PR FOR THE GERMAN MARKET
Getting into the German trade press
Media relations for industrial, technology and logistics companies entering Germany. Planned and carried out by a former trade press editor.
WHEN COMPANIES GET IN TOUCH
Three typical occasions
A trade fair in Germany
You are exhibiting at a German trade fair and want the relevant editors to know about you and your products before the doors open.
A product launch
You are launching a product internationally, and Germany is a key market. Your announcement needs a version that works for German readers.
Entering the market
You are opening a subsidiary or starting sales with a distribution partner in Germany, and need visibility that builds up over months.
THE CHALLENGE
Why do translated press releases rarely get published in Germany?
Because German trade editors look for technical substance and relevance to their readers, and a translated corporate announcement rarely offers either.
Most trade press editors in Germany have a technical background and write for a professional audience. They receive a large number of press releases every day. A text that was written for another market and then translated tends to read like advertising: it praises the product, stays vague on numbers and lacks a German context. It also often arrives after the editorial deadline for the issue that would have been the right fit.
What decides is how the story is told, for whom and at what time.
FROM THE EDITOR’S SIDE OF THE DESK
What do German trade editors look for?
Concrete benefits for their readers, technical depth and a story that is relevant to the German market.
Little of this is written down anywhere. I learned it during five years as an editor at German trade magazines for automation and industry, where I was the one deciding which press releases turned into articles.
Editors respond to what a product does for the user: a shorter changeover time, a lower energy bill, a problem solved in a real plant. They value figures, technical details and honest limitations. A German reference, a local contact or an application in a German plant makes a story considerably stronger. And a carefully prepared offer to one suitable title, such as an interview, a technical article or a first look at a product, is often the most effective way in.
Your campaign is built around these points from the start.
THE APPROACH
How does a campaign work?
In two stages: a campaign around a specific occasion, followed by ongoing presence in the market if you want it.
Stage 1: Campaign around your occasion
We start with your trade fair, your launch or your market entry. I select the trade titles that your target customers in Germany actually read, rewrite your story in German for German editors and approach the editors personally. I follow up, arrange interviews or stand visits where it makes sense and keep you informed about every response. At the end you receive an overview of what was achieved and which contacts are worth continuing.
Stage 2: Ongoing presence in the German market
One campaign creates attention; a market position needs continuity. After the first campaign, I can support you over the following months with regular topics, technical articles and application reports, planned along the editorial calendars of the relevant titles. This is how a company new to the market becomes a familiar name in its field.
You work with me in English. The communication with the German press is in German.
TIMING
When should you start?
Ideally around three months before a trade fair. With less time, there are still good options.
German trade magazines close their print trade fair previews about six weeks before the event, online previews about two weeks before. Starting around three months ahead leaves time to develop your story, select the right titles and coordinate approvals with your team. If your fair is closer, get in touch anyway: online previews, editor visits at your stand and reports after the event remain possible. For a product launch or market entry, a lead time of several weeks is usually enough.
ABOUT ME
Who will be working on your campaign?
A PR consultant who spent five years as a trade press editor in Germany and does the work himself.
My name is Axel Hahne. I studied technical journalism, worked as an editor for German trade magazines in automation and industry, then in a PR agency and in the corporate communications of an industrial wholesaler. Today I advise industrial, technology and logistics companies on press relations and content, based in Hamburg. I am a certified PR consultant (dapr).
What I bring to your campaign is an understanding of how decisions are made in a German trade press newsroom. You work with me directly: the person you speak to in the first call is the person who writes your texts and talks to the editors.
Axel Hahne
PR & Communications Consultant (dapr)
GOOD TO KNOW
What you can expect
My work is purely editorial.
I don't arrange paid placements, advertorials or payment per published article. Coverage in the German trade press is earned through relevance, and editors notice quickly when someone tries to buy it. Paid media and social media advertising are outside my scope. Before we start, you receive a realistic assessment of your chances.
FAQ
Frequently asked questions
Do you also cover Austria and Switzerland?
My focus is Germany. Many German trade titles are also read in Austria and Switzerland, and I can include titles from both countries where they are relevant to your target group.
Can you guarantee coverage?
No. Anyone who does should make you cautious. What I can promise is a well-prepared story, the right titles and personal contact with the editors. In the first conversation, I will tell you honestly how promising your topic is.
Do we need German-language material?
No. English material is enough. I develop the German version from it and coordinate technical details with your experts.
Which industries do you work in?
Industrial companies, mechanical and plant engineering, automation, engineering services, logistics and intralogistics, and software or AI companies with an industrial focus.
How is a campaign priced?
Each campaign is offered at a fixed price. It depends on the occasion, the scope of content and how many trade titles we approach. The price covers preparation, writing and outreach, and the decision to publish always remains with the editors. A campaign around a trade fair typically starts from 5,000 EUR. You will receive a written proposal after a short first conversation.
Can you work alongside our headquarters or our agency?
Yes. I often work as an extension of existing teams and coordinate with marketing at headquarters, local sales or an international agency.
Dipl.-Journ. (FH) Axel Hahne
Kommunikationsberater/-referent (dapr)