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MEDIA RELATIONS GERMANY, AUSTRIA SWITZERLAND
DIFFERENCES AND PARTICULARITIES
DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS

COUNTRY CHARACTERISTICS


AUSTRIA & SWITZERLAND (VS GERMANY)
   German-speaking countries (Switzerland: trilingual nation, Swiss-German)
   Smaller number of ICT publications (print & online)
   Editors hit even harder by (print) media crisis
   Media mainly located in: Vienna/Austria, Zurich/Switzerland
   Germany: Munich (ICT), Düsseldorf (biz), Hamburg (consumer/lifestyle)
   German (ICT) publications very popular in Austria & Switzerland
DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS

COOPERATION OF PR AND MEDIA


SWITZERLAND
   Partnership approach between PR and Press
   Well balanced PR agencies/media ratio


GERMANY AND AUSTRIA
   PR more likely seen as ‚applicant‘
   Media landscape faces very large number of PR agencies
DIFFER. & PARTICUL.

MENTALITY




AUSTRIA & SWITZERLAND
    Personal relations are even more important than in Germany
    Socializing comes first – individual „pampering“ very appreciated ;-)
    Established relations are characterized by continuity and openness
DIFFER. & PARTICUL.

NETWORKING




PRESS TOURS
    Well accepted in Germany, Austria, and Switzerland
    Germany: Visits to editorial offices are common practice
    Austria/ Switzerland: preference for „neutral environment“! (eg coffee house,
    restaurant…)
DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS

NETWORKING


INTERVIEWS
   Switzerland: ‚Press lunch‘ with several editors at a time is very popular
      Max. 3 journalists from different magazines
      Ideal: add local company/client representatives (Swiss-German speaking)

   Germany: Most journalists are preferring 1:1s, „exclusive information“ very
   appreciated
   Austria: Providing „exclusive information“ is highly controversial
DIFFER. & PARTICUL.

NETWORKING




TRADE FAIRS
    Austria/ Switzerland: Networking, get-together, chats; spontaneous visits
    instead of fixed appointments
    Germany: Focused on real news and information highlights, very selective,
    pre-fixed appointments
DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS

PAID-PR


   Paid-PR in print publications almost standard in Austria and Switzerland
   Advertorials very popular in Austria and Switzerland
   Germany: controversial due to lack of credibility
   Austria and Germany: „Contribution“ to printing costs
   (esp. small specialist publishers) are common
DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS

PRESS RELEASES


   Recommended length of press releases: Ca. 1.5 pages (up to 4.000 chars)
   Quotes: In Austria and Switzerland necessary only to a minor degree;
   in Germany most times not necessary – useful / accepted only if providing
   added value
   Mentioning academic degrees: Disapproved in Germany and
   Switzerland, in Austria decency demands mentioning
   Switzerland: Include prices in Swiss Francs / special Swiss version of release
   regarding local spelling regulations
DIFFER. & PARTICUL.

CONCLUSION




    Challenge for transnational (GER, AU, CH) PR: Country specific demands
    Individual MR approaches and tactics required
    Experience of PR persons as well as quality of work are crucial – regardless of
    located in-country or abroad/Germany
    Best practice: Local spokesperson, regular f2f meetings in each country
    and at international events
DIFFER. & PARTICUL.

CONCLUSION




Transnational (GER, AU, CH) MR can be successful …
    With a good knowledge of the country‘s specific media landscape
    If „central“ PR is able and willing to meet the country‘s specific media
    demands
    When considering/ respecting cultural differences of each nation in daily biz

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Flutlicht DACH Media Relations Differences

  • 1. MEDIA RELATIONS GERMANY, AUSTRIA SWITZERLAND DIFFERENCES AND PARTICULARITIES
  • 2. DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS COUNTRY CHARACTERISTICS AUSTRIA & SWITZERLAND (VS GERMANY) German-speaking countries (Switzerland: trilingual nation, Swiss-German) Smaller number of ICT publications (print & online) Editors hit even harder by (print) media crisis Media mainly located in: Vienna/Austria, Zurich/Switzerland Germany: Munich (ICT), Düsseldorf (biz), Hamburg (consumer/lifestyle) German (ICT) publications very popular in Austria & Switzerland
  • 3. DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS COOPERATION OF PR AND MEDIA SWITZERLAND Partnership approach between PR and Press Well balanced PR agencies/media ratio GERMANY AND AUSTRIA PR more likely seen as ‚applicant‘ Media landscape faces very large number of PR agencies
  • 4. DIFFER. & PARTICUL. MENTALITY AUSTRIA & SWITZERLAND Personal relations are even more important than in Germany Socializing comes first – individual „pampering“ very appreciated ;-) Established relations are characterized by continuity and openness
  • 5. DIFFER. & PARTICUL. NETWORKING PRESS TOURS Well accepted in Germany, Austria, and Switzerland Germany: Visits to editorial offices are common practice Austria/ Switzerland: preference for „neutral environment“! (eg coffee house, restaurant…)
  • 6. DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS NETWORKING INTERVIEWS Switzerland: ‚Press lunch‘ with several editors at a time is very popular Max. 3 journalists from different magazines Ideal: add local company/client representatives (Swiss-German speaking) Germany: Most journalists are preferring 1:1s, „exclusive information“ very appreciated Austria: Providing „exclusive information“ is highly controversial
  • 7. DIFFER. & PARTICUL. NETWORKING TRADE FAIRS Austria/ Switzerland: Networking, get-together, chats; spontaneous visits instead of fixed appointments Germany: Focused on real news and information highlights, very selective, pre-fixed appointments
  • 8. DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS PAID-PR Paid-PR in print publications almost standard in Austria and Switzerland Advertorials very popular in Austria and Switzerland Germany: controversial due to lack of credibility Austria and Germany: „Contribution“ to printing costs (esp. small specialist publishers) are common
  • 9. DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS PRESS RELEASES Recommended length of press releases: Ca. 1.5 pages (up to 4.000 chars) Quotes: In Austria and Switzerland necessary only to a minor degree; in Germany most times not necessary – useful / accepted only if providing added value Mentioning academic degrees: Disapproved in Germany and Switzerland, in Austria decency demands mentioning Switzerland: Include prices in Swiss Francs / special Swiss version of release regarding local spelling regulations
  • 10. DIFFER. & PARTICUL. CONCLUSION Challenge for transnational (GER, AU, CH) PR: Country specific demands Individual MR approaches and tactics required Experience of PR persons as well as quality of work are crucial – regardless of located in-country or abroad/Germany Best practice: Local spokesperson, regular f2f meetings in each country and at international events
  • 11. DIFFER. & PARTICUL. CONCLUSION Transnational (GER, AU, CH) MR can be successful … With a good knowledge of the country‘s specific media landscape If „central“ PR is able and willing to meet the country‘s specific media demands When considering/ respecting cultural differences of each nation in daily biz