew up in. This commercial is a cornucopia of hybridity. Jennifer Lopez represents mainstream pop stardom, Latin American minority culture, as well as the American urban aesthetic. Conversely, FIAT represents European sophistication. These juxtaposed elements are coupled with a motivational song that is characteristic of middle-American tastes and values. In these regards, FIAT has created wide-ranging appeal for sophistication only limited by the manufacturer’s increasing emphasis on the car’s femininity. Other prominent areas of investigation are perspectives the car manufacturer has presented on their public relations measures. While it’s recognized that such pronouncements contain a healthy dose of propaganda, they also directly attest to the organization’s PR strategy. In relation to the recent Gucci Elegance model, FIAT spokesperson Laura Soave notes, “This special edition adds dimension to the Fiat 500 portfolio and will appeal to North American customers who appreciate Italian style just as much as modern technology, value and fuel efficiency” ("Fiat 500 commercial," 2011). In this context of understanding, it’s clear that in-part FIAT’s intention is to retain its sophisticated design while specifically targeting previous concepts that the brand was unreliable. The FIAT website also contains specific insight into their public relations model, noting that, “Deeply rooted in Italian culture, values, sentiment and sensibilities, it will, like its ancestors, not just blend in. It will fully liberate your passion for life” ("Fiat usa," 2011). Generally employee perceptions have been positive with blog and twitter accounts demonstrating active employee participation in the organizations community relations ("Fiat india," 2011). There are also mainstream media depictions that buy into FIAT’s public relations intentions. One blog notes that, “There are icons of design, and then there are icons of Italian design. So when Fiat and Gucci collaborate to create one stunning vehicle, its a celebration of a combined Italian legacy that spans over two centuries. The 500 by Gucci. This is couture you can drive” ("Fiat 500 ," 2011). The collection of the perspectives indicates that FIAT is actively attempting to present an image of reliability and one of sophistication, and that at least in part such understandings have been positively received by some media outlets. While there exists a number of positive connotations to FIAT’s public relations strategy, there is also a growing body of cynicism. Bowman (2011) notes that recent United States sales of the 2012 Fiat 500 is significantly short of its 50,000 goal, having only sold 15,826 through October. Such figures are echoed in many perceptions of customers and the general public. An extended analysis of blogs and twitter feeds reveals a consistent level of cynicism regarding the organization’s public relations campaign. Some of the comments levied include reality star of Bad Girl’s Club Kayleigh Scott who states, “how is jlo gonna be driving around a fiat in brooklyn? #groundsforgettingshot” ("twitter -- misskayscott," 2011). A woman named Khristian Jones noted, “I just saw a Gucci Fiat in real life. The guy driving it thought he was SOOOOOO COOOOOOL. Lol” (“twitter – khrissyjo”). While these are only two individuals their opinions are echoed by the strong majority of individuals on this service, demonstrating a general questioning of Jennifer Lopez’ participation as spokesperson and a view of the FIAT as pretentious. Conclusion In conclusion, this essay has examined Fiat’s public relations strategy and effectiveness. This investigation includes analysis from television and print media, the company website, reflective investigations on the organization’s sales and public relations measures, as well as customer and employee perspectives. The overarching understanding is that Fiat has worked to present an image of European sophistication and newfound reliability. It’s revealed that a great amount of cynicism and resistance have emerged in response to these measures. Ultimately, one considers that perhaps a general sociological shift of perspective has emerged in conjunction with the European Sovereign Debt Crisis and Italy’s economic collapse, wherein European sophistication as increasingly come to be viewed as unsustainable decadence. References Bowman, Z. (2011). Fiat usa has half-year supply of 500 models, 29 of 130 dealers didnt sell one last month. Retrieved from http://www.autoblog.com/2011/11/21/fiat-usa-has-half-year-supply-of- 500-models-29-of-130-dealers- d/?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed: weblogsinc/autoblog (Autoblog) Fiat 500 abarth. (2011). Retrieved from http://www.youtube.com/watch?v=cpi2IAec9Ho Fiat 500 . (2011). Retrieved from http://tvcfblog.blogspot.com/2011/11/fiat-500- by-gucci-elegance-commercial.html Fiat 500 commercial -- gucci elegance. (2011). Retrieved from http://www.autoevolution.com/news/fiat-500-commercial-gucci-elegance- with-jennifer-lopez-video-40483.html Fiat india. (2011). Retrieved from http://twitter.com/ Fiat usa -- gucci elegance. (2011). Retrieved from http://www.youtube.com/watch?v=kknDChTx9io&feature=relmfu Fiat usa. (2011). Retrieved from http://www.fiatusa.com/en/about_us.html Schwartz, Karen. (2011). Fiat reputation redo might include a new pr firm. Retrieved from http://www.mediabistro.com/prnewser/fiat-reputation-redo-might- include-a-new-pr-firm_b14305 twitter -- khrissyjo. (2011). Retrieved from http://twitter.com/ twitter -- misskayscott. (2011). Retrieved from http://twitter.com/ Read More