Essential Guide to PR and Communications in Spain

Spain’s media landscape is a bit different from what you might see in other countries. There are fewer specialist industry titles or independent publications.

Generally speaking, most major publications are owned by large media groups and these are responsible for the majority of tech coverage in Spain.

Spanish media has a strong local focus. To get attention, your company needs to have a local presence or a story that connects with the Spanish market. Journalists tend to be less interested if your spokesperson isn’t Spanish or can’t speak the language fluently.

Most national media is concentrated in Madrid, with some based in Barcelona. While there are regional outlets, they don’t tend to carry as much weight as the national titles.

Like in other markets, you need to find the right angle at the right time, but in Spain, it’s crucial that the story ties directly to the local market.

Journalists want to hear how your product or solution impacts the Spanish market specifically. Global success stories don’t tend to resonate unless they’re backed by relevant Spanish case studies or proof points.

No matter how innovative your technology or how large your company is globally, if you can’t show why it matters to businesses in Spain, it can be tough to get coverage.

In general, journalists are looking for local stories and trends impacting Spain, so it’s really important to have an in-depth understanding of the Spanish market.

Spanish media has undergone significant changes in recent years. Many publications have disappeared, and newsrooms have become much smaller. Since the pandemic, many journalists now work remotely, making it harder to connect with them directly.

Many journalists don’t share their mobile numbers, so often the only way to get in touch and build a relationship is through email or social media platforms like X or LinkedIn.

Another big shift is the rise of freelance journalism. Many journalists now write for multiple publications across Spain and cover broader range of topics. This can make it more complex to identify the right person to pitch stories to at some publications.

Online media consumption has also changed a great deal and is very fragmented. Many national publications like El País are active across Instagram, TikTok, X, and LinkedIn, posting updates in a native, social media-friendly format every few minutes.

AI is affecting a lot of industries in Spain, including PR and the media, and sparking concern around the future of work and the impact on jobs.

There’s a lot of anxiety about how AI could potentially replace human roles, and in PR, that’s led to some bad press around AI being used for content creation.

Concerns are growing about the impact of intellectual property and issues with accuracy. For instance, there have been some instances where AI-generated content hasn’t properly quoted sources.

Most media are still in the early stages of experimenting with AI however one famous tech blog in Spain has replace its entire editorial team with AI. So far this is a unique case, but the impact on its readership and popularity is being watched closely.

Media in Spain are focused squarely on local stories, so tailoring your content to resonate with the Spanish market is crucial. This means adapting not only the angle but sometimes even the headline to reflect local trends and market conditions.

Another important factor is having the right spokesperson. A local spokesperson who understands the Spanish market and can connect your story to the country’s issues will make a big difference. If possible, consider offering interviews with both a global and a local spokesperson so that you can provide a global context alongside local relevance.

Media in Spain also responds well to media alerts, which often work better than traditional press releases. Journalists like that it gives them an easy-to-edit and publish framework for news stories, especially when time is tight and resources are limited.