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Developing a PR routine – How can we create a PR routine that positions us for marketing success?


A structured PR concept forms the basis of a successful communications strategy and enables companies to permanently expand their reach. To achieve this goal, companies should develop processes and routines that support their own PR work and significantly increase its effectiveness.

Continuous communication is achieved through the development of a detailed PR routine. With the help of a routine, a company can simplify the management of communication processes between companies and, for example, their customers more controllable as well as predictable. Here are three steps to create an effective PR routine.

The development of a PR routine

Step 1 – The analysis                                                                                                                           

The first step is the analysis, by researching and collecting data you get a solid first impression of your current communications management. During the analysis process you want to gather, available data, facts and information, which are necessary for the creation of a general fact sheet. To generate a promising analysis, you can use the so-called SWOT analysis. The acronym SWOT stands for the strengths, weaknesses, opportunities and threats of a company, which are examined in more detail during the analysis. But there are also other analysis-tools like PESTEL. It is important that you get an understanding of the current status of your communications. Based on these results, the design of goals, the target group or the company positioning, which are to be considered in the PR routine, then begins.

Step 2 – The strategy

Often, companies already have a strategy that relates to various competitive factors such as product development, market share and positioning. If a strategy is not yet in place, it should be developed at this stage at the latest.

The strategy development can and should be supported by the results of the previous analysis. For the PR routine, it is important that you articulate specific target groups and that it is clear how your company wants to position itself in the market.

Even though the process of strategy development can be described in a few sentences, it is important to give extensive thought to each of the points mentioned. After all, these are long-term decisions.

Step 3 – The content

The last and at the same time most extensive step is the implementation of the PR routine. This is only possible once a strategic concept exists, and a general overview of the overall PR plan is available. Before one can use topics and content in PR work, it should be ensured that they are relevant. Otherwise, the content is likely to get lost in the depths of the everyday flood of information. Whether content is relevant can be derived from the corporate strategy and from current trending topics.  If a topic is relevant, the content must be designed creatively and as strikingly as possible and then assigned to the appropriate communication channels.  For example, using the social networks with the help of a communication mix of corporate publishing, social media advertising or influencer marketing.

The newly developed PR routine must now run continuously; only in this way is it possible for companies to achieve the targets they have set. Consistency is the way to achieve this goal, so 30-60 minutes of the PR routine every day is enough to build up lasting reach for the company and consolidate its expert status – but how can companies implement it effectively?

The implementation of the developed PR routine

Media check

Read, listen, watch – In order to achieve and maintain constant success with the newly developed routine, picking up on relevant topics and media within the routine PR is essential. What is current and relevant to the company’s target audience? Which media do I use to reach my target group? What is the reputation of which media?

For example, the company can also publish its own expert opinions as content and position itself as a thought leader in the industry. In this way, it can succeed in standing out from the mass of media and distinguish itself from its competitors.

Media research

The media research is preceded by the media check mentioned above. In addition, it is elementary to continuously maintain your own press distribution lists and to create them accordingly for new media and contacts.

Maintaining social media channels

To maintain the PR routine and thus build long-term relationships, it is important to maintain a balanced exchange on the social media channels that are populated with content. Nurturing here also means getting in touch with people who contribute to growth, in order to boost new customer acquisition in practice and to continuously maintain contact with existing customers as well as to maintain successful cooperation. Due to this, important factors are also sharing, commenting and liking posts, but also regularly posting relevant content based on a strategic social media plan.


Building awareness is often not easy. Developing and implementing a successful PR routine involves some difficulties and often represents a challenge for many people. In summary, it is worthwhile to systematically develop your own PR strategy to make clear progression. In any case, it makes sense to seek professional support and expert knowledge. If you need professional help with your PR, simply contact us without obligation by e-mail at or find out more about our expertise at

About the author

Elena Sauter

Communication Advisor at HBI Helga Bailey GmbH – International PR & MarCom

Elena Sauter has been supporting HBI in the areas of PR and marketing since 2022.
As a Communication Advisor, her responsibilities include the creation of professional articles & the conceptualization of social media postings. Furthermore, Elena is involved in directly assisting our client work.

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