PR insights from Germany
As the international communications industry evolves, so does The PR Network’s global team. It’s our pleasure to showcase their comms expertise across our broad client base in a brand new series we’re calling #GlobalPR, in which we’ll be providing insights across the international markets we serve.
First up - Germany
We’ve worked in Germany since 2006 for B2B and consumer clients, including Snapchat, who we represented for five years. It’s one of the markets US firms prioritise as they expand into Europe (alongside the UK, France, NL and Italy). It’s a country we know well:
🇩🇪 Each federal state is different. From Schleswig Holstein in the north, and Sachsen in the east, to Bavaria in the south. Each has its own accent, history, food and customs. All this affects the ways brands are perceived and consumed, so getting under the skin of these different regions is key. When it comes to Germany, one size doesn’t fit all
🇩🇪 There’s a lot of love in Germany for the ‘Mittelstand’, the small and medium-sized local businesses that fuel the economy. The key is to understand the market, and deliver relevant campaigns and programmes that tap into the local culture
🇩🇪 Media is seen as ‘the fourth power’ alongside government, parliament and free speech. The most influential publications are the tabloid Die Bild, Die Frankfurter Allgemeine and the FT-style Das Handelsblatt. Print sales are in free fall and many public service news providers are developing more digital formats and focusing on climate change to attract younger consumers
🇩🇪 Bylines still work well with certain media as long as they’re authoritative and insightful. With a news-driven programme it’s essential to understand the German news cycle to ensure timely journalistic engagement. Companies making announcements without pre-briefings may find they miss the boat, so building trusted relationships with key journalists is essential to maximise results
We’re currently directing campaigns in over 40 countries through our network. To find out more about how we can support your international or multi-market communications needs, either on a retained or ad-hoc basis, please don’t hesitate to get in touch.