PR explained: Answers to the most important questions
What does PR actually deliver, how does it create impact, and what does working with us look like in practice? Here you’ll find the most important answers at a glance.
FUNDAMENTALS
What does a PR agency do?
A PR agency ensures that a company’s topics are visible in the right media and among the relevant target audiences. To achieve this, we develop clear messaging, prepare content in a journalistic way, and place it strategically with the most relevant media outlets (→ Media & Press Relations).
Is PR the same as advertising?
No. PR is based on editorial content, not paid advertising.
What is the difference between PR and marketing?
Marketing often focuses on short-term conversion, while PR builds reputation, credibility, and visibility over the long term. Ideally, both are strategically aligned.
Do you also handle social media?
Yes. If needed, we integrate social media into the overall communications strategy and align content with broader objectives (→ Social Media Management).
Do you also handle Google Ads or LinkedIn Ads?
No. We are not an advertising agency. Our focus is on strategic communications and media relations.
Do you also handle internal communications?
Yes. Especially on strategic topics or as part of CEO positioning, we also provide internal communications support (→ Internal Communication).
When is PR worthwhile?
PR is valuable when a company wants to actively shape its perception, build trust, and strengthen its position in the market.
In which situations specifically?
For example, during periods of growth, when launching new offerings or products, opening new locations, addressing financing or investor topics, or communicating complex or sensitive issues.
COLLABORATION
How does working together start?
You can reach out to us by email or give us a call (→ Contact). In an initial, non-binding consultation, we discuss your goals and current situation.
If a collaboration makes sense, we prepare a tailored proposal. Once commissioned, we start with a kick-off and implement the defined measures operationally.
Is the initial consultation free of charge?
Yes, it is non-binding and free of charge.
Can I reach out if I’m unsure?
Yes. That’s exactly what the initial consultation is for.
How much time do I need to plan for?
This depends largely on your goals and the complexity of your topics. In general, we keep the operational effort on your side as low as possible and take care of execution. However, especially at the beginning, we require more input to properly define topics, content, and positioning.
During the ongoing process, it’s important that you are easily reachable, provide timely feedback, and make time for interviews or alignment.
What if I’m not available at times?
No problem. Just let us know briefly so we can plan accordingly.
How quickly will I see results?
This depends on the specific situation. Milestones such as launches, expansions, or investments typically lead to visible results quickly when communicated professionally.
Strategic PR, however, requires some lead time. Initial results are usually visible after a few weeks, while sustainable impact develops over several months.
SERVICES
Do you only work with tech companies and startups?
No. While we often work with tech companies and startups, we also support clients from other sectors, including real estate, hospitality, the economic and financial sector, and academia.
Is my company a good fit for you?
If there is a clear topic and a need for communication, a collaboration is generally possible - regardless of industry or company size.
Can you also help in crisis situations?
Yes. We support companies throughout the entire crisis cycle—from preparation to response—and assist with both internal and external communications (→ Crisis Communication).
COSTS & MODELS
Do you work on a project basis or on a retainer?
We typically work on a retainer basis, as PR is designed as an ongoing process.
Project-based collaboration is also possible, especially for specific occasions or clearly defined topics. In ongoing engagements, we also regularly implement additional projects when further needs arise.
How much does PR cost with you?
For getting started, we offer a Basic package from €3,000 per month. We also provide more advanced options, such as a Pro package starting at €5,000 per month.
In addition, we offer tailored Enterprise solutions for more intensive support—for example, for larger communication initiatives around an event, targeted campaigns, or complex positioning projects.
For specific communication needs, we can also agree on a smaller, time-limited retainer or a project-based setup.
How do I find the right package?
We determine this together in the initial consultation, based on your goals and requirements.
Is there a minimum term?
PR is designed as an ongoing process. We typically recommend a collaboration of around one year.
Shorter timeframes, as well as project-based or ad hoc collaborations, are also possible and can be agreed individually.
What is included in a PR package?
You can find all our services under → Services. A typical package includes:
Strategic communications consulting
Topic and storyline development
Media relations, including press releases
Preparation for interviews and media inquiries
Ongoing coordination and reporting
Depending on the package, additional services such as monitoring, newsjacking, or CEO positioning can be included.
IMPACT & MEASUREMENT
How do you measure the success of PR?
Based on clearly defined goals and KPIs, such as media placements, visibility in relevant outlets, thematic positioning, and feedback from journalists and stakeholders.
What results can I expect?
Depending on the scope, we define concrete output targets, such as a set number of media placements per quarter. Beyond that, the focus is on the long-term positioning of your topics.
Why do you work with quarterly targets?
PR requires preparation and planning before results become visible. The process is not linear: phases of topic development are followed by measurable output.
This dynamic can be effectively reflected within a quarterly timeframe.
Do you guarantee media placements?
No. Editorial teams decide independently which topics they cover.
However, we guarantee a structured, proactive process and the targeted placement of relevant content. Over the past 20 years, we have consistently achieved media placements.
Can PR generate new customers?
PR is not a traditional sales channel, but a form of strategic communication that supports your business objectives.
It builds trust, shapes public perception, and positively influences purchasing decisions. In practice, media coverage often leads to concrete inquiries—from potential customers, candidates, and business partners.
SEO & GEO
Do you also cover SEO or GEO?
Yes. While we are not a traditional SEO or GEO agency, we systematically integrate these aspects into our PR work.
Beyond topics such as visibility, structure, and discoverability, we also analyze how content is interpreted and surfaced in search engines and AI-driven systems. To do so, we use our own analytical approaches and tools to better understand presence, context, and competition.
This ensures that content not only performs in the media but also remains visible over the long term, both in traditional search environments and in AI-generated answers.
Why is this important?
Because today, content needs to be understandable and discoverable not only for media, but also for search engines and AI systems.