Since 1892, General Electric has been a leader in science, technology, and engineering, and invention is in the company’s DNA. Today, GE continues to be a pioneer in industries ranging from healthcare and aviation to lighting and energy. An ever-evolving portfolio of innovative world-changing products demands an ever-evolving communications strategy.

In 2009, GE Reports was launched, a dynamic newsroom that puts the press release to rest in favor of best-in-class reporting and multimedia. The seven-year old publication publishes daily, a strategy that ensures it evolves alongside the brand.

In 2015, coinciding with GE’s pivot to becoming a Digital Industrial company, GE Reports was re-launched with a new homepage and an integrated editorial strategy that brings customer stories, news, historical knowledge and perspectives on policy together.

The publication continues to evolve daily as it targets all GE’s key audiences, from millennials to journalists, business decision makers and stakeholders.

In 2015, General Electric undertook critical transformations, including selling its appliance business and acquiring the power division of Alstom, both of which helped reinforce its evolved positioning as the world’s leading Digital Industrial company.

To correspond with this pivot, GE’s corporate newsroom, GE Reports, was redesigned, and a new editorial strategy was implemented, which brings together news, historical knowledge, customer stories, and perspectives on policy together. The new site was launched to coincide with the Alstom acquisition, serving as a destination for the press and others seeking information about the deal.

The site was redesigned with an emphasis on dynamic editorial and multimedia content that changes daily to reflect the ever-evolving worlds of science, technology and innovation. A new animated logo was created featuring a rotation of effects that cycle through the O in GE Reports. These include a spinning wind turbine, a ship transporting goods, an MRI scanner, an oil rig and a jet engine. This adaptive logo represents the brand ethos of continual evolution, as well as the knowledge-sharing that occurs between the many different GE businesses.

With daily content written by journalists, GE Reports distills the brand’s unique knowledge and insights for a wide range of audiences. Covering topics ranging from the future of work to advanced manufacturing, GE Reports serves as the central storytelling hub for the brand. The publication’s Perspectives category includes a “Debate” feature that pairs together bylines written by thought leaders of opposing ideologies, representing GE’s dedication to progress.

Setting the bar high for editorial, GE Reports' newsworthy stories regularly receive press pickup in outlets including Gizmodo, Wired, Fast Company, The Verge, CNET, Engadget and more. Leveraging the full power of this cutting-edge platform, the brand plans to put the press release to rest in favor of direct audience engagement through GE Reports.