An internationally active German technology group experienced years of rapid growth, driven by bold investments, expansion into new business segments, and an increasingly complex corporate structure. However, external market shifts combined with operational and financial challenges required a fundamental strategic realignment. As a publicly listed company, swift and decisive action was critical. The chosen solution: a comprehensive balance sheet and operational restructuring – legally safeguarded under the German Corporate Stabilization and Restructuring Act (StaRUG).
Challenge: Diverging Stakeholder Interests in a High-Stakes Environment
The restructuring took place in a highly sensitive landscape marked by conflicting interests and complex dependencies. Key stakeholders included:
- Institutional investors
- Par and non-par lenders
- Hedge funds and short-sellers
- Suppliers and customers
- Employees and labor representatives
- Political bodies and ministries (including those distributing subsidies)
- Vocal shareholder associations with strong media presence
The situation grew more complex with the involvement of a major automotive client, who eventually became a shareholder during the process. The key challenge: to navigate this web of interests with a solution that was legally sound, economically viable, and communicatively coherent.
Objective: Build Trust, Manage Risk
The goal was to proactively identify risks, manage stakeholder expectations, and minimize reputational and regulatory fallout. Even before the official restructuring procedure was launched, speculation about the company’s financial state and restructuring options began to intensify.
To maintain control, it was essential to:
- Provide targeted clarifications to key audiences
- Strategically inform the media
- Actively manage expectations across stakeholder groups
- Preserve internal and external trust through coordinated messaging
Solution: Structured Communications Along the Legal Process
In close coordination with the company’s leadership, legal advisors, and financial consultants, Rosenberg Strategic Communications developed and executed a comprehensive communication strategy aligned with the procedural milestones.
A coordinated roadmap was defined, covering:
- Procedural communication under StaRUG
- Ad-hoc disclosures
- Extraordinary general meetings
- Delisting communications
Contingency plans were also created to address:
- Crisis communication scenarios
- Media escalations
- Political and regulatory inquiries
Strategic Focus:
RosenbergSC anchored the communication strategy in three core principles:
- Risk Control:
Proactive handling of rumors and critical media narratives through background briefings and fast, factual responses. - Clarity & Direction:
Delivering consistent, understandable messages with a clear logic across all communication phases. - Narrative Leadership:
Positioning the company as acting independently, within legal frameworks, and in transparent dialogue with all relevant stakeholders. This narrative was consistently reinforced across all internal and external channels.
Impact: Communication as a Stabilizing Force
The communication strategy proved to be a critical stabilizing factor. By managing expectations early, reducing speculation, and maintaining a steady narrative, the company preserved its ability to act – even under intense public pressure. The structured approach not only protected the company’s reputation but also created the space needed for legal and financial recovery.
Conclusion: Communication Enables Action
In complex restructurings involving multiple audiences and public attention, strategic communication is not a secondary function – it is a core lever of success. Through disciplined messaging, stakeholder trust, and legal alignment, RosenbergSC helped turn a crisis into a controlled transformation process.
