Germany, Austria, Switzerland: The Same PR for Everyone - Or Not?

In this article

For this 2022 comparison, we drew on four market studies involving more than 700 PR managers from Germany, Austria and Switzerland, including studies with Observer and Landau Media. We looked at similarities and differences in the respondents' work across the three countries.

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. Shared language does not imply identical rules or media markets; check the context of each story locally.

...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.

The study announcement in the original article referred to that research period; it is no longer an upcoming publication.