Communications Strategy

Aluchemie

Introduction

Aluchemie is the world's largest manufacturer of anodes and is part of the Rio Tinto Alcan international group. Anodes are essential for the production of aluminium.

Communication issue

Discard Aluchemie's old image and position the company among relevant stakeholders. Also ensure that the management team is a recognised partner in discussions with relevant institutions and organisations.

Solution

Relevant stakeholders and the media scene were mapped out in detail. Aluchemie's complicated situation was translated in a Management Development Session into clear, comprehensible core messages that satisfies the information needs of the relevant stakeholders and the media. The messages in existing communications were adjusted to match these. Mediagenic angles for the press lobby were written and proposed to editors.  Aluchemie's messages and interests were set out in a position paper. The campaign programme, which specified in detail the activities for the media and for the stakeholders, was drawn up with the objectives as its starting point. Coalitions were put together for Aluchemie where necessary, in order to realise strategic projects.

Results