Tradition and innovation
The PR agency 2.0: Communication in the digital age
In 1980, when our agency group first started systematic PR work, public relations and publicity were primarily about reaching various stakeholders through the press or in-house magazines. Since then, the number of communication channels has risen sharply – and continues to grow at a staggering rate. Entirely new communication methods and text formats have been added via social media channels, apps and CRM tools. The fields of classic public relations, advertising and digital communications have merged to form the large content marketing playing field.
Your contact for public relations
Angela Kunwald
Managing Director
Goal-oriented and measurable
Increasing sales with all touchpoints
The public relations work of the past has evolved into a broad spectrum of methods that can be used to support the entire purchasing decision processes of companies and consumers. Quite simply because content is needed at every touch point. And at every single touch point, it’s all about understanding the information needs of the reader or user, making the most of the opportunities and peculiarities of the specific channel to achieve our clients’ objectives, and to effectively convey the brand. All contact points are linked via the use of a consistent theme or overarching story. Depending on the concept, these storylines can extend over a few days or last for many months.
An important criterion for the length of the contact journey is the duration of the purchase decision process. To be able to influence this in a relevant number of cases, it often has to extend over many months in the capital goods sector, whereas in the B2C sector seasonal promotions are often played out over a few days. In correspondingly complex overviews, we plan the individual content pieces for each point in time and each channel far in advance – dividing an umbrella topic into many different aspects and perspectives. The goal is a rich presence of the brand and theme, nationally, internationally or worldwide. Depending on the objective of the collaboration, the result is rapidly growing awareness or a high number of interested parties and enquiries.
Our strengths:
- Over 40 years of agency experience in public relations and content-based communication
- High-level strategic consulting expertise in marketing environments and in strategic corporate communication
- All work is initiated with clearly defined goals and KPIs, data-based setting up of concepts and planning, ongoing optimisation of measures based on marketing controlling
- Linking PR with media, creative work and all digital channels through interdisciplinary agency teams for significantly higher impact
- Extensive experience with international and worldwide communication, established international journalist contacts
- Creative, state-of-the-art and fresh concepts and ideas on a detailed level
- Experienced experts who advise, guide and support you on a day-to-day basis
- Proactive input and the ability to work independently. Following an orientation phase, only lean resources on the client side are required
Forward-looking and judicious
Strategic corporate communication
As a management consultancy specialised in communications, we continuously manage numerous mandates in sensitive strategic assignments, which are most often tied to the board or company management. In practice, some assignments span several fields.
Reputation management
CEO positioning and CEO communication
Change communication and change management communication
M&A communication
Crisis communications
Sustainability communications
Diverse channels and formats
Operational expertise as a PR agency
The pivotal starting point for public relations is the comprehensive expertise of our content specialists and specialist editors in terms of our clients’ and partners’ industries, technologies and markets. This enables the development of content – be it text, photos, graphics or film – that is valued by readers and users, the press and other multipliers. For digital channels, the content is structured by the agencies in such a way that the reader can quickly find the right information for his or her purchase decision process.
Our service modules in detail:
Press work in print and digital as well as radio and TV
Website content
Social media
Email marketing
Corporate publishing
Influencer marketing
Brochures
Photography
Film/video
Clear goals, complex planning, greater impact
Data-driven international public relations
In many cases, public relations serve to support marketing and sales objectives. The aim is to strengthen international awareness and presence as well as to generate leads and enquiries.
In collaboration with our clients, we develop detailed targets and KPIs for individual countries, sectors, product areas, channels and media. We translate these into themes and a complex planning matrix that we meticulously work through over the year. Often closely linked to media planning. The focus is primarily on large placements of one-page and multi-page articles or long web texts. We use weekly and monthly controlling to check the agency’s achievement of objectives with the help of numerous analytical tools. For large budgets, we use a data warehouse for this purpose and measure the developing impact in terms of brand awareness and trust, project enquiries and incoming orders on the client side. Our experience shows that, based on this precise approach, we can often double the impact. The days when the benefits of PR and communication could not be measured are long gone.
Key aspects:
- Developing clear goals and KPIs
- Marketing controlling
- Translation with AI
- Marketing in Asia
Significant competitive advantages
Digitalisation of PR
Internationally, in many market segments we are seeing how the circulation and number of print titles are declining in small or larger steps. We also have to assume that in times of the home office many print titles are not read or are read late. In turn, our agencies place a lot of content in trade media digital portals on a rapidly growing scale and with rapidly growing reach – with positive impact on backlink expansion and client website rankings.
Unfortunately, the further development of the digital channels of many international professional portals is taking place slowly. In contact with important publishers, our agencies constantly bring our ideas and requests into the collaboration with media. More importantly, we cover all the channels relevant to the target groups’ customer journey with suitable topics – networking the channels closely with each other. In our experience, the synergies are huge. There is considerable potential for many companies to achieve many times the impact from the same marketing budgets.
Currently we are seeing how the technical possibilities for adapting and delivering content – to specific target groups or individually, and in an automated or semi-automated manner – are developing rapidly. The marketing solutions of major CRM software providers such as Salesforce, Adobe and Hubspot now offer modules that make sense and are affordable for large corporations. As a partner and user of such solutions and as a marketing agency, we are developing more and more content for these tools and metrics. Acquiring and using these digital tools require considerable resources and the development of new skills. We build the necessary software landscapes for our clients, provide advice and support in the ongoing application – often in cross-agency-client teamwork.
Indispensable for large translation volumes
Software-assisted translation with AI
Other areas of team expertise
Your contact for public relations
Angela Kunwald
Managing Director
Tools and partnerships
