Tata Steel
Background
Tata Steel, one of the world's largest steelmakers, is highly regarded as a leading manufacturer in Europe through its European branch, Tata Steel Europe. Tata Steel Europe is characterized by the production of innovative and sustainable steel products, which are used in particular in the automotive, packaging and energy sectors.
Assignment
Since 2013, we have been working to strengthen the reputation of Tata Steel Europe in the German market and to establish the company as an opinion leader. This also involved dispelling reservations about the Indian parent company. From 2016, our scope of work was expanded to include strategic communications advice in the context of the joint venture negotiations with thyssenkrupp.
Idea and Implementation
Our task was to develop and implement a comprehensive communications strategy. As an external press office, we were responsible for managing the daily, business and trade media. We advised top management and positioned it at exclusive conferences. In addition, we focused on monitoring, listening and issues management, particularly during critical phases. The joint venture topic was seamlessly integrated into our communications strategy and actively communicated.
Result
The efforts led to increased visibility in the German market and a successful positioning as a pioneer in innovation and sustainability. By 2016, we had generated over 300 publications in daily and business media with a total reach of around 180 million contacts. Despite intensive discussions about the joint venture, we were able to effectively protect Tata Steel's reputation and establish the company as a suitable partner for thyssenkrupp's steel business.
English 
German