Motor Press Guild Announces Availability of Second Annual Automotive Public Relations Survey

LOS ANGELES, Nov. 1, 2006 -- The Motor Press Guild (MPG), America's largest professional automotive media association, today announces the availability of its second annual Media Survey. The survey includes the country's top automotive journalist ratings of the public relations and communications programs of the major automobile companies doing business in North America.

For the second year in a row, Volvo and Chrysler scored highest in the journalists' overall rankings, and are now joined at the top by Toyota. The journalists gave "most improved" marks to Mitsubishi, Mazda, and General Motors.

Out of the 20 manufacturers evaluated in the survey, Volvo and Chrysler Group received the highest percentage of positive remarks across the seven categories examined. Volvo's score was 4.2 percent above last year's while Chrysler Group improved by 1.7 percent. Toyota, which ranked third in overall satisfaction, saw its rating improve by 4.9 percent.

"We endeavor to capture the opinions and experiences of as broad a spectrum of journalists as possible," said John Rettie, chairperson of the Motor Press Guild survey committee. "This year the survey was sent to 1,800 writers and broadcasters, making it a true national sampling of informed opinion." The majority of this year's respondents come from print publications with 47 percent identifying themselves as print journalists employed by a publication and 39 percent as freelance journalists for print media.

The survey is comprised of 113 questions measuring satisfaction on seven criteria identified as being crucial to successful media relations programs. Journalists are asked to rate each manufacturer's press materials, media website, ease and frequency of contact, level of a PR staff's knowledge, product launch programs, and more.

"By asking the same questions two years in a row, trends can be seen, changes of behavior can be noted," states Dr. Clarke Caywood, Director of the Graduate Program in Public Relations at the Medill Graduate School at Northwestern University after reviewing the survey report. "In an integrated marketing environment, the MPG survey should be required reading for every media specialist and senior executive in the automotive industry."

Overall, 12 of 19 manufacturers (Isuzu was not ranked in 2005) received higher marks from the media than last year. Mitsubishi (up 12.3 percent), Mazda (up 8.8 percent), and General Motors (up 8.5 percent) showed the most year-over-year improvement.

"Since the majority of manufacturers improved their scores, this initiative is having the desired result and we believe the survey will continue to provide guidance to the automakers in refining their communications programs," Rettie said. "MPG plans on conducting the survey again in 2007 in order to give manufacturers another benchmark as to where their media relations and communications programs are improving, as well as where more work is needed," Rettie went on to say. "The ultimate goal is to help auto manufacturers provide the best service possible to journalists, so that, in turn, journalists can give the public the information it needs."

The survey report is available to all automobile manufacturers. For more information on the survey, or to purchase a report, contact John Rettie, john@johnrettie.com, or Chuck Koch, chuckkoch@corvettethunder.com.