What is PR good for?Service Offering
Let’s begin by first defining the term. PR stands for “public relations”, so for any relationship to the public. More narrowly, most companies are interested in a certain part of the “public”, namely their customers and those who are to become customers. As every company is already maintaining client and potential client contact, all companies are already doing PR in some form.
The crucial question is: what methods is the company using. As companies do not like leaving things to chance, a company’s public image is usually managed. For this purpose, press work is the most important element of PR, as clients/potential clients are strongly influenced by the press. When the media often reports on your company, over time, your company will become more well known, and best case, will come to have a positive image. Should your company be mentioned regularly in conjunction with certain topics, your company will automatically be trusted more in this area than your competitors, who were not mentioned. And a positive product review in a technical magazine will always be more believable to potential customers than the advertising copy in your product brochure.
Press Work: Success Factors
And best of all: Press work is not only better than advertising, it is also much cheaper! The disadvantage, however, is that press work is much harder to steer. An advertisement can simply be booked. With press work, the journalist is the one who decides if editorially anything will be reported about the company and its products. For good press work, the decisive factor is in understanding what journalists need and how they make decisions. Someone who provides the press with material that is truly interesting to the reader, that can be used without a lot of reworking, can expect that his texts will be published.
Of course, this does not happen overnight. Building press contacts is a long-term endeavor and must be based on gaining and keeping the trust of journalists. In addition to our professional and journalistic expertise, in-house Agentur’s press work — thanks to the trusting relationships we have built up over the years with the IT professional press — is often significantly more effective than if the companies were to do it for themselves.
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