5 Types of PR Agency You Need to Know 

In general, the term press work or public relations describes establishing a relationship between companies and media. All areas of a company’s external communication are part of it. 

Classic PR is supposed to improve the image of a brand in the public eye, open up new target groups, draw attention to a particular topic or contribute to opinion formation. The advantage: Because third parties publish information and issues, messages gain credibility. 

When communicating with journalists, PR agencies use a range of measures.  

It includes press releases, press conferences, and editorial visits. A good PR agency is therefore very well networked in the media landscape. 

Online PR 

Online PR pursues the same goals as classic PR. However, communication is not carried out via traditional media such as radio, TV, or print media, but via the Internet. The advantage: Information can be conveyed to the editorial offices within a short time at a low cost.  

Publication on the media’s online portals usually takes place correspondingly quickly. Digital press kits, press releases, and press conferences have long been part of a professional PR tool kit’s standard repertoire. 

Corporate Publishing 

Corporate publishing encompasses all of the company’s media that provide interested parties, customers, employees, business partners, and shareholders with information. This includes customer and employee magazines, company reports, and balance sheets.  

The decisive criterion is the journalistic (not advertising) preparation of the topics and news to image cultivation, customer loyalty, sales promotion, or employer branding.  

Sales PR 

Sales PR are all actions that explain offers, products, and services in a target group-oriented manner. In the B2B area, in particular, targeted sales PR can actively support the activities of sales employees.  

That is why marketing and sales work closely together here. According to the principle of “help first, then sell,” sales PR supports companies in promoting sales. According to the principle, the added value for the user is always in the foreground, not the sales argument. Sales PR includes whitepapers, blogs, videos, events, and newsletters. 

Crisis PR 

Every company goes through difficult times at one point or another. There are different types of crises: economic difficulties that lead to layoffs, site closings or bankruptcies, operational crises, for example, in the event of accidents or problems with products, to scandals such as bribery scandals or fraud. 

If companies then manage to communicate quickly, transparently, and in a solution-oriented manner, they can sustainably strengthen the trust of their customers. 

Kentucky Fried Chicken is the best practice to make you smile. The fast-food chain ran out of chicken in its UK restaurants. 

700 restaurants had to close. The customers were pissed off. However, KFC responded promptly by placing newspaper ads showing a portion cup labeled “FCK,” the censored abbreviation for “Fuck”. 

Personality PR 

Personality PR puts people instead of companies in the right light. This has been happening in politics and shows business for a long time, but corporate managers and decision-makers are now being made known and supported by the media. In fact, only 10 percent of your performance decides whether you get ahead in your career. 90 percent is about awareness and image. This is precisely where personality PR comes in. 

The goal is to make a brand out of a person. It is not uncommon for the person behind the brand to be better known and more successful than the brand itself.  

The best example of this is Elon Musk with his automobile company Tesla. While the company was still a long way from being at the top, Musk was already being hyped as an entrepreneur.