German Companies: How to Succeed When Launching in France

Neighbours, but not the same

Germany is France's largest trading partner. Yet many German companies underestimate how differently the two countries communicate. What convinces a buyer in Munich won't necessarily convince a decision-maker in Paris.

The differences that matter

Story as much as data

In Germany, technical precision and reliability are arguments in themselves. In France they remain essential, but journalists and buyers also expect a story: why your company exists, what vision it carries, what it changes for the French market.

A highly centralised press

France's major business media are concentrated in Paris. Unlike Germany's more regional landscape, a handful of national newsrooms can give you immediate nationwide visibility.

Language is non-negotiable

A press release in English, or poorly translated from German, is unlikely to be picked up. Your content must be written for a French reader, not just translated.

Steps to a successful launch

• Adapt your message: identify the arguments that resonate in France (innovation, expertise, local commitment)
• Target the right media: national business press, trade press in your sector, specialised online media
• Provide a local contact: journalists want a French-speaking, available and responsive point of contact
• Showcase French references: a first French client or partner is hugely reassuring

How we help

Sophie Candau Communication helps foreign companies build their media presence in France: strategy, writing in French, journalist outreach and monthly coverage reporting.