Public relations, as it is understood by SW&P, rests basically on the foundation of a medium- to long-term program. Short-term spot activities are only implemented in exceptional cases. This credo is based on the experience and knowledge that, given today's over-saturated wealth of information, a corporation's public emergence can only be recognized and appreciated over a period of many years.

The beginning of every cooperation with a client is marked by the production of a generally outlined concept. It is a result of intensive discussions with the client and embraces all the relevant elements for the planned activities. It encompasses the formulation of corporate goals, a portrayal of the respective market and its characteristics, a listing of the target groups as well as the development of a PR strategy together with the most important measures involved.

Long-term thinking and continuity are the essential factors that determine the success of every public relations activity. This is why, as a rule, SW&P only takes on long-term consulting mandates with a mutually agreed minimum contractual length of twelve months.