Press Release: How do you get the attention of Spanish journalists?

All too often, foreign companies bet on translating an already existing press release to appear in the Press when they enter the Spanish market. This is not an optimal approach. While isolated corporate news can be interesting for Spanish journalists, they are much more attracted to a compelling narrative that’s relevant to their readers. In this context, monologues like “We are pleased to announce…” or “Our innovative product…” are not particularly appealing. Once you understand that Spain has a different media culture, your successful communication journey can begin.

Companies tell the wrong story

Technical facts, a new partnership, a new branch, or a product launch do not guarantee media attention, even when the translation is perfect. But language alone is not enough. While that may sound harsh, it is important to understand that journalists receive hundreds of press releases every day. Many are professionally written and contain interesting information. Yet they still end up in the trash. Why? Because they don’t deliver a story:  no conflict, no tension, and no human connection. The strongest stories rarely start with the company itself. They start with a problem. Perhaps an industry in Spain is struggling with a shortage of skilled workers. Perhaps companies are suffering from rising energy costs. Or maybe AI is transforming entire business models in your sector. When your company becomes part of this larger story, relevance emerges.  Suddenly, it’s no longer about “the XYZ company expanding into Spain,” but about change, opportunities, and prospects. Highlighting connections and impacts on the local market is of central interest to Spanish journalists.

Corporate clichés don’t work

Spain’s media culture has different priorities and works with different emotions. Spanish media love personal stories: relatability, personality, and social relevance go a long way.

This contrasts with matter of fact, controlled, and fact-oriented information that may work perfectly on an internal level. For media relations in Spain, however, it is rarely enough.   Spanish journalists are looking for character, motivation, and genuine emotion. The story of a founder who, after much deliberation, decides to enter the Spanish market is far more interesting than a dry market analysis. A local customer review is more important than ten product features; people remember stories, not corporate slogans. From a journalist’s perspective, what matters is:

• Who is behind the company?

• Why Spain, specifically? And why now?

• What were the challenges?

• What does this mean for local customers or employees?

• What vision is driving the expansion?

Different perspectives for an interesting story

The most successful international brands understand something crucial: they don’t make themselves the hero of the story. The hero is always the customer, the market, or society. The company is the companion, the problem-solver, the expert. It is precisely this shift in perspective that completely transforms PR. Instead of saying, “We’ve developed an innovative software,” successful companies ask, “What problem can we solve for Spanish companies?” Suddenly, a story that is both compelling and meaningful emerges.

The most successful campaigns for market entries in Spain (and elsewhere) don’t start by talking about technology or growth. They talk about the impact on people and the work environment. What is happening to the businesses in your sector? What opportunities are emerging? How does it affect the workforce? That is the stuff media attention is made of.

Media relations in Spain are based on relationship building

Another misconception: Many companies believe that a press release alone constitutes a PR strategy. But press releases are merely one tool among many. Successful media relations in Spain rely heavily on personal relationships and trust, because journalists want to speak with people, not just receive Word documents. For your company, this means understanding local issues to offer exclusive interviews and expert insights. The company should be readily available for comments on current developments. Brands that can consistently provide relevant perspectives build credibility and long-term visibility—two of the cornerstones of modern PR.

Attention Through Relevance

Attention generated by volume hardly compares to attention that is caused by resonance. The best stories feel relevant because people see themselves in them. Especially when entering the Spanish market, it is therefore not just about being present, but also about being understood. At this level, companies do more than just build media presence. They build trust. The build relationships. Visibility with substance. And that is exactly what leads to long-term customers, partnerships, and growth. Foreign companies looking to gain a foothold in Spain need a story that journalists will want to share. A story with a clear problem, an engaging journey, and a solution. No one will remember how “innovative” a company was, but people will recall who helped them solve an existing problem.  

Press releases with an engaging narrative have a better chance of being published.