PR & reputation management
A company's reputation forms where it is not the one broadcasting. The job is to know that space and not leave it to chance.
What is shifting
Classic PR had a manageable set of addressees: newsrooms, trade media, associations. That still holds. It is no longer the whole space, though. A growing share of opinion forms on review platforms, on social platforms and increasingly in the answer an AI system generates when someone asks about the company.
The uncomfortable part: those answers draw on sources the company does not control, and they arrive without context. Anyone described wrongly, out of date or not at all is usually the last to find out.
Reputation work therefore now means both: classic media relations, so that credible sources exist. Plus deliberate work on getting those sources into the places where citation happens automatically.
What an AI system says about a company is simultaneously a reputation question and a visibility question. The technical side, meaning being described correctly and worth citing, sits with Generative Engine Optimization in Marketing & Sales. The substantive side, meaning which statements are out in the world at all, sits here. We work both from the same analysis.
How we work
Establish the current picture
What is said about the company online, in trade media, in reviews? And what do AI systems answer when asked about it?
Define the target picture
Which three statements should stick? Reputation is not what a company says about itself but how the market perceives it.
Topics and occasions
What the message can hang on: own research, projects, people, dates in the industry calendar.
Channels and contacts
Trade media, associations, platforms, multipliers: a list with names rather than a category.
Prepare for the hard case
Who speaks, how fast, in what tone. A playbook you open in an incident instead of writing one then.
Monitor
Ongoing tracking of mentions, reviews and AI answers, with a defined threshold for when to respond.
The messages come from the brand voice, the tone from the communication guidelines. Without those foundations, PR becomes a series of one-off decisions.
Your contact
Senior Content Strategist
Senior Content Strategist, with netzstrategen since 2024. She came to content strategy from journalism, bringing a passion for deep research and an eye for the bigger picture. Her guiding principle: no execution without strategy first. She develops content concepts for B2B, technology, innovation, health and social media, thinks cross-media from the start and guides clients from strategic idea to cross-channel execution.
What does ChatGPT answer when asked about your company?
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