GM China moves PR to heart of comms strategy

General Motors has signalled a significant shift in its communications strategy in China, with public relations taking centre stage in the auto giant's battle for the lucrative mainland market. <BR><BR> Currently regarded as the biggest manufacturer in China, only slightly ahead of the previously dominant VW brand, General Motors has tapped Weber Shandwick to handle the rollout of a new long-term PR strategy. <BR><BR> Encompassing internal communications, business-to-business, partner, supplier, distributor and government relations and public affairs, the integrated drive will change tack from GM's traditional approach, which placed greater focus on projects and short-term retainers.