If a tech company, start-up or scale-up is looking to expand into the Spanish market, a tailored PR and communications strategy is essential. Whether your company is setting up shop in Barcelona, Madrid or other regions of Spain, understanding the specifics of the local media landscape is crucial to capturing the attention of journalists and your target audiences. Here are five key factors to consider for an effective PR strategy in Spain:
1. Technology companies and start-ups: Understand the Spanish market
Before launching your first PR initiatives, it is essential to understand the economic and technological context in Spain. Spain has one of the most vibrant start-up ecosystems in Europe, with Barcelona and Madrid leading the way. Barcelona is best known for hosting the Mobile World Congress (MWC), a flagship event for technology companies. Madrid, on the other hand, is home to many corporate headquarters and investors. Local specificities strongly influence media and stakeholder expectations. Topics related to fintech, mobility and SaaS solutions resonate strongly in Spain. Surrounding yourself with experts who understand industry trends and regional nuances is a significant asset in fine-tuning your messaging and media approach.
2. PR and communication: Tailoring your message to Spanish journalists
Spanish journalists appreciate clear and locally relevant information. Simply translating press releases is not enough; the content needs to be localised. This means including Spanish data, referencing local case studies and ensuring that your examples are in line with the challenges faced by tech companies and start-ups in the country. For example, a funding announcement will have more impact if it is linked to expansion plans in Barcelona or Madrid. Key influential media include El Referente, Cinco Días, Expansion and La Vanguardia, which are must-reads for any start-up or scale-up seeking visibility in Spain.
3. Media Relations and Journalists: Building strong relationships in Barcelona and Madrid
In Spain, as elsewhere, successful PR is based on trust and personalisation. Building direct relationships with journalists in Barcelona, Madrid and other major cities is essential. Spanish media place a high value on personalised outreach and face-to-face meetings. Attending key tech events such as South Summit in Madrid or 4YFN in Barcelona and engaging directly with journalists can make a significant difference. Attending these events also positions your company as a key player in the Spanish tech ecosystem.
4. Start-ups and scale-ups: Considering regional specificities in Spain
Spain’s media landscape is highly decentralised. Beyond the national media, regional publications in Barcelona, Madrid and other areas play a crucial role in the visibility of technology companies. In Catalonia, La Vanguardia and Ara are important references. In Andalusia, Diario de Sevilla and Sur are influential titles. This diversity reflects a country where regional identities remain strong. Overlooking this regional dimension can be a costly mistake. An effective media relations strategy in Spain must take these local specificities into account and aim for diverse coverage. This approach will broaden your audience reach while strengthening local credibility and journalist engagement.
5. PR and communications: Rely on a local PR partner in Spain
Working with a PR agency with an established presence in Spain can significantly accelerate your success. Ballou has been helping international technology companies, start-ups and scale-ups grow in Europe, including the Spanish market, for over 20 years. Our teams in Barcelona and Madrid have developed strong journalist networks and a deep understanding of local media dynamics. We understand the specific requirements of media such as Cinco Días, El Economista and Expansion. We can help you optimise your communication strategy and maximise your media impact in Spain.
Building brand awareness in the Spanish market is a major opportunity for international technology companies. To be successful, it is essential to have a PR strategy that is adapted to local conditions. Understanding the market, tailoring content, fostering personalised media relations, considering regional specifics and partnering with a trusted agency like Ballou are the keys to a successful PR strategy in Spain.