“Rarely asked questions”: our PR RAQs
A brief introduction to our understanding of “public relations” – Part 1
When a company decides to make use of our services as a PR agency, a process begins in which both partners need to align with one another and their expectations. And this does not only affect newcomers, who quite naturally may expect that we will share our knowledge with them. It also affects long-standing PR experts. After all, we have learnt that in every sector—indeed, in almost every company—there is a different understanding of what PR actually is and what it can achieve.
To shorten this process, we would like to give a brief introduction here to our understanding of “Public Relations”. If any questions remain unanswered afterwards, we at TDUB are also happy to be available in person.
1. What exactly is this “PR”?
PR is often understood merely as so-called “media relations”, i.e. dialogue with journalists. But there is much more to it: the “res publica” encompasses the public matter itself, i.e. “public relations” with everyone involved who has an interest in the actor—or vice versa. We talk to influencers and other multipliers, for example from associations, or with partners in retail. And, of course, we also involve the end customer directly.
All these target audiences have one thing in common: they are convinced by arguments and emotions. We hold conversations, we tell stories. In PR, these are always the focus – which is why the term storytelling is so close to our hearts. A good story creates an emotional pull, whether it is retold in “earned media” because of its relevance without the use of additional financial resources, or whether it is brought to life in “paid media” through adverts, subsidies or cooperation agreements. As a general rule: the better the story, the greater the chances of successful media relations. But of course, it also takes plenty of experience, contacts and creativity.
2. What can I achieve with it?
Most of the time, good public relations are seen as indispensable for building a brand. They generate “buzz”, they make the topic the talk of the day. Corporate PR is about the company; product PR is about the innovative offering (but please don’t call it that – marketing buzzwords put people off!). Even for direct sales, sales-oriented PR – mainly online and without any break in the user journey – can make a relevant contribution.
Building trust, however, takes time. Of course, you can run a one-off, project-based launch campaign for a product launch. But to create basic awareness and build trust, the messages have to be communicated again and again. After all, editors and target customers alike suffer from considerable sensory overload; when the marketing manager can no longer bear to hear the message, it may only just be consciously registering with the other party for the first time. That is why our most successful mandates are set up on a medium- or even long-term basis.
3. Who should actually do PR?
Sure, anyone who has something to sell, anyone who has a story to tell and therefore needs attention in their market, thinks about PR. Sometimes we advise a potential client to go for “earned media”, for instance because the story is exciting for editors or influencers and has great impact, or because the client has something to contribute to the media agenda. Sometimes we advise “paid” measures, for instance when the message is to be brought to a specific, usually small, target group. What it’s always about: giving the brand a voice. Ultimately, we’re all searching for unique stories, for something new, a small revolution, a special added value. What a client ideally brings to successful PR? Determination and the courage to take clear positions and act quickly. And the willingness to experiment and keep developing.
Continue over here in Part 2 with the questions:
4. Why isn’t PR off the shelf?
5. What does working with a PR agency look like in practice?
