HAMBURG: Deutsche Shell, the German subsidiary of oil group Royal
Dutch Shell, has appointed Klaus Picard as director of communications
following the retirement of previous communications director Klaus-Peter
Picard has been with Deutsche Shell for 15 years and prior to his
promotion was brand communications manager. He assumes overall
responsibility for a department of 27 people and reports to board
director Fritz Vahrenholt who is responsible at board level for
environmental and health issues andpublic relations work.
Hamburg-based Deutsche Shell’s communications department includes
dedicated external, internal and government relations teams. It also
produces studies on German energy demand and potential social investment
Most PR is handled in-house but Deutsche Shell retains German agency Its
as an external consultancy.
Shell has faced a number of contentious public relations issues in
recent years, including fall-out from the Brent Spar incident, which led
to a fall in retail petrol sales. It also ran into controversy over
attempts to impose conditions on petrol station tenants over selection
and pricing of goods in Shell shops.
Deutsche Shell owns 1,700 petrol stations and has considerable
investments in chemicals, gas and ceramics. It has also embarked on a
series of modifications to its oil plants and is investing heavily in
renewable energy research.
The group is Germany’s fourth largest foreign-owned company with 1996
turnover of almost pounds 4 billion and employs around 2,700 people.