News / Blog: #mistake

Publishing a Press Release on a Budget – What to Consider

In today’s digital media landscape, publishing a press release remains a powerful way to generate attention for a company, product, or event. But for small businesses, startups, or solo entrepreneurs, the big question is: how can you distribute a press release effectively without spending a fortune? In this article, you'll learn what to keep in mind when publishing a press release on a budget – and how to get the most value for your money.

1. The Importance of Press Releases

A press release is a short, factual statement sent to the media with the goal of gaining editorial attention. It informs journalists about news such as product launches, events, company formations, partnerships, or staffing changes. A press release should always meet journalistic standards – it must be clear, relevant, and well-structured.

2. Cost Factors – Where Do the Expenses Arise?

The costs of publishing a press release typically fall into several areas: writing, distribution, and optional extras such as media targeting or guaranteed placements on major news websites.

Professional PR agencies may charge between €100 and €500 for writing, depending on the complexity and experience involved. To save money, businesses can write the press release themselves – as long as they understand the required structure, tone, and news value.

Most of the cost, however, comes from distribution. Press portals and PR services offer a range of packages – from free basic postings to premium options costing several hundred euros. A careful comparison is worthwhile.

3. Free vs. Paid Press Release Portals

Free press release portals like openPR.de, pressebox.de (limited), or prmaximus.de (basic) allow press releases to be published with no or minimal cost. The advantage: no financial risk. The downside: limited reach, basic SEO visibility, and usually no exposure on larger media platforms.

Paid services such as pressetext.com, news aktuell (a subsidiary of dpa), or lifePR offer significantly greater reach, targeted media lists, and often guaranteed visibility on partner sites. However, prices between €100 and €500 per release are not uncommon.

4. Tips for Cost-Effective Publication

• Write it yourself: If you're confident in your writing skills, you can skip agency fees.
• Use free platforms strategically: Start with free portals to build initial visibility.
• Select with precision: Choose platforms that match your target audience and industry.
• Combine approaches: A mix of free and selected paid services can be more effective than relying on a single expensive portal.
• Time it right: Publishing early in the week or in the morning often yields better visibility.

5. Common Mistakes to Avoid

Many businesses try to cut costs in the wrong places – such as by publishing a poorly written or unstructured press release. A weak news angle, excessive advertising, or lack of relevance will cause journalists to ignore the story. Always focus on a clear message, strong quotes, and professional formatting.

Another common mistake is the “spray and pray” approach: blasting your press release to as many platforms as possible without a clear strategy. This not only wastes money but also dilutes your message. A targeted distribution is usually more effective.

6. Conclusion: Affordable Doesn’t Mean Ineffective

It’s entirely possible to publish press releases affordably and still achieve good results – as long as you take a strategic approach. With a well-written message, the right distribution channels, and a focus on your target audience, even a small budget can make a big impact. The key is to prioritize content – because even the best platform can’t help if the message itself is weak.

If you plan to release press announcements regularly, consider building your own media list. This allows you to contact relevant journalists and editors directly – saving on future distribution costs.

Bottom line: quality beats quantity. If you invest effort into crafting your message and choosing your channels wisely, you can achieve strong visibility without overspending.

Influencer Marketing – What It Is and How to Use It Effectively

Influencer marketing has become one of the most powerful tools in modern digital communication. By leveraging the reach and credibility of social media personalities, brands can connect with highly engaged audiences in a way that feels natural and authentic. But how does influencer marketing actually work? What are the key strategies – and where are the pitfalls? In this article, we break down everything companies need to know to run successful influencer campaigns.

1. What Is Influencer Marketing?

Influencer marketing is a form of marketing in which brands collaborate with social media personalities (influencers) to promote products, services, or campaigns. Unlike traditional ads, influencer content is integrated into the influencer’s daily communication, often through stories, videos, reviews, or lifestyle posts.

The strength of influencer marketing lies in authenticity. Followers trust the influencer’s opinions, which makes recommendations appear more credible than standard advertising.

2. Why Influencer Marketing Works

The success of influencer marketing is based on social proof – people tend to follow the behavior and recommendations of others, especially if they perceive them as relatable or aspirational. Influencers act as digital role models, trendsetters, and product testers, often forming close-knit communities with their audiences.

Especially among Gen Z and Millennials, influencers play a more important role in brand discovery than traditional ads, TV commercials, or banner ads.

3. Types of Influencers

Influencers are typically categorized by the size of their following:

• Nano-influencers (up to 5,000 followers): High engagement, close community, great for niche products.
• Micro-influencers (5,000–50,000): Balanced reach and trust – often ideal for targeted campaigns.
• Macro-influencers (50,000–500,000): Strong reach, good for visibility and awareness.
• Top-tier/Celebrity influencers (500,000+): Broad impact, high cost, ideal for mass-market exposure.

The right choice depends on your goals: smaller influencers often deliver better engagement and authenticity, while larger ones offer more reach.

4. Popular Influencer Platforms

Influencer marketing isn't limited to one social network. Popular platforms include:

• Instagram: Ideal for lifestyle, fashion, beauty, travel, food.
• TikTok: Fast-growing, creative, ideal for younger audiences and viral content.
• YouTube: Great for in-depth reviews, tutorials, and long-form storytelling.
• LinkedIn: Suitable for B2B campaigns, thought leadership, and employer branding.
• Blogs: Still relevant for SEO and detailed product reviews.

5. How to Plan an Influencer Marketing Campaign

To run a successful influencer campaign, follow these steps:

1. Define clear objectives: Brand awareness, product sales, app downloads, content creation, etc.
2. Identify your target audience: Know who you're trying to reach and where they spend time.
3. Choose the right influencers: Look at reach, engagement, content style, values, and audience demographics.
4. Agree on the collaboration type: Sponsored post, product gifting, affiliate links, takeovers, giveaways, etc.
5. Track performance: Use KPIs like reach, impressions, engagement rate, conversions, or traffic.

6. Influencer Compensation Models

Influencers are typically compensated in one or more of the following ways:

• Flat fee: Pre-agreed rate per post or campaign.
• Product gifting: The influencer receives free products in exchange for content (common with nano/micro-influencers).
• Affiliate commission: Influencer earns a % of sales through tracked links or discount codes.
• Performance bonuses: Additional rewards based on campaign results.

7. Common Mistakes to Avoid

• Choosing influencers based only on follower count: Engagement and brand fit are often more important.
• Lack of creative freedom: Influencers know what resonates with their audience – overly scripted campaigns can backfire.
• Unclear expectations: Always set clear guidelines and goals for deliverables, timelines, and disclosures.
• One-off collaborations: Long-term partnerships often deliver better results and authenticity.
• Ignoring legal requirements: All paid or sponsored content must be clearly labeled as such (e.g., #ad or “Paid partnership”).

8. Measuring Success in Influencer Marketing

Key metrics (KPIs) to evaluate campaign success include:

• Reach and impressions
• Engagement rate (likes, comments, shares)
• Click-through rate (CTR)
• Conversions (sales, downloads, sign-ups)
• Content quality and reusability
• Audience sentiment and brand mentions

Influencer platforms and tools (e.g., HypeAuditor, CreatorIQ, Upfluence) can help you track and analyze results.

9. Conclusion: Influence Is Earned, Not Bought

Influencer marketing offers enormous potential – but only when done right. It’s not about paying someone to say something nice; it’s about finding the right voices to tell your story authentically. Success depends on trust, alignment, creativity, and a deep understanding of the audience.

In an age where users scroll past traditional ads, influencer content can cut through the noise – if it’s real, relevant, and valuable.

Online Fraud – How Consumers Can Protect Themselves from Fake Shops

Online shopping has become a daily routine for millions of people around the world. Whether it's clothes, electronics, or furniture—everything can be ordered with just a few clicks. But where convenience increases, so does risk. Fake online shops, also known as fraudulent or scam shops, are becoming increasingly professional and continue to trick unsuspecting consumers out of their money. The result: no delivery, no refund, and often no legal recourse. So how can consumers protect themselves from falling into the trap?

What Are Fake Shops?

Fake shops are fraudulent websites that appear to be legitimate online stores but are actually scams. They often advertise heavily discounted products, high-end brands at suspiciously low prices, or limited-time offers designed to create urgency. In many cases, customers who order from these sites never receive their goods—or, worse, hand over sensitive data like credit card numbers to criminals.

The sites are often professionally designed and look legitimate at first glance. They may use stolen product photos, fake customer reviews, or even logos of real companies to appear credible. But behind the scenes, there are no real products, warehouses, or customer service—only fraud.

How to Recognize a Fake Online Shop

While scam sites are getting better at mimicking real stores, there are still red flags that can help consumers spot fraud:

• Too-good-to-be-true prices: If an item is significantly cheaper than anywhere else, that’s a major warning sign.
• No imprint or company information: Legitimate businesses provide full contact details, including company name, address, phone number, and tax ID (especially in the EU).
• Unusual payment methods: Scam shops often accept only advance payment, bank transfers, or crypto—rarely offer PayPal or credit card options with buyer protection.
• Poor or generic language: Many fake shops use machine-translated or broken English, which can be a sign of fraud.
• Fake reviews: Overly positive or repetitive reviews, or a total lack of customer feedback, should raise suspicion.
• Domain name and email address: Watch out for strange domain names (e.g., brandname-store1234.com) or generic emails like "support@onlineshop.com."

How to Protect Yourself from Online Shopping Scams

Staying safe while shopping online doesn’t mean avoiding the internet altogether—it means being vigilant. Here are some practical tips for consumers:

1. Do a Background Check

Before ordering, search for the shop’s name along with terms like “review,” “scam,” or “experience.” Forums, review sites, and consumer protection websites often report on known fake shops.

2. Check for an Imprint or Legal Notice

In many countries, especially in the EU, online shops are legally required to publish an “imprint” (legal disclosure) with full company info. If it’s missing or vague, avoid the site.

3. Use Secure Payment Methods

Always choose payment methods that offer buyer protection—like credit cards or PayPal. Avoid direct bank transfers or payments in cryptocurrency unless you know the vendor.

4. Verify the Website's Security

Look for the padlock symbol in the browser address bar and make sure the URL begins with https://. This doesn't guarantee safety, but it's a basic layer of security.

5. Use Trusted Marketplaces

If you're unsure about an independent store, consider purchasing from larger platforms like Amazon, Etsy, or eBay—where seller reviews, return policies, and buyer protection are built in.

6. Trust Your Instincts

If something feels off—be it the design, the offer, or the checkout process—pause. Don’t rush into a purchase just because a deal looks too good to miss. Scammers rely on emotional decisions.

What to Do If You’ve Been Scammed

If you suspect you've fallen victim to a fake shop, act quickly:

• Contact your bank or credit card provider to stop or reverse the payment.
• Report the website to your national consumer protection agency (e.g. FTC in the U.S., Verbraucherzentrale in Germany).
• Report the fraud to your local police or cybercrime unit.
• Leave a review or warning on scam alert platforms to help others avoid the same mistake.

Conclusion: Caution Pays Off

Online shopping will only continue to grow—but so will online fraud. Fake shops are often well-crafted and difficult to spot at first glance. That’s why consumer awareness is the best defense. By checking websites carefully, using secure payment methods, and staying alert for warning signs, you can enjoy the benefits of online shopping without falling into the trap of fraudsters.

In short: when in doubt, don’t check out.

Becoming a spokesperson, including necessary skills and steps to achieve this career goal

Introduction: The Role of a Spokesperson

Spokespersons are the voice of a company, organization, or government agency. They are responsible for communicating with the public, the media, and other stakeholders. Their job is to convey messages clearly, precisely, and professionally.

But how does one become a spokesperson, and what skills and qualifications are necessary for this role?

Managing Reputation Damage: How Companies Can Navigate Through

Reputation damage can be devastating for companies. Whether it's a scandal, product flaw, or miscommunication, rebuilding public trust is a challenging task. But how can companies best deal with such situations?

Transparency and Communication

The first step for companies facing reputation damage is transparency. Concealing or denying the situation often exacerbates the problem. It's crucial to communicate openly and honestly about the issue and take responsibility.

A clear and effective communication strategy is vital. This means not only informing the media and the public but also involving affected customers and stakeholders. The company should transparently outline its plans to address the issue and provide regular updates.

Remedial Actions and Accountability

Mere apologies are not enough. Companies must also take concrete steps to rectify the damage and ensure similar incidents do not recur in the future.

This may involve actions such as product recalls, compensating affected customers, conducting internal investigations, and revising corporate policies. It's essential that these measures are not superficial but bring about real change.

Building Trust and Credibility

The path to rebuilding the image is lengthy and requires patience. Companies must consistently work on regaining public trust. This can be achieved through continuous improvements, transparent business practices, and social engagement.

It's also important to learn from mistakes and foster a culture of accountability. Employees should be encouraged to raise concerns and report misconduct before they escalate into larger problems.

Conclusion

Reputation damage can be catastrophic for companies, but it's not insurmountable. Through transparency, effective communication, concrete actions, and building trust, companies can overcome the crisis and emerge stronger.

It's important to recognize that reputation damage can also be an opportunity to improve the company and build long-term relationships with customers and stakeholders.