HYPERtext linking technology and communications

In looking specifically at PR in the technology sector in EMEA, many region-specific and cultural parameters should be taken into consideration. Although the tech sector may have several similarities across regions—same products, debates, issues and players—there are many differences that come into play when working with the media. Included amongst these differences are varied routes to market based on trade laws and regulations; different corporate leaders; and of course, a variety of languages, creating the need to focus on the tone of voice and implementation in each individual country. Local languages also dominate the media in European countries, making this a key component in PR.

Key characteristics to consider

U.K.:

• Broad pool of freelancers working across wide range of national, business and online
• Deadlines are strict
• Direct contact with journalists is key
  

France:

• Smaller, more skeptical media market
• Rely on local added value
• Expectations should be set early on
  

Germany:

• Networking is important
• Huge media market, competition
• Focus on regional media DACH (Germany, Austria and Switzerland)
  

Benelux:

• Three countries considered individually (The Netherlands, Luxembourg and Belgium)
• News must be localized
• PR not as developed
  

Sweden:

• Frequent readers of newspapers
• No gifts or events
• One-on-one interviews, press meetings work well
  

Denmark:

• Small media market
• Very informal way of working
• Maintain professional relationships
  

Spain:

• Journalists not specialized—tend to work across a number of beats
• Fewer tech-focused publications
• Like facts and figures
  

Italy:

• Large media market, freelancers
• Surveys, with local angles, work well
• Localized material appreciated where possible