How can we improve our public relations

PR - How you can make your company better known

Quick start: Our 3 recommendations for your start

If you are currently setting up your PR professionally, we recommend our guidelines for press work, our free template for your press release and our tips for creating your social media strategy.

Everything that counts in public relations

In German, PR means "public relations" and this is not just about press work. Rather, PR is about communicating uniformly and professionally with all reference groups. This includes not only the media but also customers, employees and, depending on the industry and type of company, politicians , Residents, investors and business partners. The aim of PR is to create the most positive image possible, which contributes to the long-term success of the company. All reference groups should learn through strategically thought-out PR how your company is developing. Often public relations are also referred to as the term Corporate communications, whereby corporate communications usually also include other areas - such as internal communication. Crisis communication is also part of public relations. It is important to deal with the topic preventively.

Use our free guide on press relations to communicate professionally with journalists. There we clarify the 21 most important questions about PR at a glance.

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Press work is at the heart of public relations

Press work is an essential part of PR. This includes establishing and maintaining contacts with journalists. Whether you are giving interviews, planning events for journalists or writing a press release - the most important thing in press work as an element of PR is to know how journalists work. In this article, you will find out how to achieve this, how to create a press kit correctly and what you should consider for your website.

The press release as a PR tool

You use a press release in PR to inform the media about news. It is important that you have a suitable occasion and that you process the information in a way that is suitable for the media. The better that succeeds, the greater the chance that your press release will not get lost in the flood of information. In addition, the question often arises: write or call? We explain to you what a press release means for PR work and what you should consider when writing it.

Writing a press release - made easy with these tips

As with all PR measures, the press release is not just about the content. This is about the right craft. Meticulous implementation is important so that your press release is noticed and the journalist has as little work as possible in processing it. You can improve your PR report with just a few tips. It is important, for example, that you avoid advertising terms, state the most important facts at the beginning of the report and adhere to the formalities.

Use our free template to set up a professional press release.

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The press kit: attracting journalists' attention

At events or trade fairs, a press release is less suitable for handing journalists into the hands of. On the one hand, it focuses on just one topic, on the other hand, a loose sheet of paper quickly goes to the wastebasket or is used as a note. With a well-prepared press kit, on the other hand, you can score points and draw attention to your company. In the press kit, you can also enclose a general factsheet and further information, images and, if necessary, even product samples.

Create and maintain a press distribution list

The press release is written - now it's time to send it. Because a good press distribution list is also a job for PR. But how do you get contacts with journalists in the first place? Which media suit your company and topic? How do you structure a distribution list? These are questions that every PR professional deals with. There is also the possibility of doing PR via online press portals. Nevertheless, it is important that you establish and maintain contact with the journalists personally. You can read in this article how to find the right ratio.

The most important start-up portals for your press distribution list

Founder portals are media that deal specifically with topics related to start-ups. Since these have an affinity for start-ups, they are usually very suitable for your press mailing list. Of course, start-up portals are not only helpful for PR, but also for providing you with information. There are now many different start-up portals and each one has its own features and focuses. We have analyzed the most important start-up portals for you.

What distinguishes public relations from advertising

There are numerous differences between public relations and traditional advertising. PR, for example, has long-term goals such as image building or building trust. Advertising, on the other hand, is sales-oriented and promotes more short-term. In addition, PR is cheaper to implement, which can be particularly important for start-ups. Through PR, third parties should speak or report well about the company. Therefore, another benefit of PR can also be that it becomes more credible.

Storytelling as a stylistic device in PR

Storytelling, that simply means: telling stories. So it is a stylistic device of PR with which information can be embedded in a logical context. Storytelling is possible in relation to people, products or an entire company. The whole point is to build a deep relationship with your customers. You let them "touch" your company and thereby ensure that a long-term relationship is built up. Well implemented storytelling as a PR stylistic device is effective, credible and attracts a lot of attention to your product or company.

Social media as a supplement to your PR work

Facebook, Twitter, Snapchat - it is hard to imagine life without social media these days. As a company, you can also benefit from this. In the first step, you have to select the right social media platforms, because not every channel is suitable for every company. You make the selection based on your target group, which you define in your social media strategy. If you are unsure of yourself or lack the capacity to use social media, consider hiring a social media manager.

For those who have already taken these steps, here are tips for the perfect Facebook post or tweet. Everything about the Instagram business account can be found here at a glance. In addition, social media monitoring is an important part of working in social networks.

PR - do it yourself or with an agency?

Before you start PR for your company, the question is whether you will do the PR yourself or outsource it. To do this, you should first ask yourself the following questions:

1. Why do I want to do PR?

The goals of PR can be different, especially for founders, depending on the industry and size. As a start-up, you often don't even have the opportunity to cover the full spectrum of PR. Possible motivations for PR in the initial phase can be:

  • Make a product / company known (more).
  • Position your company as a reputable contact in the specialist field.
  • Increase your credibility.

2. How much / what type of PR do I want to do?

Depending on your goals, you also use different PR tools. These can be very diverse and range from texts and networking to events. Depending on the methods you intend to use, you should decide whether you have the capacity and knowledge to do so.

3. How much time can I spend on PR measures?

Do you only want to use PR now and then or do you need PR as a continuous concept that you can incorporate into your corporate strategy?

4. How much budget do I have for PR?

Agency or consultancy services naturally cost money and should therefore be included in the financing plan from the outset if PR is to be outsourced.

So whether you use an agency or a consultant for your PR must be decided individually. Basically, outsourcing has the main advantage of expertise - because PR, in particular, depends on precise implementation. From the founders' point of view, the disadvantages are the costs. In addition, an in-house employee will notice developments more quickly and can therefore incorporate them into the overall PR concept. An employee also has a higher level of identification with the company or product and thus also has a different view of the PR measures.

Of course, it is also possible to outsource only certain areas, for example the writing of texts or the organization of an event. You can find a suitable consultant or service provider who specializes in start-ups here.

Author: Für-Grü editors

As editor-in-chief, René Klein has been responsible for the content of the portal and all publications by Für-Grü for over 10 years. He is a regular interlocutor in other media and writes numerous external specialist articles on start-up topics. Before his time as editor-in-chief and co-founder of Für-Grü, he advised listed companies in the field of financial market communication.