Germany, Austria, Switzerland: The Same PR for Everyone - Or Not?
In the course of four market studies, we have surveyed over 700 PR managers from the DACH region on various aspects of the PR industry. Our recent study, in cooperation with Observer, and the current survey with Landau Media have provided significant insights. Therefore, we wanted to briefly highlight potential differences and similarities among the three nations.
Is one PR agency enough to be represented throughout the entire DACH region, or is it necessary to have a separate PR agency in each country? The advantage of a cross-country agency is clear: one briefing instead of three. At first glance, it seems simple. In Germany, Austria, and Switzerland, German is spoken, so journalists across the DACH region can receive the same press releases – what could go wrong?
Many Similarities...
Journalists in the DACH region value neutrality highly. Exaggerated reports or flowery language, as seen in the USA, are less appreciated here. Additionally, in many topics, the three countries are similar; for example, gambling is only possible in licensed casinos.
...But Not All the Same
First, it becomes clear that in Switzerland, the German language alone is not enough to reach all citizens. French and Italian must also be covered. Additionally, due to smaller markets, relationships with journalists in Austria and Switzerland are much more personal. Exclusivity plays a more significant role than in Germany.
Tips for German PR in Switzerland & Austria
Messages to Swiss or Austrian journalists should include numbers and facts that are particularly relevant to their country. This is the only way to achieve the desired placements. To avoid having messages from German PR agencies end up directly in the trash, it is crucial to research which topics or events are currently relevant for journalists. These can vary greatly between the three countries, requiring different press releases. Additionally, a press text should always be adapted for Switzerland:
- ss instead of ß
- Dot instead of comma in monetary amounts
- No comma after the salutation and capitalize the following word
But even that only brings limited success, as different words are used in Switzerland compared to Germany and Austria.
When It Makes Sense
In only a few cases is one PR agency sufficient for the entire DACH region, such as with well-known companies whose messages are of interest in all three countries, even if they are not directly related to the country. There are very few PR agencies that specialize in the DACH region as a whole, but those that do, do an excellent job and represent their clients excellently in Germany, Austria, and Switzerland.
So you see, the three countries are not as similar as they often seem at first glance. Nevertheless, in addition to the numerous differences, there are also many similarities. PR managers in the DACH region are particularly similar in their working methods. We have now found out how these working methods currently look and how much they have changed over the past 20 years. To do this, we surveyed 220 PR managers and spoke exclusively with some of the most well-known figures in the industry.
What did we find out?
We'll reveal it in our latest white paper, which will be available for free download in early October – so stay tuned! 🔥
Lennart Stadtfeld
Public Relations Student (HdM Stuttgart)
Lennart has found his passion in PR and, in addition to his studies at the Hochschule der Medien, he regularly writes about various topics relating to the PR industry.