Essential Guide to PR and Communications in Germany

Unlike in many other countries, print media remains strong in Germany, especially in the vertical press. Specialist magazines cater to specific professions, and are often funded by trade associations, which have large memberships across the country.

Many of the larger media outlets have both an online and print presence, but many of the smaller publications have struggled to digitise, so websites can appear outdated, and monetisation of online content is still in its infancy.

One key difference that sets Germany’s media landscape apart from other countries in Europe is the lack of a central media hub.

Similar publications do tend to cluster together in certain cities, however. Berlin, for instance, has several outlets covering startups and tech, while media in Munich tend to focus on business and finance. Hamburg is home to several major publishing houses, offering a broad range of media, including general news and digital marketing.

German journalists appreciate stories that offer strong opinions backed by solid facts and figures – data is key. They expect depth and detail, especially on technical topics, and tend to ask deeper, more specific questions. While these discussions might seem drier than in other markets, journalists value an in-depth, technical conversation.

Providing high-quality photos and imagery is also important, particularly for print media. German media expect PR teams to supply high-resolution photos of spokespeople and other visuals. But unlike some other markets, video content isn’t a top priority.

Local relevance is particularly crucial in Germany. Journalists want to know why a story matters to the German market. That means referencing strong connections to the local workforce, economy, competition, or regulation.

While it isn’t necessary for spokespeople to speak German when being interviewed, pairing an English-speaking expert with a local representative who can provide a German viewpoint is a smart move and warmly welcomed by media.

Social media is becoming more important as a news source in Germany, especially for younger audiences. Platforms like TikTok, X, and LinkedIn are growing in importance, however, print media remains much stronger in Germany than in many other markets.

While digital media is growing, print coverage can often carry more weight than online mentions, particularly for building credibility and trust. Many companies report seeing an increase in inquiries after achieving coverage in print publications in Germany.

Younger audiences are increasingly turning to platforms such as TikTok and LinkedIn for news and analysis, prompting media outlets to rethink how they engage audiences.

AI is also making an impact with PR teams and media outlets starting to explore how to use the technology to improve efficiency.

But in a country where data privacy is highly valued there is, however, a strong focus on ensuring transparent and ethical use. PR and media outlets in Germany must comply with strict data protection regulations protecting personal data from potential misuse.

Focus on localisation rather than translation. Use German data and local customers wherever possible, making your content as relevant as possible to the market.

Highlight why your story matters to the German market, whether it’s about the economy, competition, or workforce. Remember that DACH is not a single market – Germany, Austria, and Switzerland are very different, so always tailor your messaging accordingly.

German press releases also have a different structure to some other countries. All the key information should be at the top, with no surprises further down the page. Press releases should also be concise – no longer than a page – and very factual. Avoid promotional language, such as “market leading,” unless you have data to back it up.

And finally, make things as easy as possible for journalists by providing a link to high-resolution images in a digital folder, such as Dropbox. Offering high-quality visuals can make an enormous difference in securing both online and print coverage in Germany.