This document outlines some key differences in media relations between Germany, Austria, and Switzerland. [1] Austria and Switzerland have smaller numbers of publications compared to Germany and editors have been more heavily impacted by the media crisis. [2] Switzerland has a more partnership-based approach between PR and media while Germany sees PR as more of an "applicant." [3] Personal relationships and socializing are more important in Austria and Switzerland, while Germany prefers one-on-one interviews. Transnational PR requires understanding each country's specific media landscape and demands.

1. MEDIA RELATIONS GERMANY, AUSTRIA SWITZERLAND
DIFFERENCES AND PARTICULARITIES

2. DIFFERENCES & PARTICULARITIES IN MEDIA RELATIONS
COUNTRY CHARACTERISTICS
AUSTRIA & 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 RELATIONS
COOPERATION OF PR AND MEDIA
SWITZERLAND
Partnership approach between PR and Press
Well balanced PR agencies/media ratio
GERMANY AND AUSTRIA
PR more likely seen as ‚applicant‘
Media landscape faces very large number of PR agencies

4. DIFFER. & PARTICUL.
MENTALITY
AUSTRIA & 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.
NETWORKING
PRESS 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 RELATIONS
NETWORKING
INTERVIEWS
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.
NETWORKING
TRADE 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 RELATIONS
PAID-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 RELATIONS
PRESS 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.
CONCLUSION
Transnational (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