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Media Relations & Content

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“Earned media” continues to gain importance in the marketing mix. Media relations and digital communication with journalists, influencers, or end customers are becoming the main focus in the age of AI. That is a good fit: Traditional media relations as a “relationship business” has always been the sweet spot of our agency—especially in the technology sector. This applies to both B2C and B2B, corporate and product. We find the direct path into the press for you. GEO is the new SEO. Because ChatGPT, Perplexity & Co are currently rating editorial and community-generated content extremely highly.

Public Relations & Media Relations

GEO (also called GAIO) is the new SEO. ChatGPT, Perplexity & Co are currently rating editorial and community-generated content extremely highly. Accordingly, “earned” is gaining importance in the marketing mix. Media relations and digital communication with journalists, influencers, or end customers are therefore moving into the main focus in the age of AI. That works out well: PR as a “relationship business” is the sweet spot of our agency—especially in the technology sector. And this applies to both B2C and B2B, corporate and product.

What are TDUB's PR focuses?

We understand PR as strategic communication with media, influencers, and other stakeholders—online as well as offline. Our focus within this broad field: creative media relations that strengthen companies and brands and build trust. We have repeatedly demonstrated this, especially for our tech clients. Whether traditional press relations, online PR, or media-effective events—we give your topics the visibility they need. If necessary, even without a new product launch, by using agenda surfing for thought leadership. Because good PR, for us, is dialog-oriented, credible, and relevant. Since we also see journalism as our client, we get the product onto the advice page and the CEO into the business section. We have received numerous PR awards for this.


Focus on tech PR: Karsten Hoppe, founder and managing director of the agency TDUB Kommunikationsberatung, explains in an interview with PR-Journal the challenges technology companies face in PR:

“Technology companies are developing increasingly complex products and services that must be communicated in a way that is both understandable and relatable. Everyone’s attention span is decreasing. That is why it is more important today than ever before to translate complexity into simple imagery, communicate in an approachable way, draw analogies, and use wit in language. In the course of focusing on the new possibilities, it is important not to lose sight of this focus. That is not trivial.”

Is TDUB good at agenda surfing?

If the topic and the client are a good fit, we often use so-called “rapid response” media relations – a particularly fast variant of agenda surfing or news hijacking: thanks to exceptionally strong contacts with the relevant gatekeepers, we place client statements on current media topics with extremely broad reach. In this way, we measurably increase share of voice among competitors and give the company's representative genuine thought leadership. In addition, in trade media relations we also make use of opportunities to place opinionated guest articles, for example.


Daniel Gerloff, Senior Consultant at TDUB, explains how agenda surfing at TDUB works.

Five steps to a successful rapid response campaign

  1. Track the topic radar & media agenda: The opportunities often arise at short notice
  2. Relevance check & positioning fit: Can the client contribute relevant information?
  3. Rapid response content: The agency and expert must coordinate very quickly within established processes
  4. High-speed pitch to the gatekeepers: Good contacts (mobile number or trusted email contact!) and speed are crucial to make it into the first or second wave of coverage
  5. Continuity toward thought leadership: Once trust is built, this can be repeated until the share of voice noticeably increases

What can TDUB do for us in the areas of copywriting, strategy, and content?

TDUB develops and delivers content that makes an impact – from concise standalone copy to large editorial projects in the corporate and marketing space. Our standard: content that is relevant, reaches the target audience, and makes your brand visible. 

Does TDUB deliver more than just good copy?

Copywriting & Editing: Whether specialist articles, corporate publishing, or social content, we deliver copy that is well-founded and aligned with the needs of your target audience.

Concepts & Content for People and AI: For cross-channel campaigns, we develop creative and effective concepts. The content for the various disciplines always supports the core idea and the campaign objective. This means our work impacts not only newspaper readers or search engine users, but also the output of AI tools. With Generative Engine Optimization (“GEO”), we design and place content so that it effectively influences AI-generated responses. Depending on the objective, we use different formats and highly effective media that carry weight in AI training and showcase your brand and products in the best possible light. The communication plan is iterative, meaning that after each publication, the impact is measured, evaluated, and leads to an adjustment of the дальней communication roadmap.

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