Public Relations in Germany, Austria and Switzerland
If a company wants to make itself known in the DACH region – namely Germany, Austria and German-speaking Switzerland – one question quickly arises: Is a single PR agency sufficient for the entire region, or would it be better to choose three local agencies?
The most obvious common feature of the DACH region is the German language. The political and cultural framework is also similar, although not identical. In PR work, this means that a common language can be used, although there are some language particularities that need to be taken into account. For example, when addressing journalists from Switzerland, there is no comma after the greeting and the first letter of the following text is capitalized. Likewise, the gender article of a word in German often differs from its Austrian counterpart, such as ‘das Keks’ and ‘das Service’ (instead of using ‘der’). But the words themselves also vary: for example, ‘Frühstück’ (Breakfast) is called ‘Zmorge’ in Swiss German, or ‘Januar’ (January) is called ‘Jänner’ in Austrian German.
In each country, the current subjects of interest in media can be very different. It should be kept in mind that not all topics have the same amount of relevance in Germany, Austria and Switzerland. Figures, statistics and graphics are also often country-specific. So there can be content barriers here. Therefore, it does not always make sense to issue the same press release in all three countries.
DACH PR: Solutions depend on the task at hand
Several factors play a role in choosing the right PR agency. Either one agency that can cover the entire DACH region or several local agencies can be the right decision, depending on the expected outcome. The most significant factor is to have good media contacts.
However, there are also hybrid solutions that work well: For many companies, the German market is the most important because of its size. Therefore, it can be advisable to choose a German PR agency that also has experience in the implementation of PR campaigns in Austria and German-speaking Switzerland as well as partners in French and Italian-speaking Switzerland. Industrie-Contact can achieve this. If you would like to know more, please feel free to contact us!