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PR-Strategie & Thought Leadership

Pr strategie

A good PR strategy is the foundation for the successful implementation of public relations measures. It encompasses many facets, including strategic communication, strategic PR planning, storytelling, building opinion leadership and thought leadership, crisis communication, and issue management. Based on our many years of experience, TDUB supports you in identifying your goals, target groups, and a promising positioning. This way, you truly reach the people who matter to you. The strategic foundation we develop together also provides us with creative impulses for implementing effective communication measures. In the end, it is often about helping the company or its representatives achieve industry-wide or general thought leadership: on behalf of the brand, they derive an inspiring vision for the future from their expertise and thus expand the company’s image and often its reach as well. TDUB also supports you in dealing with crisis situations. Our issue management draws from the extensive toolbox of crisis communication. We help you get through difficult times with foresight, composure, and extensive experience.

Can TDUB also advise us on strategic communication?

Successful communication usually begins with a clear structure: What do we actually want to achieve, and what path will we take to get there? What do the target groups look like, and which messages are they receptive to, which arguments do we have? Who is speaking? TDUB helps define the goals, structure them hierarchically, and establish clear processes. Every message is backed up with precisely fitting arguments. The strategy does not remain an end in itself. We translate the content into the appropriate measures and shape it into effective topic campaigns that often help our clients achieve thought leadership in their industry. Regardless of whether they are an agile startup, an established midsize company, or a corporation.


What is a PR strategy about?

  • Situation analysis and goals
  • Target groups and stakeholders
  • Positioning, key messages, narratives
  • Topics, storylines, formats
  • Channels and tools (Owned, Earned, Paid)
  • Timeline and action plan, responsibilities
  • KPIs, monitoring, performance measurement

Does TDUB have extensive experience in strategic PR planning?

Our team has developed the strategic foundations of communication for hundreds of clients from a wide range of industries. Because we often also handle the practical implementation in day-to-day PR work, our special focus is on the successful application of the strategy. We create impactful storylines and content and achieve the desired positioning with effective tools across a wide variety of channels. This also includes the efficient and responsible use of artificial intelligence both in content creation and in managing AI-based search results. Together with our clients, we find solutions for the AI transformation, which also requires a rethink in the strategic context.


Guide: Five PR approaches that are chronically underestimated
Tilo Timmermann, strategy expert, TDUB Managing Director and Chairman of the Tech Group of IPRN, explains in this article in PR Journal why we in PR do not need to keep reinventing the wheel.

How can TDUB support us with storytelling?

At TDUB, the rule is: Message first, channels second. We develop a coherent story and coordinate its communication adapted to the requirements of the individual channels and platforms. We make sure that the CEO’s messages on LinkedIn, the apprentice account on TikTok, and the product expert’s specialist article in an industry magazine all contribute to one shared goal: thought leadership.

What experience does TDUB have in building thought leadership?

In storytelling, the situational analysis gives us the best path for positioning the client. For example, we positioned the CEO of a leading online platform for B2B commerce as a spokesperson for German SMEs. Based on the business data generated within the company, he was able to credibly and effectively criticize excessive bureaucracy in Germany. Thought leadership is also something we often create across industries for clients that offer services or solutions for different sectors of the economy. We define their position in the core discipline while also translating the story into the respective languages of the different target groups. The result: a demonstration of cross-industry expertise.


Client statement:

“Until 2020, F-Secure was primarily known for its antivirus software, not so much as a B2B cybersecurity service provider. We were able to change that thanks to the new strategy and TDUB’s excellent media contacts, and to make a name for ourselves beyond the usual trade press PR as a cybersecurity expert for businesses.”

This is how the person responsible for public relations and press at F-Secure at the time explains it. TDUB won a whole series of industry awards for strategy-based B2B media relations work for F-Secure (later WithSecure).

How can TDUB build thought leadership?

TDUB prefers to use the toolbox of earned media relations for storytelling. We persuade gatekeepers with strong arguments of the relevance of our clients and thus achieve high-quality clippings and mentions, sometimes with enormous reach. These results were already ranked highly by traditional search engines – today, this “earned” media presence is one of the main sources for AI output. And so we now guide our clients through this process of Generative Engine Optimization (GEO): Together, we define where our client and their offerings should be found, where they want to be named as one of the best providers. Our clients then find the results of our work in no time at ChatGPT or Perplexity. In other words: TDUB curates data, narratives, and emotional values that are fed into AI’s semantic ecosystem, based on a strategic plan.

Can TDUB also help us in an acute crisis situation?

Recognizing crises before they arise: TDUB supports companies in identifying potential risks and communication challenges early and managing them in a targeted way. Our issue management is based on strategic analysis, proactive communication, and clear processes – so that you remain capable of acting even in critical situations and protect your reputation. To do this, we apply, among other things, tools that we derived from cybersecurity. We have collaboratively built a long-standing client from this industry into a thought leader, and in the process learned how incident response teams, specialized scenarios, or multidisciplinary interface management help analyze the threat situation, assess it, and design countermeasures.


For which crisis scenarios has TDUB already found communication solutions?

Company split-up / company takeover by a company with a different culture amid political headwinds / widely sold product turns out to be defective / political decision contradicts the business model / unexpected dismissal of the CEO / ransomware attack with operational disruption / prolonged delivery difficulties / effects of war on the workforce / false product promise / new dumping-price competitor threatens the business model / negative image must be corrected / possible removal of the main product from the app store / fire in an operational facility

Why should TDUB, of all companies, support us with issue management?

We develop tailored measures that are customized to your industry and your target groups, and we support you from prevention to successful resolution. With commitment, foresight, and digital expertise, we ensure that your company presents itself confidently and credibly even in a serious situation.

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