Clients usually turn to me when they are dissatisfied with the public image of their organization or department – without being able to pinpoint exactly why. The professional work is often excellent, yet the communication comes across as stereotypical or contradictory. This is precisely where my work begins.
The first step is almost always to jointly clarify a simple but uncomfortable question: Who are we actually communicating with?
In practice, there are usually several target audiences with very different expectations. However, communication only works when priorities are set. Trying to please everyone equally almost inevitably leads to arbitrariness.
As an external consultant who is not part of the internal hierarchy, I can facilitate this clarification process through structured workshops with the relevant decision-makers. The goal is not to settle for a half-hearted compromise, but to make a conscious decision about which target groups should be the focus.
Following the conceptual phase, I support the consistent implementation of the decisions made: in guidelines, texts, visual communication, and in coordination with all stakeholders. My external role is crucial here. I have no internal career interests, no conflicts of interest, and no commissions. My recommendations are based exclusively on the jointly developed principles and my professional conviction.
While internal employees know their organization, they are inevitably bound by loyalties and dependencies. Under these conditions, difficult decisions are often hard to enforce. As an external consultant, I can ask uncomfortable questions, clearly identify alternatives, and advocate for decisions even in the face of resistance. This provides clarity both internally and externally.
In crisis situations, media relations usually take center stage. Often, those affected are already on the front pages – and want to get off them as quickly as possible. My goal, therefore, is not to amplify the attention but to de-escalate the situation rapidly, restore the ability to act, and bring the acute threat to a swift end.
