How German companies can win attention in the UK media

Even PR agencies that do not have a large network of international branches can efficiently and successfully manage budgets for cross-border campaigns. Over the years, Oseon has established close relationships with agencies in a wide variety of markets and values a best-of-breed approach to bringing the right partners on board for each client and local requirement. The United Kingdom is our most important market. Here we work...

As one of Oseon's UK PR partners, London-based agency Missive works closely with our team to support German companies in communicating with UK media and target audiences. With clever media strategies, thought leadership campaigns, and quick, responsive commentary on the current news agenda, we work together to help companies expand or strengthen their presence in the UK. In doing so, we rely on the expertise of our colleagues on the ground. Erin Lovett, Associate Director at Missive, has compiled the following guest post on what is important in the UK for successful PR.

UK and German PR are built on shared foundations: strong storytelling, credibility and meaningful media relations. But while these principles are consistent, the way PR delivers impact differs between markets.

German companies expanding into the UK often find that established, watertight strategies need careful adaptation. This isn’t because they lack rigour, but because the UK media environment operates at a different pace and with different expectations around visibility, commentary and engagement. Understanding these dynamics helps avoid lost momentum and ensures expertise translates for a UK audience.

When UK and German teams work in unison, PR directly impacts the bottom line, strengthening credibility, relevance and long-term visibility. Alignment creates consistency without compromise, turning overseas PR into a growth driver, not just a market-entry exercise.

For any German business looking to expand into the UK, here are four key steps for success:

UK journalists work to tight deadlines within fast-moving news cycles, where proactive and reactive commentary plays a central role in shaping coverage. While accuracy and credibility matter in every market, the UK places particular emphasis on timely, confident perspectives that contribute to current conversations.

In Germany, macroeconomic and topical commentary is often shaped through institutions, policymakers and in-depth editorial contributions. In contrast, the UK media more frequently looks to business leaders to provide immediate context, interpretation and opinion as stories develop. Reactive commentary exists in both markets, but in the UK it is more commonly published as part of breaking news coverage rather than used to support longer-form interviews or features.

Businesses must be prepared in advance. As always, clear narratives, agreed messaging and confident spokespeople are a non-negotiable, allowing businesses to respond without compromising accuracy. Incorporating a distinct tone of voice – and lightly embodying the British wry and self-deprecating sense of humour – can be key to helping brands stand apart in a crowded inbox. Best in class commentary can lead to follow-up interviews, deeper features and broadcast opportunities, helping brands establish a visible and credible presence in the UK media.

Events play an important role in UK PR strategies, but they do not always operate in the way German companies might expect. While many European conferences function on a predominantly pay-to-play basis, the UK market still offers meaningful opportunities to secure speaking roles through editorial routes.

Paid participation can be effective when aligned with clear objectives. High-profile events can provide access to influential audiences, senior decision-makers and media attention that justifies the investment. Alongside this, strong PR positioning and compelling narratives can often unlock editorial opportunities such as panel discussions, roundtables or media-led sessions.

Understanding how events fit into the wider UK media ecosystem is key. Rather than relying solely on sponsorship, companies that combine strategic messaging with proactive media engagement are better positioned to turn events into platforms for long-term visibility.

Messaging that resonates in Germany does not always translate directly to the UK. While both markets value credibility and strong narratives, the UK media typically expects stories to establish relevance more immediately.

UK journalists need to quickly understand why a story matters, who it affects and what makes it distinctive. This often means clearer framing, less technical language and a sharper articulation of real-world impact. The underlying expertise remains the same, but the presentation prioritises accessibility and speed of understanding.

Human examples, practical implications and concise language help stories land in a crowded landscape. Even well-established narratives benefit from timely framing that connects directly to current agendas and audience concerns.

As with any market, media relationships are table stakes. In the UK, the style and expectations differ. Relationships tend to be informal and conversational while still grounded in trust and mutual respect.

Personalised outreach, a clear understanding of individual journalists’ beats and a determination to add value beyond announcements all contribute to long-term relationship building. Journalists expect relevance and reliability, not volume. Understanding how their editors operate – be it a non-negotiable need for case studies, images or spokespeople – is essential to building trust. Understanding these nuances is essential. Strong relationships support sustained visibility and help brands become familiar, dependable contributors rather than one-off sources.

PR in the UK requires a locally defined approach, not a direct extension of German strategies. Companies that succeed are those willing to move quickly, invest in thought leadership, tailor their storytelling and take a strategic view on events and visibility.

With the right understanding of the UK media landscape – and close collaboration between German and UK teams – PR becomes a powerful driver of credibility, relevance and long-term growth in the UK.