Customer acquisition in times of AI, crisis, and competitive pressure

At the beginning of April, I attended the first “EntrePReneur Summit” organized by the DPRG in Würzburg – and I came back with a whole notebook full of thoughts, ideas, and strategic questions. The summit was aimed at PR entrepreneurs, and the insights are highly relevant for us as an agency – especially in times when communication and acquisition need to be realigned. The day was led by Prof. Dr. Michael Bürker, an experienced PR entrepreneur and now professor of marketing, content strategies, and communication psychology at Landshut University of Applied Sciences. The focus: growth strategies and customer acquisition for the PR industry – beyond standard phrases and short-term sales tricks.

Communication as the foundation of organization

Bürker's central understanding of communication – “Communication Constitutes Organization” – immediately grabbed my attention. Organizations are not fixed entities, but rather emerge through communication. They are networks of relationships, shaped by exchange and resonance. For us as communicators, this means that we not only shape messages, but also create spaces in which organizations can grow and have an impact.

Challenges facing the industry – and opportunities

The market analysis was brutally honest: price pressure from AI, declining bargaining power with clients, and a large number of similar service providers. And yet, companies are investing more in communication – especially when traditional media budgets are being cut. This shows that communication is not a “nice-to-have” but a strategic pillar. Together with HR, it forms the backbone of future-proof companies.

What remains human – despite AI?

One topic that dominated many discussions was the growing influence of generative AI. Yes, AI can develop trade fair concepts, deliver content and even prepare pitches. But AI cannot build real relationships. Where communication creates meaning, builds trust and fosters closeness, humans remain irreplaceable. That is precisely our playing field.

From studies to pro bono – creative ways to win customers

I found Bürkers' practical examples particularly exciting: from acquisition and studies (e.g., on the impact of life insurance on the over-50s) to a charity concert for a homeless shelter – all genuine, heartfelt and strategically thought-out measures that not only generated visibility but also led to long-term customer relationships.

The common thread? Communication as relationship building. Not volume, but relevance. Not mass, but matching.

Conclusion: PR work as a business discipline

What I took away from Würzburg is more than a set of tools. It's an attitude. We are not just communication professionals, we are co-creators of strategy, trust, and future viability. Corporate communication is not support, but substance. And growth is not a coincidence, but the result of smart positioning, continuous relationship management – and the willingness to constantly question ourselves.

If you would like to delve deeper or discuss the topic with me, I look forward to hearing from you – over a coffee in the office or on LinkedIn!

© KI-generated image with ChatGPT/DALL·E (OpenAI)