EcoAustria
Study on the value creation of startups in Austria
The Austrian Angel Investors Association (aaia) commissioned a study from the economic research institute EcoAustria to quantify the value creation of startups in Austria, identify potential areas for catch-up in an international comparison, and develop concrete recommendations for action. To analyze the positive economic impact of an increased startup rate in Austria, EcoAustria simulated raising the number of startups to match the levels of the two leading countries — the Netherlands and the United Kingdom. Based on these calculations, corresponding measures were derived for Austria to increase the local startup rate and, consequently, enhance overall economic growth potential. The study’s findings were then used to improve the political framework for supporting startups in Austria, thereby boosting the country’s economic growth potential.
The first task was to translate the extensive study results into clear and relevant messages for media representatives, policymakers, and the general public. Another objective was to draw media attention to the study and position it as a pioneering tool for promoting startups in Austria. Finally, it was essential to highlight the people behind the study to strengthen trust and credibility among the key stakeholders — including the economists from EcoAustria, representatives of the aaia, and the Austrian Federal Economic Chamber (WKO).
To achieve this, Reiter developed a tailored communication strategy that effectively showcased both the study’s findings and the key stakeholders and personalities involved.
As a kickoff, Reiter organized an exclusive press conference, extending personal invitations to leading journalists from business, startup, and finance media. This provided an opportunity to present the study’s results in a live format and respond directly to journalists’ questions. The findings were presented on May 25, 2022, at the WKO Sky Lounge by Monika Köppl-Turyna (EcoAustria), Lisa-Marie Fassl (aaia), Amelie Groß (WKO), and Laura Egg (aaia).
In parallel, Reiter prepared a concise, customized press release summarizing the study’s key insights in a clear and accessible manner. Following the press conference, it was distributed to a broad range of relevant media representatives to maximize awareness and coverage of the study.
Additionally, Reiter arranged an expert interview featuring the leading figures behind the study — including the economists from EcoAustria and representatives of the aaia. The interview was later broadcast as a radio segment on Ö1, further enhancing both the media reach and the credibility of the experts involved.
The implementation of these communication measures ultimately resulted in extensive coverage across Austria’s leading daily newspapers and key trade magazines focused on startups and entrepreneurship.
Reiter succeeded in translating our complex study results into clear, accessible messages and successfully integrating them into public and political discourse. Thanks to the tailored communication strategy, the study achieved tremendous reach and made a significant contribution to raising awareness of the role of startups for Austria’s economic landscape.
