PR International

What PR International does

PR International is a Vienna-based boutique public relations agency specializing in lifestyle and luxury brand communications in the DACH region. Founded in 1985 and operating under the legal entity PURE Communications GmbH, the firm serves national and international brands — primarily in fashion, watches and jewelry, beauty and cosmetics, with additional exposure in culinary and art & culture — seeking editorial coverage, event execution, and influencer relations in German-speaking media. The agency's service portfolio is organized into three integrated lines: Public Relations (print, broadcast, online media relations, product and corporate PR, editorial placements, celebrity dressing), Event Management (VIP and celebrity events, store openings, fashion shows, product launches, press presentations, content creator activations), and Digital PR & Social Media Support (online press relations, content creator relations and management, social media collaboration and consulting).

The firm is built on human relationships rather than proprietary technology. Its core asset is a dense, long-standing network across Austrian media, anchored by the proprietary Austrian Pressdays open-house event that convenes more than 100 editors, stylists, and influencers twice yearly. With approximately 14 employees and ownership held by Gloria Traxl (who took over in 2017) and co-owner Theresa Langmann, PR International operates as a private, founder-controlled boutique without institutional capital. The 2024 acquisition of BBPR consolidated its position as Vienna's leading luxury PR agency by both quality and size, adding an enterprise client base and team capacity.

The revenue model is professional-services based: bespoke retainers and project fees quoted per scope, with no publicly disclosed pricing. Distribution is entirely direct via enterprise sales relationships and referral-driven acquisition; the marketing mix relies on organic social (Facebook, Instagram), client testimonials, and the Austrian Pressdays event platform. Geographic reach is concentrated in Austria with implied extension to Germany and Switzerland for clients headquartered outside Austria but seeking German-speaking press coverage.

Name

PR International

Legal name

PURE Communications GmbH

Website

https://pr-international.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

PR International is a Vienna-based luxury and lifestyle PR agency, founded in 1985, serving fashion, watches, jewelry, beauty, culinary, and art & culture brands seeking editorial coverage and event execution in German-speaking markets.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Public Relations Agencies (541820), Public Relations Agencies (54182), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Consumer & Lifestyle PR (MPAAADAB)

akta.pro secondary industries

Event PR & Communications Support (BPAFADAO), Social Media & Community Management (PR-led) (BPAFADAM)

Keywords

• Lifestyle public relations
• Luxury brand pr
• Event management services
• Media relations agency
• Content creator management

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. PR Consulting Services: Continuous PR consulting services provided to national and international brands seeking coverage in German-speaking press markets. Services include press release writing, media relations, and ongoing strategic communications support.
2. Event Management Services: VIP and celebrity events, store openings, fashion shows, product launches, and press presentations. Full-service event organization from creative concept to execution.
3. Digital PR & Social Media Services: Social media management, content creator relations and management, online press relations, and social media consulting services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

PR International is a Vienna-based PR agency established in 1985 that provides public relations consulting, event management, and digital PR/social media services to luxury and lifestyle brands seeking coverage in German-speaking press. Services include media relations across print, broadcast, and online channels, organization of VIP events, store openings, fashion shows, and product launches, as well as content creator and influencer management.

Product overview

PR International is a single-agency PR firm offering an integrated service portfolio centered on three core offerings: Public Relations Services (media relations across print, broadcast, and online channels), Event Management (comprehensive event organization from creative concept to execution including VIP/celebrity events, store openings, and product launches), and Digital PR & Social Media Support (content creator management, social media collaboration and consulting). The agency operates as a unified service offering rather than a platform with modular add-ons. In 2024, PR International expanded by acquiring BBPR, a renowned Vienna-based agency, integrating its clients and team into the PR International portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Relations Services Core PR service encompassing print, broadcast, and online media relations, including product PR, corporate PR, brand features, editorial product placements, editorial photo shootings, and celebrity dressing for national and international brands seeking coverage in German-speaking press.
• Event Management Comprehensive event organization service including VIP and celebrity events, celebrity outreach, prospect client activations, store openings, fashion shows, product launches, press presentations, and content creator activations.
• Digital PR & Social Media Support Digital and social media service covering online press relations, content creator relations and management, social media collaborations, social media management, and social media consulting.
• BBPR (Acquired Agency) BBPR was a renowned Vienna-based lifestyle and luxury PR agency acquired by PR International in 2024, including its clients and team. The acquisition expanded PR International's market leadership in both quality and size in the Vienna lifestyle and luxury PR market.

Quantifiable outcome

• More than 100 editors, stylists, and influencers participate in Austrian Pressdays open-house events twice yearly

Named customers22 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• BBPR AgencymajorOthers · 1 January 2024In 2024, PR International acquired BBPR agency, taking over its clients and team. This acquisition established PR International as not only leading in quality but also size-wise in the field of lifestyle and luxury PR in Vienna. The takeover expanded the agency's capabilities and client base significantly.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Karla Otto: Globally recognized luxury and fashion PR and communications agency representing houses such as Dior, Prada, Bottega Veneta, and Saint Laurent. Most comparable peer given its boutique, fashion-and-luxury-specialist model serving enterprise brands across global markets.
• Purple PR: Boutique UK-based public relations agency specializing in fashion, beauty, lifestyle, and luxury brands. Comparable in size, scope of services (media relations, events, influencer management), and luxury brand client base.
• Hawthorn: UK-based PR and communications agency with dedicated luxury and lifestyle practice serving premium brands. Comparable as a boutique lifestyle/luxury PR firm offering media relations, events, and influencer services.
• The Communications Store: Boutique PR and communications agency focused on luxury fashion, beauty, and lifestyle brands. Comparable in boutique agency structure, luxury sector focus, and integrated PR/event services.
• KCD Worldwide: Global fashion PR, events, and production agency serving luxury and apparel houses such as Louis Vuitton, Versace, and Michael Kors. Direct peer in fashion-event production and luxury brand representation.
• PR Consulting: New York-based PR agency exclusively focused on fashion, luxury, beauty, and lifestyle brands including Dior, Tom Ford, and Jimmy Choo. Closely comparable in vertical specialization and enterprise client mix to PR International's luxury/lifestyle focus.

Broad incumbents

• BCW Global: Large global public relations and communications network offering luxury, fashion, and lifestyle practices. A broader incumbent that competes for the same global luxury brand mandates as PR International but at significantly greater scale and geographic reach.

Regional players

• Liganova: Stuttgart-based brand experience and communications agency serving luxury and premium brands across the DACH region. Comparable as a German-speaking market specialist offering events, PR, and brand activations for premium clients.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PR.INTERNATIONAL.VIENNA
• Instagraminstagram.com/pr.international
• LinkedInlinkedin.com/company/pr-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PR International