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Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
Flutlicht DACH Media Relations Differences
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Flutlicht DACH Media Relations Differences

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  • 1. MEDIA RELATIONS GERMANY, AUSTRIA SWITZERLANDDIFFERENCES AND PARTICULARITIES
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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…)
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 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.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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