An international group from the food industry decided to completely overhaul its PR and marketing communications. The challenge was to focus much more strongly on the positive added value of the products in a difficult, competitive market. This involved a complete change in communication in order to achieve a lasting change in the perception of the company and its products among the target groups.
The interim manager was brought on board as PR & Communications Coordinator Germany to set up the project in Germany. His task: to develop the strategic and organizational activities for external and internal communication.
Conception and strategic development of communication measures
The interim manager took on a strategic content-related function on the one hand and a strong coordinating role on the other. This was because the development of the future communications strategy and measures took place in close collaboration with the global communications team, the various country teams, the employees in Germany including the management and the external communications consultancy.
From planning and press relations to influencer relations and campaigning
The interim manager's activities included, among other things
- Conception and strategic development of communication measures as part of the comprehensive, global change project together with the external strategic communication consultancy
- PR and internal communication as well as corporate social media for the German market including influencer relations and campaigning
- Implementation of measures, Rollout planning and coordination with brand marketing communication
- coordination of timing and to-dos, project management
After the strategic foundation had been laid and the communication project implemented, the interim manager handed over the role of PR & Communications Manager to a permanent position holder after a good six months.
Internal and external interest groups brought together and motivated
As the coordinator for all communications, the interim manager played a key role, as all the threads came together in his hands. There was no such position in the company, as all activities had previously been managed by the global communications department. This new interface function in Germany was therefore crucial to the success of the project and resulted in extremely positive feedback from the client.
The interim manager significantly promoted the success of the project by bringing together the various internal and external stakeholders with a high degree of empathy and sensitivity and inspiring them for the project and its goals. Everyone involved pulled together and always focused on the joint success of the communication.
