Initial Situation

The Tata Steel Group is one of the biggest steel producers worldwide and belongs – together with its European daughter Tata Steel Europe - to the leading steel producers in Europe. The European division produces innovative and sustaining steel products for the automotive, the packaging and energy industry.

Task

In 2013 we started to build up the reputation of Tata Steel Europe in the German steel market and to establish the company as a thought leader and as one of the leading steel manufacturers in Europe. At the same time we diminished existing prejudices against the Indian parent company. Since 2016 the advisory mandate includes the strategic communicative support of the proposed joint venture with thyssenkrupp.

Idea and Realisation

We developed a general communication strategy and served as an external press office for daily, business and specialist media. Hereby, we advise the top management and take care of its positioning at exclusive industrial and specialized conferences. At the same time we pursue the daily monitoring, issue management, and support in critical situations. While we actively communicate our core messages, we include proficiently the joint venture storyline into our communication strategy.

Result

As a result, we succeeded in achieving a notable increase of recognition in the German market and a successful positioning as a thought leader for innovation and sustainability. Till 2016 we were able to generate 300 publications in daily and business news with a coverage of about 180 million contacts. Despite wide-ranging disscussions regarding the joint venture we achieved to protect Tata Steel’s reputation and to position the company as an equal partner for thyssenkrupp.

 

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