Analysis and consultancy at the heart of your communications

The analysis and consultation phase is a two-way learning process between client and PR agency: we will collect, process, structure and prioritise your information in a way that carries the most weight with the public.

A well-planned PR campaign is founded on a coherent overall concept that encompasses the company’s image and culture, product sales, its website and how it is perceived by the outside world.

We analyse your company’s aims and vision and familiarise ourselves with your sales and marketing strategies. With your cooperation, we bring together the necessary strands of information from different parts of your business. If it then becomes clear that some useful information is missing, we research this and integrate it into the overall strategy. In order to understand your core business, we make sure that we are familiar with your specialist area. This helps us to recognise the target audiences for your products or services. We also research your competitors to give us an idea of your market position. Finally, we check how effective your communications, internal and external, have been up to now.

An outside perspective allows any unique properties and potential new ideas to surface. We alert you to these and advise you how best to present them to the public.

Having digested the results of the analysis, we will suggest how best you can adapt your product and company aims to the needs of the press. The more in-depth the consultation, the better equipped we are to convey your values to the public.

We advise you what the most interesting elements of your business are for the public and show you how your PR needs to be inter-related with your Marketing and Sales. At this point, we would also be pleased to advise you how to optimise your product strategy for your target customers. A PR campaign is most effective when all departments of the business work together.

The analysis and consultation phase lies at the heart of the PR strategy and its implementation.

 

Analysis

  • Corporate structure
  • Product strategy
  • sales strategy
  • Marketing / Advertising
  • Corporate Identity / Corporate Design
  • Product and company goals
  • Internal Communications Analysis
  • Market position and competitors
  • target groups
  • target media
  • topics
  • Competitive analysis and positioning

Consultancy

  • Interpretation of analytical results
  • Finetuning for demands of the press
  • Presenting of press activities with impact
  • Optimizing proposals in the areas of:
    • Coordinating and defining the communicative central idea
    • Coordinating the product strategy with the planned PR activities
    • Including of the sales strategy in online PR activities
    • Any optimization of website design
    • Extending information for journalists on the website (Online Press Center)
    • Coordinating marketing and advertising strategy with planned PR activities
    • Suggesting activities and topics relevant to press
    • Making internal communication more vivid through increased employee information (optional)

Strategy

  • Developing of PR strategy
  • Campaign Development: based on the provided information we create for you a timely PR plan, tailored to the editorial plans of the relevant publications
  • Creation of the wording
  • Managing international campaign: In case of an international PR campaign, we inform the local PR agencies fully and promptly.
  • Defining of PR face
  • Activities ideas
  • Staging ideas
  • Topic ideas

Implementation

  • Continuous implementation of ongoing PR campaign
  • acting as press office / press spokesperson
  • Networking / contact management
  • Adaptation of the PR campaign to editorial schedules and current events
  • To implement the PR campaign use of any means of communication. An excerpt:
    • Press and media relations
    • Media contact management
    • Media creation print / online
    • Exhibitions / events / editorial visits
    • Crisis relief / prevention
  • International PR campaign: permanent coordination with international PR agencies
  • Continuous coordination with the customer

Feedback

  • PR reports on ongoing PR activities
  • Clipping evaluation: Overview of rating according to definded parameters
  • Press: Feedback with suggestions, praise and criticism
  • Consultancy: Incorporating press feedback into the overall strategy

Controlling

  • Online clipping archive
  • Media / Clipping analysis
  • PR reports ??available online
  • Monitoring of media and influencers
  • Analysis of target groups and response