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The company is planning a communication campaign for 2024 to relativize critical reporting through positive coverage and improve its reputation. For this purpose, a PR freelancer is sought who specializes in the healthcare industry and supports the company in communicating with the medical trade press and associations. The objectives of the communication campaign are: moving away from reactive product communication towards proactive, positive communication; maintaining or building trust; reducing stakeholder prejudices through communication efforts; and conveying quality and the effort required for production in a stakeholder-comprehensible and memorable way. Project scope: - Initiating background talks with journalists and multipliers; - Supporting storytelling; - Communicating with associations; - Producing new content; - Supporting education and transparency regarding the product development process; - Securing guest contributions in renowned B2B/B2C media platforms and medical trade journals; - Supporting educational efforts with journalists; - The target audience for the products is doctors, so maintaining their trust through positive press is crucial.