eröffningspress

eröffningspress refers to the initial period of media coverage surrounding the launch or opening of a public event, new product, or political initiative in German‑speaking contexts. The term combines eröffnung (opening) with press (the press, i.e. journalists and media outlets) and is most commonly used in public relations and political communication to describe the coordinated efforts by organisations to generate early attention, shape narratives, and control information flow before the event becomes widely reported.

In practice, an eröffningspress campaign typically includes press releases, press conferences, media tours, and targeted interviews with key spokespersons. The goal is to establish a positive frame, highlight key messages, and create buzz among major news outlets and industry publications. Successful eröffningspress efforts can set the tone for the event’s reception, influence public opinion, and secure coverage that will be cited in subsequent reporting.

The concept has been discussed in articles and handbooks on strategic communications, including the German PR journal Presse & Wirtschaft, which notes that an effective eröffningspress can reduce misinformation and ensure that the event’s objectives are clearly understood by journalists. While largely a German‑specific parlance, similar practices exist worldwide under different terms such as “launch press” or “pre‑event media outreach.”