Bild.de: How do I get a PR article published?

Discover how to get your PR story published on BILD.de and boost your media visibility

What is a PR placement?

Anyone wishing to place a PR article in a large medium should first understand how such content is created. Usually, this does not constitute independent reporting, but rather paid content that are specifically used for marketing and image-building purposes. Unlike traditional editorial articles, PR texts are planned and produced in collaboration with the client. Therefore, the question “How do I get a PR article published?” also involves coming to terms with the mechanisms of journalism and advertising, and understanding the various channels and requirements that are involved.

About BILD and Bild.de

BILD/bild.de is the online news portal of the BILD newspaper and is part of Axel Springer SE. They are among the media outlets with the widest reach in Germany and primarily report on current affairs in politics, sport, entertainment and society. BILD is characterised by a tabloid-style approach featuring short, highly sensationalised and easily understandable news items aimed at a broad audience.

What makes a PR story relevant to BILD

An editorial article in media outlets such as BILD is only published if a story is genuinely newsworthy. Editorial teams base their decisions on what are known as news values – specific criteria they use to determine which events are considered newsworthy in the first place. As media outlets have limited resources, content is filtered and prioritised. Without sufficiently compelling news value, companies are therefore often left with no option but to rely on professional PR work to gain visibility in the mainstream media.

Negative stories such as crises, conflicts or scandals often attract a great deal of attention, as do surprising or unusual events that deviate from the norm. Conflicts, personal stories and well-known figures also increase a story’s news value, as they make the content more relatable and interesting. It is also important that the story is relevant to a wide audience or a specific target group, and that it evokes strong emotions. Furthermore, the ongoing development of a story plays a role, as does a clear and easily understandable message that avoids complex issues. Good visual appeal through images or videos, exclusivity, and timeliness further enhance the news value.

How PR agencies enable access to BILD

Especially with high-reach tabloid media such as BILD not every company is relevant enough to be picked up by the editorial team straight away. This is why working with specialist PR agencies plays a key role. Professional agencies understand the mechanisms of journalistic selection processes and often have direct contacts within the editorial departments of major media groups such as Axel Springer. They turn company press releases into media-friendly stories, edit them to journalistic standards and distribute them specifically to relevant contacts.

The direct path to the editorial desk usually depends on three factors: exclusivity, high-profile status, or exceptionally strong news value. PR agencies not only provide strategic advice but also handle the storytelling, media outreach and the timing of the release.

In addition, traditional press releases play an important role. Many editorial teams actively use professional news agencies such as dpa and PR portals like Presseportal.de to research relevant topics and trends. However, what matters most is the quality and journalistic appeal of the story behind it and not the press release itself.

Our clients in the media: PR mentions on bild.de

Professional PR ensures reach, visibility and credibility in high-reach media. Editorial placements on major portals such as bild.de do not happen by chance. They are usually the result of strategic communication and media-relevant stories with high news value. We, the PR agency Industrie-Contact based in Hamburg, have already successfully secured editorial coverage for our clients on bilde.de on several occasions. Here are two examples:

Changhong

Changhong is a Chinese electronics and technology group. The company is one of the largest manufacturers of consumer electronics in China and is known internationally for its CHiQ televisions, smartphones, household appliances and smart home technologies. We secured an editorial mention for Changhong on bild.de during the Mobile World Congress. The focus was on innovative smartphone highlights and technological trends at the trade fair.

Satisfyer

Satisfyer is an internationally renowned German brand in the sexual wellness sector. It is best known for its products featuring Air Pulse technology, as well as for its modernly designed intimate and lifestyle products. We were able to secure an eye-catching editorial mention for Satisfyer. The article on bilde.de focused on modern lifestyle and erotic products.

The paid route for a publication on bild.de

In addition to the editorial route, Bild also offers the option of paid PR and advertising placements. These often take the form of so-called ‘product stories’ or advertorials. This is paid content that looks like a normal article but is clearly marked as advertising. Such pieces are usually produced by BILD journalists in close consultation with the clients and can be published online at bild.de, in print, or on social media.

Conclusion

A successful media presence in high-reach media such as BILD is achieved when the content has clear news values. Key factors here include relevance, emotional appeal, timeliness, exclusivity and a clear, focused storyline.

Whether a company attracts media attention depends largely on the quality of the story and its suitability for editorial selection processes. Professional PR provides support precisely in this area by presenting content in such a way that it becomes interesting and relevant to editorial teams.