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Knowledge Base

Designing Public-Facing Activities – This Is How PR Works in 2025

26d ago | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Public relations in 2025 is undergoing an exciting transformation. Traditional press releases, interviews, and media partnerships still matter, but new channels, technologies, and expectations around transparency are rewriting the rules. Companies must rethink their PR strategies to capture attention – and sustain it.

From Reach to Relevance

For a long time, the mantra was simple: visibility equals success. Today, simply broadcasting messages is no longer enough. PR in 2025 must be more relevant, credible, and audience-specific than ever before. Whether it’s climate action, diversity, or artificial intelligence – companies are at the center of societal debates. Public relations has become the interface between brand communication and corporate responsibility.

New Channels: Social Media Is Just the Beginning

While social media has become standard, attention continues to shift. Audio formats like podcasts, vertical short-form videos, and immersive technologies such as AR/VR are gaining ground. PR teams now use AI-powered tools to detect emerging trends early and personalize content. At the same time, community-driven platforms are growing in importance, where dialogue matters more than reach.

Storytelling Remains the Core of PR

In the age of information overload, stories are the ultimate differentiator. Successful PR campaigns in 2025 rely on authenticity and consistent narratives across all channels. Whether a startup or a global corporation, the ability to translate complex issues into understandable, emotional, and credible stories is the key to building trust and capturing attention.

Crisis Communication in the Real-Time Era

With the speed of digital communication comes the heightened importance of professional crisis PR. Shitstorms, data leaks, or political controversies can spread within minutes. Companies must be prepared: clear processes, trained spokespersons, and a transparent communication strategy are essential. AI-driven monitoring tools help detect potential crises early and enable rapid response.

The Role of AI in PR

Artificial intelligence is transforming not only marketing but also public relations. Automated text and image generation accelerates workflows, while AI-based analytics provide valuable audience insights. At the same time, the challenge of maintaining authenticity grows: in a world where content can be created in seconds, brands must be especially careful about credibility and ethical standards.

Conclusion: PR in 2025 Is Relationship-Building

Public relations today goes far beyond media coverage. It’s about building relationships – with journalists, customers, employees, and communities. To succeed in 2025, PR cannot be treated as a short-term measure, but as an integral part of corporate strategy. Public-facing activities thrive where brands take a stand, tell relevant stories, and enable genuine dialogue.

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Knowledge Base

What is Data Scraping?

28d ago | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Whether it's product prices, job listings, real estate offers, or stock market data: the internet is full of publicly available information. But when that data is collected in large volumes and automatically processed, it’s called data scraping. A term that’s increasingly relevant in the age of AI, big data, and digital business models — but also legally and ethically controversial.

Definition: What is data scraping?

Data scraping refers to the automated process of extracting data from websites or online platforms. Special software tools or scripts — known as scrapers — scan websites, identify structured information (like tables, text, or metadata), and save it into databases or spreadsheets for further use.

Common use cases for data scraping include:

  • Price monitoring in e-commerce (e.g. comparing Amazon and eBay listings)
  • Tracking job postings across multiple career sites
  • Analyzing customer reviews or forum comments
  • Extracting contact data from online directories

The data collected is often used for market research, competitive analysis, lead generation, or training artificial intelligence systems.

Technically simple, but not always legal

Technically speaking, data scraping is relatively easy. Even a basic Python script using libraries like BeautifulSoup, Scrapy, or Selenium can extract web content automatically. Browser plugins and low-code tools have made it even more accessible to non-programmers.

But legally, data scraping is a gray area. In the EU and Germany, website content is protected under copyright laws, even if it's publicly accessible. Mass copying and reuse of data may violate copyright law, website terms of service, or the General Data Protection Regulation (GDPR) — especially when personal data is involved.

Major platforms like LinkedIn, Facebook, and Amazon actively fight unauthorized scraping. At the same time, many companies use scraping techniques themselves for competitive intelligence or market analysis.

Data scraping vs. APIs: A legal alternative?

Many websites now offer APIs (Application Programming Interfaces) — official access points for retrieving structured data legally and efficiently. APIs are stable, documented, and often permitted under clear usage terms. However, they are sometimes limited, expensive, or don't provide all the data a company wants.

As a result, scraping is often the “unofficial” workaround, especially when no API is available or when the API limits usage too tightly.

Use cases: From SEO to AI training

Data scraping plays a key role in various digital business models. Common fields of application include:

  • SEO: Tracking search engine rankings, analyzing competitors’ content
  • E-commerce: Dynamic pricing, catalog monitoring, offer comparisons
  • Finance: Real-time news, market signals, or portfolio tracking
  • Artificial Intelligence: Gathering training data for chatbots, language models, or image recognition

Journalists also use scraping, especially in investigative and data-driven reporting — for example, to analyze large data leaks or identify hidden patterns in public records.

Risks and ethical concerns

Despite its usefulness, data scraping raises serious legal and ethical issues. In addition to copyright and privacy concerns, it also raises questions of fair use and server load — scraping can overwhelm websites with automated requests. Some platforms block scrapers or deploy bot detection tools to prevent abuse.

There is also risk of misuse: scraping can be used for spam, misinformation, or even identity theft — for example, by harvesting email addresses or profile pictures from public sites.

Conclusion: Powerful, but with limits

Data scraping is a powerful tool in the data-driven economy. It provides access to information that would otherwise be difficult to obtain — enabling insights, automation, and innovation. However, the line between smart data strategy and legal violation is thin.

Anyone who wants to use scraping professionally must not only understand the technical side, but also comply with legal frameworks, follow ethical guidelines, and ensure responsible data handling.

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Knowledge Base

Explainer Videos in B2B Sales – Are the Short, Expensive Marketing Films Worth the Investment?

31d ago | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Explainer videos: From niche to mainstream

Explainer videos were once the domain of startups and SaaS companies trying to simplify complex products. Today, they’re standard in B2B sales strategies across industries — from mechanical engineering and IT to pharmaceuticals and finance.

“A good explainer video conveys what used to take a ten-page brochure or a 20-minute sales pitch — in just 90 seconds,” says Julia Werner, marketing lead at a German software company. “It’s a powerful tool at the top of the funnel.”

Videos are used on landing pages, in cold emails, trade show presentations, and increasingly in personalized sales outreach via LinkedIn and email automation tools. The logic: visual storytelling sticks — and it helps cut through the noise in oversaturated digital channels.

But they’re expensive — sometimes painfully so

Depending on style, quality, and agency, a professionally produced explainer video can cost between €3,000 and €20,000. That includes scriptwriting, storyboard, voice-over, animation, sound design, and sometimes translation for international audiences.

“The problem is that many companies underestimate the production time and internal coordination effort,” says Thomas Berger, founder of a B2B video agency in Munich. “There are weeks of back and forth — and that makes the process expensive and slow.”

In tight B2B sales cycles, especially in the mid-market, decision-makers often hesitate to approve such high costs for a single video asset — particularly when ROI is hard to quantify directly.

Do explainer videos really increase conversions?

Advocates say yes. Numerous case studies show that landing pages with video can increase conversion rates by up to 80%. A 2024 HubSpot report found that 74% of B2B buyers are more likely to purchase after watching an explainer video — especially when the product or service is complex.

“It helped us cut down our average sales call duration by 30%,” reports Marcel Döring, sales director at an industrial automation firm. “Clients came into meetings with a basic understanding of our value proposition — which made closing faster.”

However, effectiveness depends heavily on context. A slick video alone won't rescue a weak message or poor targeting. Quality scriptwriting, clear messaging, and proper distribution are just as important as visual polish.

Cheaper alternatives: AI, templates, and DIY tools

In 2025, companies have more options than ever. AI-powered video tools like Synthesia, Pictory, and Lumen5 allow marketing teams to create semi-professional videos without actors, cameras, or large budgets. Pre-built templates and avatar voice-overs have lowered the barrier to entry significantly.

“For internal training and basic explainer content, AI-generated videos are often ‘good enough’,” says Lisa Neumann, content strategist at a logistics software provider. “But for brand-critical assets, we still go the professional route.”

Even agencies are starting to use AI in production workflows — to reduce storyboard development time, automate subtitles, or speed up versioning in multiple languages.

When does an explainer video make sense?

Experts agree: Explainer videos are not a universal solution, but they work particularly well when...

  • The product or service is complex or intangible
  • The sales cycle involves multiple decision-makers
  • The company has a clearly defined target audience
  • The video is embedded in a broader content and campaign strategy

“A standalone explainer video without a distribution plan is a waste,” warns Birgit Scholz, B2B marketing consultant. “You need to think of it as a content asset with a lifecycle — not a one-off gimmick.”

Conclusion: Worth it — under the right conditions

Explainer videos can be highly effective in B2B sales — if they’re part of a smart, strategic content plan. Their high cost remains a barrier for many SMEs, but the return on investment can be significant when the message hits the mark and the video is properly deployed across channels.

Cheaper, AI-powered alternatives will continue to grow — but for high-impact, brand-sensitive communication, professional production still sets the standard. The key is knowing when to invest — and when a leaner, faster format will do the job.

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Knowledge Base

Wave of Bankruptcies Among Agencies and B2B Service Providers 2025 – How Bad Is It Really?

10/15/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

The headlines are dramatic: more and more agencies and B2B service providers are filing for bankruptcy. But how serious is the situation – and what is really driving this trend?

The Scale of the Crisis

Since early 2025, the number of insolvencies in the services sector has risen sharply. Marketing and communications agencies, IT service firms, and consultancies are particularly affected. According to industry associations, insolvencies are now well above pre-pandemic levels.

“We are seeing the strongest wave of bankruptcies in more than a decade – but not all segments are equally affected.”

Root Causes: A Combination of Pressures

  • Margin pressure: Intense price competition and cost pressure from global rivals.
  • Client caution: Many businesses are postponing projects or cutting budgets.
  • Digitalization & AI: Automation reduces demand for traditional services.
  • Interest rates: Higher financing costs hit smaller providers especially hard.

Industries Under the Most Pressure

Providers heavily dependent on marketing and communications budgets are hit hardest. Creative and advertising agencies face shrinking budgets. IT and software service providers are split: while commoditized offerings are under stress, specialists in AI, cybersecurity, and automation continue to grow.

Market Consequences

The insolvency wave has far-reaching consequences:

  1. Market consolidation: Larger players absorb smaller insolvent firms.
  2. Talent mobility: Laid-off employees quickly move to expanding tech companies.
  3. Client disruption: Customers suddenly left without providers must scramble to find alternatives.

Paths Out of the Crisis

Despite the challenges, opportunities exist for those willing to adapt:

  • Focusing on specialization and niche markets.
  • Investing in automation and AI-driven services.
  • Building stronger, longer-term client partnerships.
  • Streamlining cost structures and diversifying business models.
Bottom line: Not all service providers will survive this crisis – but those who adapt early may emerge stronger.
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Knowledge Base

The Swiss Media Landscape 2025 – Newspapers, Magazines, Radio Stations and More in Switzerland

10/13/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Between Alps, algorithms, and four national languages: The media in Switzerland in transition

In 2025, Switzerland’s media landscape is diverse, linguistically rich, and undergoing transformation. With a total of 2,715 media outlets, Switzerland is an essential part of the DACH region (Germany, Austria, Switzerland), which collectively includes 20,432 media entities. Despite its relatively small population, Switzerland maintains a dense and regionally rooted media network.

The Swiss media ecosystem is characterized by a fine web of local newspapers, specialized publishers, public service broadcasting, and digital niche platforms — all underpinned by a culture that values press freedom, media diversity, and journalistic quality.

1. Print Media: Regionally Anchored, Digitally Renewed

Newspapers and Online News

Switzerland has 232 newspapers and online news outlets, with a strong emphasis on regional coverage. Local papers such as the Aargauer Zeitung, Thurgauer Zeitung, or Walliser Bote play a vital role in their communities.

Major national publications like NZZ, Tages-Anzeiger, and Blick are expanding their digital strategies — including paywalls, apps, newsletters, and podcasts — while smaller publishers focus on reader engagement and hyperlocal content.

Magazines and Journals

With 737 magazines and journals, Switzerland boasts a strong publishing sector. Titles such as Die Weltwoche, L'Hebdo, or Bilanz are widely read, with many publications appearing in multiple languages or regional editions. Trade and industry magazines — especially in finance, health, and tourism — are also influential internationally.

2. Science and Publishing: A Swiss Strength

Switzerland is home to 1,118 scientific journals, a disproportionately high number due to its strong academic and research infrastructure. Institutions like ETH Zurich, EPFL Lausanne, and the University of Basel drive numerous high-quality scientific publications, often in international cooperation.

In addition, 357 publishers operate in Switzerland, many of them highly specialized. Their focus often includes scientific, legal, and medical content. New publishing models are emerging, blending print, e-books, and open access strategies.

3. Radio and Television: Multilingual and Multimedia

Radio Stations

Switzerland hosts 100 radio stations, including public (SRG SSR) and private broadcasters. A key feature: content is produced in all four national languages — German, French, Italian, and Romansh — making the radio landscape uniquely diverse.

TV Channels

With 46 television stations, Swiss broadcasting is broad and multilingual. Major networks like SRF, RTS, and RSI operate under SRG SSR and provide content across languages and regions. Increasingly, they are investing in streaming platforms, digital archives, and media libraries to reach younger audiences. Private regional stations like TeleZüri or TV24 complement the offering with local news and entertainment.

4. Digital Formats and Emerging Voices

Blogs, Podcasts, and Online Portals

Switzerland has a vibrant digital media culture, with 37 blogs, 12 podcasts, and 32 online portals. While the numbers may be smaller than in Germany, the content is often deep, high-quality, and highly specialized — particularly in politics, science, and environmental reporting.

Podcasts are increasingly seen as a natural extension of traditional media — offered by outlets like SRF or NZZ — but also as a space for new, younger voices discussing issues such as education, gender, or urban culture.

5. Music Labels, Communities, and Agencies

Music Labels

Switzerland is home to 22 music labels, many of which focus on electronic music, jazz, and Alpine folk genres. Labels like Mouthwatering Records or Quartz Records are known for their creative projects and growing international recognition.

Forums and Communities

With 13 forums and community platforms, the scene is modest but impactful. Many serve as academic or technical discussion spaces, often developed in collaboration with universities or research institutions. Topics range from energy and health to information technology.

Press Agencies

Switzerland has 9 press agencies, including the SDA – Swiss News Agency, the country’s primary newswire. Others provide specialized content in finance, science, or culture, serving both traditional media and digital platforms.

Conclusion: Diversity Across Language Borders and Digital Change

The Swiss media landscape in 2025 reflects the nation’s identity: multilingual, decentralized, independent — and facing the challenges of digitization, media consolidation, and economic pressures. The balance between regional journalism and global connectivity remains both a strength and a challenge.

Nevertheless, Switzerland’s media sector is remarkably resilient — not only in quantity, but in quality. It proves that even a small country can support a strong, diverse, and internationally respected media system.

In Switzerland, media diversity is not an aspiration — in 2025, it’s a democratic reality.

Overview: Media in Switzerland 2025

Media Type Total (DACH) In Switzerland
Blog64337
Forum / Community18613
Scientific Journal4,9481,118
Music Label / Record Label39722
Magazine / Journal6,738737
Newspaper / Online Newspaper1,663232
Podcast18612
Press Agency / News Portal1089
Publishing House4,155357
Radio Station664100
TV Broadcaster31446
Online Portal43032
Total20,4322,715
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The Media & PR-Database 2025

Media & PR Database 2025

The media and PR database with 2025 with information on more than 20,000 newspaper, magazine and radio editorial offices and much more.

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