Your industrial PR agency in Germany

An industrial PR agency in Germany specialises in communication for manufacturers and technology providers whose products need explaining. Typical fields are industrial automation, plant engineering, Industry 4.0 and IIoT, industrial software and materials. The agency knows the German trade media, such as Industrieanzeiger, MM MaschinenMarkt, VDI nachrichten and Industry of Things. It turns complex technology into stories that German editors print and engineers read. For international companies it is also the bridge into a German-language market. additiv has specialised in industrial and B2B communication for almost 30 years.

An industrial PR agency develops strategies and campaigns that make manufacturers a recognised voice in their market. In practice that means trade press relations, bylined articles by your engineers, customer case studies, LinkedIn, sales enabling content and visibility in AI assistants. For companies from abroad, the agency also adapts messages for German buyers. It prepares spokespeople for interviews with German editors. At additiv all of this comes from one team.

We have worked only for industrial and B2B companies for almost 30 years. Consumer brands are not part of our work. Our editors understand drive technology, control systems, software architectures and materials without a long briefing. That matters when the reader is an engineer. We take your technical documentation, white papers, application reports and expert interviews and turn them into articles with a clear point. PR, content marketing, social media, SEO and sales enabling content are planned together. Your brand tells the same story in every channel.

We are a good fit for companies that

• offer industrial automation, drive and control technology, machinery, plant engineering, industrial software or materials,
• sell products that need explaining to buying centres with engineers in them,
• want communication that brings marketing and sales together,
• are ready to talk openly about content, goals and challenges.

Robotics, mechanical engineering, steel and metals and the chemical and process industry are core fields of ours as well. If you are looking for a pure advertising or event agency, we are not the right fit.

German industrial buyers read their trade press closely. Titles that shape investment decisions include:

• Industrieanzeiger, a German magazine for industrial manufacturing
• MM MaschinenMarkt, a German trade magazine for mechanical engineering and production
• VDI nachrichten, a German weekly newspaper for engineers
• Industry of Things, a German online magazine on the industrial internet of things

These media work with specialist editors. They expect technical depth and real customer applications, written in German. Many of them publish bylined articles by company experts if the content is factual and free of advertising. We choose the titles with you, based on your products and target groups. Business media and online portals complete the plan where a topic calls for them.

A bylined article starts with a topic the editor needs. We pitch it to the editor personally and agree the angle and length. Then we write the article in German together with your engineer. Your English white paper or case study serves as raw material. German editors expect their own terminology and a factual tone. So we rewrite your material for the German reader. We check facts and approvals with you before submission. More on our page for trade press relations.

For Germany, a specialist is usually the better choice. German industrial editors know which agencies bring them solid technical stories. Those relationships take years to build. additiv covers the German-speaking markets itself and works in German and English. If you plan a rollout across several European countries, we run the German part and align it with your other markets. For those markets we work with your local teams or with partners from Thenetworkone, an international network of independent agencies. Large pan-European networks cover more countries. Their depth in the German trade press is often limited.

Yes. English is our working language with you. Our editors write German texts natively. We adapt your English case studies, white papers and articles for German trade media and for your German website. For French, Italian, Spanish and other markets we work with partners from Thenetworkone or with your local teams. Your messages stay consistent across all languages. If you are entering the German market for the first time, our page on market entry in Germany explains how we approach it.

Hannover Messe is the leading international trade fair for industrial technology. SPS in Nuremberg focuses on automation. automatica in Munich covers robotics and automation. German trade journalists plan their trade fair coverage weeks in advance. We prepare preview articles, press releases, press meetings at your stand and follow-up content. For a company new to Germany, the first trade fair is often the starting point of its press work. More on our page for trade fair PR.

1. Initial call: we clarify your goals, topics, target groups and budget.
2. Workshop and agency pitch: your team meets ours. We present how we work and analyse your communication, products, markets and target groups.
3. Proposal and team set-up: you receive a clear proposal with services, scope, roles, timings and your fixed team.
4. The first 100 days: team set-up and product training, buyer personas, topic planning, first trade press contacts and the first publications.

A short brief helps us prepare. It should cover your goals for Germany, your products, existing material in English, your trade fair dates and your budget. More details: Your partnership with additiv.

First trade press publications appear after about three months. Measurable leads follow after 6 to 12 months. Three cases show what is realistic:

• Wiferion (energy supply for mobile robots): 256 publications in 2025.
• Sereact (AI robotics): 488 publications in trade and business media by June 2025.
• Safelog (mobile robots for intralogistics): more than 676 press clippings over three reporting periods.

We report with clear KPIs: clippings, reach, rankings, AI citations and brand mentions. These first results are what you take to your headquarters after the first quarter.

Sensible PR retainers for industrial companies start at EUR 3,000 to 5,000 per month. We work with monthly retainers for ongoing press relations. Product launches and trade fair campaigns get their own project budgets. Many international clients start with a trade fair such as Hannover Messe. In the initial call you get an honest assessment of the budget at which we can really help you.

A typical retainer can include ongoing press relations (press releases, customer case studies, bylined technical articles, interviews), topic and campaign planning, LinkedIn content, AI visibility, SEO support, jour fixes and reporting. We define the exact scope together. Retainers usually run for at least 12 months with fair notice periods. Clearly defined projects such as a trade fair campaign or a white paper have their own terms.

Our focus is long-term communication. When needed, we support clients in crisis and issues communication: crisis manual, scenarios, Q&A, processes and coordination with internal and external stakeholders. Ideally crisis communication is part of your overall strategy from the start. More on our page for crisis communication.

Engineers and buyers increasingly ask ChatGPT, Claude, Google AI or Microsoft Copilot when they look for suppliers. A brand that does not appear there loses customers before the first conversation. We start with an AI visibility audit. It shows in which context you are mentioned and next to which competitors. Then we structure your German and English content so AI models can cite it. We place your brand in the sources they trust, such as German trade media and associations like the VDMA. Your own website is one of those sources too. We track the development and adjust the strategy. More on our page for GEO and AI visibility.

We write content that

• is clearly structured with headings, lists and short paragraphs,
• gives a direct answer early on,
• contains sentences that AI assistants can quote,
• stays readable and relevant for your buyer personas.

We combine our experience in PR and SEO with an understanding of how AI models analyse and use content.

Yes. We received the Deutscher PR-Preis 2026 (German PR Award), Bronze, in the category Technology and Innovation Communication. The award went to our campaign with Sereact on trust in AI in logistics. In 2025 we were shortlisted for the PR Report Awards with Sereact and the Embodied AI project. What counts for us is communication that works for sales and brand.

Yes. LinkedIn is the focus of our social media work. Around 60 % of our clients use it alongside PR. We handle the editorial plan for your company page and your experts, community management, corporate influencer workshops and monthly reporting. We also run paid LinkedIn campaigns with sponsored content and lead gen forms. We address your audience by industry and job function, in German or English as needed. More on our page for B2B social media.

A B2B social media agency for industry brings products that need explaining to engineers and managing directors on LinkedIn. It defines channels and target groups and plans the topics in an editorial calendar. It writes the posts for the company page and for your experts. Campaigns and monthly reporting are part of the job. The difference to a general social media agency is technical depth. A post about drive technology has to convince engineers. Since 2024 we have supported the social media team at EWM, a welding technology manufacturer.

The first sign is references from comparable industries. Editors who understand technical topics without a long introduction are the second. Look for a link to press relations as well, so that the trade article and the post tell the same story. Good reporting shows the enquiries your content brings in. For a tender, a short brief with goals and existing channels is worth the effort. At additiv every social media mandate starts with a workshop that defines buyer personas and topics.

Yes. Content marketing is a core part of our work as a B2B communications agency. We write white papers, customer case studies, application stories and expert articles. They guide your target groups from first awareness to the purchase decision. For the German market we write them in German, based on your English material where it exists. More on our page for content marketing.

We have worked for industrial companies for almost 30 years. Clients from current and former mandates include:

• Mechanical and plant engineering: Amandus Kahl, Boge Kompressoren, Deguma, DN Solutions, EWM, Sauter Feinmechanik, Schwarze-Robitec, Vecoplan
• Industrial components and equipment: item Industrietechnik, EMKA, Orgatex
• Robotics and mobile robotics: Safelog, Sereact, Wiferion
• Manufacturing and procurement: PartSpace
• Chemicals and materials: Henkel Adhesive Technologies, Bodo Möller Chemie, Deloro, Taniobis
• Packaging: Schütz

For logistics and intralogistics clients see our page on logistics PR in Germany.