Is there a risk in a traditional company such as General Motors adopting cutting-edge communication ...

If executed correctly, the benefits appear to outweigh the risks. Anytime you can
use a new channel of communication to reach a targeted public  especially one
with the demographics and psychographics of podcast consumers  it is a good
thing. The quote in the case study about the time when ol' Dad put on the
gangsta wear and hoodie, and tried to bust a rhyme is very telling. As is the
case with any public relations tactic, podcasting can be counter-productive if it
isn't executed correctly. In GM's case, the company learned from its initial
experience and improved the quality of its podcasts.