Fortis PR

I’ve come to realise that there are quite a few prejudices we as English speakers have towards Germans and their way of doing things. But after getting to know the German way a little better and experiencing it first hand, I’ve come to the new realisation that many of these prejudices are a result of not knowing why certain things are done in a certain way. The moment you get behind the ‘why’ their ‘way’ starts making a lot more sense.

In essence, it all boils down to two words: German efficiency. However, I think this term has become so over-used, often in a negative way, that it’s lost its meaning. We have this view of Germans that make them appear quite cold, simply functioning like machines or robots in a production line, much like the Tin Man in The Wizard of Oz. But in actual fact, that’s incredibly far from their true character. Yes, Germans know how to work hard and how to get the job done. But there’s method behind the madness. The harder and quicker you work, the more you can play. And that’s exactly what they do. Germans are efficient, not to prove a point or because it’s all there is to their lives, but because it tends to make life a lot easier, and there’s more time for fun. So yes, when Germans are at work, they do their job really well and they’re incredibly focused. But as a result, they have more time for themselves. To prove my point, Germany is one of the countries with the most vacation days. And they certainly make good use of it.

Once you understand this aspect of the German character, other oddities start making a lot more sense. Take the simple example of a press release. Germans prefer to start with facts and perhaps finish off with a beautiful description towards the end. The English, on the other hand, might find this quite forward and as if you’re pushing the product too hard. When we as English speakers write a press release, we tend to sweet talk the reader first, before getting anywhere close to the actual reason for the press release: the product. Neither of these approaches are either right or wrong, because there can be argued in favour of both of them. They’re simply different. But I do seem to be noticing a pattern. I’ve spoken about the differences between the way we do meetings, small talk and office chatter too. And it all boils down to the same thing: Germans are in favour of getting straight to the point, not beating around the bush, and getting business out of the way first. And although this might seem as a sometimes colder approach, they do seem to get the job done a lot quicker than other people do.

To be quite honest, the more I ponder it, the more I think we might, in fact, all benefit from an extra dose of German efficiency.

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There are loads of countries around the world that celebrate Christmas. In fact, I would go so far as to say that it’s probably one of the most widely celebrated holidays in the year. Christmas in South Africa, for instance, is also quite special. But I’d say the fact that we’re in the middle of our summer during that time makes our Christmas slightly less traditional. Snow for instance, is a foreign concept altogether! Seriously. I saw snow for the first time in my life, last year. When I tell Germans this they think I’m joking. When they realise I’m being totally serious, a look of utter amusement appears on their faces. I have to agree though, snow definitely does add a special touch of magic to Christmas, but that’s only one part of the magic. There are many countries that are covered in snow during this time of year. Yet never in my life have I ever experienced Christmas, or even imagined it, the way I have since I’ve been living in Munich. The festive season literally takes on a life of its own.

Now I’m not only talking pretty Christmas decorations and carols in the malls. I’m talking the full monty. Germans celebrate Christmas with traditions that I didn’t even know existed. Plus, I’ve also found out that all the traditions I did know about, originated in Germany. No surprise there! But it’s more than simply traditional. You can feel it in the air, the moment the first advent arrives. On this day, four weeks before Christmas, all the Christmas markets kick into action, the first candle on the advent wreath is lit and a whole host of Christmas traditions come into play. And they’re not mere activities that people do. They’re traditions that have been passed down over centuries and have become a part of life. These include an advent calendar counting down the days before Christmas, the already-mentioned advent wreath, eating delicious Lebkuchen (gingerbread), baking Plätzchen (wonderful Christmas cookies) with family and friends, going to the Christmas markets with loved ones and drinking Glühwein to ward off the cold, buying and decorating an evergreen Christmas tree (also a tradition that originated in Germany in the 1600s, by the way), to mention but a few. All the while, the Christmas spirit is almost tangible. Not even the freezing weather is enough to put a damper on it.

And ironically, this was when I started thinking about PR opportunities. I’m convinced that the all-round good cheer could really come into handy when reminding all your clients (and your clients’ clients) of the fantastic job you’ve done throughout the year. Couple that with a box of home made Plätzchen or Lebkuchen (recipes are available online), and your client might just be asking you for your Christmas wish list. Just a thought…

But on a more serious note, I can now honestly say that I firmly believe everyone should experience Christmas in Germany at least once in their lives. It’s a magical time that you’ll never forget.

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I think small talk has been around as long as humans have. The only difference between centuries ago and now is that we’ve given it a name. But I can well imagine the kings of old having to entertain royalty from other countries, nervously trying to fill those uncomfortable silences with comments like, “So, what do you think about the weather?”… But today, I think it’s taken on an entirely different level of importance. I recently read that the success of a pitch depends largely on the first 5 to 10 minutes of the meeting. Guess what happens during these precious few minutes? Small talk! The article went on to say, that the moment the potential new client feels relaxed and comfortable in a conversation that flows seamlessly from the beginning, the more likely they are to sign on the dotted line at the end. However, this was an English article written by an American. And since I’ve been living and working in Germany, I’ve realized that over here, the dynamic of small talk is often somewhat different. So here are a couple of examples I’ve come across. I hope they shed some light on a few unexplained awkward moments.

Business first

True to the character of most Germans, it makes a lot more sense to take care of business before pleasure. In some cases this would actually mean jumping right into the heart of the meeting, straight after saying hello. Only after all the important things have been discussed will they find it natural to sit back, relax and talk about the weather (or their favourite football team). It comes as no surprise then that this single difference could lead to some uncomfortable meetings. Imagine the look on a German’s face, when 20 minutes after commencing with the meeting, the English are still talking about the weather. In fact, Germans could even come across as rude or irritated at this point, while the English are clueless as to why. Well, now you know!

Pleasantries later

This is not only the case during meetings, because as we know, small talk, or exchanging pleasantries, is a part of our daily lives at the office too. And once again, Germans tend to have a different way of going about this. Let me explain: When I come into the office in the morning, the first thing I do is greet my colleagues and ask them how they’re doing (fully expecting a lengthy answer and some lovely morning chatter). Keep in mind that all my colleagues are German. The first few mornings, I was met by a quizzical look on their faces and a short “Thank-you” as a response. Huh? Thereafter, they simply carried on working. This made absolute no sense to me, but being the persistent type, I just kept on doing it every morning. Until I spotted them giving each other a wink, just as I entered the office, and giggling to themselves before I even I had the chance to ask them how they were doing. Totally amused, I finally asked them about their strange behaviour. Equally amused, they went on to explain that their working culture is a bit different. In the mornings, you simply come to work and start working. Only after a few hours have passed, and you’ve scratched some to-do’s off your list, would you engage your colleagues in small talk.

And then I got it. Germans are often perceived as a rude or grumpy sort of people. But guess what, I don’t think they are. They simply take a different approach. And when I think about it, it’s not necessarily a bad approach. In fact, it’s often the more logical one. And believe me, when you catch them at the right time, they can engage in small talk like there’s no tomorrow. It’s all about timing. And about learning to understand where the other person comes from (literally and figuratively speaking).

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I’m a South African living and working in Munich, and I’ve recently joined the Fortis PR team on a freelance basis. This is my first stint in a German PR company, and I’m finding it fascinating! There are so many differences between the ways English speaking countries do PR and communication, opposed to the way it’s done in Germany. Yet at the same time, there are so many surprising similarities. So for those of you who have to deal with this phenomenon, my chatter is especially for you. That means that you’re welcome to join in! Whether you agree, disagree, or have some stories of your own.

And because I find the PR industry in itself quite riviting, I’m also going to be chatting about new PR trends, developments and whatever I come across on my escapades that might interest you.

But at the moment, my lack of fluency in the German language makes for the funniest stories. So before giving you the low-down on my experience in the world of German PR, I’d like to amuse you with a story about my experience with the German language. Like the time Andrea and Liane told me, “Wir Siezen uns nicht”, and I thought they were saying that at Fortis PR we don’t sit down. Now I’m all for standing, but all the time? Really? You can imagine the outburst of laughter when they realised that I had completely misunderstood them. Only after the laughing had finally subsided, did they explain Siezen does not mean sitting down, it’s the formal way of addressing someone. In my defence, the two German words (Siezen and sitzen) sound identical! Nevertheless, I’m incredibly thankful that the first difference I’m commenting on, is not the sitting down and standing up of people in PR companies.

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