This website is using cookies to ensure you get the best experience possible on our website.
More info: Privacy & Cookies, Imprint
Classical public relations, also referred to as "public relations" (PR), encompasses a range of activities and strategies aimed at obtaining positive media coverage about a company, organisation or individual. The main objectives of classical public relations are to create public awareness, build and maintain a positive image and disseminate information to the target audience. Here are some of the most important aspects of classical press relations:
Press releases: The creation and distribution of press releases to share recent news, developments or announcements. Press releases are designed to encourage journalists to cover the company or organisation.
Media contacts: Cultivating relationships with journalists, editors and other media representatives. This includes identifying relevant contacts in the media and communicating with them to encourage potential coverage.
Press conferences: The organisation of press conferences or media events to present important announcements or events to the public and the media.
Media relations: The proactive approaching of journalists and media representatives to offer story ideas or background information and encourage them to report on the company or organisation.
Crisis communication: Handling PR crises when negative information or issues arise to minimise damage to image and keep the public informed.
Tracking media coverage: Monitoring media sources to find out what stories are being published about the company or organisation and how they are perceived.
Demonstrating expertise: Positioning company representatives or experts as sources of expertise in the media to enhance reputation and credibility.
Media materials: The creation and provision of materials such as background information, images and videos to assist journalists in their reporting.
Relationship management: The ongoing cultivation of relationships with media representatives and other stakeholders to ensure long-term PR success.
Classical press relations is an important part of the communication strategy of companies, non-profit organisations, governments and other institutions. It helps shape and maintain an organisation's image and reputation, and influence public opinion and perception. In today's digital era, classic press relations can also be complemented online and in social media to reach a broader audience.
PR work stands for public relations work, which means public relations in German. It is a strategic communication discipline that aims to maintain and improve the public image and reputation of an organisation, company, person or brand. PR work encompasses a variety of activities and techniques aimed at creating and maintaining positive perceptions among target audiences such as customers, investors, employees, the media and the general public.
Here are some of the main aspects of PR work:
Media relations: PR professionals work closely with journalists and members of the media to spread news about their organisation or brand. This may involve drafting press releases, organising press conferences and interviews, or placing stories in media outlets.
Crisis communication: PR professionals are responsible for communicating effectively in crisis situations and protecting their organisation's image. They develop crisis communication plans and respond quickly to negative events.
Internal communication: Internal PR work focuses on communication within an organisation. This can include providing information to employees, promoting employee retention and creating a positive organisational culture.
Public relations and events: PR professionals often organise events to raise public awareness of their organisation. These include, for example, events, trade fairs, sponsorships and community service initiatives.
Social media and online presence: In today's digital world, social media and online PR play a crucial role. PR professionals use platforms such as Facebook, Twitter, LinkedIn and Instagram to communicate with target audiences and share content.
Brand communication: PR work helps to shape and maintain brand identity. It helps to communicate a brand's messages and values clearly and consistently.
Public opinion research: PR professionals often conduct surveys and opinion research to gauge public understanding and reactions to specific issues or initiatives.
Content creation: Creating content such as blog posts, articles, videos and graphics is an important part of PR work to share relevant information and reach audiences.
In summary, PR work is a multifaceted discipline that aims to manage and improve the relationship between an organisation and the public using effective communication strategies. It plays a crucial role in the perception and success of companies, brands, governments and non-profit organisations.
Authentic communication refers to a communication style in which individuals, organizations or brands are honest, sincere and consistent in their communication. Authentic communication is about conveying real, credible messages that are consistent with the sender's values, beliefs and actions. Authentic communication aims to build trust, strengthen bonds and promote positive relationships with other people, customers, employees or the public in general.
Authentic communication is particularly important in relationships between people, in corporate communications, in marketing and in public relations. Companies and brands that communicate authentically tend to have a better image and better relationships with their customers and the public. However, it is important to note that authenticity is not just a communication strategy, but a fundamental principle for ethical and credible interactions.
In the world of public relations (PR), relationships with journalists and editors are invaluable. A good relationship with the media can have a significant impact on the success of your PR campaigns. But how do you effectively maintain contacts with these key players in the media landscape? In this article, we will share proven strategies and tips for building and maintaining valuable relationships in the media world.
1. Research and goal setting
Before you can make contacts, it is important to research the media landscape thoroughly. Identify journalists and editors who work in your industry and report on relevant topics. Set clear goals to determine what relationships you want to build and what value you can provide.
2. Authenticity and trust
Authenticity is the key to maintaining media contacts. Be honest and transparent in your communication. Build trust by keeping your promises and being reliable. Journalists value contacts they can rely on.
3. Individual approach
Every contact should be individually tailored to the respective person. Avoid mass emails or messages sent to many journalists at the same time. Show interest in their work and their specific interests.
4. Maintaining the relationship over time
Maintaining media relationships is a long-term investment. Maintain regular contact, whether through emails, phone calls or face-to-face meetings. Share relevant information that may be of interest to your contacts and offer your support.
5. Press releases and content
Journalists are constantly looking for interesting stories and information. Make sure you provide high-quality press releases and content that is relevant to their work. Be prepared to respond quickly to requests for interviews or additional information.
6. Networking and events
Networking events, industry conferences and media meetings offer excellent opportunities to build and deepen personal relationships. Use these events to get to know journalists personally and discuss them in more depth.
7. Social media presence
In today's digital world, a strong social media presence is important. Follow journalists on platforms like Twitter and LinkedIn, comment on their posts and share relevant industry information.
8. Use feedback
Ask journalists for their feedback and preferences. Show that you value their opinions and are willing to evolve to better meet their needs.
Maintaining contacts with journalists and editors requires patience and commitment. By applying these proven strategies, you can build and maintain successful relationships that will help you achieve your PR goals and achieve long-term success in the media world.
The world of public relations (PR) has become highly digitalised in recent years, leading to the emergence of a variety of PR tools. These tools offer PR professionals the opportunity to do their work more efficiently, manage media relations and measure the success of their campaigns. In this article, we take a look at some of the best PR tools currently on the market.
1. Cision
Cision is a comprehensive PR tool that offers media monitoring, media contacts, press release distribution and analytics. With Cision, PR professionals can track media response, find targeted media contacts and create comprehensive reports
2. Meltwater
Meltwater is a media monitoring and analysis tool that provides real-time data on social media activity and media coverage. It enables the tracking of brands, competitors and industry trends.
3. PR Newswire
PR Newswire is a well-known press release and content distribution tool. It offers broad reach and the ability to select targeted media contacts. The platform also offers comprehensive analytics and reporting capabilities.
4. Hootsuite
Hootsuite is a popular social media management tool that allows PR professionals to manage their social media profiles, schedule posts and monitor social media activity. It is particularly useful for integrating social media activity into your PR strategy.
5. Google Analytics
Google Analytics is a powerful analytics tool that provides insights into your website's performance. PR professionals can use it to track traffic, visitor origin and user behaviour to measure the success of their online PR efforts
6. Muck Rack
Muck Rack is a media monitoring and relationship management tool. It enables PR professionals to find and connect with journalists and track coverage of their brand.
7. Mention
Mention is a social media and online monitoring tool that allows you to search for mentions of your brand or topics in various online sources in real time. It also provides competitive analysis and reporting.
8. HubSpot
HubSpot is an all-in-one marketing automation tool that also offers PR capabilities. It allows you to manage contacts, track media response and generate reports.
9. Brandwatch
Brandwatch is a social listening tool that allows PR professionals to monitor online conversations about their brand or industry. It provides real-time analytics and insights into social media trends.
10. Canva
Canva is an easy-to-use graphic design tool that helps PR professionals create visually engaging presentations, infographics and social media graphics.
The choice of the right PR tool depends on your specific needs and budget. However, these tools can help optimise your PR work, save time and increase the success of your campaigns. It is important to carefully review the features and pricing and make sure that the tool you choose fits your PR strategy.