Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts


Bagin, Donald


Subaru of America; Corporations--Public relations--United States; Employee attitude surveys--United States


Public Relations and Advertising


The purpose of this study was multifaceted. The first purpose was to examine the Subaru Difference Initiative campaign of several years ago and see what aspects succeeded and what areas needed change. The second purpose was to evaluate the effectiveness of the Subaru Difference and the role it currently plays within the Subaru of America Corporation. The third purpose was to perform research to obtain a better understanding of how employees would like to be communicated with in the future regarding the Difference and also what future steps can be taken to improve the overall clarity and effectiveness of this initiative.

The study analyzed the results of a company-wide questionnaire provided to all 850 employees at Subaru of America Inc., as well as in-depth face-to-face interviews to further determine the attitudes and opinions of the employees at Subaru of America Inc. regarding the Subaru Difference initiative.

In order for employees to embrace the Subaru Difference as a worthwhile initiative, upper-level management must convey to all employees that this program is a vital part of continuing the success for Subaru. Recommendations were made for future study on the subjects of technology in corporate communications, change communication and also managing change.