{"id":2478384,"date":"2024-07-08T12:25:18","date_gmt":"2024-07-08T12:25:18","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/?p=2478384"},"modified":"2024-07-08T12:31:43","modified_gmt":"2024-07-08T12:31:43","slug":"austria-align-with-local-culture-for-success","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/faces-and-markets-of-prgn\/austria-align-with-local-culture-for-success\/","title":{"rendered":"Austria – Align with Local Culture for Success"},"content":{"rendered":"

Business environment in Austria<\/h2>\n

Living here is easy, but the business environment is quite restrictive. Compared to other countries, Austria has a high level of regulations and barriers for setting up a new business or expanding into new fields. As the capital city and the only true metropolitan area, Vienna holds a dominating position, and there are more truly local players than international enterprises \u2013 both facts together account for the importance of a strong and established network of local contacts with authorities, politics and other relevant players. Many decisions are made informally within trade organizations (similar to chambers of commerce) without a way to directly influence them. However, actual corruption is low. Authorities try more than ever to speed up business-friendly processes.<\/p>\n

\"Vienna,

Vienna, Austria | By Robert Bauer<\/p><\/div>\n

Communications, media and PR market in Austria<\/h2>\n

The local media market is highly concentrated. There are only 14 daily newspapers for almost 10 million citizens, most of these have a local focus in one of Austria\u2019s nine provinces. A few local publishing houses account for most of the printed public interest media. Special interest media have a more varied basis. There is a very dominant public tv and radio conglomerate, besides which private broadcasters have only limited importance.<\/p>\n

Key expertise of accelent communications<\/h2>\n

accelent communications<\/a> has always been a major player in the field of classic corporate communications for clients from various industries, mainly in the b2b sector. For several years, healthcare communication (both b2b and b2c) has emerged as a new key competence for topics like pharmaceutical innovations, social security issues and general healthcare topics. Integrated campaigns, combining traditional media relationships with the full force of social media, are the main approach to a multitude of challenges. Besides this, crisis communications remains a relevant part of the agency\u2019s expertise.<\/p>\n

Top advice for companies seeking to navigate the communications environment in Austria<\/h2>\n

1. Do it with partners.<\/strong> Get an agency on board that is rooted in the local market and culture. Reach out to public institutions and interest groups in your industry sector to build trust and establish joint activities. Global companies that tried to rely solely on their own global strength (like Starbucks) have failed spectacularly here and established business successfully only after aligning with the local culture and partners.<\/p>\n

2. Double your budget.<\/strong> Sooner or later, you will need to invest significantly in paid media presence. Merely relying on earned media won\u2019t do the job \u2013 our media are very picky and demand local relevance and local news topics. As you will not have that on a daily basis, set aside budgets for paid presence.<\/p>\n

3. Don\u2019t forget: Austria isn\u2019t just a smaller version of Germany.<\/strong> In the field of media and communications, it\u2019s a totally different world, albeit technically, we share the same language. Never try to bring content that worked in Germany to Austria \u2013 it will not work, simply because people here want to be approached in local language and local culture.<\/p>\n

Most influential media for consumer communication in Austria\u00a0<\/span><\/h2>\n