Germany - United in the Heart of Europe

Business and Communications Environment in Hamburg and Germany

Business environment in Germany

With the highest gross domestic product, Germany is the largest economy in Europe and one of the largest in the world. The economy is diverse, with the automotive industry, mechanical engineering, chemicals and services being the strongest sectors. The country is valued for its high-quality and innovative products and its strong export orientation.

As a member of the European Union, Germany is heavily involved in international affairs. The government is a stable democracy with a strong rule of law. Germany’s policies support entrepreneurial activities and investments, but are geared towards environmental standards and the protection of workers’ rights.

Germany has a strong social market economy, which ensures a high level of social security. The working population is well educated, which is based on a high-quality education system. Employees enjoy good working conditions and co-determination rights thanks to work councils and trade unions.

Germany is a leading force in the field of innovation and technology. The country invests in research and development and has a well-developed scientific and technological infrastructure.

The German legal system is stable, transparent and efficient and has established a clear framework for companies and investors, which ensures a high degree of legal certainty. Employee rights are protected by labor law provisions and environmental and consumer protection laws ensure strict standards.

Communications, media and PR market in Germany

Germany’s media landscape is diverse and dynamic. It boasts various print media, television stations, radio stations and digital platforms, with both public and private broadcasters offering their content on a wide variety of platforms. Legislation ensures not only the independence of media, but also the protection of consumers and readers.

The PR industry is well established in the German market and includes a large number of agencies offering a wide range of services.

Looking at the German media landscape, Hamburg, the city where Industrie-Contact is based, in particular stands out as the “media capital” – the city is a major agency hub where most creative agencies are based.

Style-defining political magazines such as Der Spiegel have become just as big as tabloid newspapers (BILD), magazines such as Der Stern and the most important German television news shows: Tagesschau and Tagesthemen.

Furthermore, many of the major German publishing houses are based here: Axel Springer, Funke, Bauer, Gruner + Jahr / RTL, Klambt, Jahreszeiten.

Leading Internet giants Google, Facebook, Adobe, Hootsuite and Yelp have chosen Hamburg for their headquarters in Germany.

Top 3 advice for foreign companies to navigate the communications environment in Germany

Germany has the most trade media in the world (print and online). There is a specialized media for almost every field that you should use for your communication.

Unlike France or the UK, Germany does not have a central media capital for historical reasons. You need to be aware of this if you are planning a press event in Germany. Sometimes it may be advisable to consider several metropolitan areas (e.g. Hamburg, Berlin, Munich).

To be successful in PR in Germany, it is essential to follow the editorial ways of working. It is important to avoid content that is overly promotional or written in the superlative. Editors prefer fact-based and objective content, which does not mean it has to be boring.

Most important international events in Germany in 2024

About Public Relations Global Network

Founded in 1992 by a group of visionary public relations executives, PRGN is one of the world’s largest international networks of 55 independent public relations and communications agencies with approximately 800 professionals in more than 70 locations. The PRGN partners are independent, owner-managed companies in the field of public relations and marketing communications based in the region. By pooling their expertise and resources, they provide comprehensive communications solutions to their customers worldwide.