• by Karl Greenberg , December 8, 2008

While Congress and Detroit automakers appear to be close to making a deal that would extend bridge loans to the companies, the automakers are talking more to employees, retirees, suppliers and dealers than to the general public.

Big Three efforts have focused on digital media and grassroots campaigns focused primarily on stakeholders. Ford has launched a microsite, "The Ford Story," within Ford.com that features CEO Alan Mulally talking on video about why his company is involved with Washington efforts to secure loans even though Ford has cash on hand.

General Motors has run print ads driving traffic to its "Facts and Fiction" Web site, which has become a compendium of speeches, studies and rich media about how the company will use the funds.

Meanwhile, Chrysler executives are doing a whistle-stop tour which, like GM's effort, is focused on constituents. Chrysler's "Grab Democracy by the Horns" includes events in Maryland, Michigan, Pennsylvania, Ohio and Phoenix.

GM spokesperson Tom Wilkinson says the company is focusing on stakeholders comprising "dealers, suppliers, employees and retirees, particularly outside the Midwest. It's when you get into markets like Alabama and Tennessee, outside traditional auto states, where it's been very important for us to really have dealers and suppliers engaged."

He says www.GMFactsandFiction.com--which started as small Web site dispelling myths and rumors--now comprises a library of reports, including the new Center for Automotive Research report, fact sheets and talking points, and links to Congressional representatives.

Wilkinson says GM has been running print ads directing people both to GMnext.com and FactsandFiction.com. The latter site has garnered some 170,000 page views per week.

He says there may be an industry-wide effort toward a public-communications campaign about the state of the industry, but that it's more likely the three Detroit automakers will forge their own messages based on each of their circumstances: Ford, which did a debt offering before the credit crisis, has more cash in hand; Chrysler has its own issues since it is privately held.

Mark Truby, Ford's director of global communications, says the Dearborn, Mich. automaker is not doing corporate ads but has been telling its side of the story on www.TheFordStory.com--explaining, among other things, the plan it has presented to Congress, how it competes with imports on quality and the extent of its footprint on the U.S. economy.

"We are trying to be more aggressive in talking about real stories and real situations with regard to our balance sheet, our vehicle quality and the fuel efficiency of our vehicles," he says.

The company is enclosing its corporate and brand message within its current ad campaign, "Drive One." "Given the amount of money we have, we want to devote resources to what's important," says Truby. "We haven't cancelled major product programs, we have a ton of launches coming up and we'd rather spend our marketing dollars to get the word out about those."