Press Releases for German Trade Press, Written and Placed

In 2025 we wrote 41 releases out of the 96 announcements clients brought us. The other 55 went out as a customer email, a partner note or a blog post, because a German trade desk would not have finished the first paragraph. Deciding which of the two your announcement is takes one call, and it is the first thing this engagement produces. What a trade desk actually covers: Editors at Automobilwoche, electrive, fvw TravelTalk or heise run a release when it carries one of four things: a number nobody else has, a named customer willing to be quoted by name, a regulatory or supply-chain consequence, or a personnel move that changes who signs contracts. A Series A under EUR 10 million reaches Gruenderszene and t3n and stops there. We say that in the briefing call rather than in the results report. Written in German, not translated: A release drafted in English and put through translation reads like one, and a desk can tell inside two sentences. The compounds come out long and the quote sounds like nobody German. Both language versions are written from the same fact sheet by the same two people, which also lets the German version take a different lede where the German story is different: registration context from the Kraftfahrt-Bundesamt monthly series for a vehicle launch, source-market and season framing for a hotel group or tour operator. How the draft is built: One 60-minute call with the person who owns the fact, meaning the engineer, the operator or the CFO, not the marketing manager relaying it second hand. Quotes are written from what that person actually said and sent back for correction rather than approval theatre. One revision round covers legal and the quoted executive together. A third and fourth round is usually evidence the announcement was thin, and we will say so instead of polishing. Distribution: The wire goes over news aktuell's ots service into Presseportal, where German desks look. Alongside it, a hand-addressed send to the journalists who have written about this subject in the past 18 months, each with two lines on why it reached them specifically. Embargoes are set in CET against a named recipient list, and we do not lift one early to reward a single outlet. When the story has to travel outside DACH: We write the international version to a different structure, because a German trade lede rarely survives a UK or US desk, and place it through a European circuit with a partner shop in London handling their own list. You pay the wire fee at cost with the invoice attached. Reporting: Outlet, journalist, URL, date, whether the quote survived the edit, whether the link is followed. No advertising value equivalency in any form. It was formally deprecated with the first Barcelona Principles in 2010 and it persists in agency decks because it produces a large number. Not included: Paid placements, advertorials and sponsored posts. Under section 5a UWG and Ziffer 7 of the Pressekodex these carry an advertising label, which makes them advertising, and you should buy them from a media buyer at media prices. We also do not draft disclosures under Article 17 MAR. Ad-hoc announcements belong with your counsel and an EQS or DGAP filing; we write the accompanying press text once the legal wording is fixed. Who this is not for: Companies on a fixed monthly release cadence regardless of whether anything happened. Companies whose news is a feature update with no customer, no number and no consequence. Buyers who want a guaranteed pickup count: anyone offering that is either paying for it or counting syndicated copies of their own wire as coverage.