For the purpose of a compelling corporate communication strategy, it is tempting to transfer the generell messaging when expanding to other markets. Speaking for Germany, this strategy falls short of the cultural and communicational habits of B2B buyers. To get a foothold in the german market, it is important to familiarise with the so called Mittelstand Mindset.
Also, there are many technical and practical differences in professional PR and communication between Germany and other markets, whether US, UK or other European countries. I have summarized some learnings from working with international companies, the UK News Group have published my article. See here.
If you need advice on expanding your communication, I invite you to get in touch with me.
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