Switzerland may have a population of just 7.6 million but its workforce is highly skilled, and many are employed by a highly developed financial service sector and a thriving hi-tech manufacturing sector. As a result it has one of the highest GDP per capita rates in the world, and is an important consumer market.
This is reflected in its PR industry. Renata Cavegn, Head of Marketing & Communication of Accenture in Switzerland has recently returned to the country having spent several years abroad, and she reports that the size of the PR industry has ballooned in her absence. “I am amazed at the number of PR specialists there are now in Switzerland. In almost any sector it is easy to find a very good agency that understands the Swiss market and can help you influence it.”
Switzerland is one of the most international countries in the world. It has three official languages - German, French and Italian – and the influx of global corporations to the country has brought with it a new wave of English speakers. As a result it is vital for PR practitioners to be fluent in all four languages.
These high quality, multilingual PR specialists do not come cheaply. Like so much else in Switzerland, PR services are expensive. Cavegn comments: “Good service has its price, so in this country you must be willing to put forward a suitable budget.”