A quarter of a century with Tomáš Kotera

Work in Communications Is Varied

Tomáš Kotera, the Head of GKU – Corporate Communications, has been with Škoda Auto for a quarter of a century. He recalls his early days and his time in China, among other memories.

Tomáš Kotera started in communications literally “from scratch” as an intern, and he has never lost his enthusiasm for the field. “It is an amazingly diverse job,” he says. To date, he has overseen media operations and internal communications, and he has been involved in social responsibility strategy and sponsorship coordination. 

What was your first day at the carmaker like? Do you remember what your impressions were?

It was more of a happy coincidence in the form of an internship offer during my studies, but I found I really enjoyed the work. Every day was different and dynamic, and that’s what kept me here. I originally joined as an intern for only three months, but I ended up staying for more than 25 years. My first boss, Evžen Krauskopf, and later other great managers and colleagues played a big part in that. I started at the very bottom, at pay grade H, and always tried to learn something new, work on myself and take advantage of the opportunities that Škoda Auto offers. That took me all the way to China, where I spent five years leading the Škoda China PR department in Beijing.

Working at Škoda Auto has confirmed my moral values, namely humility and respect. It also reminded me of an important phrase from my mentor: from a certain level of management, you are there to “set the mood” and let people work.

How has your role in the company changed over the years?

I gradually worked my way up through several roles, from the lowest positions to leading the Škoda brand communications team in China. I remember my first international projects when I found myself completely outside my comfort zone. Those were the moments when I learned the most. I currently have a great team in Mladá Boleslav that I’m really proud of. Together, we won the “PR Team of the Year” award in the Czech Republic. 

What were the biggest challenges you faced during your career?

Definitely COVID-19. It was necessary to collect and verify information, pass it on quickly and, at the same time, keep communication calm and transparent. This wouldn’t have been possible without the cooperation of colleagues across the company and Jaroslav Povšík, Chairman of the KOVO Trade Union. Then there have been constant changes recently. The automotive industry is developing at a tremendous pace, and it’s been necessary to adapt continuously. It taught me that change is not a threat but an opportunity.

Which project or achievement are you most proud of?

I most appreciate being part of projects that had a real impact, whether on customers or on people within the company. And I’m proud that we managed to move things forward even in difficult times. I’m also proud of the moments when a whole day of gathering and coordinating information across the company is transformed into a television report in the evening or a newspaper article the next day. That is the energy that drives you forward. And, of course, I’m proud of my team.

How has the company environment changed over the past 25 years from your perspective?

Of course, we’ve grown, but I still think Škoda Auto’s greatest asset is that it’s not yet big enough to “devour itself”. It’s still possible to resolve a lot of issues with a single phone call and common sense. There are many company experts, and they want things to be resolved quickly and efficiently, rather than spending time in endless meetings without results. 

Do you have any unforgettable memories from your time at the company?

There are countless memories from those 25 years. Preparing press events around the world; for example, in the African Sahara or above the Arctic Circle, organising the first world premiere of the Škoda brand in Asia – the Vision E model. It was very demanding at times, but it was the dynamic nature of the work that kept me going.

There have been countless milestones: entering new markets, transitioning to new technologies and maintaining solidarity in times of crisis.

Have you experienced any funny situations that stuck with you?

Yes, of course. For example, when you and the doorman at the Pentagon take each other’s temperature every morning for several weeks because there are only the two of you there, and then you go upstairs to deal with crisis communication regarding COVID-19.

Which colleague or team has grown on you the most and why?

Over the years, you meet a lot of people, but the most important thing is attitude. I’ve always tried to treat everyone – regardless of their position – with respect and courtesy. A team doesn’t become a team because of its goals but because of the people who support each other. I’ve met many great people, and it wouldn’t be fair to name only a few. I most appreciate those who shared with me not only work moments but also human ones. A big thank you goes to my first boss, Evžen Krauskopf, who gave me the basics of working with journalists and numerous valuable life lessons, and we’re still friends today. Next, Peik von Bestenbostel, the greatest professional I’ve ever had the honour of working with. And finally, my current boss, Tom Drechsler, a kind and funny person who is greatly appreciated by the GK – Communication team and beyond. Thanks to them, I never felt like I was here just for work.

And what is your favourite Škoda model, whether current or historical?

The current Superb iV, a plug-in hybrid. In my opinion, it’s a great combination for someone who lives in the city and occasionally drives longer distances. When I charge the car in the morning after arriving at the office, I don’t have to use any gasoline from Monday to Friday. The advantage is not only zero emissions but also the silence, which really stands out. If even half of the cars in cities were powered by electricity, there would be a significant reduction in noise for residents.

What is your favourite way to relax or unwind after a busy day at work?

My children, walking (my girlfriend and I recently walked over 200 km during our holiday), yoga and a small, well-chilled Pilsner beer.

Škoda’s brand communication is associated with ice hockey and cycling. Has that made you a hockey and cycling fan, too? 

I’ve always been a hockey fan. I have a season ticket for Mladá Boleslav ice hockey and football. I also ride a bike, but only in the summer, and I don’t ride for performance.

Do you have any advice or recommendations for colleagues who are just starting out here?

Be aware of the people around you, learn, always do a little more. Next time, try to do the same thing even better, even if you’re sometimes afraid of the outcome. That will move you forward. And above all, enjoy the journey, not just the destination. When you do things with your heart, it makes sense. 

What would you wish for the company in the future?

May it retain what makes it exceptional: the ability to be global while remaining human. And may the people who work here not forget that even small steps, such as picking up a piece of paper or a plastic bottle every day, have a big impact. In a few days, the whole Earth would be clean.

Tip

The current communications team led by Tomáš Kotera.

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Editor’s note: Tomáš Kotera has decided to conclude his career at Škoda Auto and will be leaving at the end of September.