Claudia Dressler is the Managing Director of PRCo Germany, leading the Munich-based luxury hospitality PR firm since 2008. PRCo Germany is part of PRCo Group, one of the world's leading luxury hospitality communications companies — founded in 1992 with offices in London, Munich, and other key markets. The firm specializes in luxury travel, luxury hotels, destinations, and tourist real estate developments.
Communications Done Germanically
EPR: Your firm is very niche-oriented, your client base extraordinary. Why did your company take aim at the luxury hospitality sector?
Claudia Dressler: To me the luxury hospitality sector is the most challenging. It is fragile — if you promise to deliver the best product and best services, the bar is high. The same goes for the PR consultant. We aim to be among the best in the world. This unifies PRCo and its clients.
EPR: What is the biggest communicative challenge your company faces overall?
Claudia Dressler: The perception of what is considered luxury has changed during the global financial crisis, and we need to understand consumer tastes well in order to advise clients on the right strategy and positioning. We need to keep an eye on trends and how markets and consumers change.
EPR: PRCo is years ahead of many global firms in digital engagement. When did you initiate the company's digital practice?
Claudia Dressler: Robert Lyle, Chairman of PRCo, was the driving force behind PRCo's digital engagement some 10 years ago. We needed to be ready before our clients started to ask us about digital marketing services. In the UK and the USA digital arrived much earlier than in Germany or any other market where we have offices. With our digital division, which trades under the name JohnHenry, we have a powerful source of knowledge in our headquarter in London which supports all our offices around the world.
EPR: PRCo Germany covers three markets — Germany, Austria, and German-speaking Switzerland. What regional issues differentiate your job?
Claudia Dressler: What differentiates Germany is that the media is not located centrally — unlike France where Paris is where everyone is based. PRCo Germany covers three markets: Germany, Austria, and the German-speaking part of Switzerland. We have one language in common, but all three markets have their characteristics which need to be reflected in our communication strategies.
EPR: Who inspired you most?
Claudia Dressler: My father. He taught me to be open-minded, broad-minded, and show responsibility for everything I do. He laid the foundation for my love of travel and interaction with people when I was a child.
EPR: Are you seeing growth in the luxury travel sector?
Claudia Dressler: In the luxury travel sector we note a shift towards old values, the uniqueness of an experience, and the emotional impact a travel experience should have. A good example is the growing number of Experience Designers — people who create special travel experiences like one of our clients does: Michael Poliza. Today he offers trips to various African countries which are unique. Luxury is not expressed through caviar and champagne, but visiting places hardly anyone has ever visited or interacting with people whose language we do not even speak.
EPR: Best advice for young PR professionals?
Claudia Dressler: Whatever you do, do it with passion and with the highest degree of responsibility. PR offers such a great variety of clients and tasks, a person can never get bored. I cannot imagine doing anything else.
FAQ
Q: Who is Claudia Dressler?
A: Claudia Dressler is the Managing Director of PRCo Germany, leading the Munich-based luxury hospitality PR firm since 2008.
Q: What is PRCo?
A: PRCo Group is one of the world's leading luxury hospitality communications companies, founded in 1992. The German office is based in Munich and covers Germany, Austria, and German-speaking Switzerland.
Q: What does PRCo specialize in?
A: Luxury travel, luxury hotels, destinations, and tourist real estate developments.
Q: What is JohnHenry?
A: JohnHenry is PRCo Group's digital division, headquartered in London and supporting all PRCo offices globally.
Q: When was this interview conducted?
A: September 2012.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
