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Public Relations Services
Public Relations simply explained
Public Relations doesn’t only mean writing and publishing press releases. This is only a tiny part of public relations measures.
There are various synonyms for PR: public relations, relationship management, corporate communications and communications management.
Public Relations is often confused with marketing. Marketing encompasses all measures to grab attention and promote products and services.
Four central aspects play an essential role in marketing, referred to as the ‘marketing mix’ or ‘4 Ps’: ‘product’, ‘price’, ‘place’ and ‘promotion’. The aim is to motivate people to buy and thus generate sales.
In contrast to marketing, we refer to public relations as ‘communication management’.
The PRSA defines public relations as ‘a strategic communication process that builds mutually beneficial relationships between organisations and their publics’.
At its core, PR is about influencing, engaging, and building relationships with key stakeholders to build, manage, and strengthen an organisation’s or individual’s image.
PR has changed significantly over the years due to technological advancements and shifts in communication channels.
The fields of PR activity are diverse, as outlined below.
Media work
With the right approach, media relations – also known as PR / press relations – can contribute to a company’s success. Media relations is a versatile and complex field of activity in PR. It is a continuous process that publishes target group-orientated information in a factually correct and transparent manner.
To be successful in this field, you need extensive PR expertise:
- a large network of journalists with personal journalist contacts
- an understanding of how to work with journalists – the dos and ’don’ts of
dealing with journalists - continuous media monitoring and evaluation of press work – media response
analysis
Successful media relations contribute to generating leads and acquiring customers.
This can build, optimise and thus strengthen a ’company’s image. This is done via media channels such as newspapers, magazines, TV and radio, and online media such as blogs and social media.
Crisis communication
“I suspect in most companies, the public relations person is down at No. 20 in the pecking order. But here, he is fighting significant battles. If a negative story starts running away with itself in the press and is not dealt with fast, it can badly damage the brand, and so we put enormous weight on our PR people.” – Sir Richard Branson
Crisis communication is an integral part of public relations. It deals with situations in which the company’s integrity or reputation is jeopardised due to negative publicity. It helps companies to overcome challenging situations while protecting their reputation, and thus maintaining the trust of their stakeholders.
To be prepared for all eventualities, companies – whether start-ups, SMEs or international corporations – should have a crisis communication plan in place.
The task of crisis communication is to
- minimise negative effects using a targeted communication strategy
- protect the company’s reputation
- manage a crisis by providing correct information
- strengthen the trust of all stakeholders.
Professionally implemented crisis communication not only helps to manage the immediate situation, but also offers the company an opportunity to demonstrate its commitment to responsible behaviour, transparency and accountability.
Community Relations
The important role of communication has not changed, but the democratisation of information has. As a result, there has been a shift from active to co-active PR. The fundamental change is that public relations not only disseminates its stories via traditional communication channels and communication media such as press releases, events, newsletters, internal communication, websites, flyers, brochures, annual and quarterly reports, etc., but also via ‘ambassadors’ – as interest groups, ‘communities’ and consumers exchange information. They have been given a voice in PR. Consequently, an excellent public relations strategy also requires targeted community relations management.
Internal communication / Human relations
Well-functioning internal corporate communications contribute significantly to the success of a company. This includes knowledge transfer and management in employee communication, disseminating the most important company news and updates on corporate strategy, products and services and company development. The aim is to increase and maintain employee loyalty and promote motivation by showing appreciation for employees. Motivated employees are committed employees.
Well-planned internal corporate communication – especially when many companies are combining remote work and office work – promotes and improves cooperation and team spirit. Internal communication should be planned and implemented in close cooperation with Human Resources.
Newsjacking
Do you want to build your corporate brand? Newsjacking can have a positive impact on your corporate brand if implemented correctly, if you approach newsjacking with the necessary caution and sensitivity.
With ‘newsjacking’, companies refer to current events in their corporate communications to disseminate it further, ‘like’, ‘share’ or comment on it. Given the short news cycles, brands are often better remembered, sometimes because of the relevance but also because of the immediacy.
Aligning your content with a hot topic can attract the attention of bloggers, social media users and journalists already discussing these topics.
However, not every message is suitable for every brand. It’s important to carefully evaluate the context of a message and its potential impact before incorporating it into your marketing strategy.
If your public intervention resonates, it can lead to significant social media leads and potential customers, positively impacting your brand’s overall recall value. This includes increasing your credibility and authority or potentially driving mentions in Google search results.
SEO optimisation: newsjacking breaking news can also improve your website’s search engine optimisation (SEO). If you are among the first to publish content on a breaking news story, you can attract organic traffic looking for information on that topic.
Further communication topics and areas that interface with public relations are
- investor relations
- public affairs
- social media management
- online marketing
- events with lecture series
Companies cannot usually carry out all related measures with internal PR experts. It is therefore advisable to work with a public relations agency that offers the necessary expertise in these PR fields. In this way, it can significantly support a company’s public relations strategy and associated PR goals. That’s why working with a public relations agency that offers PR consulting and PR support on demand makes sense – for when you need it most urgently.
Overview
Our Communications Consultancy includes
- Public Relations – media work
- Internal Communications – employee communications
- External Communications – Communictions with clients, investors and service providers
- Community Communications
- Crisis Communications
- PR- and Communications Consultancy for IPOs
- ESG Communications
- Press Conferences in the Metaverse
- CEO Communcations – Personal Branding
- M & A Communications
Your advantages
- 24/7 availability
- No long-term binding PR- Advisory retainer contracts
- Transparent, calculable PR and communications costs
- Fast, effective and pragmatic implementation of your communication goals
- Access to local expertise with a global journalist network
- PR consultancy with extensive sector expertise in finance and technologies
Initial Public Offering - IPO
We are at your side: starting from the IPO planning until the opening bell rings on the day of the listing and, of course, for the time afterward. After all, an IPO is not an end but a new beginning. Your corporate communications will face new challenges.