MEDIA RELATIONS GERMANY, AUSTRIA SWITZERLANDDIFFERENCES AND PARTICULARITIES
DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONSCOUNTRY CHARACTERISTICSAUSTRIA & 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 RELATIONSCOOPERATION OF PR AND MEDIASWITZERLAND Partnership approach between PR and Press Well balanced PR agencies/media ratioGERMANY AND AUSTRIA PR more likely seen as ‚applicant‘ Media landscape faces very large number of PR agencies
DIFFER. & PARTICUL.MENTALITYAUSTRIA & 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.NETWORKINGPRESS 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 RELATIONSNETWORKINGINTERVIEWS 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.NETWORKINGTRADE 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 RELATIONSPAID-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 RELATIONSPRESS 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.CONCLUSIONTransnational (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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