In The News

Get Perspective

Get insights on public relations and strategic communications from Pitzer Relations.

Traditional to Social



The Challenge
Penske is well known and due to the industry it is in often has to manage crises. In today’s social world, the first word of a crisis often occurs online. Penske recognized this and wanted to build out a social media solution that not only reacted quickly at the first sign of a crisis, but offered transparency and online communities that could be tapped at a moment’s notice.

The Approach
The Pitzer Relations team established a presence for Penske on all the major SM sites – Facebook, Twitter, LinkedIn, FourSquare – and created communities of followers. The team would routinely use these sites during day-to-day communications around company announcements, customer wins and more. As well, when a crisis struck , the team was able to clarify the situation immediately and manage it in real time.

The Results
The client felt that crisis responsiveness was fast and more efficient and allowed Penske "to get out front" of the challenge. Additionally, Penske also was able to extend its traditional ongoing media relations through social media and build a new view of the brand as innovative and cutting edge from a communications standpoint.