{"id":42201,"date":"2026-04-08T15:57:18","date_gmt":"2026-04-08T15:57:18","guid":{"rendered":"https:\/\/www.open-up.ch\/?p=42201"},"modified":"2026-04-09T14:14:45","modified_gmt":"2026-04-09T14:14:45","slug":"communications-is-not-something-you-can-simply-export-at-scale","status":"publish","type":"post","link":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/","title":{"rendered":"Communications is not something you can simply export at scale."},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t
William Tell in New York: Swiss light artist Gerry Hofstetter featured a four-meter-high statue of William Tell in New York City as part of his \"Light Art Grand Tour USA\" in 2016. <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

09.04.2026|<\/p>\n

Communications is not something you can simply export at scale.<\/strong><\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Companies that nearshore operations, but offshore communications create an expensive mismatch. Without local presence, communications quickly loses relevance, speed and credibility.<\/p>

Recent crises have made one thing clear: global supply chains are fragile, dependencies are risky, and offshoring often delivers little more than the illusion of efficiency. As a result, many companies are bringing production closer to their markets and customers for greater control, resilience and impact.<\/p>

And yet, paradoxically, while businesses localise their core operations, their communications drifts further away from the market. Global teams in New York, London or Frankfurt believe they can manage Switzerland remotely and consistently fail. Media relations cannot be centralised, because communications is not a scalable export product.<\/p>

The Limits of Centralised PR<\/strong><\/p>

Switzerland is not a \u201cmini-DACH\u201d market. It is small, highly fragmented, and shaped by regional specificities, cultural nuance and a rapidly evolving media landscape. Editorial desks disappear, newsrooms shift, new specialist platforms emerge, and local media form new alliances. Anyone who does not experience this dynamic firsthand will inevitably misread the market.<\/p>

In Switzerland, public relations are, above all, personal relations. Impact cannot be delegated. Relationships are built through presence, not through Zoom calls from London. Swiss journalists immediately recognise whether someone truly understands the market or is simply repeating global corporate messaging. Poorly targeted emails are deleted; translated marketing copy is ignored. The issue is not language; it is the lack of local instinct.<\/p>

Centralised communication models create three predictable losses:\u00a0Loss of relevance, because messages follow corporate logic rather than media logic. Loss of speed, because every statement is caught in global approval loops. And loss of credibility, because distance can never replace proximity<\/p>

Communications Belongs Where the Market Is<\/strong><\/p>

The solution is simple but requires commitment: companies that localise their core business must also localise their communications. Local expertise instead of global templates. Local agencies with direct access to decision-makers instead of global lead structures. Real relationships instead of centralised pseudo-efficiency.<\/p>

The key question is not operational, but strategic: would a company manage its production from New York? If not, why manage its media relations from afar?<\/p>

Successful communications follow the same principles as successful business: proximity, understanding, relationships. It may require more effort\u2014but it delivers far greater impact. Companies that prioritise proximity in their operations should not accept distance in their communication.<\/p>

In Switzerland, impact depends on one thing above all: local presence.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Since 2016, William Tell stands on a small island just off New York.<\/strong>
The idea came from Swiss light artist Gerry Hofstetter. As part of his \u201cLight Art Grand Tour USA,\u201d he installed a real-size replica of the Altdorf Tell monument on a private island in the Long Island Sound\u2014just a few kilometres from the Statue of Liberty. With spectacular light projections on landscapes, monuments and mountains, Hofstetter travelled across all 50 states.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

About the author<\/strong><\/p>\n

Kilian Borter grew up among Switzerland\u2019s four-thousand-metre peaks, yet managing his Zurich-based agency from the Valais was never an option. The founder and partner of open up<\/em> lives and works in the Zurich area, exactly where his business is rooted.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
    <\/ul>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
    \n\t\t\t\t\t\t
    \n\t\t\t\t\t
    \n\t\t\t
    \n\t\t\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t
    \n\t\t\t
    <\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Companies that nearshore operations, but offshore communications create an expensive mismatch. Without local presence, communications quickly loses relevance, speed and credibility.<\/p>\n","protected":false},"author":10,"featured_media":42195,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[100],"tags":[],"class_list":["post-42201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-views"],"acf":[],"yoast_head":"\nCommunications is not something you can simply export at scale. - open up<\/title>\n<meta name=\"description\" content=\"Companies that nearshore operations, but offshore communications create an expensive mismatch. Without local presence, communications quickly loses relevance, speed and credibility.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Communications is not something you can simply export at scale.\" \/>\n<meta property=\"og:description\" content=\"Companies that nearshore operations, but offshore communications create an expensive mismatch. Without local presence, communications quickly loses relevance, speed and credibility.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/\" \/>\n<meta property=\"og:site_name\" content=\"open up\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-08T15:57:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-09T14:14:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.open-up.ch\/wp-content\/uploads\/2026\/03\/unbenannt-1024x575.jpg\" \/>\n<meta name=\"author\" content=\"open up redaktor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"open up redaktor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Communications is not something you can simply export at scale. - open up","description":"Companies that nearshore operations, but offshore communications create an expensive mismatch. Without local presence, communications quickly loses relevance, speed and credibility.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/","og_locale":"en_US","og_type":"article","og_title":"Communications is not something you can simply export at scale.","og_description":"Companies that nearshore operations, but offshore communications create an expensive mismatch. Without local presence, communications quickly loses relevance, speed and credibility.","og_url":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/","og_site_name":"open up","article_published_time":"2026-04-08T15:57:18+00:00","article_modified_time":"2026-04-09T14:14:45+00:00","og_image":[{"url":"https:\/\/www.open-up.ch\/wp-content\/uploads\/2026\/03\/unbenannt-1024x575.jpg","type":"","width":"","height":""}],"author":"open up redaktor","twitter_card":"summary_large_image","twitter_misc":{"Written by":"open up redaktor","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/#article","isPartOf":{"@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/"},"author":{"name":"open up redaktor","@id":"https:\/\/www.open-up.ch\/en\/#\/schema\/person\/91cebb94e3a22b2f5b0df4707bfe471c"},"headline":"Communications is not something you can simply export at scale.","datePublished":"2026-04-08T15:57:18+00:00","dateModified":"2026-04-09T14:14:45+00:00","mainEntityOfPage":{"@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/"},"wordCount":564,"image":{"@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/#primaryimage"},"thumbnailUrl":"https:\/\/www.open-up.ch\/wp-content\/uploads\/2026\/04\/geri-hofstetter-wilhelm-tell.jpg","articleSection":["Views"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/","url":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/","name":"Communications is not something you can simply export at scale. - open up","isPartOf":{"@id":"https:\/\/www.open-up.ch\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/#primaryimage"},"image":{"@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/#primaryimage"},"thumbnailUrl":"https:\/\/www.open-up.ch\/wp-content\/uploads\/2026\/04\/geri-hofstetter-wilhelm-tell.jpg","datePublished":"2026-04-08T15:57:18+00:00","dateModified":"2026-04-09T14:14:45+00:00","author":{"@id":"https:\/\/www.open-up.ch\/en\/#\/schema\/person\/91cebb94e3a22b2f5b0df4707bfe471c"},"description":"Companies that nearshore operations, but offshore communications create an expensive mismatch. Without local presence, communications quickly loses relevance, speed and credibility.","breadcrumb":{"@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/#primaryimage","url":"https:\/\/www.open-up.ch\/wp-content\/uploads\/2026\/04\/geri-hofstetter-wilhelm-tell.jpg","contentUrl":"https:\/\/www.open-up.ch\/wp-content\/uploads\/2026\/04\/geri-hofstetter-wilhelm-tell.jpg","width":1920,"height":1280},{"@type":"BreadcrumbList","@id":"https:\/\/www.open-up.ch\/en\/communications-is-not-something-you-can-simply-export-at-scale\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.open-up.ch\/en\/"},{"@type":"ListItem","position":2,"name":"Communications is not something you can simply export at scale."}]},{"@type":"WebSite","@id":"https:\/\/www.open-up.ch\/en\/#website","url":"https:\/\/www.open-up.ch\/en\/","name":"open up","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.open-up.ch\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.open-up.ch\/en\/#\/schema\/person\/91cebb94e3a22b2f5b0df4707bfe471c","name":"open up redaktor","url":"https:\/\/www.open-up.ch\/en\/author\/open-up-redaktor\/"}]}},"_links":{"self":[{"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/posts\/42201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/comments?post=42201"}],"version-history":[{"count":10,"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/posts\/42201\/revisions"}],"predecessor-version":[{"id":42215,"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/posts\/42201\/revisions\/42215"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/media\/42195"}],"wp:attachment":[{"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/media?parent=42201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/categories?post=42201"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.open-up.ch\/en\/wp-json\/wp\/v2\/tags?post=42201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}