Final Report – Boeing’s Press Releases
An analysis on Boeing’s communication strategies
Although the Boeing Company has a great deal of valuable information for all audiences,
there is no uniform communication strategy because their target audiences are segmented.
In our observation, the primary audiences that Boeing tries to reach are the general public,
suppliers, investors, and customers. We look at each type of the audiences and identify the
strategies Boeing takes to channel information.
•General public
The general public is considered almost everyone, such as customers, employees,
investors, and suppliers. They are basically anyone who is interested in this company and
wants to obtain general information about it. In 2010 the company revamped its webpage
that once was focused only on its products and a very few stakeholders. Now the Boeing
Company’s mission for communication is to reach all possible audiences, not just their
most obvious personnel, as Todd Blecher, the Communications Director, says “We wanted
to create a reputational enhancement strategy that will better the opinion of Boeing
amongst other audiences such as future employees and the general public.”
In the past the company’s communication information was more focused on airline
products and several government agencies. Its website had a dominant amount of
information on technology and regulations, creating a cold, glossy, corporate feel. But now
they are also emphasizing the people side of communication aspect, along with its
traditional product information. They claim they want their people to be the voice of their
topics. Boeing is involved with Twitter and Facebook. They create a “share” button on the
site that allows visitors to spread articles and pages they found interesting on their own
social media pages. With social media, the company will be able to interact with its
audiences through a broader communicational platform, yet not creating a static
presentation on information.
Many people are impressed with the changes Boeing has made to reach a more wide-range
audience. In an article written by Ludo Van Vooren, he states, “I look forward to the next
Boeing developments in the Digital Environment.” He mentions that he likes their tone and
direction. Their Twitter is not repeating press release headlines, but contains other
interesting insights about related news. They also actively involve with third party stories
and respond to tweets.
The company is changing how they present information to the general public, as well as
widening the range of audiences they are trying to reach. It is cautiously changing its
