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

10/22/2025 | 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

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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What Is the Customer Journey in the B2B Sector?

09/30/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

The Customer Journey in the B2B (Business-to-Business) sector describes the process that a company goes through — from the first point of contact with a potential solution provider to the final decision and beyond. Unlike in B2C (Business-to-Consumer), this journey is often longer, more complex, and involves multiple decision-makers.

Key Characteristics of the B2B Customer Journey

The B2B Customer Journey is typically:

  • Multi-layered: Involves various roles such as buyers, users, decision-makers, and sometimes external consultants.
  • Rational and research-driven: Decisions are based on facts, ROI, long-term benefits, and risk management.
  • Relationship-focused: Trust, reputation, and personal relationships play a significant role.
  • Longer in duration: The process can take weeks or even months depending on the complexity and investment involved.

The Typical Stages of the B2B Customer Journey

1. Awareness

The potential buyer becomes aware of a challenge, problem, or opportunity. This may happen through online research, trade shows, webinars, or recommendations. Content marketing plays a big role at this stage.

2. Consideration

The company actively seeks solutions. They compare vendors, read case studies, attend demos, and download whitepapers. Product features, references, and expert opinions influence the evaluation.

3. Decision

After narrowing down the options, internal decision-making takes place. Procurement, IT, legal, and management may all be involved. Pricing, terms, integration capabilities, and support models are key factors.

4. Purchase

The deal is signed and the onboarding process begins. Good communication and service during implementation are critical for long-term satisfaction.

5. Post-Purchase / Loyalty

After the sale, the focus shifts to customer success, support, and relationship building. Satisfied clients may become repeat customers, brand advocates, or provide referrals and testimonials.

Touchpoints Along the B2B Customer Journey

Common touchpoints include:

  • Company website and landing pages
  • Webinars, whitepapers, case studies
  • Sales meetings and consultations
  • CRM and email communications
  • Social media and thought leadership content
  • Customer support and success teams

Why Understanding the B2B Customer Journey Matters

By mapping and optimizing the B2B Customer Journey, companies can:

  • Identify pain points and improve the buying experience
  • Align marketing and sales efforts more effectively
  • Increase conversion rates and shorten sales cycles
  • Strengthen customer relationships and retention

Conclusion

The B2B Customer Journey is not a straight line, but a complex path influenced by logic, collaboration, and trust. Understanding this journey is essential for developing effective marketing strategies, building lasting customer relationships, and ultimately driving business growth.

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The Unwritten Rules of the PR Industry

09/29/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

The unwritten rules of Public Relations (PR) aren't found in textbooks, yet they strongly influence how successful you are in the field. They’re based on experience, ethics, trust, and intuition. Ignoring them doesn’t just jeopardize your campaigns — it can damage your reputation or that of your clients.

1. Credibility is everything

PR can do a lot — but it can’t save lies. If you’re not honest in your messaging, you’ll get exposed sooner or later. Credibility is the currency of PR — once lost, it’s nearly impossible to regain.

2. Know your audience better than yourself

Successful PR starts with a deep understanding of the target audience. Only those who know how their audience thinks, feels, and behaves can craft messages that truly resonate.

3. Editors have the final say

No matter how well you prepare your story — whether or not it gets published is ultimately up to the editor. PR pros respect this and focus on building long-term, trust-based relationships with the media.

4. Timing is everything

The best story is worthless if it lands at the wrong time. Great PR requires a feel for current events, news cycles, and social sentiment.

5. “Off the record” means confidential — for real

Trust is the backbone of good media relations. If you leak confidential information or misuse “off the record” comments, you’ll damage your reputation and relationships — sometimes permanently.

6. PR is not advertising

Press work is not marketing. Promotional language has no place in press releases or interviews. Journalists are looking for news value — not sales talk.

7. True skill shows in a crisis

Crisis communication demands speed, transparency, and honesty. Denial, cover-ups, or silence usually make things worse. Taking responsibility early can be a reputational win.

8. Storytelling beats data overload

Facts, figures, and statistics matter — but stories stick. Good PR turns information into compelling, human, relatable narratives that people remember.

9. Consistency beats noise

PR is not about one big moment — it’s about long-term relationship building. If you only show up when you want attention, people stop listening. Consistent, strategic communication wins.

10. Everything is communication

It’s not just what you say that matters — it’s what you do, how you act, and even what you don’t say. Emails, meetings, social media, body language — it’s all part of the public perception. Everything communicates. Everything can be PR — or anti-PR.

Conclusion

The unwritten rules of PR can't be measured in KPIs — but they determine trust, influence, and long-term success. Those who understand and respect them build the foundation for meaningful, effective communication.

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Influencer Relations – What Companies Need to Know

09/23/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Influencer marketing is no longer just a trend – it has become a core element of modern communication strategies. As traditional advertising continues to lose impact, more companies are turning to influencer relations: the strategic and long-term building of relationships with influencers. But what does that really mean? What should businesses consider – and how can they get started? This article answers the key questions.

1. What Are Influencer Relations?

Influencer relations refer to the targeted cultivation and maintenance of relationships between brands and social media opinion leaders – the so-called influencers. Unlike short-term campaign-based influencer marketing, influencer relations focus on ongoing dialogue. The goal is to build trust, align values, and enable the creation of authentic content.

The term is modeled after traditional media relations – where companies maintain communication with journalists – but in this case, the focus shifts to today’s digital storytellers.

2. Why Are Influencer Relations Important?

People trust people more than ads. Studies show that social media users often place more trust in influencer recommendations than in traditional advertising. This is especially true for younger audiences aged 16–35, where influencers play a key role in shaping opinions, consumer behavior, and lifestyle trends.

While one-off influencer campaigns may be seen as just “ads,” long-term relationships foster credibility and a more natural brand presence. Authenticity is the cornerstone of success here.

3. Influencer Relations vs. Traditional Influencer Marketing

Traditional influencer marketing usually focuses on one-off collaborations – for example, to launch a product or run a seasonal campaign. Influencer relations, on the other hand, prioritize consistency, mutual exchange, and partnership.

Example: In traditional influencer marketing, an influencer might promote a product once. In influencer relations, they become a brand ambassador who regularly creates content, offers feedback, and may even be involved in product development.

4. How to Get Started with Influencer Relations

To build strong influencer relations, businesses should take a strategic approach:

  • Define your target audience: Who are you trying to reach? What platforms and formats do they use?
  • Identify the right influencers: Consider not just follower count, but also tone, authenticity, community engagement, and shared values.
  • Reach out personally: Avoid mass emails – make your message relevant and respectful.
  • Offer long-term value: Present a partnership opportunity, not just a transaction.
  • Maintain transparency: Follow disclosure laws and communicate expectations clearly.

5. Types of Influencers

Not all influencers are the same. Here’s a rough classification by follower count (can vary by industry):

  • Nano-influencers (up to 5,000 followers): Highly authentic, often with strong community bonds.
  • Micro-influencers (5,000–50,000): Great balance between reach and relatability.
  • Macro-influencers (50,000–500,000): Wider reach, though often less personal engagement.
  • Top influencers / Celebrities (500,000+): Broad visibility, but expensive and not always credible.

6. Dos and Don’ts of Working with Influencers

  • Do: Show genuine interest in the person and their content.
  • Do: Allow creative freedom – influencers know their audience best.
  • Do: Treat them as equal partners, not just advertising space.
  • Don’t: Focus only on follower numbers – engagement and trust are more important.
  • Don’t: Enforce rigid guidelines that don’t match their style or voice.
  • Don’t: Use one-way communication – this is about relationship building.

7. Measuring Success: What Metrics Matter?

Even long-term influencer relationships should be evaluated. Common KPIs include:

  • Reach and impressions
  • Engagement rate (likes, comments, shares)
  • Website traffic from influencer content
  • Conversion rate (sales, signups, downloads)
  • Qualitative feedback (brand sentiment, audience response)

For long-term partnerships, it’s helpful to review goals regularly and adjust strategies as needed.

8. Conclusion: It’s About Relationships, Not Just Reach

Influencer relations go far beyond sponsored posts – they’re about building genuine relationships, mutual respect, and shared goals. Brands that embrace this mindset can turn influencers into true ambassadors who speak authentically to their audiences.

In an era of information overload and ad fatigue, this approach offers a real opportunity: people follow people – not brands. But brands can become part of real stories if they’re willing to listen, invest, and build trust.

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The Media & PR-Database 2026

Media & PR Database 2026

The new media and PR database with 2026 with information on more than 20,000 newspaper, magazine and radio editorial offices and much more.

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