Personal, precise, relevant: How BISS PR & Communications hones communication in the AI age
PressFile supports workflows and centralizes contacts, distribution lists, and dispatch in a single interface
BISS PR & Communications is a Berlin-based communications agency that places the highest value on precise, individualized outreach to media professionals. Every story is strategically placed where it will find genuine resonance—this is both their standard and their guiding principle. Especially in the age of AI, the agency views personal, direct contact as irreplaceable. Thematically, BISS PR & Communications covers a broad spectrum: from travel and gastronomy to food & beverage, sustainability, and selected lifestyle products. The central challenge lies in continuously maintaining and updating a network that has grown over seventeen years—while simultaneously organizing it in such a structured and accessible way that new employees can work with it quickly and efficiently, and every team member remains perfectly informed. Since the introduction of PressFile, all relevant functions have been available in a single system—from contact maintenance and distribution list organization to the individual tracking of communication histories. For the team, this means less coordination effort, more transparency, and significantly more efficient processes regarding personal outreach to media professionals.
“We use PressFile daily and actually have the system open in our browser at all times,” explains Roaya El Tahwy, Director of Consulting & Strategy at BISS PR & Communications. “It is a central part of our work because we are constantly in exchange with our media contacts. Every interaction is documented in a traceable manner, which enormously facilitates our internal coordination.”
The decision to choose PressFile was made after a careful comparison of several providers. El Tahwy summarizes: “We had everything shown to us in the demo and checked off the points that were important to us. Some providers could not connect a mailing system directly, or there was no option to add individual comments to contacts. PressFile offered us everything-in-one. That was a central criterion—otherwise, the switch wouldn’t have worked.” Another plus point for the senior PR strategist was the personal support: “Having a direct contact person in support was crucial for us. Because when a problem arises, a fast, targeted solution is essential.”
Implementation leaves room for individual workflows
The introduction of PressFile at BISS PR & Communications was carefully planned. Contacts were integrated into the database in a structured manner, and the team developed tailored workflows to optimally integrate PressFile into their daily routine. El Tahwy emphasizes: “We work in a very individualized way. For every new contact, we consider how it can best be represented in the system so that everyone is informed and we can communicate in a targeted manner at the same time.”
The ability to share contact information, notes, and histories transparently within the team is particularly valued. This ensures that every employee knows who is already in contact with which editorial office, preventing double outreach. The team uses keywords and distribution structures to precisely manage campaigns and mailings. El Tahwy explains: “We have larger distribution lists, for example on the topics of travel or lifestyle, and then refine these using specific keys such as bike or golf. This allows us to reach exactly those journalists for whom a topic is relevant and avoid unnecessary scatter.”
Positive feedback within the team
New employees are onboarded to PressFile with the help of a short basic training session (one to two hours) and are then ready to work. Feedback at BISS PR & Communications has been consistently positive: thanks to its professional design, the tool is quickly understood and offers high practical utility. “After just a few days, new colleagues are proficient with our individual workflows and can use them effectively. The training sessions facilitate onboarding enormously and ensure that we can continuously work at the highest level,” says El Tahwy.
A reliable partner for daily communication work
With PressFile, BISS PR & Communications has established an all-in-one system that significantly simplifies media relations, increases the quality of communication, and facilitates internal coordination. The software combines centralized contact management, targeted mailings, transparent histories, and flexible workflows. Roaya El Tahwy draws a clear conclusion: “PR tools are the foundation of our daily work—accordingly, our expectations are high. They should support our processes meaningfully and adapt to our way of working, not the other way around. In the past, we tested various solutions where we consistently identified a significant need for optimization. PressFile has now been a reliable constant for several years. If we were dissatisfied, we would switch, but so far we feel completely well taken care of.”
Image: Roaya El Tawhy, Director of Consulting & Strategy at BISS PR & Communications, Credit: Kathleen Springer