The Company’s Voice
ŠKODA AUTO’s internal and external communication teams now function as a single GKU unit
ou can ensure the company’s communication is uniform only when the relevant departments work closely together, exchange information in real time and work as a whole. That is why ŠKODA AUTO’s management decided on 1 June 2021 to merge Corporate Communication and Internal Communication under the newly established GKU – Corporate Communication department. They both deal with the same or related topics and differ only in their target groups. While the former communicates through the media and is oriented towards both professionals and the general public, the so-called “interka” targets employees. The newly established department informs about news and current events at the company and its individual plants, the company’s economic and strategic direction, as well as digitisation, and it also deals with the topics of ecology, social responsibility, sponsorships and promotional work involving the carmaker’s history and the role it plays in culture and sports. The outputs of their work appear in articles and programmes of Czech and international media, as well as ŠKODA AUTO’s corporate media, or at various events, such as the annual press conferences, roadshows and live broadcasts. In all these communication channels, they co-create the true and attractive image of the biggest Czech company. ”During the dramatic period of the COVID-19 pandemic, it became clear how important quick and accurate communication is – not only on the outside but, above all, also communication inside the company. The situation changed from hour to hour, and if we hadn’t been able to deliver practical information about changes in the company’s operations to our employees on time, the carmaker’s life would have stopped”, explains Tomáš Kotera, Head of the GKU department. Since the beginning of the coronavirus crisis, his team has been available to the specialist departments across the company seven days a week. It helps them to overcome the many complications brought about by the unprecedented situation. In cooperation with other professional areas, for example, they quickly applied a new SMS communication channel for all the employees. ED
Head of GKU – Corporate Communication
My team’s top work completed during the pandemic is demonstrated by the fact that we’ve been repeatedly approached by representatives of major Czech companies and state representatives. They are interested in both our procedures and solutions and have channelled our experiences into their own communications.
Other divisions of the Communication department (GK)
Communication Management (GKT)
It coordinates the preparation, publication and distribution of press maps and releases. It seeks out and determines communication topics and makes sure they are provided to other media. It is also responsible for the public and media presentation of the Chairman of the Board of Directors. It ensures communication with the media and PR managers in the individual markets.
Product Communication (GKP)
It focuses on the communication of the new ŠKODA brand models and technical topics. This department’s scope of work includes its dynamic and static presentations for the media through test drives for journalists or influencers, technical workshops and launches at car shows.
ŠKODA Museum (GKM)
It is in charge of the ŠKODA Museum’s exhibitions in Mladá Boleslav and Ferdinand Porsche’s birth house in Liberec–Vratislavice nad Nisou, and it also covers ŠKODA AUTO’s Archive. In addition to caring for its extensive collection, it also publishes and organises thematic exhibitions, educational and cultural events and conferences.
members form the GKU team.
topics, on average, are covered in a single ŠKODA Mobil issue.
is the total number of published corporate articles in 2020.
Where do you see the work of GKU
Press releases (in three language versions CZ, EN, DE) for national and foreign media are published on the ŠKODA Storyboard platform.
National media (newspapers, magazines, TV, radio)
Interviews with members of the Board and information about news in ŠKODA AUTO in the national media, such as Czech Television (Česká televize), Czech Radio (Český rozhlas), Ekonom, E15, Hospodářské noviny and others.
SIMPLY CLEVER PODCAST
A show in which guests are experts from various departments of the carmaker or partners from the university sphere and technology companies. New episodes of SIMPLY CLEVER PODCAST are published every 14 days and bring information about modern technologies and current trends. You can already listen to the first two episodes.
ŠKODA Technical: My Machine
A series of videos always prepared in cooperation with the carmaker's specialist departments. In each episode, the specific employees present step by step how new technologies, ŠKODA AUTO operations, diagnostic and testing methods, etc. work. You can watch the videos of the ŠKODA Technical: My Machine series on ŠKODA Space, YouTube and VIMEO.
The main news of the day and important corporate announcements on the ŠKODA Space employee portal (CZ / EN), where you will also find invitations to events for employees, such as a roadshow, or information for management.
News from the events of all areas of the carmaker and the VW Group, as well as the latest trends and the vision of the future are brought by the ŠKODA Mobil employee newspaper (CZ / EN only in the online version). It is published once a month and often include thematic supplements, such as New FABIA or Ride into the Future.
Weekly brings regular news from events at ŠKODA AUTO with an exclusive focus on employees in the direct area. It is distributed in printed and online form and is published in two language versions (CZ / EN).
The most important and up-to-date information, which is intended mainly for the management of ŠKODA AUTO, is provided by Management Info, which is distributed as an e-mail newsletter in three language versions (CZ / EN / DE).
Current topics appear in the form of challenges, invitations to important events or incentives to participate in company surveys on locked computer displays and TV screens located in ŠKODA AUTO buildings, as well as on billboards or leaflets.
GKU organizes conferences, live broadcasts and roadshows for employees and management of ŠKKODA AUTO in cooperation with the ST department.
A channel that communicates extraordinary and very important news to ŠKODA AUTO employees (for example, production shutdown / restart, information for testing on COVID-19, etc.)
Communication about the economic results
The GKU, together with the FR – Accounting, Taxes and Customs department, prepared its strategy for the presentation of economic information, which was eagerly awaited by both professionals and the general public, and determined the appropriate date for the annual conference.
The press release text and attractive content of the annual conference presentation were created in cooperation with the stakeholders involved.
Owing to the coronavirus measures, the conference took place virtually. Therefore, the responsible spokesperson enlisted staff to record the event and broadcast it live via digital channels. This year, the whole event was covered by Chinese colleague Wen Jiyong working at ŠKODA China in Beijing, who is at the GKU department for his yearlong internship abroad.
A few days before the event, a general rehearsal took place in the presence of Thomas Schäfer and other speakers.
The GKU sent invitations to watch its broadcast to the editors of the leading Czech and world media.
The annual conference was also successfully held with the participation of Jaroslav Povšík, Chairman of the KOVO Trade Union. It included online answers to journalists' questions via the Slido platform.
After the broadcast, a press release with photos, infographics and video was published on the ŠKODA Storyboard. All these items are used by journalists to create their articles and programmes.
The internal communication channels convey all important information to the employees.