Last year, General Electric reported earning $14.2 billion in profits and paid $0 in taxes. The company wasn't forced to pay taxes because the bulk of its profits were made offshore. GE launched a campaign to reinforce its altruism and involvement in the communities to ease the minds of angered Americans.
Gary Sheffer, VP of communications and public affairs, said that GE does pay taxes, but getting the company's side of the story out has been extremely difficult because of the complex tax laws. The media has accused GE of not only not having to pay taxes, but laying off employees as well.
GE has teamed up with Edelman to launch the campaign "GE works," which highlights its involvement in the cities which it facilitates. This campaign uses digital, media outreach and event components. The company is also using new hiring and training initiatives. An interactive program was created to encourage public interaction through sharing stories, images or video description of what's driving American competitiveness. The project will award $10,000 a week to non-profits that support American jobs and skills training.
http://www.prweekus.com/ge-promotes-its-positive-impact-amidst-criticism/article/236780/
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I think the campaign will be successful. Public interaction is the best way to get people's attention and generate positive results.
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