1_DiscoverBenelux_Issue19_July_2015_Q9_Scan Magazine 1 26/06/2015 20:48 Page 57
Discover Benelux & France | Business | Apollo Strategists
simply try to accommodate wishes, but really consider what a company needs and sometimes we need to be critical to progress together.” Apollo Strategists starts by working very closely with their clients to uncover the essence of the company, their culture, values and goals. It features analysis and audits of weaknesses and strengths of existing PR and communication teams. Then Apollo will devise a strategy, help with restructuring and setting up temporary management of new communication teams to implement the policies. “After an intense first period, we transition to a stage where we will either continue to walk along with clients or advise them when needed. We of course keep a close eye on the developments within the company so we can instantly give an optimal service that our clients can trust if a question arises,” she explains. “A good, authentic communication strategy will help to increase value for shareholders, protect a company against a crisis and attract talent.”
A strategy in action Recently some of Apollo’s clients were caught up in a crisis situation. Kauffman continues: “While the business is highly secured, some customers deal with a level of natural risk due to the industries the clients operate in. When they were hit by a crisis, it was our job to go through a series of key communication positions to handle the situation.” When a crisis is caused by an incident with international implications, it may turn into a week-long, 24-hour ordeal. Apollo helps the companies to swiftly react and eventually recover completely. “We were able to protect the brand and the people, humans with real emotions, inside and outside the company and continued to do so until the critical peak of the crisis was surmounted,” she adds. During crises, the future of a company can be at stake but there is a way to avert this. “Work like hell while staying calm on the outside,” she says. “When events arise,
Apollo Strategists founder and general director Pascale Kauffman.
you have to make enormous decisions at the right moment while being under immense pressure. Had we not, together with all stakeholders, reacted to crisis in the exact way we did, some companies may not have reached as quickly the industry leadership position they have today.”
Adopting strategies This sense of accomplishment is one of the most rewarding aspects of the job, but Kauffman also finds it very satisfying when a communication strategy is adopted naturally. “We come up with strategies that suit a company, so it is very rewarding when staff really like our results and work with our advice naturally.” Apollo Strategists is located in Luxembourg and has a diverse portfolio of clients including leading law and architecture firms, aviation businesses, global technology companies and cultural and govern-
mental organisations. Working together with creative partners such as research companies, advertising, design and event agencies, Apollo ensures successful implementation of tailor-made, end-to-end solutions. Apollo provides its communication consultancy in English, French and German. Workshops or verbal communication can also be given in Luxembourgish and Italian. +352 26 20 28 38 33 contact@apollo.lu www.apollo.lu
On 17 September 2015, Apollo Strategists is holding a workshop on ‘branding’ at Neumünster in Luxembourg City, see www.club.paperjam.lu for more information.
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