Insights from a Week Immersed in Stuttgart's PR World

I recently had the privilege of spending a week with a PR agency Communication Consultants (CC) in Stuttgart. Both CC and Netprofile are members of GlobalCom, a network of independent agencies, and share the focus on B2B and idustrial clients. CC is slightly bigger with its 60 employees and has a wider offering, too. This experience offered thus a unique opportunity for me to delve deep into the German PR landscape and immerse myself in a new company culture.

In this blog, I'll share some insights I gained that might be useful to any company wishing to enter German markets and offer practical tips for anyone considering an international exchange in the PR field.

A deep dive into the vast German PR landscape

• The abundance of German trade media

The trade media ecosystem in Germany is vast and impactful. Despite the global trend towards digital, print still holds a significant role across many industries. You could for example find multiple outlets for one dog breed alone! This contrasts sharply with Finland’s media landscape, which has rapidly embraced a digital-first approach while shrinking in general. My time in Germany reinforced the need for Finnish companies to have strategic PR guidance when entering the German market—you can’t simply “Google your way in!” Understanding and leveraging the unique media dynamics is crucial for success.

• Language matters more than you think

The digital team at CC emphasized the importance of community management and supporting corporate thought leaders. In Germany, language plays a crucial role in PR. To truly connect with audiences, brands must communicate in German, speaking directly in the language of their target market. This approach is not just practical—it’s essential to cutting through the noise and building authentic relationships. If you don't have a local spokesperson, the least you can do is to translate your whole website— not just the cover page! English is widely used in business context, but a piece of content in German leading the reader further to English content does not add to your credibility.

• No shortcuts here: the importance of strategic thinking

The German agency I worked with, CC, embodies a strategic approach in everything they do. Their tagline, "Reindenken. Rausfinden. Mehr draus machen." (Think deeply. Find out. Make more out of it.), perfectly encapsulates their philosophy. In Germany, superficial messaging simply doesn’t cut it; campaigns are crafted with depth and precision to resonate effectively with their audiences. This was a powerful reminder of the difference well-thought-out, strategic communication can make. While the most agile actors might find this approach cumbersome and become impatient, being seen as shallow is a risk no company with in-depth knowledge as its greatest asset should take!

• AI in PR: the digital ally you can't ignore

AI, or Künstliche Intelligenz (KI) as it is called in Germany, is increasingly shaping PR processes, from data analytics to content creation. Both CC and my home agency share a culture of exploring new technologies, and it was exciting to see how this innovation mindset influences their daily operations. The AI is already in use in content marketing such as a helper in ideas generation and the AI team shares their findings with others regularily.

• Old meets new: balancing traditional and digital deliverables

While my agency, Netprofile, focuses heavily on digital publications, the CC team also manages traditional corporate publications, such as annual reports. This blend of traditional and modern deliverables highlights the unique demands of different markets. It was refreshing to see this balance and understand how diverse PR practices can coexist, depending on audience expectations. And who knows, maybe the print makes a come back in Finland, too? Inspirational example: a hyper local lifestyle free sheet Lust auf Gut that is so elegant and the articles well written that companies gladly appear in it and have it on their lounge tables!

Making the most of your international PR exchange: tips and tricks

If you’re considering an international exchange in the PR field, here are some practical tips that helped me make the most of my time in Stuttgart:

• Embrace the magic of face-to-face connections

There’s something invaluable about being physically present. Working side by side leads to those “aha” moments that virtual meetings can never quite replicate. Engaging with your colleagues directly allows for spontaneous conversations that can lead to big ideas and deeper understanding—not to mention the interesting culinary discoveries made during lunch hours! Leberkäse sandwich? Why not!

• Stay loose: keep your schedule flexible

Try to clear your calendar as much as possible to stay open to impromptu meetings and collaborative opportunities. Flexibility is key to balancing learning and contributing effectively during your time abroad. Being adaptable allows you to seize opportunities that may not have been planned but prove to be incredibly valuable. My schedule included my own projects for my Finnish clients and then some planned and unplanned sparring sessions with my German colleagues.

• Share your secret sauce

Prepare to share insights from your market and experience. For instance, I discussed trends in native advertising, which sparked some valuable conversations with my German colleagues. Such exchanges help build rapport and provide new perspectives that can benefit both sides. Next time I might add a tad more info on the Finnish industry landscape on top of PR insights!

• Soak in the local hospitality

The hospitality I experienced was incredible. My hosts at CC went above and beyond to make me feel welcome, organizing introductions, lunches, and even dinners and excursions. Embracing this hospitality made the experience so much richer and more enjoyable. Coming from a culture where it's usually considered best not to be a bother, it wasn't always easy to accept! Building personal connections is as important as professional ones—it all contributes to a rewarding experience.

Wrapping it all up: reflections from Stuttgart

Spending time in Stuttgart was an eye-opening experience that broadened my understanding of international PR practices and company culture. Before arriving, I expected a more formal, hierarchical work culture. Instead, I found a laid-back yet highly professional environment.

Interactions were warm, and company values such as "Wertschätzung" (appreciation) were visibly upheld. This supportive atmosphere made me feel right at home. It was a valuable reminder that professionalism can coexist with genuine warmth and that strong values truly foster a productive work environment.

Warm thanks to the CC team, Netprofile, and the GlobalCom network for making this experience truly unforgettable!

Read also what advice CC's managing partner Markus Engel has to Finnish tech companies wishing to enter the market!