PR is more important than ever for a company’s success today – because AI summaries and AI chatbots are increasingly replacing Google rankings as the results of online searches. AI mimics the search behavior of knowledgeable people. And people generally trust other people above all else. When generating its responses, AI therefore places less emphasis on self-promotion on corporate websites and focuses primarily on what others say about a company. So, those who are credible and trustworthy are cited by third parties and thus become part of the AI response. Successful PR generates this credibility and trust – and with it, indispensable competitive advantages.

Base of all PR work is media relation. An editorial article is not only significantly less expensive than an ad, but also significantly more credible: While advertising buys media space for promotional claims, PR must first convince critical journalists. An article is published or broadcast, and an expert is quoted, only when the editor in charge is certain that the story is in the interest of their readers, listeners, or viewers – and does not serve solely commercial purposes. The publication then convinces not only the readers but also the AI.

Consistent public relations efforts build relevance and trust. As part of the marketing mix, they are an effective and indispensable method for drawing potential customers’ attention to your offerings and building your brand. Unique, relevant, and well-presented content convinces media representatives to share it with their audience.

Even when it comes to evaluating AI overviews and AI chatbots, the opinions of third parties carry more weight than what you say about yourself on your website or social media channels.

Editorial teams are independent – that’s the foundation of the credibility of reputable media outlets, which we all value. And, incidentally, AI also places great importance on this when responding to search queries. One thing above all else is crucial to the success of a press release: its newsworthiness from the media’s perspective. If a story is truly interesting, you can count on journalists’ interest as well.

rfw. is fully committed to positioning you in the media: We provide comprehensive consulting, identify the story within your company, and find a suitable hook for your topic. If you commission us with a press release, we do our job as trained editors, give your text the appropriate format, and use our carefully curated media distribution lists and contacts for distribution.

We are PR generalists with specialized expertise. Our agency covers various areas of corporate communications – media relations, corporate publishing, and content marketing.

rfw. has been self-financed 100 percent ever since its establishment in 1968. In every single year the agency has performed profitably. Our sole measure of success is our customers’ success.

If necessary, we can make consulting services available within a few hours. We quickly develop solutions to critical issues and handle media inquiries.

People remain in charge, even as artificial intelligence transforms communication. And people still want information that has been created – and, above all, verified – by humans.

Artificial intelligence cannot replace our journalistic skills, nor can it replace our empathy, our creativity, or our understanding of the context in which our clients’ public relations efforts take place.

At rfw. kommunikation, we view AI as a supportive technology, and we follow our AI guidelines when using it.

From research through concept development and planning to organization, implementation, and performance evaluation, we can handle all tasks associated with a PR project.

We have extensive experience with daily press, business publications, consumer magazines, and online media. We also maintain strong relationships with trade and special-interest media, particularly in the fields of electrical and safety technology, construction and housing, as well as healthcare and consumer goods. Our clients can rely on up-to-date, carefully maintained distribution lists organized by industry.

The initial meeting is, of course, free of charge. We offer subsequent briefings on the project details and a concept based on those briefings at fair prices.

We distinguish between one-time projects and ongoing engagements. For ongoing engagements involving regular consulting and services, we typically agree on a budget paid in twelve equal installments – a so-called retainer with monthly flat fees.

For project-based assignments, all actual hours worked are tracked and billed monthly or upon project completion, in accordance with the fee agreements.

For long-term engagements governed by a service agreement, we are happy to provide our clients with a written guarantee – upon request – that we will not work for competitors during our collaboration.

Confidentiality is of the utmost importance for a PR agency, and we ensure it is set forth in writing not only in the employment contracts with all our employees but also, upon request, in our agreements with other service providers.