5 top insights for landing PR coverage in Spain and Latin America

If you ever run a digital PR campaign in multiple countries or markets, you’ll learn quickly that you cannot take a one-size-fits-all approach. Understanding the different cultural contexts, trends, and media preferences is essential.

In a conversation with International Digital PR Specialist Lau Miguez, we discussed some of the main areas that can improve your approach to digital PR in Spain and Latin America, and give you the best chance for success.

1. Media landscapes are fundamentally different

The basic understanding and foundational skills of digital PR that you might have learned from working in the UK or US markets still apply, but the media landscapes in Spain and Latin American countries are all unique. Unlike the highly segmented UK media, Spanish publications will tend to be more generalised. For example, where the UK might have niche publications for everything from hiking to tech innovation, Spanish-speaking markets require a much broader approach. 

When adapting campaigns across multiple Spanish-speaking countries, customising data for each specific market is essential. For example, Distinctly ran a campaign for a sports media client that looked at the most frustrating football teams to support across Spain, Peru, Colombia and Mexico. While all countries are interested in football, the campaign was only picked up in Spain and Colombia. This highlights the importance of understanding not just what local audiences are interested in, but also what journalists in each market consider newsworthy and how their interests align with broader national conversations.

2. Lean on extensive research

Research is essential for successful pitches, especially if you are planning on promoting a campaign or story in another country. It’s important to start with comprehensive research before launching any campaign. This means:

• Tracking current news and trends
• Understanding local market nuances
• Identifying unique angles that haven’t been explored

You can use tools like ChatGPT for initial research compilation, but always fact-check yourself.

3. Same language doesn’t mean same culture

Just because countries share a language doesn’t mean they share a culture. Spanish-speaking countries all have significant differences in:

• Media consumption
• Journalistic styles
• Cultural sensitivities
• Regional preferences

Treating LATAM as a singular market is a common pitfall, but one that can mean failure. Some countries may share similarities, but you need to customise your approach for each market and bear all of the above in mind.

4. Media databases won’t cut it for Spanish-speaking markets

The popular media contact databases often fall short when you’re looking to target Spanish-speaking markets. They may include some key journalists and publications, but they usually aren’t as extensive as they are for English-speaking countries.

To make your media lists stronger, you should try the following:

• Manually creating media lists
• Using tools like Hunter.io to find emails and email structures
• Using LinkedIn (selectively) to find contact information

You can expect this process to be time-consuming and manual, so don’t feel disheartened if your media list takes longer than usual to flesh out. Remember, a shorter, highly targeted list is much more valuable than a large, irrelevant one.

5. Don’t forget regional diversity within countries

Even within a single country like Spain, there can be significant regional differences. What works in the north might not resonate in the south. Always consider:

• Cultural variations
• Regional news priorities
• Local sensitivities
• Economic and social differences between regions

To wrap up

There is no silver bullet for gaining coverage and links in Spanish language outlets, but solid research and a genuine cultural understanding are a good place to start. By approaching each market with respect and flexibility, you’ll create campaigns and press releases that are more likely to resonate with the right people.You can check out the full conversation I had with Lau Miguez, discussing how to land digital PR coverage in Spain and Latin America, here.