MARKETING · COMMUNICATIONS · LOCALISATION
Communication that listens before it speaks.
dialogprinzip is the communications workshop for companies operating in the German-speaking market: marketing strategy, concept work, PR, editorial, German editing and demanding localisation. Booked for a single project or as an ongoing engagement. Cleantech companies entering the DACH region get a dedicated package.
SERVICES
What you can book.
Five service areas and one specialist package. Individually or combined. Scalable from a one-off project to continuous support.
Marketing strategy
Positioning, message architecture, campaign concept. For when the question is bigger than a single text: what your company stands for over here, and how that differs from your global story. Often the starting point of a longer engagement, sometimes a standalone strategy mandate.
PR and media relations
Press releases, story pitching, background briefings, press conferences. Building and maintaining media contacts across the DACH region and internationally. Support on sensitive topics, including crisis communications.
Editorial and ghostwriting
C-level keynotes, LinkedIn presence for executives, whitepapers, customer stories. Research, concept, manuscript, revision. Written in the background, always in your voice, in German or English.
German editing and quality assurance
Stylistic and substantive revision of German B2B texts: annual reports, press material, speeches, websites, whitepapers. This matters most when there are no German native speakers on your team. You get a second pair of eyes with more than 20 years of writing across industries and registers, and a clear answer on whether a text is ready to publish.
Localisation into German
From English and Spanish, mainly in B2B marketing and communications. Campaigns are usually created in English, a deceptively simple language where everything sounds crisp. The German adaptation decides whether that effect survives in the target market. This applies to claims, headlines and body copy as much as to positioning papers, whitepapers and sales decks.
It is the service that most often starts a first conversation.
Market entry into the DACH region. For cleantech companies.
International manufacturers and service providers in photovoltaics and energy storage face the same task in the German-speaking market: the technology and the sales team are ready, but the communication still speaks the language of headquarters. For exactly this situation there is a fixed format:
The DACH market entry package. Within six to eight weeks you get positioning and core messages for the German-speaking market, the press and media foundations, a localisation concept, a trade fair plan built around The smarter E Europe, and a 90-day activation plan. Fixed scope, fixed fee, every deliverable in an editable format. It ends with a clear handover: to your team, to an agency, or into an ongoing engagement.
This offer rests on thirteen years in European communications at one of the world’s leading photovoltaic manufacturers, daily work with colleagues in China, three working languages and an established network across industry media and associations in the DACH region.
Experience is hard to substitute.
Over 25 years I have built working knowledge in several industries. Today that is my main asset.
Renewable energy
The full range of the solar industry: photovoltaics, trackers, storage systems and how they interact with other forms of energy.
Technology
Thirteen years in semiconductor manufacturing, plus project work for international companies including Siemens, Inmarsat and Tata Consultancy Services.
Manufacturing
Series production in China at scale, and communications work for mid-sized German manufacturers in construction materials and industrial equipment.
Logistics
Freight forwarding at Danzas, marketing at DHL Express, press spokesperson at Deutsche Post.
How we would work together.
Three formats
PROJECT — Clear scope, defined deliverables. For one-off tasks such as an annual report, a campaign or a translation roll-out.
RETAINER — A fixed package of hours or days per month. For continuous support over several months.
ON CALL — Availability without a fixed schedule. For topics where you need an experienced contact but cannot predict when.
A curated partner network
Some projects need more hands than mine: design, video, languages beyond my three, specialist subjects. For these I work with a curated network of experienced specialists. You keep one contact, one invoice, one point of responsibility. Coordinating the network is part of my service.
Who I work for
dialogprinzip is built for organisations that need substance in German without setting up an in-house department for it.
International companies with business in the DACH region
You are entering the German-speaking market or expanding a presence there. Your material exists in English and needs to work in German, for customers, media and partners who judge you by how you sound in their own language. Three working languages, international experience, cultural literacy.
English-speaking teams inside Germany
Your company operates in Germany, your working language is English, and your communication has to be published in German. Marketing and communications decisions sit with people who cannot check the German text themselves. I close that gap: strategy discussed in English, execution and quality assurance in German, one contact for both.
Agencies that need German-language capacity
Pitches and client projects fluctuate more than an in-house team can absorb. When subject knowledge or capacity is missing, particularly for B2B content in German, I work in the background. Your agency remains the sole point of contact for the client.
Who is behind this.
My name is Michael Katz. 25 years in strategic communications, most of it across borders: thirteen years building the European communications function at Trinasolar with a multinational team in dozens of markets; European press spokesperson at DHL and Deutsche Post; programme work for the Konrad Adenauer Foundation in Buenos Aires; market entry consulting in Santiago de Chile.
I work in German, English and Spanish, with the standard of delivering every piece of communication as if it were the only one you get from me this month.
If you have a need, let’s talk.
The first step is a confidential 30-minute call. No pitch, no commitment. You describe what is on the table. I listen and tell you whether and how I can help.