Returning to My Roots: The PR Lessons I Found in Germany

Coming home after 15 years

When I boarded my flight to Germany, I was excited to explore historic cities, see incredible landmarks, and experience a culture that has influenced so much of the world. But for me, this trip meant so much more than just traveling abroad. I was born in Germany, and this was my first time returning in 15 years. Even though I don't remember much from living there, finally getting to go back and experience the country where my story began made this trip incredibly meaningful.

Seeing Germany Through a PR lens 

As an Advertising and Public Relations student, I quickly realized I couldn't turn off the PR side of my brain. Everywhere I went, I found myself noticing how Germany communicated its history, culture, and identity. What started as a vacation quickly turned into a learning experience that reminded me that public relations really is everywhere.

First impressions Matter 

Before I even stepped off the plane, I already had an image of Germany in my mind. Most of it came from history classes, documentaries, social media, and stories I had heard growing up. Looking back, I realized that's exactly what public relations does. It shapes people's perceptions before they ever experience something themselves. Whether it's through tourism campaigns, news coverage, or personal stories, those messages all help build a country's reputation.

The Power of Storytelling 

One of the places that had the biggest impact on me was the Völkerschlachtdenkmal, also known as the Monument to the Battle of the Nations, in Leipzig. Pictures honestly don't even begin to capture how impressive it is in person. Walking through the monument and learning about the Battle of Leipzig connected everything I was seeing to what I've been learning in my PR classes.

What really stood out to me wasn't just the monument itself but the way Germany chose to tell its story. Instead of avoiding difficult parts of history, it encourages people to learn from them. The exhibits provide context while allowing visitors to form their own understanding. That reminded me that one of the biggest responsibilities in public relations is building trust. Good PR isn't about pretending everything is perfect. It's about being honest, transparent, and helping people understand the bigger picture.

Every City Has Its Own Story 

Another thing I noticed throughout my trip was how every city had its own personality. Even though I visited Leipzig, Stuttgart, and Esslingen during the same trip, each one gave me a completely different impression.

Leipzig felt like a city where history and everyday life blended. Walking through the town square, I noticed beautiful architecture, busy cafes, local shops, and people simply enjoying the city. It never felt like Leipzig was trying to impress visitors. It just let its history and culture speak for themselves, and I think that's something PR professionals are always trying to achieve.

Stuttgart had a completely different feel. It was modern, organized, and easy to navigate while still embracing its history. I was impressed by how simple it was to get around. Clean public spaces, efficient transportation, and clear communication all shaped my experience. It reminded me that public relations isn't always about advertisements or press releases. Sometimes it's the small experiences people have that leave the biggest impression.

One of my favorite places was Esslingen. Walking through the colorful half-timbered buildings and cobblestone streets honestly felt like stepping into a storybook. I found myself stopping every few minutes just to take another picture. What made Esslingen so memorable wasn't a marketing campaign; it was simply the experience. Every street, building, and local business helped create the city's identity. It reminded me that sometimes the best communication doesn't need words at all.

Communication Beyond Words 

Throughout the trip, I also appreciated how easy Germany was to navigate as a visitor. Museums, train stations, historical sites, and tourist attractions all provided clear information that made getting around much less stressful, even for someone who doesn't speak German fluently. It may seem like a small detail, but good communication creates positive experiences that people remember.

Public Relations Is Everywhere 

One of the biggest lessons I took away from this trip is that public relations is everywhere. Before studying advertising and public relations, I probably would have focused only on the scenery, the food, and the landmarks. While I loved all of those things, I also found myself asking different questions. What story is this city trying to tell? How does this monument shape visitors' perceptions? Why do these places leave such lasting impressions? Those aren't questions I would have asked a few years ago, but now they come naturally because of what I've learned in my classes.

More Than Just a Vacation 

Returning to Germany after 15 years also made this experience much more emotional than I expected. Even though I don't remember living there as a child, walking through the country where I was born gave me a completely different perspective. I wasn't just visiting another destination; I was reconnecting with a place that has always been part of my story. That made me appreciate Germany's history, culture, and people even more.

The Stories We Remember 

Looking back, I realized this trip taught me lessons that went far beyond travel. It reminded me that public relations is really about storytelling. Whether it's a global company, a nonprofit organization, or an entire country, every brand has a story to tell. Germany showed me that the best stories are the authentic ones that embrace history, celebrate culture, and create experiences people want to share.

Taking The Lessons Home 

As I continue my journey in advertising and public relations, I'll carry those lessons with me. Sometimes the best PR isn't found in a campaign or a press release. Sometimes it's found while standing inside the Völkerschlachtdenkmal, wandering through the streets of Esslingen, or sitting in the town squares of Leipzig and Stuttgart, simply taking everything in. Returning to the country where I was born after 15 years reminded me that some of the most powerful forms of communication aren't the ones we read; they're the ones we experience. And that's a lesson I'll never forget.

Katherine Herrmann is a senior majoring in Advertising & Public Relations with an emphasis in public relations. She is in her second semester on the GrandPR team, and most recently she served as an Account Associate for the CLAS Voyage team. Outside of GrandPR, she serves as the Director of Professional Development for PRSSA, where she plans agency tours and professional development opportunities for members. After graduation, Katherine hopes to work in an agency while eventually combining her passion for public relations with her lifelong love of horses.