PR and Communications in Germany
Germany is Europe’s largest economy and home to one of the world’s most demanding media environments, with rigorous national titles and a trade press that covers almost every industry in forensic detail. Berlin attracts technology companies and startups; Munich anchors finance, technology, and cleantech; Hamburg leads in consumer media and lifestyle. GlobalCom’s German team brings four sector specialists covering cleantech, IT and B2B technology, cybersecurity, and consumer communications — giving international brands the depth of expertise that a market of this complexity and scale requires, rather than a generalist approach that the German press will see through immediately.
For most international brands, Germany, Austria and Switzerland are the part of Europe that matters most. Germany alone is the continent’s largest economy and its industrial heart, and one shared language reaches all three countries, a combined market of around 100 million affluent, quality-conscious people. Win here and the rest of Europe gets easier.
It is also a remarkably broad market. The region is a global leader in engineering, automotive and advanced manufacturing, a serious force in technology and cybersecurity, the home of Europe’s energy transition, and host to a lively consumer and lifestyle scene in cities like Berlin and Munich. Switzerland adds world-class strength in finance, pharma and deep tech, and Austria a strong industrial and technology base of its own.
For communications, the real draw is the media itself. German-speaking Europe has one of the deepest and most respected press landscapes in the world, with serious national titles and an unusually rich trade press covering almost every industry in detail. It is a market that rewards substance: a credible, well-argued story reaches exactly the right people and builds a reputation that lasts. That depth is also why specialist knowledge counts for so much here, because the journalists who matter in cybersecurity are not the ones who matter in cleantech or consumer brands.
Your contacts for Germany, Austria & Switzerland
The region is too large and too specialised to hand to a single generalist, so GlobalCom covers it with a team of four, working from Munich and Berlin and each owning a different field. They complement one another rather than compete, so you are matched with the person who genuinely knows your area.
Wibke Sonderkamp leads on cleantech and sustainable energy. Part of GlobalCom’s own team in Munich and a senior figure in the network, she is the contact for companies working in the energy transition, clean technology and sustainability, one of the defining stories of the German-speaking market. Her ground covers solar, wind, hydrogen, energy storage and e-mobility, the sectors where Germany’s climate ambitions are turning into real business.
Thomas Hahnel handles IT and B2B technology. He runs a long-established Munich technology agency and came to PR from journalism, which shows in his feel for a story. He is at home with enterprise software, telecoms, electronics and life sciences, and is the natural first call for B2B brands that need to reach a demanding German trade press.
Florian Schafroth covers technology PR, with a particular strength in cybersecurity. A managing director with around two decades in the field and a storytelling-led approach, he has built award-winning work across security, digital health and emerging technology. He is the one to talk to when a complex technical story has to land with both the trade and the wider public.
Anja Timme, based in Berlin, leads on consumer and digital communications. With around twenty years in lifestyle, consumer goods and fashion, and a background spanning major brands and digital influence, she handles consumer campaigns, brand building and the social and influencer side of communications. Her work runs across consumer goods, fashion, sport, food and retail, the sectors where reputation is won and lost in public.
Whatever the brief, German-speaking Europe is covered by people who specialise in it, coordinated through GlobalCom in Munich. You get a single point of contact and, behind it, the specialist who knows your field.