德国公关公司 – Industrie-Contact

LinkedIn: Communication Strategies 2026 in Germany for Companies and Agencies

Industrie Contact — Mon, 04 May 2026 10:00:17 +0000

How to create engaging LinkedIn posts

In a nutshell: LinkedIn is indispensable for B2B communication in 2026 – but the rules of the game have changed a lot in recent years. Company pages are losing organic reach, personal profiles are gaining relevance. If you want to remain visible, you need a clear content strategy, authentic formats and a consistent thought leadership attitude.

What Has Fundamentally Changed on LinkedIn in 2026?

LinkedIn is no longer just a pure recruitment platform. With over one billion users worldwide and ad revenue projected to reach 9.7 billion US dollars in 2026, it has become the central communication channel in the B2B space. For companies and PR agencies, this means one thing: LinkedIn is no longer a nice-to-have, it is a strategic necessity.

The platform has changed fundamentally. The organic reach of company pages has plummeted, in some cases to 1-2% of the follower base. What used to easily achieve four-digit impressions with a solid post is now bobbing along algorithmically. Anyone who ignores this and continues as before is wasting potential.

The reason: since 2025, LinkedIn has consistently prioritised content from real people over brand logos. It is a social network – and people prefer to engage with people. This fundamentally changes how companies and agencies need to think about their LinkedIn presence.

Introduction: Why LinkedIn Needs a New Strategy in 2026

Many companies still run their LinkedIn company page like a notice board: regular company updates, product news, the occasional job posting. In 2026, that is no longer enough.

What many underestimate: The LinkedIn algorithm has shifted from a reach model to a relevance model. Volume no longer decides – depth of interaction does. One comment counts more than several likes. Time spent on a post is a stronger signal than a quick double-tap while scrolling.

For companies and agencies, this means LinkedIn communication must be strategically planned, consistently executed and regularly evaluated. Those who do this will have a genuine competitive edge in 2026 – because many competitors have still not taken the platform seriously enough.

Content and Formats: What Really Works on LinkedIn in 2026

The format mix on LinkedIn has become clearer in 2026. Not every format is equally effective – and anyone who wants to deploy their resources purposefully should know which ones actually generate reach and engagement.

Video – The Strongest Reach Driver
Vertical short-form videos in the 9:16 format are the format with the highest organic reach on LinkedIn in 2026. The reason: when a user opens such a video in their feed, LinkedIn switches to full-screen mode – similar to TikTok or Instagram Reels. This significantly increases dwell time, a signal the algorithm weights heavily. Recommended length is 30 to 90 seconds, with a strong hook in the first three seconds and clear professional value. Subtitles are essential, as many users watch without sound.
Carousels – Complex but Highly Effective
Carousel posts (PDFs or multi-page posts) remain strong because they guide users actively through content. Anyone looking to communicate complex topics in a structured way – such as an industry analysis or a step-by-step guide – is well served by the carousel format. Depth of interaction is above average.
Text Posts – Quality Over Quantity
Classic text posts still work when they offer genuine value and take a clear stance. Short paragraphs, a narrative arc and a concrete thought that prompts reflection or invites comment are key. Generic AI-generated content without a personal voice is recognised by the algorithm and actively suppressed.
LinkedIn Newsletter and Pulse Articles
For companies and agencies that want to build thought leadership, LinkedIn newsletters and long articles on LinkedIn Pulse, LinkedIn’s publishing platform, are particularly interesting in 2026. Pulse articles are increasingly indexed by AI search engines – which extends visibility far beyond the platform.

The LinkedIn Algorithm 2026: What Really Determines Reach

The algorithm is the backbone of any LinkedIn strategy – and it has changed fundamentally in 2026. LinkedIn uses so-called transformer models such as LiGR and LiNR, which no longer evaluate content in isolation but analyse it in context. This means: those who post regularly on a clearly defined topic build an authority profile that is algorithmically rewarded.

The most important signals the algorithm evaluates in 2026 are dwell time (even without a like or comment), quality of interactions (comments outweigh likes), relevance to a clearly defined niche, and content consistency over time. What has lost significance: hashtag spam and pure reach strategies without any funnel logic.

An important message for companies: The company page alone is no longer enough. It should be understood as a landing page – actual reach is generated through the personal profiles of employees, managers and experts.

Thought Leadership: Take a Stance Instead of Polished Content

The most important content shift on LinkedIn in 2026: polished image videos and generic company messages are losing ground. Authentic perspectives, clear opinions and genuine insight are winning. Journalists, investors and potential clients are not looking for advertising on LinkedIn, they are looking for expertise and guidance.

Thought leadership does not mean every post has to make a grand argument. It means taking a clear stance on a clearly defined topic on a regular basis, and doing so consistently over time. Companies that define two or three core topics and populate them with genuine insights build more sustainable visibility than those who post randomly across all subjects.

For agencies, this also means: anyone taking on LinkedIn communications for clients must immerse themselves deeply in their subject areas. Superficial content that could have come from anyone will simply not work on LinkedIn in 2026.

Infographic: Creating a LinkedIn Post

AI on LinkedIn: Tool Yes – Ghostwriter No

Artificial intelligence is everywhere on LinkedIn in 2026 – and that is precisely the problem. Since AI can now effortlessly produce average content, average content has become worthless. LinkedIn actively detects and suppresses obviously AI-generated posts.

This does not mean AI should play no role. On the contrary: AI as co-pilot, not ghostwriter – that is the right approach. AI can save considerable time in research, structuring, analysing past posts and generating ideas. But the final content must be written by people, with a personal touch, genuine insights and a recognisable voice.

For agencies, this creates a clear task: build AI-supported workflows that increase efficiency without sacrificing authenticity. That is a competence that makes a real difference in 2026.

When Is a LinkedIn Strategy Truly Successful?

The most obvious success indicator on LinkedIn is reach, but it is not the most important one. In 2026, what counts is quality of interactions, enquiries and leads from the network, visibility among relevant decision-makers and long-term perception as a thought leader in your own field.

Likes and impressions are not worthless, but they are not the goal. Those who use LinkedIn strategically measure which content sparks real conversations, which formats generate enquiries and how the profile positions itself in the decision-making context of the target audience.

Companies and agencies that approach LinkedIn consistently and strategically in 2026 will not just become more visible – they will be perceived as a reliable voice in their industry. That is the real value of the platform.

Jonathan Klimke, CEO of the German PR agency Industrie-Contact (IC)

Would you like to set up your LinkedIn Germany communications strategically for 2026?

We help companies and agencies use LinkedIn as a strategic communication channel, from content strategy to thought leadership positioning. Contact us and let our team advise you.

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How to Write a Press Release in Germany

Industrie Contact — Mon, 16 Mar 2026 11:00:17 +0000

Press Releases in Germany: Writing and Distribution Tips for Foreign Companies

In a nutshell: Define your topic and key message – research the facts – write using journalistic structure (headline, lead, body, boilerplate, contact) – keep the tone objective and precise – proofread carefully – distribute to the right media.

What Exactly Is a Press Release?

Press releases are among the most powerful tools in public relations. Companies, organisations and institutions use them to proactively inform journalists about news – whether it’s a new product, a personnel announcement, a study or an event. In Germany, a well-placed press release can open doors that paid advertising simply cannot. A well-written release significantly increases the chances of media coverage, which means greater reach, credibility and visibility. But for a release to actually get published, it needs to meet journalistic standards.

Introduction: What Is a Press Release – and Why Does It Matter?

A press release is not an advertisement. It is a news item – factual, structured and written in a way that allows journalists to incorporate it directly into their reporting. This distinction sounds simple, yet it is surprisingly often ignored in practice.

What many companies underestimate: editorial teams decide within seconds whether a press release is relevant or ends up in the bin. The first paragraph is everything. Anyone who fails to get to the point immediately loses the journalist’s attention – for good.

Well-crafted press releases help companies and other organisations increase their visibility in relevant media, communicate important information credibly, and build long-term trust with stakeholders such as customers, investors and partners. The key always lies in relevance, clarity and timing.

Writing a Press Release: How to Find the Right Information

Before you start writing, all relevant information must be in place. Journalists often take content from press releases directly – which is why facts, figures and quotes must be absolutely accurate and verifiable. A single factual error can permanently damage a newsroom’s trust in your organisation.

Typical sources for solid research include internal company briefings and interviews with management, studies and market analyses, and press archives covering similar topics. Particularly valuable is a strong, original quote from a senior figure within the organisation – it gives the release personality and provides journalists with a personal hook for their coverage.

Press Release Structure: The Classic Format

A press release follows a clearly defined structure based on journalistic writing. Journalists are used to this format – departing from it immediately signals a lack of professionalism. In our work as a PR agency, we repeatedly find that this one point often determines whether a release succeeds or fails.

Headline
The headline summarises the most important news in a single sentence. It should spark curiosity without being sensationalist. A good test: would this headline work as a newspaper article title?
Subheadline (optional)
The subheadline adds a piece of supplementary information or provides brief context. For more complex topics, it is very useful for highlighting additional key messages.
Introduction / Lead
The first paragraph is the most important. In two to three sentences, it answers the central W-questions: Who? What? When? Where? Why? Many editorial teams decide solely on the basis of the lead whether a release is relevant to their readership.
Body
The body provides background information, details and context. It is also the ideal place for quotes and supporting facts. The “inverted pyramid” principle applies: the most important information comes first, followed by less critical details.
Company Profile (Boilerplate)
Every press release ends with a standardised short description of the company: year of foundation, core business, number of employees, key figures. This paragraph – known as the boilerplate – remains consistent across all releases.
Press Contact
The name, phone number and email address of the relevant contact person must always be included. Journalists need to be able to ask follow-up questions quickly – especially on time-sensitive topics.

Style and Language: How to Write a Press Release Professionally

The tone of a press release should be objective, clear and precise. Promotional language, superlatives and subjective assessments generally have no place here. A good press release reads like a news article – not like an advertisement.

A useful self-check: if you can cut a sentence without losing any information – cut it. Brevity is not a weakness; it is a sign of professionalism.

In practice, this means: short, clear sentences (no more than 20 words), active rather than passive constructions, verifiable figures and facts instead of vague statements, and technical jargon only where it is truly necessary or understood by the target audience.

Relevance and News Value: When Is a Press Release Newsworthy?

Not every company announcement is relevant to the media. Journalists in Germany receive a large volume of press releases every day – only those with genuine news value make it into the newsroom. The key question is: what is new, significant or interesting to the readership about this?

Typical occasions with high news value include product launches and market introductions, strategic partnerships, research findings with broader relevance, leadership changes, and milestones, awards or sustainability initiatives. In the German context, stories that connect to broader economic or industry trends – particularly in sectors like automotive, engineering, technology or healthcare – tend to resonate strongly with outlets such as Handelsblatt, WirtschaftsWoche or sector-specific trade media (Fachmedien).

In the German context, stories that connect to broader economic or industry trends – particularly in sectors like automotive, engineering, technology or healthcare – tend to resonate strongly with outlets such as Handelsblatt, WirtschaftsWoche or sector-specific trade media (Fachmedien).

In our experience, many press releases fail not because of poor writing, but simply because the topic is not relevant enough. Before you start writing, ask yourself: would I want to read this as a journalist working for my target media? If the answer is no, it is worth reframing the story or reconsidering the timing.

Formatting and Layout: Following the Formal Rules

The layout of a press release also follows established conventions. Editorial teams want to be able to scan information quickly – sticking to familiar formats signals professionalism.

Infographic: Writing a Press Release

The key rules: a maximum length of two A4 pages at a standard font size and line spacing, short paragraphs of no more than three to five sentences, the date and any embargo notices at the top, and a clear label reading “Press Release” or “Press Information”.

A well-organised layout makes it easier for editorial teams to grasp the text quickly and identify the key messages. What sounds straightforward makes a significant difference in practice.

Proofreading: Quality Before Speed

Before a press release is sent out, it should be thoroughly reviewed. Recommended steps include: checking spelling, grammar and punctuation; verifying all facts, figures and quotes; critically reviewing the headline and lead; cutting unnecessary repetitions; and ideally having a second reader with no specialist knowledge of the topic look it over. Careful revision is not an optional step. It is a sign of respect towards the media – and the foundation for a long-term, trusted relationship with editorial teams.

Publication and Distribution: The Right Story, at the Right Time, to the Right Media

A perfect press release is worthless if it reaches the wrong recipients. Distribution is at least as important as the writing itself. In Germany, the most commonly used channels include direct outreach to selected journalists, established wire services such as OTS or pressetext, the press section of your own website, professional PR distribution lists and social media. OTS in particular is widely used by German companies and monitored by most major newsrooms in the country.

Targeting is critical: a press release about new industrial software should reach specialist IT journalists – not lifestyle editors. Germany’s media market is notably decentralised, with strong regional newspapers alongside national business and trade media. An experienced PR agency with roots in Germany has well-maintained contacts across this landscape and knows exactly which newsrooms are open to which topics.

When Is a Press Release Truly Successful?

The most obvious indicator of success is a publication in a relevant target medium. But the value of a good press release often only becomes clear over time: journalists store information for future research, editorial teams develop a picture of the organisation as a reliable source, and a consistent rhythm of releases builds reputation in the long run.

Press releases are rarely a one-off measure – ideally, they are part of a strategic communications approach. Organisations that consistently publish relevant, well-written releases will eventually find themselves not just sending pitches to journalists, but being actively approached by them. In Germany especially, where trust and long-term relationships with editorial teams are highly valued, this kind of reputation takes time to build – but pays off considerably. That is the real goal.

Jonathan Klimke, CEO of the German PR agency Industrie-Contact (IC)

Do you need support writing and distributing press releases in Germany?

We’d be happy to advise you on which topics in your communications deserve media attention in Germany and how to get them in front of the right editorial teams. Contact us – our PR team looks forward to hearing from you.

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Strengthening the Brand in the Social Economy

Industrie Contact — Thu, 19 Feb 2026 11:00:17 +0000

How an established agency team helped Diakonie Hamburg attract more volunteers and donors

By Martina Kunert, Human Centric Branding, IC Partner

In a time when the social economy faces growing challenges – declining church affiliation, complex structures, and extremely heterogeneous target groups – a clear and strong brand presence becomes a decisive success factor. Organizations, associations, and institutions must make their societal relevance visible, inspire volunteers, and win over donors. This is exactly where three experienced specialists come in: Minerva Beratung, Human Centric Branding, and Industrie-Contact. As a well-rehearsed expert team, they combine organizational development, human-centered brand strategy, and PR as well as SEO/GEO work into a holistic solution – the ideal partner for the social economy, as demonstrated by the successful collaboration with Diakonie Hamburg.

Diakonie Hamburg is one of the largest players in Hamburg’s social landscape: 20,000 employees, just as many volunteers, over 330 member organizations, and around 1,500 social institutions. From care and counseling to education and integration – the range of services is extremely diverse. Yet it is precisely this breadth that presented the organization with major challenges: An almost unmanageable range of topics made clear prioritization difficult. Politics, media, partners, and people seeking help must be reached through very different channels. At the same time, public visibility and engagement need to be strengthened – despite declining church ties. The clear goal: sharpen the brand appearance and public relations, highlight societal significance, and thereby attract more volunteers and donors.

To achieve these ambitious objectives, the agency team developed a clearly structured, three-phase process that seamlessly links internal stability, strategic brand sharpness, and professional implementation.

Phase 1 – Internal Organizational Analysis

Minerva Beratung, specialists in organizational development in both business and the social economy, took charge of the first phase. They optimized structures, responsibilities, and processes, created clarity in internal communication, and strengthened the resilience of the entire organization. Passionate managers were empowered to implement rapid and sustainable improvements. This foundational work eliminated internal friction losses and optimally prepared Diakonie for the subsequent external steps.

Phase 2 – Brand Strategy & Positioning

Here, Human Centric Branding brought its expertise in brand sharpening to the table. The team analyzed public perception, conducted comprehensive benchmarking, and developed a precise 7-point plan for the entire brand and communications strategy. Core values such as humanity, high professionalism, and societal impact were clearly elaborated. This resulted in an authentic, emotional, and at the same time modern brand identity – deeply rooted in the Protestant tradition, yet clearly oriented toward the present and future.

Phase 3 – Public Relations & Digitalization

Finally, Industrie-Contact, together with Diakonie, analyzed weaknesses in public relations as the basis for templates and tools as well as editorial and topic plans. The social media team received targeted training in Search Marketing (SEO & GEO) – with noticeable effects on visibility in search engines and social networks. All measures built seamlessly on the results of the other two partners.

The results speak for themselves

Today, Diakonie Hamburg presents itself with more concise and consistent brand communication. Internal processes run more efficiently and resource-sparingly. Volunteers and donors feel more strongly addressed.

The example of Diakonie Hamburg clearly shows why Minerva Beratung, Human Centric Branding, and Industrie-Contact form the ideal team for organizations in the social economy: They combine a deep understanding of internal structures, authentic brand development, and professional PR and digital expertise into an effective, holistic strategy. For associations and institutions operating in highly complex environments, they offer tailored solutions – sustainable, results-oriented, and with tangible impact.

Martina Kunert, Human Centric Branding

Thanks to the seamless coordination among the three partners, Diakonie’s genuine strengths have been preserved while simultaneously unlocking new potential.

Request your custom, sustainable, results-focused solution today!

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State of the Media Report 2025

Industrie Contact — Mon, 05 Jan 2026 11:00:17 +0000

Challenges and Opportunities for Journalists and PR Professionals

The media world is evolving faster than ever, and journalists and PR professionals are facing a lot of pressure to adapt. With shifting audience habits, the rise of misinformation, and the growing presence of AI tools, they are facing significant challenges, but also exciting opportunities.

Cision conducted its 2025 State of the Media Report at the beginning of the year to understand how media professionals are navigating these changes, collecting responses from 3,126 journalists, influencers, and media professionals across 19 markets globally, including key European countries such as the UK, France, Germany, Finland, Sweden, Denmark, Norway, Italy, Spain, and Portugal.

The Biggest Challenges for Journalists Today

Journalists are navigating a complex environment where staying relevant and credible isn’t easy. Their top hurdles include:

Adapting to new patterns of media consumption: Audiences consume news differently than before, often across multiple platforms and formats.
Maintaining trust and credibility: Fighting back against the “fake news” label and misinformation campaigns is a constant battle.
Declining advertising and circulation revenues.
Lack of staffing and resources.
Integrating generative AI: AI tools are becoming part of the newsroom toolkit, but managing their implications requires care and caution.

How PR Professionals Can Support Journalists

Public Relations experts play a crucial supporting role in this ecosystem. Most journalists (63%) appreciate especially the PR job for connecting them with relevant sources, insiders, and exclusive material. They’re also valued for providing verified data and research in short time and offering story ideas with context, credibility and relevance. However, journalists emphasize that there are some things they want to avoid: irrelevant or spammy pitches, and inaccurate or promotional information lacking substance.

PR-Journalist Connection

The first get in touch with the journalists is crucial to build fruitful relationships with them. To success on this, it’s important to understand what journalists do not want. They don’t want to be spammed with irrelevant pitches, nor pitches that sound like marketing brochures, or inaccurate or unsourced information. Neither want they to be followed up repeatedly, they only welcome it once. So, to make a real connection, PR professionals should focus on clear introductions, explaining why they want to connect, preferably via email, as that’s the favorite via for 96% of journalists. Their pitches should be fresh and only tell relevant stories, and for 32% of journalists it’s also a plus if the invite them to industry events to foster connections.

Crafting the Perfect Pitch

Most journalists agree on the reasons why they reject some pitches: mainly because they aren’t relevant to their audience or they’re too promotional, without substance. So, what makes a pitch really stand out?

It must include a compelling data point or a unique story angle.
According to 45% of journalists it should be brief, between 100 and 300 words, depending on its complexity.
It should also include contact information.

Multimedia can be a bonus, but its usefulness varies, about 20% of journalists appreciate it, while 36% say it depends on the context.

Journalists on Social Media

Social platforms are now indispensable tools for journalists. 64% use it to publish and promote their work; 55% also use it to engage directly with their audience; 51% to crowdsource information and insight; and 48% to build professional networks.

The most popular platforms among journalists include LinkedIn as the top one, followed by Instagram, Facebook, X, WhatsApp, and YouTube.

AI’s Growing Role

AI is no longer the future, it’s already here. Just from last year, the percentage of journalists who use generative AI tools has increased on a 6%. Nowadays, over half (53%) of journalists already actively use AI for work, with another 14% planning to adopt them soon. However, 33% still don’t use it and is not planning to.

The main uses they give to AI is to research certain topics, to help transcribe interviews and audio or to summarize texts. Journalists are open to AI-generated content, but only if it meets high standards of accuracy, authenticity, and creativity. In fact, 29% of journalists are somewhat opposed to AI, while only 2% are strongly in favor.

This approach to AI has an impact on PR professionals and how they use it to generate pitches or press releases. 72% of journalists express concern about potential factual errors and loss of quality and 58% are aware that the quantity will increase, but not necessarily the quality.

Takeaways for PR

In this sense, when working with AI tools, PR professionals must prioritize transparency and verification to maintain credibility with journalists who are rightfully cautious about AI-generated content. This means ensuring all content is thoroughly fact-checked and validated by human experts before distribution. PR teams should adopt a journalist-like approach to AI experimentation, embracing the technology’s potential to streamline workflows and spark creative ideas, but never bypassing the critical human oversight needed to verify accuracy and maintain professional standards.

Uwe Schmidt, CEO of the German PR agency Industrie-Contact (IC)

The key is balancing innovation with the responsibility to deliver trustworthy, authentic communications that respect both media relationships and audience trust while maintaining the distinctly human perspective that sets professional PR apart from automated content generation.

We can work out a plan together to get the best out of your brand.

Contact

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Industrie-Contact wins four awards at the PRGN Best Practice Awards 2025 in Nairobi

Industrie Contact — Mon, 15 Dec 2025 11:00:00 +0000

Hamburg-based PR agency ranks among top international agencies

On October 23, 2025, the PRGN Best Practice Awards 2025 ceremony took place in the atrium of the Karen Blixen Coffee Garden in the Kenyan capital Nairobi – and IC had several reasons to celebrate. The Hamburg-based member agency impressed the international network jury with four projects:

IC won silver in the B2B Communications category for the project “Food Influencers United: One Click to Cart,” a campaign to launch an innovative e-commerce solution that transforms online recipes into immediately orderable shopping carts, thus creating a direct link between content, consumers, and retailers.
Also in the B2B Communications category, bronze went to the project “Reborn: Semi-trailer specialist enters German Autobahn again,” a communications campaign for the return of the traditional Reisch Fahrzeugbau brand under the umbrella of the Benalu-Legras Group, which strategically accompanied the company’s relaunch in the German market and strengthened its positioning as a strong player in the commercial vehicle and trailer segment.
The second bronze award went to “French Online Bank Enters German Market” in the B2C Communications – Services category, a campaign to launch the French brand Distingo Bank in Germany, which increased brand awareness through targeted media relations and digital communication and accompanied the brand’s successful entry into the German financial market.
The third bronze award was achieved in the Financial Communications & Investor Relations category, also for the campaign surrounding the market entry of the Distingo Bank brand in Germany.

With four awards won, IC ranks among the top 7 agencies of the year. First place went to the Aristo agency from Turkey, which won a total of seven awards. A total of 160 projects from 28 member agencies worldwide were submitted this year – an impressive sign of the creative diversity and excellence within the global Public Relations Global Network (PRGN).

A strong network, an inspiring event and a new president

The awards gala was part of the PRGN Fall Conference 2025, hosted by The Newmark Group in Nairobi. In addition to the awards ceremony, the focus was on professional exchange. In various panels, PR managers from around the world discussed current topics such as AI in PR, the impact of global trade conflicts on brand strategies, geopolitics and tourism communication, and brand building with Gen Z – what works (and what doesn’t).

There was also a change of presidency within the network: Frédéric François (Two Cents, Belgium & Netherlands) took over from Natacha Clarac (Athenora Consulting, Belgium) and will lead PRGN until the end of 2026.

Jonathan Klimke, Managing Partner of the German PR agency Industrie-Contact (IC)

We are delighted and very proud to have once again been honored with four PRGN Best Practice Awards. It is a great recognition of the creativity, commitment, and high quality of work of our entire team. These awards, which we received in global competition with strong partner agencies from the PRGN network, impressively demonstrate that our strategic communication approaches and the results we achieve also stand out on an international level.

I would like to thank our clients for their trust and our team for their passionate implementation of these successful projects.

Contact

About Public Relations Global Network

Founded in 1992, PRGN is one of the world’s largest international networks of independent PR and communications agencies with around 800 professionals in more than 78 locations. Companies or organizations interested in PRGN’s services can find more information in the Agency Directory. Independent agencies wishing to join the network can find all the necessary information on the PRGN Membership agency requirements web page.

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Black Friday 2025: PR and online marketing in Germany

Industrie Contact — Mon, 15 Sep 2025 10:00:00 +0000

PR in Europe for E-commerce companies on Black Friday

Black Friday is becoming more and more popular every year in Germany. Many brands use it to increase their online business in the run-up to Christmas. Many consumers look forward to the annual sales event with special offers and discounts. Thus, Black Friday is one of the most important sales events of the year for both brick-and-mortar retailers and online retailers (such as Amazon). Targeted online PR and digital marketing including influencer relations as well as social media communication can help international brands in particular to significantly increase their online sales in Germany during Black Friday and boost their visibility and reputation.

When is Black Friday?

Friday, November 28

In 2025, Black Friday traditionally takes place on the Friday before Thanksgiving in the USA. Originally, the day originated in the United States and US Americans classically use it as a straddle day to do their first Christmas shopping. Since online shopping has become increasingly popular and competition for retailers, online retailers such as Amazon, Media Markt, Saturn, Zalando, and many more also advertise big savings on the Monday after Thanksgiving, the so-called Cyber Monday. Online retailers will also provide each other with great offers on Cyber Monday 2025.

To get the most out of Black Friday 2025, it is essential to focus on the most relevant communication channels of the target group to be reached. Depending on the industry, product, and target group, it may be worthwhile to develop a PR and online marketing campaign in Germany specifically for Black Friday. Social media communication and influencer marketing are becoming increasingly effective for this purpose.

Influencer Marketing and Social Selling: Relevant Tools for Black Friday

In influencer marketing, brands cooperate with selected influencers who present discount codes, competitions, or raffles for the respective products in their posts and stories on their channels, so that their followers are informed and ultimately encouraged to make a purchase. The most relevant platforms for such a strategy are Instagram and Facebook. But TikTok is also becoming increasingly popular, especially with a younger target group.

In addition to content production for their own channels and influencer marketing, paid campaigns in the form of social ads also lend themselves to social media communication. Social ads are paid advertisements that appear in a targeted manner in the user’s history. This instrument is particularly suitable for advertising special deals with a wide reach and targeted to specific groups in order to ultimately generate potential sales without detours.

Book German PR agency for Black Friday 2025

Developing and implementing a social media strategy specifically for Black Friday requires experience and specialized expertise. It also offers the opportunity to respond to customer feedback and improve the service. A well-thought-out social media presence can thus contribute significantly to the success of Black Friday promotions. Industrie-Contact has already supported a number of end consumer brands from Germany and abroad (for example from China) in providing communications support for Black Friday campaigns in Germany.

Uwe Schmidt, CEO of the German PR agency Industrie-Contact (IC)

Whether large campaigns with high-reach influencers on Instagram or smaller online campaigns with social ads, we are happy to advise you on Black Friday PR and communication.

Together, we can work out a plan to make the best use of your budget and ultimately get the most out of Black Friday for your brand.

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What is Black Friday?

On Black Friday, retailers and online merchants offer big discounts on their products to encourage potential customers to make a purchase. The annual sales forecasts show that Black Friday is worthwhile. German online shoppers forecast spending of 5.7 billion euros in 2022 for the two campaign days, Black Friday and Cyber Monday. This means that the forecasts have increased by 1 billion euros compared to the previous year. A further increase is expected for Black Friday 2025.

Thus, Black Friday should not be disregarded for short-term sales increases and high profits. In addition, retailers can also use this day to increase their visibility, attract new customers, and increase the loyalty of existing customers.

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How the Equation of Brand Influence Has Changed

Industrie Contact — Mon, 18 Aug 2025 10:00:17 +0000

What today’s brands must do to stay credible and relevant

Brand strategy is undergoing a transformation. Influence, once seen as a byproduct of visibility, is now the key metric for determining long-term relevance.

This shift is driven by rising expectations and increasing demand for authenticity.

Today, customers expect brands, and the companies behind them, to act responsibly, treat their employees well, and communicate their values clearly. As a result, brand influence is no longer just a task for the communications department.

It now reflects the behavior of the entire organization, from leadership decisions to employee engagement.

This perspective was reinforced by a recent global study conducted by agencies of the Public Relations Global Network (PRGN) in collaboration with Researchscape. More than 500 professionals and executives from marketing, communications, and business were surveyed. The study confirmed the growing importance of brand influence: 89% of respondents rated it as “extremely” or “very” important. At the same time, however, a gap became evident. Nearly half of those surveyed said their current strategy to strengthen brand influence needs improvement. The gap between ambition and execution is, therefore, very real.

What the most influential brands do differently

The most admired and influential brands, such as Apple, Coca-Cola, or Nike, stand out for their clarity, consistency, and ability to build trust with diverse audiences. They appear across platforms with a clear purpose. They create experiences that reflect their values. And they ensure that their internal culture aligns with their external positioning.

When asked which factors most strongly influence brand perception, respondents identified five key characteristics: reputation and trust (each cited by 94%), followed by consumer relevance (87%), authenticity (84%), and emotional connection (77%).

Factors that drive Brand Influence

Reputation: 94%
Trust: 94%
Relevance to Customers: 87%
Authenticity: 84%
Digital Presence: 78%
Innovation: 77%
Emotional Connection: 77%

Employees play an often-underestimated role in shaping a brand

One of the most underutilized sources of brand influence is the voice of employees. This doesn’t mean scripted statements in corporate videos, but rather authentic, spontaneous expressions, whether in LinkedIn posts, onboarding feedback, or casual hallway conversations.

When employees identify with the brand’s purpose and see themselves reflected in its development, their influence becomes a natural extension of the brand. If that’s not the case, the disconnect becomes apparent. That’s why internal engagement is now essential.

And in your industry, how much of an impact do you think each audience has on brand influence?

Extremely significant impact

Very significant impact

Consumers/customers

Mainstream media

Brand ambassadors/influencers

Employees

Industry analysts

Government/regulators

Political leaders

NGOs/activists

The study confirms that 63% of respondents cited employee trust as a key factor in brand credibility. This is a wake-up call for companies that still treat internal engagement purely as an HR issue rather than a vital driver of the brand.

Reputation takes time, but it pays off

Influence is not created through a single campaign. It is created through behavior. And while that path may be slower, it is also more resilient. In times of upheaval, brands that have invested in credibility and consistency perform better. People are more likely to forgive their mistakes, and more willing to follow when they lead.
Too often, brands focus on short-term sales at the expense of their reputation.

When brands focus only on conversion, they miss the deeper opportunity to build long-term influence, create sustainable value, and foster resilience across market cycles.

The study suggests that executives are increasingly recognizing this: brand value and customer loyalty are gaining importance as key metrics for influence.

Earned media: one of the most effective tools

For companies without strong brand awareness, external validation is especially important. Editorial visibility, thought leadership, and credible partnerships may not generate immediate clicks, but they build trust and brand affinity that pay off over time.

Notably, the study shows that earned media (i.e. editorially earned media presence) remains one of the most effective tools for building influence, especially for brands without an established reputation.

Measurement needs to catch up

Influence is increasingly shaping where brands invest and how they grow. Yet many teams are still measuring success with outdated methods. Clicks and reach have their place, but they don’t show whether people believe in a brand, trust it, or want to identify with it.

According to the PRGN study, customer loyalty (42%) and brand value (19%) are rising as preferred metrics for influence. Still, many organizations continue to rely on shallow performance data. This mismatch prevents brands from measuring what truly matters.

The key insight?

Those who only measure performance miss perception. And that’s exactly where influence begins.

A new playbook for influence

This isn’t a passing trend, it’s a fundamental reset. Influence has become a central strategic factor that touches brand leadership, company culture, leadership behavior, and the customer experience alike. The brands that thrive are the ones that understand: influence can’t be bought, it has to be built (and constantly reaffirmed).

Jonathan Klimke, CEO of the German PR agency Industrie-Contact (IC)

In a world that’s moving faster and demanding more, it’s the brands that lead with credibility, consistency, and conviction that set the pace.

For more insights into how global brands are building influence today, contact us for the full PRGN study!

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Generative AI in PR

Industrie Contact — Mon, 21 Jul 2025 10:00:17 +0000

Benefits, Risks, and Best Practices of Generative AI in Public Relations

Artificial intelligence has fundamentally transformed the landscape of public relations and communication. Although AI has existed for decades, it has grown exponentially in recent years thanks to the emergence of generative tools, which have opened up new opportunities across all industries, including PR and communication.

AI is changing the strategic value of PR within companies. It provides PR professionals with powerful tools for real-time data analysis, trend detection, and audience insights, making PR indispensable for business success. As communication becomes increasingly complex, PR teams can use AI to coordinate and manage stakeholder relationships more effectively.

Generative AI can support a wide range of PR tasks

Content Development & Creation: From writing media pitches and press releases to crafting social media posts and articles
Media Monitoring: Quickly identifying relevant contacts and building media lists
Crisis & Reputation Management: Early detection of emerging issues before they escalate into full-blown crises, and drafting rapid response statements
Event & Campaign Management: Creating tailored promotional materials and follow-up messages

Artificial Intelligence in Public Relations: Risks to consider

These applications enhance efficiency, scalability, creativity, and response speed. While the benefits are clear, responsible use is crucial, as AI also brings potential risks:

Ethical Uncertainty: Since there are no global regulations, it’s up to the teams to ensure fairness, data protection, and transparency. Organizations must develop their own policies to uphold ethical standards and build trust with stakeholders and the public.
Legal Risks: There is a danger of plagiarism. AI systems might generate content that unintentionally replicates existing works, leading to legal consequences. Another concern is the spread of misinformation. If AI models produce inaccurate or misleading content, it can damage public trust and lead to legal disputes. Companies must therefore ensure their AI-powered communication strategies are regularly reviewed and monitored to minimize these risks.
Bias: If the data used to train AI models is biased or insufficient, the generated content may reflect prejudice or discrimination. This can negatively impact brands and erode audience trust. It’s essential that companies pay attention to data quality and diversity to ensure fair and balanced content.
Loss of Authenticity: Since AI lacks empathy, messages may quickly come across as impersonal or mechanical. Authenticity suffers when companies rely too heavily on AI to simulate human interactions. A balanced approach is key: while AI can assist with data analysis and automation, the human factor must not be overlooked.
Misuse: The use of AI carries the potential for misuse, as it can generate harmful content. Companies and communicators must therefore handle this technology responsibly and ensure that AI tools are used ethically. Mechanisms for monitoring and control should be implemented to minimize negative consequences. Additionally, users should be educated and trained to recognize and prevent misuse. Transparent communication about the use of AI is also crucial to building trust among target audiences.

As AI enables exponential growth in communication output, workloads increase, and companies become more reliant on AI tools. At the same time, stakeholders demand more personalized, human interactions. This creates tension between automation and the need for authentic human connection.

Use of AI in PR: Recommendations for Responsible Implementation

To integrate AI effectively into PR and communication, a strategic and responsible approach is essential. Here are some steps companies and organizations should consider:

Frameworks and Guidelines: Develop clear internal guidelines for the use of AI. These should define the purpose and limits of AI usage and ensure alignment with company goals and values.
Legal Consultation: Involve legal experts to ensure all aspects of copyright and data usage are complied with. This protects both the company and the rights of individuals whose data is used.
Ethical Standards: Even in the absence of formal regulations, it is important to establish ethical standards for AI use, focusing on fairness, transparency, and accountability.
Role of AI: View AI as a support tool that complements human work, not replaces it. AI can automate routine tasks and improve data analysis, but human creativity and judgment remain indispensable.
Prompt Writing Skills: Improve the ability to craft precise and effective instructions for AI models. Better prompts lead to better and more relevant results.
Responsible Use: Be aware of biases in AI systems and implement measures to minimize privacy risks and misinformation.
Transparency: Be open with users about AI usage. Explain where AI is applied and which decisions are made by algorithms.
Human Alternatives: Always offer alternatives to AI interaction to ensure users have the option to engage with a human.
Continuous Learning and Training: Stay informed about new AI tools and features to keep skills and knowledge up to date. Regular training and education can help with this.

Generative AI in PR – Successful Use While Avoiding Risks

Generative AI is a major technological breakthrough, but the human role remains essential for ethical use and authenticity. Context, awareness, strategy, empathy, and leadership are the five key areas where human input remains vital.

Uwe Schmidt, CEO of the German PR agency Industrie-Contact (IC)

The future belongs to PR professionals who can strategically combine AI capabilities with meaningful human touch.

Are you looking for PR professionals who can use AI to your advantage?

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PRGN joins the ICCO

Industrie Contact — Tue, 01 Jul 2025 10:00:17 +0000

International reach expanded

The Public Relations Global Network (PRGN) has recently joined the International Communications Consultancy Organization (ICCO). As a long-standing member of PRGN, Industrie-Contact is delighted about the partnership. This step not only strengthens the worldwide presence of the Public Relations Global Network, but also consolidates IC’s role in an increasingly international communications environment.

In a society increasingly characterized by communication technologies, artificial intelligence, purpose, influence and ethics, being part of global networks such as PRGN and ICCO is crucial. This partnership gives PRGN and its members greater international visibility and the opportunity to actively shape the future of communications.

PRGN was founded in 1992 and is one of the world’s largest international networks of independent PR and communications agencies with around 800 professionals in almost 60 agencies at around 80 locations worldwide.

The International Communications Consultancy Organization (ICCO) is the voice of public relations consultancies around the world. The ICCO is made up of 41 associations representing 82 countries around the world: Europe, Africa, Asia, the Middle East, North and South America and Australasia. Together, these associations represent over 3,000 PR agencies.

Jonathan Klimke, CEO of the German PR agency Industrie-Contact (IC)

PRGN’s membership of the ICCO is a significant milestone for the agency network. This new chapter enables us to support our clients with even more effective and globally networked communication solutions.

Do you need a powerful solution with a global network?

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In No Man’s Land Between University and Professional Life

Industrie Contact — Mon, 30 Jun 2025 10:00:17 +0000

The path is made by walking

After finishing university, two options lie ahead: either you have a clear idea of the path you want to take, or you don’t have the slightest idea. In my case, it was the latter.

I am originally from Spain and studied Modern Languages, Culture and Communication at the Universidad Autónoma de Madrid. After graduating, all I knew was that I didn’t want to stand still; I wanted to keep growing, learning and gaining new experiences. So I decided to take a gap year to discover new perspectives and find my place in the working world. But how do you start a career when you don’t know which path you want to take?

„Caminante, no hay camino, se hace camino al andar.“

(Traveler, there is no path. The path is made by walking.)

Antonio Machado

During my studies, I studied German and had the luck to do an Erasmus semester in Hamburg. It was an incredible experience, so my main idea was to return to Germany and improve my language skills. I started working as a foreign language assistant at a school and also got a job at a café to financially support my life here. My German improved significantly, but I still felt disconnected from the professional world and still had no work experience in my field, communication.

In Spain, entering the job market isn’t easy. Unlike in Germany, there aren’t many opportunities to combine work and university studies. It’s common to finish your degree with no practical experience, while companies demand at least one or two years. On top of that, internship offers are scarce and rarely paid, creating a vicious cycle that explains the well-known dependence of Spanish youth on their families.

I pinned my hopes on Germany, a country that had always fascinated me with its culture, language and career opportunities. Since I was already here, I decided to try my luck and look for an internship in the field of communication. Of course, that wasn’t easy either. As a Spaniard, I don’t speak perfect German, and in communication, that’s a major barrier. I sent many emails and received many rejections. There were days when I thought it just wouldn’t work out and that I should give up or settle for less, until I found Industrie Contact (IC), a PR agency that offers extensive communication services. They gave me the opportunity to work with them as an intern and gain my first professional experience in this sector.

I started at IC on June 1st, 2025. From day one, they entrusted me with real tasks and projects that made me feel like a true part of the team. I’ve been able to write press releases, learn how to use platforms like CISION, PResstige, or ARGUS, create social media posts, prepare client presentations, compile contact lists, conduct surveys, and much more. Each of these tasks nurtures my passion for communication and shows me how valuable and versatile it can be in such different contexts.

These first three weeks have been intense, productive, and, above all, proof that I’m taking steps in the right direction. My goal for the coming months is to continue building confidence and exploring new tools so I can build a solid career and move forward in the communications world with trust and clarity, more and more certain that this is the path I want to follow.

Carlota Martínez Bárcena, Intern at the German PR agency Industrie-Contact (IC)

Sometimes the path is made by walking, and every step, even an uncertain one, brings you closer to where you’re meant to be.

Do you have any questions about an internship in PR?

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