More than in other PR markets, however, the landscape for the agencies is dominated by independent German PR firms with a regional focus or industry specialization. A high number of them are owner driven agencies, characterized by a high level of creativity and results-oriented working approaches.
With 16 federal states and 8 urban agglomerations – Germany’s structure is highly decentralized. In keeping with Germany’s diversified economic landscape there is also no natural geographic focus for the PR industry. Agencies are headquartered in all large cities such as Berlin, Cologne, Hamburg, Frankfurt, Munich or Stuttgart. Germany’s decentralized structure could be one of the reasons that there are no fewer than three PR trade bodies: The German Public Relations Association (DPRG), the Federal Association of German Press Offices (BdKom), and the more exclusive Association of German PR Agencies (GPRA).
Germany is home to a multitude of homegrown brands that have utilized powerful communication strategies to achieve global success. Adidas and Puma rank among the most influential European brands. The country’s automotive tradition is globally celebrated, having given birth to world renowned brands such as BMW, Volkswagen, Porsche, Audi and Daimler. The technology sector has produced global software giant SAP, and telecoms player T-Mobile.
Germany’s international presence and export focus makes international PR a key driver for the industry. At the same time Germany, as the largest European economy, is a key candidate for international companies looking to branch out to Europe and seeking PR support to position their brand.