by Susanne Joehnk
You’ve decided to expand your company into Germany, and now need to design a successful public relations campaign, but where do you start? In Germany, just like in the US, you will need to tell an interesting story and find the right people to spread it. Otherwise you will get lost among all the big and already well-known brands. Here are some tips for achieving successful public relations in Germany:
- Be prepared:
Familiarize yourself with your new environment, preferably before you enter the market. Know the German market, your competitors, the media landscape, the economic and political situation (regional and local; national, if necessary). Put out feelers for suitable PR contacts and research relevant media. Follow them on social media and their blogs, interact. Observe how and with whom your competitors communicate. Have interesting and profound information ready, preferably in a media kit. Be clear about what you want to communicate, what makes your brand special. Also keep an eye on other international companies that are already based in the region. Analyze what corporate news makes it into the local media and look at best practices.
- Be imaginative and flexible:
In Germany, journalists often want to speak directly with the CEO. If your CEO is not available, have attractive alternatives ready. Offer to add a statement or provide interesting insights. The journalist may even be interested in an exclusive personal interview or a tour of the company. Since media representatives usually work with a tight deadline, they appreciate advance information. An example of this is sending out a press release the day before the actual press conference with a blackout period. In your communications with the media, always be quick, thorough and, above all, easy to reach.
- Don’t just reach for the big names:
Do not feel like you need to be covered by major media outlets for a successful PR campaign. Not only is it enormously difficult to get mentioned there, the coverage is usually very small. Instead, keep an eye out for media that address your target group or are based in the area where you are located. To build good contacts with media representatives, it also helps if you actively communicate when the other side has news. Send a greeting card, for example, when a media outlet celebrates an anniversary, reaches a milestone, or wins an award. Your contacts and the associated information form the basis for a well-functioning media distribution list. This should always be maintained and kept up to date. It is the heart of successful PR.
- Think outside the traditional PR box:
The traditional route of the press release is not always the best way to gain notoriety. Enter into cooperations at events. Support associations, be present at trade fairs. Offer to act as an expert, such as a guest speaker, free of charge. If you have established a German branch, publicize your training and job opportunities. Partner with schools and universities and offer taster opportunities. An excellent partner for this are the IHKs and HWKs (chambers of industry and commerce and chambers of crafts) as well as the employment agencies. Organize events such as an open day, for which you can send advance notices to the media or place an ad.
Following these tips is absolutely a great start for expanding into Germany. However, nothing can beat expert advice, and Globig can help! Reach out to learn more about how we can help you build you own personalized German expansion plan. Check out our Germany Knowledge Base for more tips, and stay tuned for more exciting blog posts from the Globig team.
About Susanne Joehnk
Susanne has 17 years of experience in internal and external corporate communications in Germany. She has deep knowledge as a press spokesperson for the Chamber of Industry and Commerce in Stuttgart (Germany). Susanne also has expertise in copywriting for websites and social media to drive change and brand awareness.
If you have any questions about this article or about PR in general, such as how to write a press release, create a media kit or a press distribution list, feel free to contact Susanne at her LinkedIn.
