In this week’s issue of the market barometer series the GCPR-Blog team talked to Ralf Hartmann, Co-Founder of the international GlobalCom PR Network and Managing Director of the German GlobalCom PR-Network GmbH.*
1. Which industries/markets are booming at the moment in Germany?
Germany’s decision for a nuclear phase-out strengthened the market areas Renewable Energies, Energy Efficiency, Cleantech and Sustainability in Germany. Well known products – such as wind or solar energy solutions – are faced with an increasingly stronger international competition. But Germany is also strong in areas which are not so much in the spotlight. Components like cables and connectors, inverters, manufacturing machines and many other important solutions are produced by market leaders in Germany or Switzerland. This market shows a tremendous growth.
2. What makes Germany currently so interesting for this industry?
Germany is one of the world market leaders in the technology sector of the renewable energy market and also one of the strongest outlet markets for domestic and foreign companies. Political decisions such as the Renewable Energy Law EEG, which have been made in Germany, are visionary and have accelerated the rapid market growth of industries such as the solar industry. Germany’s and the international economy alike benefit from this development. Although other countries are catching up, having a strong market presence in Germany still has a high priority for most companies in the industry. At GlobalCom we also founded the CleanEnergy Project – a fast growing community for Cleantech professionals, media and interested consumers. In addition to events the community provides an online magazine a platform for networking and discussions as well as a bi-weekly newsletter reaching more than 40.000 members.
3. Why should companies from these industries start doing Public Relations in your region?
As the demand and need for many products has been high over the past few years, investments in branding and communication campaigns were less important. This situation changed as the industry has reached a certain level of consolidation. PR & Marketing Communications have become a vital instrument to successfully position companies and new technologies. Public Relations is crucial to achieving a broad media visibility and to reach target audiences. Professional and successful PR campaigns have become mission critical elements to key players in the industry.
* The series is based on phone or face-to-face interviews and written input, therefore please excuse language mistakes which might reflect foreign language influences.