This blog is authored by Manuela Moore, Managing Partner at Oseon, our partner agency in Germany. Our network of independent, like-minded technology consultancies is united by shared values and philosophy, and supports Missive's clients with global delivery through local market expertise.​​

If you're planning to expand your PR efforts into Germany, Austria, or Switzerland, you're entering one of the world's most significant—and most demanding—media markets. Success here requires more than translation. It demands a fundamental shift in approach.

This guide breaks down what you need to know about the German media landscape and offers eight practical strategies for building meaningful relationships with editors and securing quality coverage.

Understanding the German Media Landscape

Germany is Europe's largest newspaper market and the fifth largest globally. The numbers speak for themselves: more than 300 daily newspapers, 16 weekly papers, and about 1,200 consumer magazines – with a total circulation (Q3 2023) of 13.1 million copies and a readership of 53.8 million people. Additionally, there are more than 5,000 trade publications that cover special interest in various fields of expertise.

However, the landscape is shifting. Media diversity is declining as local newsrooms merge or close entirely. Advertising revenues continue to fall, putting pressure on editorial teams across the board.

It helps to understand the reality inside German newsrooms: Editors report suffering from time and staff shortages. They lament PR professionals often lack understanding of journalism and reader interests and expect PR to deliver expert sources and data—research reports, trend analyses, and market insights.

Success, for publishing houses, is measured by reader numbers and revenue, so editors face intense competitive pressure for exclusives. The 24/7 news cycle creates constant deadline stress and pressure to stay current while AI is reshaping workflows, adding another layer of complexity.

So what editors need are

• Compelling, unusual, genuinely new stories
• Clear relevance to their readers
• Insights from credible experts
• Bold opinions, sharp perspectives, and quotable statements

Eight Strategies for PR Success in Germany

1. Be relevant, adapt, and drop the fluff

Come with local story angles that resonate with the information needs and cultural framework of your German audience. Strip out all marketing speak—words like "innovative," "leading," or "game-changing" will get your pitch deleted.

Germany's media landscape is highly fragmented, with editorial hubs spread across the country. The "big media event in central London" that attracts 20 editors simply doesn't work here. There's no single hub to target.

Cultural hooks matter too. Valentine's Day and Halloween might drive coverage in English-speaking markets, but they carry far less weight with German audiences. Find angles that actually resonate locally.

2. Treat DACH as three distinct markets

German-speaking Switzerland and Austria are not extensions of Germany—they're separate markets requiring individual approaches. Vienna and Zurich cannot be served with the same strategy as Hamburg or Munich.

Cultural differences run deep. Local sensitivities, media preferences, and even language nuances differ significantly. What works in Germany may fall flat—or worse, offend—in Austria or Switzerland.

3. Be a daring thought leader

Germans follow the daily news closely. They think politically and expect clear positions. Non-committal statements and evasive answers are immediate red flags.

Link your storytelling to current political, economic, scientific, or social debates. Explain why your message matters to the daily work and life experience of your audience. Have the courage to share a genuine perspective.

Don't greenwash, whitewash, or pinkwash anything. Be bold, confident, and credible. Acknowledge flaws openly and explain your reasoning. Authenticity builds trust; spin destroys it.

4. Germans love their data - feed their appetite

Germans love substance. Your messaging needs to deliver new perspectives and hard facts, not recycled talking points.

Surveys work well, but only if they meet rigorous standards:

• Consumer surveys: Minimum 1,000–2,000 respondents
• B2B surveys: At least 100 companies, preferably 250+

Anything below these thresholds won't be considered representative

Take fresh angles—don't reproduce results others have already published. And critically, adapt your questions to local culture and behaviour. Not every question that works for UK or US audiences translates to German respondents.

5. Meet editorial quality standards

When placing bylined articles or contributed content, your work must meet the publication's standards for research depth, local relevance, and writing style. Understand what level of expertise each outlet expects.

Equally important: meet your deadlines and keep your appointments. Editors have long memories. Let them down once, and you may not get a second chance.

6. Put a face on your German presence

While most German editors speak English, a German-speaking spokesperson is invaluable for relationship building.

Be prepared to meet key editors in person—and don't expect immediate coverage in return. Allow journalists to get to know your brand and spokespeople as reliable experts they can turn to whenever they need commentary or insights.

Think like an editor: Take the journalist's perspective, understand their readers' needs, and present story angles accordingly. Ask questions and show genuine interest. Many editors at trade and business publications are highly experienced specialists with academic backgrounds. They expect conversations on equal footing.

7. Be ready to be grilled

Don't mistake tough questions for hostility. Critical questioning signals interest—it's how German journalists dig for the real story.

Media training is essential. Ensure your spokespeople:

• Know exactly what they can and cannot say
• Can handle difficult questions with composure
• Stay on message without sounding robotic

Important realities to accept:

• There's no such thing as "off the record" with the press
• Embargoes are not legally binding
• Publications are not obligated to submit content for review after interviews

"We only want to talk to friendly journalists" is a mindset that will cost you significant opportunities.

8. Trust your local agency

You don't need to know every local publication or understand all the cultural nuances—that's what your local PR team is for.

Trust their media recommendations. Just because you've never heard of Der Tagesspiegel doesn't mean it isn't relevant. Trust their content adaptations too. They'll likely want to:

• Cut press releases to two pages maximum
• Remove all the fluff
• Craft short, SEO-friendly headlines
• Deliver fact-based hard news

And no, they probably won't blast your release via newswire and follow up with calls. "Hi, I'm calling to check whether you received our press release…" is the fastest way to annoy any journalist.

The better approach: Pitch news individually to key targets, give them time to develop quality coverage, then expand to a broader distribution list. Your local agency has your best interest in mind.

The Bottom Line

Success in the German media market comes down to substance, credibility, and respect for editorial standards. Drop the marketing speak, bring genuine insights, and invest in building real relationships with journalists who value expertise over hype.

The payoff? Access to one of the world's most influential media markets and coverage that carries real weight with discerning audiences across the DACH region.

Manuela Moore is Managing Partner at Oseon, our partner agency in Germany. Trusted by the likes of Deutsche Telekom, GoDaddy and OpenTable, Oseon helps companies explain and shape progress and change through cross-disciplinary communication: with classic PR, online communication, social media and cross-media marketing campaigns.