An automotive supplier with a focus on tool and mold making commissioned the interim manager with the strategic and operational realignment of its corporate communications. The company manufactures complex, high-precision parts and free-form surfaces for the blue chips of global automotive manufacturers.
The management of the family business, now in its fourth generation of successful operation, had previously relied on advertising. However, they now realized that the previous measures were no longer sufficient. The number of customers had not increased, nor had the advertising been able to significantly increase awareness or attract new customers.
Solutions for business succession identified as a topic for PR campaign
At the time of the interim mandate, the company did not have any products that would have been suitable for an information campaign. However, the company was facing a far greater challenge: the succession of the management team. The senior managing director had recently handed over the reins to his son. Despite careful planning and implementation, this had caused skepticism among key stakeholders - customers, investors and suppliers alike.
The interim manager made precisely this problem, or rather the automotive supplier's solution strategy, the subject of the PR campaign. At the time, the topic of company succession was on the minds of many entrepreneurs and business representatives. There was therefore a high probability that this topic would meet with broad interest in the media and its users.
Smooth generational change as the focus of corporate communications
The interim manager first identified and analyzed the way in which the topic of company succession was reported in the media. She quickly realized that although the risks and consequences of an unthought-out business succession were predominantly pointed out, no concrete tips were offered on how the whole thing could be managed smoothly. She turned this circumstance into a solution for the PR strategy: the rejuvenation of top management and the associated challenges in planning as well as the prerequisites for a smooth implementation of the generational change became the thematic focus of the realignment of corporate communications. In order to attract broad interest from the media, the interim manager built up the topic as a success story suitable for the press.
Proactive contact with business and trade media increases impact
The new managing director very quickly recognized the opportunities that this type of topic management offered in order to be positively discussed as a company. The interim manager contacted selected, relevant press representatives from business and trade media and sought to talk to them by presenting the topic.
Leading trade magazine publishes special issue on business succession solutions
Within the first three months of the project launch, the first press release alone achieved broad coverage in regional and national business and trade media. Three out of seven relevant trade magazines approached the company themselves, requesting an interview with the new Managing Director.
The leading trade magazine in the mold making industry published the success story exclusively in its special edition, which was published especially for the industry's leading trade fair Metav at the time. This alone reached over 300,000 readers. These publications also reached the company's customers, suppliers and financial investors, reaffirming their confidence in the future security of the automotive supplier.
