Navigating the German press
Germany’s energetic capital Berlin is quickly becoming the European hub for online and mobile startups. Close ties to the Eastern and Western European markets, affordable and well-organized infrastructure, and an ever-growing network of international online professionals: this is only a fraction of the many benefits that make this city a great entry point into the European tech market.
As a Berlin-based PR professional, working with a native German startup with its own, original business idea is ideal but rare. These companies are slow to be covered by the German press. It’s another story, however, when a startup from another part of the world (especially English-speaking) with a similar business model comes to town.
“German business and tech editors have the tendency to show more interest in international companies than local ones.”
For someone in PR aiming to acquire quality coverage for German businesses, this can be a frustrating, constant challenge. From the perspective of a US-based startup with the mission to establish itself in Germany, however, there could be no better starting point for a media campaign than Berlin. Here are the lessons I’ve learned that I can share with international founders who come to Berlin:
