Austria is among the world\u2019s most stable and prospering economies, but its media landscape is comparatively small. If you can’t convince a handful of relevant journalists to tell your story to their audiences, you\u2019re lost because you don\u2019t have many alternative ways to go. So when you are trying to use traditional media channels for PR in Austria for propel issues, products or brands, get professional tactical advice like these hints collected below.<\/p>\n
Differentiate your message<\/strong><\/p>\n Although sharing one language, the three German speaking countries vary significantly in their culture, media structure, and communication habits. A press release that works well in Germany will probably fail in Austria if just sent out without any changes (the same applies to Switzerland). Try to find a genuinely local angle for any message you want to send out, and prepare for questions like, “What is the meaning and use of that story for local audiences?”<\/p>\n Look at Vienna<\/strong><\/p>\n In PR (and many other aspects), Vienna IS Austria. Almost a quarter of the country’s population live and work here. Also, the main media outlets are headquartered in the city. Local newspapers in other parts of the country have very limited reach. If there is a story to tell to all Austrians, go straight to the capital. No need to waste energy on local media heroes.<\/p>\n