PR Agency


A PR agency supports companies in conveying their messages to potential customers and business partners in a targeted manner. But that is by no means all. This article shows you how to recognise a good PR agency and details what their support can give you.

A positive public image is one of the most important factors for the success of a company. It is not for nothing that public relations work plays such an important role in corporate activities.

PR Agency

1. What is Public Relations, PR for short?

Public relations, or PR for short, refers to the public relations work of companies and institutions. In this context, PR is part of the field of communication, which should be as positive as possible, both internally and externally. Public relations is divided into different sub-areas.

They include, for example:

  • Media monitoring
  • Media relations
  • Online PR
  • Influencer Relations
  • Blogger Relations
  • Human Relations
  • Sales PR
  • Crisis PR

PR differs from marketing in that it does not focus solely on commercial enterprises and tradespeople, but is also open to and important for non-commercial groups such as public authorities, political parties, organisations and various interest groups.

Public Relations is exactly what a good PR agency promotes: the public relationship of the target groups with their clients.


Since every company, organisation and institution wants and needs to serve different stakeholders, the range of tasks of a PR agency is quite broad. Let’s take a closer look at this.

2. What tasks does a PR agency take on?

A PR agency develops suitable communication strategies for a wide range of stakeholders.

These include:

  • Clients
  • Employees
  • Shareholders
  • Business partners
  • …and much more

First of all, every good PR agency will develop a positive identity for its client. This is a very important step to put the subsequent PR work on a solid footing.

Equally important is the establishment and maintenance of relationships that are immensely helpful for the client of the PR agency. In addition, the PR agency has the task of communicating the contents of the company, organization or institution to the outside world and thereby strengthening the positive identity.


Other tasks that a good PR agency takes on are:

  • Analysis of the corporate identity with examination of the potential for improvement
  • Analysis of stakeholders and competitors
  • Development of targeted strategies for a wide range of stakeholders and objectives
  • Implementation of strategies with continuous monitoring of success
  • Taking care of classic press work
  • Adoption of online PR using numerous social media channels
  • Development and production of printed materials
  • Support with or arrangement of events, trade fairs and shows
  • Building and maintaining relationships, e.g. with specialist journalists
  • Avoiding conflicts
  • Conflict resolution
  • …and much more.

3. What goals does good PR pursue?

External Effect
Good PR aims to present a brand, company or another organisation well to the outside world. This includes a positive image and mental images that remain in the minds of the target group. Every customer who sees a certain logo or hears a special advertising tune must automatically associate it with the company the PR agency represents.
Every business partner who sees the company colours should always immediately think about the good business relationship they have with this company or organisation. Employees should also feel good about their employer, build an emotional connection and become increasingly loyal.
When a company or brand is in people’s minds, when everyone who hears about a product or service associates something positive with it and then automatically associates it with the respective company, only then has the PR agency done its job and achieved its goals accordingly.
By the way: crisis PR is a very important part of successful PR. Any company that causes negative reactions for any reason should immediately engage a PR agency to take appropriate action. A quick, serious reaction is essential here in order not to damage a positive reputation or to immediately restore it.

4. Why does PR work?

Public Relations comprises a wide range of different measures and extremely sophisticated communication management. Equipped with psychological, technical and marketing know-how, a good PR agency can achieve a lot for companies and organisations.

For PR to work well, the analysis of target groups is immensely important. This is the only way to narrow down who can be reached with the various PR measures. However, the target group alone is not enough, because every company and every organisation – as already mentioned – must also please many other groups. In addition to business partners and employees, these can also be people who are not considered from the outset.

An example:

You open a car repair shop and advertise the fastest, cheapest and most professional repair. Your target group flocks to you in droves. So far, so good. But your car repair shop is located in a residential area. So you are dealing with residents who complain about the noise, congested streets and exhaust fumes. This can lead to considerable problems.

A good PR agency has already anticipated this problem and installed measures from the beginning to calm down the residents and prevent them from complaining in the first place.

PR works in many different ways. Numerous cogs interlock, events increase awareness just as much as carefully placed press releases. And last but not least, honesty and transparency convince the majority of the target group.

5. Are there differences between PR, advertising and marketing?

Yes, there are. While advertising and marketing are aimed at selling products and services, but tend to achieve short-term success, PR is designed for long-term impact. PR also makes use of elements of advertising and marketing, but is generally much more targeted and establishes the company or brand over the long term. Advertising and marketing sell, as does PR. In addition, a good PR agency additionally enhances the reputation with all stakeholders.

Let us give you a brief overview of the areas of application of PR and the corresponding instruments.

Media Relations
They refer to relations with the target group of representatives of journalistic media. For example interviews, press trips, editorial visits, announcements and much more.
Corporate Publishing
This includes publications in print, online or cross-media form, image brochures, annual reports, flyers and much more.
Dialogue Events
These include trade fairs, conferences, open days, factory tours, panel discussions and much more.
Sponsoring, Actions
This includes openings, appeals for donations, sales promotions, advertising measures, material support for projects and much more.
A good PR agency is an asset for every company and organisation. It does not make advertising and marketing measures superfluous, but it enhances their effect positively.

6. The advantages of good PR

The advantages of good PR are manifold. They include:

  • Positive corporate communication on a holistic level
  • Building a positive image and an outstanding identity
  • The optimisation of image and identity
  • Complements advertising and marketing measures in a meaningful way
  • Controls and maintains the use of high-quality content
  • Supports confidence building
  • Establishing and maintaining long-term relationships with customers, business partners and multipliers
  • Allows mature crisis communication
  • Solves conflicts of interest sustainably
A good PR agency is an asset for every company and organisation. It does not make advertising and marketing measures superfluous, but it enhances their effect positively.

7. What does good PR cost?

This question cannot be answered off the cuff as too many factors play a role. First and foremost, of course, it depends on the specific services you need for your company.

Should your PR agency only be there to advise you or do you also want meaningful analyses? Do you want active services such as content creation or blog maintenance or more passive services such as conceptual design or project management?

Depending on the PR agency, you can expect an hourly fee or a lump sum for previously defined services. In principle, the performance of a PR agency pays for itself quite quickly, so it is worth investing in a good PR agency.


8. Conclusion

PR is important for every company and organisation. Without a PR agency, many brands and even political content would only be known to a few people.

You can recognise a professional PR agency by the range of services it offers and, of course, by its references. In addition, the agency you commission should already have a sufficiently large network of relationships that will now also benefit your company.

We would be happy to advise you. With our many years of experience, we offer you professional PR that will bring you lasting progress. Convince yourself and contact us!