This article should serve as guideline, which gives you an impression of the main principles of public relations at a glance.


The pivotal point is authenticity. Authenticity on both sides, that of the client and that of the PR consultant, are the principles of successful PR work. The objective, clear presentation of a service, a product or an idea alone is not enough. The initiator/client of the PR consulting mandate must be able to convince himself of his subject (his services, etc.) and identify with it. In cases of doubt, the PR consultant should question this and put it in the right light. Is the client really behind his company/product? PR work also has a lot to do with coaching.

Objectivity and creativity. Another central point is the objective presentation of facts. Service and product must be clearly and graphically presented with regard to their basics as well as their applicability/use in different areas/situations. Here, of course, the creativity of the PR consultant is required to constantly find new topics and to communicate them attractively.

Continuity is in demand. Continuity is an essential point in PR work. One-time PR campaigns will not be successful in the long run. Ongoing presence in the media can only be achieved by regular contact with journalists and multipliers.



Advertising slogans. It is extremely unfavorable to send out classic advertising texts instead of PR texts. Texts full of superlatives and adjectives like „wonderful“ or „marvelous“ are a real horror. Journalists feel offended and get angry about mailings of this kind. Those end up in the trash anyway, time and money have been uselessly wasted.

Being rude. Good manners and the right way of dealing with people are important in every situation in life, this applies equally to dealing with journalists. Savoir faire is always in great demand.

Inaccurate mailing lists. It is important to know the media landscape exactly and not to overload the media with broadcasts and information that are completely irrelevant to them. If this happens, it also causes trouble, especially when the journalist asks the fateful question: “Do you even know what we are writing about and for whom?” So: always keep an eye on the mailing list and – especially for daily newspapers – make sure that the respective journalists are adequately supplied with the relevant topics.