Coventry Journalism Review 2010

By Mark Griffiths

For decades Journalism and PR have endured a chalk and cheese relationship: “There’s an essential tension that is caused by the constantly shifting balance of power- a classic love-hate relationship” (Barry, 2002, 60). Focusing on this delicate rapport, this paper explores the reporting of the 2009 Aston Martin Cygnet city car project and its reception within UK media. Contextualizing the use of Pr and media coverage shall also see me explore historical and contemporary examples within the automotive industry, ultimately emphasizing the interrelation of these two industries.

Like many young boys, Corgi’s Aston Martin DB5 with ejector seat was a favourite toy of mine. It represented everything an Aston Martin should be, cool, sophisticated and unlike a full size DB5, was affordable. The corgi DB5 helps convey many notions about Aston Martin and its successful alignment with the James Bond phenomenon. It also suggests its positive portrayal within the media, something we shall expand upon later. To begin we must look at the brand within recent contexts and changes of ownership. In turn we shall introduce the 2009 Cygnet city car project, exploring the influence of PR and media coverage whilst also interpreting how successful the venture has been juxtaposed to other mediated brand developments. Continue reading →