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Whether it's product prices, job listings, real estate offers, or stock market data: the internet is full of publicly available information. But when that data is collected in large volumes and automatically processed, it’s called data scraping. A term that’s increasingly relevant in the age of AI, big data, and digital business models — but also legally and ethically controversial.
Data scraping refers to the automated process of extracting data from websites or online platforms. Special software tools or scripts — known as scrapers — scan websites, identify structured information (like tables, text, or metadata), and save it into databases or spreadsheets for further use.
Common use cases for data scraping include:
The data collected is often used for market research, competitive analysis, lead generation, or training artificial intelligence systems.
Technically speaking, data scraping is relatively easy. Even a basic Python script using libraries like BeautifulSoup, Scrapy, or Selenium can extract web content automatically. Browser plugins and low-code tools have made it even more accessible to non-programmers.
But legally, data scraping is a gray area. In the EU and Germany, website content is protected under copyright laws, even if it's publicly accessible. Mass copying and reuse of data may violate copyright law, website terms of service, or the General Data Protection Regulation (GDPR) — especially when personal data is involved.
Major platforms like LinkedIn, Facebook, and Amazon actively fight unauthorized scraping. At the same time, many companies use scraping techniques themselves for competitive intelligence or market analysis.
Many websites now offer APIs (Application Programming Interfaces) — official access points for retrieving structured data legally and efficiently. APIs are stable, documented, and often permitted under clear usage terms. However, they are sometimes limited, expensive, or don't provide all the data a company wants.
As a result, scraping is often the “unofficial” workaround, especially when no API is available or when the API limits usage too tightly.
Data scraping plays a key role in various digital business models. Common fields of application include:
Journalists also use scraping, especially in investigative and data-driven reporting — for example, to analyze large data leaks or identify hidden patterns in public records.
Despite its usefulness, data scraping raises serious legal and ethical issues. In addition to copyright and privacy concerns, it also raises questions of fair use and server load — scraping can overwhelm websites with automated requests. Some platforms block scrapers or deploy bot detection tools to prevent abuse.
There is also risk of misuse: scraping can be used for spam, misinformation, or even identity theft — for example, by harvesting email addresses or profile pictures from public sites.
Data scraping is a powerful tool in the data-driven economy. It provides access to information that would otherwise be difficult to obtain — enabling insights, automation, and innovation. However, the line between smart data strategy and legal violation is thin.
Anyone who wants to use scraping professionally must not only understand the technical side, but also comply with legal frameworks, follow ethical guidelines, and ensure responsible data handling.
Between Alps, algorithms, and four national languages: The media in Switzerland in transition
In 2025, Switzerland’s media landscape is diverse, linguistically rich, and undergoing transformation. With a total of 2,715 media outlets, Switzerland is an essential part of the DACH region (Germany, Austria, Switzerland), which collectively includes 20,432 media entities. Despite its relatively small population, Switzerland maintains a dense and regionally rooted media network.
The Swiss media ecosystem is characterized by a fine web of local newspapers, specialized publishers, public service broadcasting, and digital niche platforms — all underpinned by a culture that values press freedom, media diversity, and journalistic quality.
Switzerland has 232 newspapers and online news outlets, with a strong emphasis on regional coverage. Local papers such as the Aargauer Zeitung, Thurgauer Zeitung, or Walliser Bote play a vital role in their communities.
Major national publications like NZZ, Tages-Anzeiger, and Blick are expanding their digital strategies — including paywalls, apps, newsletters, and podcasts — while smaller publishers focus on reader engagement and hyperlocal content.
With 737 magazines and journals, Switzerland boasts a strong publishing sector. Titles such as Die Weltwoche, L'Hebdo, or Bilanz are widely read, with many publications appearing in multiple languages or regional editions. Trade and industry magazines — especially in finance, health, and tourism — are also influential internationally.
Switzerland is home to 1,118 scientific journals, a disproportionately high number due to its strong academic and research infrastructure. Institutions like ETH Zurich, EPFL Lausanne, and the University of Basel drive numerous high-quality scientific publications, often in international cooperation.
In addition, 357 publishers operate in Switzerland, many of them highly specialized. Their focus often includes scientific, legal, and medical content. New publishing models are emerging, blending print, e-books, and open access strategies.
Switzerland hosts 100 radio stations, including public (SRG SSR) and private broadcasters. A key feature: content is produced in all four national languages — German, French, Italian, and Romansh — making the radio landscape uniquely diverse.
With 46 television stations, Swiss broadcasting is broad and multilingual. Major networks like SRF, RTS, and RSI operate under SRG SSR and provide content across languages and regions. Increasingly, they are investing in streaming platforms, digital archives, and media libraries to reach younger audiences. Private regional stations like TeleZüri or TV24 complement the offering with local news and entertainment.
Switzerland has a vibrant digital media culture, with 37 blogs, 12 podcasts, and 32 online portals. While the numbers may be smaller than in Germany, the content is often deep, high-quality, and highly specialized — particularly in politics, science, and environmental reporting.
Podcasts are increasingly seen as a natural extension of traditional media — offered by outlets like SRF or NZZ — but also as a space for new, younger voices discussing issues such as education, gender, or urban culture.
Switzerland is home to 22 music labels, many of which focus on electronic music, jazz, and Alpine folk genres. Labels like Mouthwatering Records or Quartz Records are known for their creative projects and growing international recognition.
With 13 forums and community platforms, the scene is modest but impactful. Many serve as academic or technical discussion spaces, often developed in collaboration with universities or research institutions. Topics range from energy and health to information technology.
Switzerland has 9 press agencies, including the SDA – Swiss News Agency, the country’s primary newswire. Others provide specialized content in finance, science, or culture, serving both traditional media and digital platforms.
The Swiss media landscape in 2025 reflects the nation’s identity: multilingual, decentralized, independent — and facing the challenges of digitization, media consolidation, and economic pressures. The balance between regional journalism and global connectivity remains both a strength and a challenge.
Nevertheless, Switzerland’s media sector is remarkably resilient — not only in quantity, but in quality. It proves that even a small country can support a strong, diverse, and internationally respected media system.
In Switzerland, media diversity is not an aspiration — in 2025, it’s a democratic reality.
| Media Type | Total (DACH) | In Switzerland |
|---|---|---|
| Blog | 643 | 37 |
| Forum / Community | 186 | 13 |
| Scientific Journal | 4,948 | 1,118 |
| Music Label / Record Label | 397 | 22 |
| Magazine / Journal | 6,738 | 737 |
| Newspaper / Online Newspaper | 1,663 | 232 |
| Podcast | 186 | 12 |
| Press Agency / News Portal | 108 | 9 |
| Publishing House | 4,155 | 357 |
| Radio Station | 664 | 100 |
| TV Broadcaster | 314 | 46 |
| Online Portal | 430 | 32 |
| Total | 20,432 | 2,715 |
A press trip is a trip organized by the host (e.g., tourism association, company) to give journalists and bloggers the opportunity to get to know a place, product, or service on site in order to report on it. The goals are to gather information, ask questions, and experience products in order to generate authentic “stories” for reporting.
Objectives of a press trip
Direct insight: Journalists can form their own impression of a place or situation and gather facts.
Authentic content: By experiencing the location firsthand, journalists can tell “stories” based on concrete examples.
Networking: Press trips offer the opportunity to get in touch with organizers, producers, and other media representatives.
Schedule and organization
Program design: There are different programs, from tightly scheduled trips to more relaxed trips with plenty of free time for your own explorations.
Travel and accommodation: Participants often have to organize and pay for their own travel to and from the departure point.
Key content: The itinerary is tailored to the specific theme, e.g., wine tastings on an F&B press trip.
Important aspects
Independence: Reporting should remain independent, even if travel expenses are covered by third parties.
Responsibility: Responsible media outlets such as ZEIT and ZEIT Online have clear guidelines stating that travel should be paid for by the traveler, even if exceptions are made for research purposes. Transparency: While influencer trips often require disclosure, this is not always the case for press trips by journalists.
A media monitoring report – also known as a press clipping report or media coverage summary – is a key tool in public relations. It documents how a company, brand, or topic is represented in the media. Whether used for internal reviews, client reporting, or evaluating the success of PR campaigns, a well-prepared media report provides clarity, transparency, and a solid basis for communication strategy. But how exactly do you create one? In this article, we guide you through the process step by step.
A media monitoring report is a collection of media mentions across various channels such as print, online, TV/radio, or social media, where a particular topic, company, or spokesperson is featured. It provides a snapshot of when, where, how, and in what tone a brand or topic has been covered by the media.
A comprehensive media report can include a variety of media types:
Depending on your goals, you may focus more heavily on certain types of media – for example, online-only, or including social listening results.
What do you want the report to achieve? Is it to track a specific campaign, provide a monthly overview, or monitor certain issues like sustainability or crisis topics? The purpose will shape the structure.
Choose a reporting period – it could be daily, weekly, monthly, or linked to a specific event or launch.
Media tracking can be done manually (via Google Alerts, searching news websites, etc.) or with professional tools like Meltwater, Cision, Brandwatch, Talkwalker, or pressrelations. Make sure to set the correct keywords, brand names, spokespersons, and topics.
Gather all relevant mentions in a document – including publication name, date, author (if known), link or scan, and ideally a screenshot or PDF. For each item, analyze:
You can structure the media report by media type (print, online, broadcast), date, or topic cluster. Include a clear table of contents and – optionally – a short executive summary with highlights.
Media reports can be presented as a PDF, PowerPoint deck, Word file, or in an online dashboard. Key elements for a professional look:
Be careful with copyright when including full articles. In many countries (including Germany), redistributing full-text media content without a license may violate intellectual property rights. Instead, you can:
A media monitoring report is more than just a list of articles – it’s a strategic tool. Whether you're measuring campaign success, monitoring brand reputation, or preparing for a board meeting, a well-structured media report offers valuable insight into public perception. It empowers communication teams to respond proactively, demonstrate ROI, and plan better for future campaigns.
The world of public relations is changing rapidly. Communication is becoming faster, more complex, and more digital – and companies are increasingly relying on professional support from PR agencies or independent PR consultants. But how have fees developed in 2025? What hourly rates are realistic, and what should businesses expect when hiring external communication experts?
1. PR Services in Transition
While traditional press relations used to dominate, PR today covers a wide spectrum: strategic communication planning, crisis management, social media management, influencer relations, content creation, and even corporate podcasting. The demands on PR professionals have increased – as have their fees. Companies no longer expect just press releases, but comprehensive communication strategies that deliver long-term impact.
2. Average Hourly Rates in 2025
Prices for PR services vary depending on agency size, specialization, experience, and location. In 2025, the average hourly rates in Germany are roughly as follows:
| Type of Provider | Typical Hourly Rates 2025 | Key Characteristics |
|---|---|---|
| Freelance PR Consultants | €80–150 | Flexible involvement, often niche or industry specialists |
| Small to Mid-Sized PR Agencies | €100–180 | Balanced mix of strategy & execution, more personal client service |
| Large Agencies / Specialized Consultancies | €150–250 | Highly specialized teams, broad service portfolio, international expertise |
| Top Experts (e.g. crisis communication, CEO advisory) | €250+ | High demand, often engaged for sensitive or time-critical projects |
3. Daily Rates Compared
For longer projects or strategic mandates, many PR professionals work with daily rates. These typically range between €800 and €1,500, with some cases exceeding €2,000 per day – particularly when urgent crisis communication is required or when working with large international corporations.
4. Factors Influencing Fees
In addition to qualifications, several factors impact pricing:
5. Transparency and Budget Planning
Many agencies now offer transparent package deals that include consulting, implementation, and reporting. This helps companies plan budgets more effectively and avoid unexpected costs. At the same time, more PR providers are moving toward retainer models, where clients book a set number of consulting hours each month. These retainers create planning security for both sides.
6. Tips for Businesses
When hiring PR experts, companies should look beyond price and consider experience, references, and industry knowledge. Successful collaboration is built on trust, clear communication, and realistic expectations. A detailed briefing and well-defined goals are key to keeping costs under control while ensuring measurable results.
Conclusion: In 2025, PR consulting fees in Germany typically range between €80 and €250 per hour, depending on qualifications, specialization, and scope of work. For strategic consulting and complex communication projects, companies should plan toward the higher end. Those who invest in quality, expertise, and tailored advice usually gain strong returns in terms of visibility, reputation, and long-term positioning.