How to Succeed with PR in France, Germany and America
With 30 years of experience, Eskenzi PR has extensive public relations knowledge for the cybersecurity industry, gathering a deep understanding of market trends and building long-standing relationships with journalists to establish clients as credible global resources.
As an agency, we are proud to say we excel in creativity and proactiveness, tailoring strategies to individual client needs and offering actionable counsel to help them stand out regardless of the country.
The majority of our clients who partner with us need brand awareness in three core regions: the U.S., France, and Germany. Naturally, each region has its own idiosyncrasies, which we will touch on here to help guide you on how to succeed with PR in these regions.
The U.S.
The U.S. is very different to France and Germany, with its highly dynamic and fast-paced news cycle, where immediacy and adaptability are paramount for engaging journalists. The American media emphasises innovation and thought leadership, favouring vendors who position themselves as industry pioneers. Companies must also address global issues such as nation-state attacks and international regulations while framing these within a distinctly U.S.-centric narrative. The competitive nature of the U.S. cybersecurity market demands proactive, creative and targeted PR campaigns to achieve differentiation.
Unlike the culturally specific campaigns often required in France and Germany, the American media typically favours broader, universally relatable approaches that resonate across diverse audiences.
Germany
To succeed in Germany with PR, it’s essential to understand the region’s unique media landscape and cultural nuances. German media prioritise high-quality, region-specific research and prefer in-depth technical perspectives over rapid responses to breaking news.
Establishing trust is crucial, particularly in a market that places a strong emphasis on data protection, compliance, and privacy. Collaborating with local experts who possess deep industry knowledge and established media relationships can significantly enhance PR efforts. Tailoring global messaging to resonate with regional audiences and providing local case studies that showcase a company’s strengths are effective strategies. By focusing on these aspects, vendors can build their brand and credibility within Germany’s advanced technological landscape.
France
Achieving success with PR in France requires a deep understanding of the distinctive traits of the French media landscape and cultural preferences.
French journalists value high-quality, data-driven stories and prefer content that is specifically tailored to their audience. Unlike in some other countries, there are no tabloid newspapers in France, and news tends to be more serious and in-depth. Therefore, PR campaigns should be backed by credible data, interviews, or reports from well-known sources to gain traction.
Additionally, while many French journalists speak English, they prefer to receive pitches and press releases in French, emphasising the importance of localisation. Building personal relationships through face-to-face interactions, such as press trips and conferences, is also highly effective in France, as the culture places a strong emphasis on social interactions.
Conclusion
Successfully navigating the intricacies of PR in the U.S., France, and Germany requires a nuanced approach that respects the distinct media landscapes and cultural dynamics of each region. Eskenzi PR’s decades of expertise in cybersecurity public relations ensures that our clients receive tailored, impactful PR strategies designed to resonate in their chosen markets.
This guide is a part of our ongoing ‘How to Guide’ series. To read more, please click here.