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How companies and PR agencies write history together
Tools 16 January 2024

How companies and PR agencies write history together

Public relations today encompasses far more than traditional press relations. Social media content, newsletters, visual storytelling, data analysis and networking often push companies to their limits. This is where cooperation with a PR agency comes in handy. For this partnership to be successful in the long term, clients and PR agencies should observe a few important basic rules.

Storytelling and PR agencies: Two people walk hand in hand over a hill.
Image source: Joseph Chan (

You can’t do without it: every relationship starts with a dose of trust

As in interpersonal partnerships, business cooperation also requires a solid basis of trust. Open and transparent communication forms the basis for this. A good communications consultancy should not only be a service provider, but also a reliable player. It is important that all sides feel encouraged to contribute ideas and discuss them constructively, as these are often decisive for joint success. Even uncomfortable truths must be addressed if they are necessary to achieve the goal. Clients share both positive and negative information in this process, as this is the only way for agencies to develop effective communication strategies and respond appropriately.

In short, trust is at the heart of a successful partnership between a company and a PR agency. This cooperation thrives on commitment, honesty, fairness and the ability to work together to achieve the goals set. To lay the foundation, PR consultancies can offer their clients a “Code of Conduct”. Such a code of conduct creates transparency about values and procedures and communicates the basic principles of cooperation to future partners.

Storytelling in PR: A shop window with the slogan "What is your story"
Image source: Etienne Eirardet (

Pants down for good stories: Insights into the vision and identity of a company

To create authentic and captivating narratives, storytellers need a deep insight into a company’s identity. PR consultants don’t have to be a fly on the wall in every corner of the company, but rather develop an understanding of the client’s services and goals from the outset. This is where the company’s employees are invaluable. After all, they are the true experts in their field and therefore the source of potential stories.

Developing a corporate identity is a creative process in which the customer plays the main role. Consultants provide support and pave the way for clients to recognize their vision and form an idea of what they want to achieve. Ambitions, values and identity are explored together. Storytelling is about telling stories that touch people’s hearts. This starts with sharing knowledge, mission statements and a clear corporate identity.

Storytelling and PR strategies: View from a car window and a map
Image source: Tabea Schimpf (

It all depends on the workflow: The roadmap for successful collaboration

Functioning workflows and clearly coordinated communication are essential for successful cooperation between companies and agencies. Regular meetings, ideally in person or via video conferencing, ensure that work processes run smoothly and that everyone involved is always up to date.

For companies preparing to work with a PR agency, it helps to understand the roadmap early on. It is the responsibility of the story experts to show what is possible for the clients. What goals should be achieved with your own PR? What type of approach is prioritized for this? The more transparently these steps are worked on, the better the clients know what they can expect. With the help of a storytelling strategy, both partners embark on a journey together to discover the essence of the company and bring the core of the brand to life. This creates stories that have an impact on the target groups and strengthen loyalty to the company.

Back to the future: With Reflextion to success

Last but not least, regular reflection and honest feedback ensure the success of the partnership. This is not just about looking back at the past, but also about jointly shaping future prospects. The team of consultants and the contact persons should regularly review the joint triumphs and failures of the PR work and draw meaningful lessons from them. This process promotes an understanding of successful strategies and makes it possible to adapt flexibly to developments. This is the only way to optimize the joint approach to new challenges. Regularly reviewing and adjusting the targets also helps to take account of changes in the company and adapt your own plan.

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