Your PR agency for the chemical industry in Germany

A chemical PR agency in Germany handles communication for companies in specialty chemicals, adhesives, coatings, materials and process engineering. It knows the regulatory frame of REACH and CLP that these companies work within. Its editors work with German chemical newsrooms such as CHEManager and CITplus (a magazine for process and chemical engineers). It also knows which evidence an editor wants to see before printing an application story. Chemical companies from abroad use it to reach German application engineers and buyers in their own language. Its work now also covers what ChatGPT or Claude say about your products.

It takes a chemical company’s topics to the places where investment and specification decisions are prepared. Day to day, that is press relations with German trade media for chemistry and process engineering. Content on regulation and sustainability belongs to the job as well. Trade fair communication around ACHEMA and analytica is another part. Sales enabling content supports sales and application engineering. The agency also makes your own content easy for AI assistants to cite. additiv bundles these parts in a single retainer.

additiv has focused on B2B industrial communication alone for almost 30 years. We have run chemical and materials mandates for many years. We know what sets chemical companies apart: regulatory requirements, plant safety and site issues, sensitive stakeholders and long value chains. Our editors understand why a change in formulation can be news. Press work, content, social media and SEO run on a shared plan with sales enabling content and AI visibility. Readers of a trade article and users of an AI assistant then meet the same brand.

We are a good fit for companies that

• sell formulations or components that need explaining,
• work in specialty chemicals, adhesives and sealants, coatings, materials, lab and analytical solutions or chemical distribution,
• want their marketing to work hand in hand with sales and regulatory affairs,
• are ready to develop content with us and to speak openly.

Machine builders and component makers are better served by our page for industrial PR in Germany. We are not the right partner for a single advert or an event without press work.

The German chemical press is specialised and technically deep. Titles you should know:

• CHEManager, a German trade newspaper for the chemical and pharmaceutical industry
• PROCESS, a German trade magazine for process engineering
• CITplus, a German magazine for process and chemical engineers
• Nachrichten aus der Chemie, the member magazine of the German Chemical Society (GDCh)

Depending on your products, specialist titles for adhesives and coatings or for materials science complete the list. Your applications and the people who specify your products decide which titles go on the media list. Chemistry editors in Germany check claims and terminology closely. Their articles appear mostly in German.

The editor signs off topic and angle before our team writes a line. The chemical press prints concrete cases. Examples are a switch to solvent-free systems, a reformulation driven by REACH, a process safety concept or a result from a customer plant. Your application engineers brief us in English. The German text then uses the vocabulary that German chemists expect. Your regulatory affairs team can check the text before you approve it. More on our page for trade press relations.

If Germany is your priority, a specialist gets you into the chemical trade press faster. Editors at CHEManager or CITplus want a contact who understands both chemistry and their publication. Our own team covers the DACH region and works with you in English. In France, the UK, the Nordics or Benelux, Thenetworkone partners or your local teams take over. Thenetworkone connects independent agencies internationally. We define your core messages once and every language version builds on them. Large networks win on country count. When it comes to German chemical editors, they often have fewer direct contacts.

Yes. We often start from material that already exists in English, such as press releases and case studies. Our editors rewrite it for German readers. A reference only helps in Germany if German buyers can read it. Companies preparing their German launch will find our approach on our page for market entry in Germany.

Localisation in the chemical industry starts with regulatory terminology. Hazard statements and REACH or CLP terms must match the official German wording. Product names must match as well. Before anything is published, we check the terminology against your approved German documents. Units and standards follow German conventions. For other EU languages we coordinate with partners from Thenetworkone and with your regulatory team. Safety data sheets and technical data sheets stay with your regulatory department.

ACHEMA in Frankfurt is the leading trade fair for the process industries. It takes place every three years. analytica in Munich brings together laboratory technology and analysis. Hannover Messe in Hanover adds reach in general industry. Editors fix their trade fair issues weeks before the doors open. Preview articles and product news need to reach them early. During the fair we bring editors to your stand for talks with your experts. After the fair, stories and LinkedIn posts keep the conversations going. More on our page for trade fair PR.

A good brief describes your products and the people who buy or specify them. Name your target markets as well. It states what you expect after six and after twelve months. Your budget frame belongs in it too. So does your approval process with its regulatory review. Add the trade fairs you plan and the material that already exists. When you compare agencies, ask each one for references from the chemical industry and for a sample text in German. A short call often answers more than a long RFP template.

1. Initial call: we talk about what you want to achieve in Germany and the budget behind it.
2. Workshop and agency pitch: your experts show us the portfolio and its applications. We review how you communicate today.
3. Proposal and team set-up: the proposal sets out services and timings. You also meet the team that will work for you.
4. The first 100 days: we learn your formulations and draft buyer personas with you. Topic planning and first pitches to German chemical editors lead to the first publications.

More details: Your partnership with additiv.

Around three months after the start, the first articles appear in the trade press. It usually takes 6 to 12 months before the work produces measurable leads. The exact curve depends on your starting point and budget. Our adhesives mandate shows the potential: one topic campaign alone led to more than 140 publications. Your monthly report covers clippings, reach, rankings, AI citations and brand mentions. Those figures go straight into reporting for your headquarters.

For chemical companies, a sensible PR retainer starts at EUR 3,000 to 5,000 per month. That budget pays for ongoing press relations. ACHEMA campaigns and product launches are budgeted as separate projects. Whether your budget fits your goals is something we discuss openly in the first call.

Typical retainer content is press releases and application stories. Bylined articles by your experts can be added. Topic and campaign planning, LinkedIn content, AI visibility and SEO support may be part of it too. Jour fixes and reporting are included. The exact mix is agreed with you. The minimum term for an ongoing retainer is usually 12 months. Notice periods are fair. A white paper or an ACHEMA campaign can also be booked as a project with separate terms.

Yes. Most of our mandates are about long-term communication. In a crisis or issue we step in as well. Typical cases are an incident at a plant or a product recall. Preparation includes a crisis manual, scenarios, holding statements and a Q&A. We train spokespeople and coordinate with internal and external stakeholders. If an incident happens, we support you operationally. The time to build this is before anything goes wrong. More on our page for crisis communication.

Yes, as part of product and customer communication. Regulation changes what your customers can buy and how they use it. We explain these changes in articles and FAQ pages for your customers. A new CLP label or a substitution ahead of PFAS restrictions are typical cases. Every statement is cleared by your regulatory team. Lobbying and political outreach are not part of our work. Where needed, we coordinate with your public affairs team or your industry association.

Application engineers now ask ChatGPT, Claude, Google AI or Microsoft Copilot which adhesive or coating suits their process. Suppliers absent from those answers drop out before anyone sends an enquiry. The work begins with an AI visibility audit. The audit reveals which application questions bring up your brand and how the answers describe your products. Next, we give your product pages and articles clear answers and verifiable figures that a model can quote. Coverage in titles such as CHEManager adds weight in the sources these systems trust. Regular monitoring shows how your visibility develops. More on our page for GEO and AI visibility.

We make sure our content

• is structured with headings and short paragraphs,
• gives the answer at the start,
• contains exact statements on performance that AI assistants can quote,
• speaks to the questions of application engineers and buyers.

Approvals and test results remain part of every text. People and AI systems both rely on them.

Yes. At the Deutscher PR-Preis 2026 (German PR Award), our Sereact campaign took Bronze in the category Technology and Innovation Communication. Embodied AI, a project with Sereact, made the shortlist of the PR Report Awards 2025. More than 400 entries competed. Our own yardstick is what the work does for your sales and your brand.

Yes. Around 60 % of our clients also book social media with us. Our focus is LinkedIn. Posts go out on your company page and on the profiles of your experts and managers. We also handle community management and run corporate influencer workshops. Paid campaigns use sponsored content and lead gen forms. For trade fairs we add Instagram if your audience is there. More on our page for B2B social media.

On LinkedIn, it explains specialty chemicals and processes to application engineers and buyers. It develops the strategy and the editorial plan. Posts for the company page and for your experts come from its editors. Every post is aligned with regulatory requirements. Approval by the specialist department and regulatory affairs is built into the schedule. The agency also runs campaigns and reports monthly. At additiv, social media and trade press relations sit with the same team. Trade fair communication for ACHEMA does too.

Social media in the chemical industry needs a fixed approval loop before the first post appears. Statements on safety and environmental impact must match the safety data sheet and the REACH registration. Company and agency therefore agree in advance who checks which content and how quickly. Social media guidelines set out what employees post. For incidents, an emergency plan with prepared statements is ready. additiv builds these loops into the editorial plan and uses the approval processes that already exist for press work.

Chemical companies win customers on LinkedIn when expert content and targeted campaigns work together. White papers and application examples give buyers a reason to get in touch. LinkedIn campaigns reach application engineers and buyers by industry and company size. Contacts from your ACHEMA stand become the audience for follow-up posts and campaigns. A conversation at the fair turns into a concrete enquiry. additiv plans content and campaigns together. Each month you see which topics brought in enquiries.

Yes. Much of our daily work is content marketing. Our content covers the path from a buyer’s first search to the order. Application stories and white papers prove your expertise. Expert articles by your chemists add to it. More on our page for content marketing.

Our projects span the industrial value chain, from logistics and mechanical engineering to chemicals and materials. Clients from current and former mandates include:

• Specialty chemicals and adhesives: Henkel Adhesive Technologies, Bodo Möller Chemie
• Materials and metallurgy: Deloro, Taniobis
• Industrial components: Voss Fluid, Misumi, EMKA

In a personal conversation we present the references that fit your question.