The international manufacturer and automotive supplier (approx. 120,000 employees) wanted to position a new strategic topic in the German market. This project was to be realized primarily with measures from the press and public relations catalog. The interim manager was commissioned by the group headquarters to support the German organization - and in particular the CEO there - as a management consultant with advice and action.
The interim manager first developed a strategy with a corresponding time and action plan. In the meantime, the company's head office signaled to the interim manager that the CEO should make himself more visible to the media and the public. This was because he had only presented himself to the public to a very limited extent in the past. The interim manager, in tandem with another professional, provided the managing director with professional media training. As a result, he increasingly enjoyed speaking to media representatives because he quickly recognized the added value for the company.
The interim manager took on the following tasks, among others, in the implementation of the PR:
- Organizing and accompanying editorial visits
- Accompanying and preparing interviews with top managers of the group and the German CEO
- Inviting and supporting top-class German journalists at trade fairs
- Having background discussions with key media representatives
- Press releases and press enquiries
Successful agenda setting
The PR concept achieved its goals: The strategic topic was successfully placed in the German market. The agenda setting ensured that the topic was present and discussed in the media and with business partners. Relevant media representatives showed great interest in interviews, exclusive reports and background discussions. This was accompanied by the establishment and expansion of new contacts and the deepening of existing media relationships.
