Curious about Germany’s public relations landscape or how Finnish tech firms can make their mark? We spoke with Markus Engel, founder of Communication Consultants, a leading B2B communications agency in Stuttgart. Markus offers insights into Germany’s PR industry and what international companies should keep in mind to succeed in this competitive market.
1. Markus, you have been in the PR business for over 20 years. What has changed?
It's been quite a journey! When I started in PR over 35 years ago, communication was very one-way: brands spoke, and audiences (ideally) listened. Press releases and traditional media dominated B2B strategies. Then, with the rise of social media and digital platforms, two-way communication became crucial, with feedback and dialogue shaping brand perception.
I founded Communication Consultants (CC) 27 years ago with a small team of six. Today, we are an agency of sixty professionals, committed to making complex ideas accessible for innovative companies. Our growth mirrors the evolution of the B2B sector, as many companies have transformed from local players into international powerhouses with unique PR needs.
2. How would you describe the German media landscape?
In the session we had during your exchange at our office, you shared insights into your situation. You mentioned the intense media consolidation in Finland, which I found striking. By comparison, Germany still has a large and diverse media landscape, though we’re also seeing significant concentration and increasing economic pressure, especially in the print sector. Many companies are under pressure to streamline or consolidate their operations, leading to a shift in resources and sometimes compromising editorial independence.
The German media landscape is unique, with a strong focus on accuracy, objectivity, and depth. Unlike some other markets, the German media tends to be cautious about emerging trends and places high value on in-depth analysis, especially in the B2B and technology sectors. Outlets prefer expert sources and well-researched content, making it essential for companies to add real value to their communications.
For tech companies, this means approaching media relations with patience and a commitment to transparency and quality. German journalists are particularly interested in understanding the broader impact of a technology or innovation—how it solves real problems and aligns with environmental standards. In summary, brands must prioritize authenticity and precision to succeed in the German media environment, where credibility and substance make a lasting impact.
3. With the rise of AI, data analytics, and automation, how do you see these technologies impacting PR and communications?
AI and data analytics are transforming PR, especially in B2B. They’re making monitoring and reporting faster and more accurate. AI-driven analytics can quickly interpret large data sets and pick up on emerging trends or changes in audience sentiment, which can be invaluable for proactive strategy adjustments.
Automation helps streamline administrative tasks, allowing us to focus more on strategy and relationship-building. For instance, AI tools can analyze the best times to release news for maximum impact or suggest adjustments to language or tone based on real-time audience feedback. However, while AI is a powerful tool, we should use it wisely and not rely on it blindly just because it speeds things up. When used smartly, these tools create more space for genuine brainwork—strategic thinking, creativity, and meaningful engagement.
At its best, AI enables “good sound” in the PR landscape—where companies can connect with audiences in meaningful, authentic ways, without losing the human touch that makes storytelling so effective.
4. What future trends do you believe are most affecting how B2B companies approach their PR and communications strategies?
In B2B communication, transparency, agility, and personalization have become essential. Buyers are doing extensive research and expect genuine, insightful interactions rather than classic corporate messaging. One key trend is the integration of thought leadership. Audiences today want to understand the “why” behind technology—sometimes even the ethical considerations—which aligns with the growing importance of corporate social responsibility.
Another emerging trend is the strategic use of professional reputation management. With the vast amount of information available, a company’s reputation can be influenced rapidly, often beyond traditional PR channels. Proactively managing reputation helps companies stay in control of their narrative, especially in times of public scrutiny. By building credibility and positioning themselves as trustworthy thought leaders, companies create a strong foundation to support their brand even in challenging times.
The role of data in strategy creation will continue to grow. Many companies already leverage data in product development, but now we’re seeing more data-driven approaches to assess messaging effectiveness. Personalization and targeted outreach will become more sophisticated, allowing brands to speak directly to unique customer segments. In short, a blend of transparency, data, and reputation management will be central to future B2B strategies.
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5. What advice would you give to a Finnish technology company entering the German market?
For a Finnish technology company entering the German market, my advice centers on three pillars: market understanding, cultural nuance, and strategic messaging. The German market highly values depth and substance, especially in B2B technology sectors. Finnish companies will benefit by emphasizing authenticity in building long-term relationships with German media, industry analysts, and partners.
Presenting case studies that show real-world impact, with attention to privacy, sustainability, and data security, will resonate strongly. Another crucial aspect is localization—not just language, but also tailoring messaging to align with German values regarding these same issues. Partnerships with German agencies or local experts can be invaluable in ensuring that messaging aligns with these values and meets industry expectations.
6. What are the biggest challenges when running PR on a global scale?
In global PR, one of the primary challenges is harmonizing a consistent brand message with localized adaptations. Each market brings its own media landscape, audience preferences, and cultural nuances, making it essential to strike a balance. For example, while the U.S. market often favors flexible, promotional storytelling, German audiences value thoroughness and authenticity. Adapting a core message to resonate across varied landscapes without losing its essence requires a thoughtful approach.
Managing these dynamics across time zones and maintaining alignment between local and global strategies adds another layer of complexity. At Communication Consultants, we understand the importance of localization and market-specific adaptations, seeing it as a matter of trust. Our approach involves collaborating with professionals who deeply know their markets, transforming global campaigns into regionally resonant communications. PR is, after all, a "glocal" endeavor, where it pays to go beyond one-size-fits-all solutions, trusting local expertise to craft messages that genuinely connect.
7. What sets Communication Consultants apart? What makes it unique?
Communication Consultants stands out through our depth of expertise in B2B tech communications and commitment to clarity and precision. We specialize in translating complex technical concepts into impactful stories that resonate across audiences—from end users to executives.
Our hands-on approach makes us an extension of our clients' teams. Each client has a dedicated team invested in their long-term growth, enabling us to support them effectively, often with minimal briefing. This continuity in client relationships—many spanning over a decade—affords us a deep understanding of our clients' goals and challenges, allowing for efficient adaptations to emerging needs.
Our approach embodies the motto: "Immerse. Develop. Enhance." We immerse ourselves in our clients' industries, develop storytelling around core messages, and enhance these for impactful channels. In a competitive market, this strategy ensures communications are clear and compelling.
Vielen Dank for the interview, Markus!
Netprofile and Communication Consultants are both proud members of GlobalCom, a network of 80 independent PR agencies with a footprint in over 100 countries. GlobalCom unites over 1,400 experienced PR and marketing communications professionals, combining local expertise with global reach to deliver effective, far-reaching results for clients worldwide.
Netprofile's PR and Content manager Essi spent a week working in Communication Consultants office in Stuttgrart. Read about her experiences!
