BY AHNGELI SHIVAM

Stone Junction’s DACH expert, explores the must-knows for doing PR in the region.

DACH carries global significance. According to Statista, the gross domestic product of all DACH countries amounted to approximately 5.35 trillion U.S. dollars in 2022. If you are interested in doing business there, you need to how best to position yourself in the existing market. Here are some key factors to consider:

1. LET’S CHECK OUT THE CURRENT MARKET

Before launching an international PR campaign in DACH, regardless of your sector, it’s crucial to research and understand market. The region is home to tech hubs such as Berlin, Munich, and Zurich and it is essential to understand the existing competition. Contrary to popular belief, the DACH region is home to several languages — German, French and Italian being the main ones. When launching a marketing campaign in the region, considering localisation may be crucial to achieving your business goals.

Another area of abundance in DACH is its media landscape. The region is home to many big titles such as Die Zeit, and the Süddeutsche Zeitung, as well as key regional press and broadcasting stations such as the Berliner Tagesspiegel and the Südwestrundfunk. There’s no shortage of specialist media either, with trade titles including Chip Online, Gründerszene, MM MaschinenMarkt and Elektronik Praxis. With a lot of choice on where to expand your reach, your best bet is to work with a specialised agency to guide you on the publications that can achieve your goals.

2. BUSINESS AND SOCIAL CULTURE: THE FEIRABEND IS REAL

An important consideration when doing business in DACH is understanding its culture. It’s typically thought that locals are rather direct, efficient and detail-oriented and — being German myself — it’s a pretty accurate perception. Although storytelling may seem compelling, ensure your audience is receptive to it, as hard facts are valued a lot more than beating around the bush. The culture in DACH is also highly formal, both in language and professional settings.

Although many people in DACH speak English, making an effort in the local language can go a long way, even if it is only a few basic phrases. Personal relationships are also highly valued, so it’s important to know when and where to talk business. After Feierabend, or closing time, it’s not seen as polite to keep talking about work. So if you’re networking after hours, be sure to invest in people personally, too.

3. COMPANY AND STANDARDS REGULATIONS

As well as mastering the lingo, do not forget to comply with all relevant DACH regulations, especially regarding taxes, data protection and privacy. Each country in the region has its own legal and tax systems, and it is essential to have a good understanding of these systems should you consider doing business there.

DACH can seem like a challenging market to capture, but it’s not as daunting as one might first think. Partnering with a specialised PR agency that understands the niches and nuances DACH has to offer will ensure your dip into international waters is nothing but wunderbar.

Want more advice on an international PR strategy? Whether you’re looking to break into DACH, or have ambitions elsewhere, our team of international experts would love to hear from you