In the first of our new blog series, ‘Working With’, Miguel Matías-Barreiro, founder and associate director of Noizze Media, our tech PR member agency for Spain and Portugal, offers insights into securing meaningful media coverage for tech businesses beyond mere clicks, emphasising the importance of quality over quantity and establishing a strong presence with influential journalists and their publications.
From understanding local media dynamics in Spain and Portugal to embracing storytelling that resonates with audiences, this ‘Working With’ guide highlights essential strategies for building lasting relationships with journalists in the region.
Tip 1: The media is still important to read; it’s not just there for clicks and likes
First and foremost, don’t forget that securing a story in a publication is valuable simply because your audiences are reading it, learning from it, enjoying it, and increasing their awareness of your business in the process.
Tech companies often prioritise clicks and search engine optimisation, even focusing on the quantity of clicks over the quality of the article or publication. For example, some years ago, tech companies were eager to be covered in the print editions of Expansión and El País. Now, for some companies, it seems that having ten pieces of coverage in lesser-known publications that drive clicks is often seen as more desirable.
I’d say to these tech companies that we still believe if you are working on a tech PR campaign in Spain and Portugal, it’s more valuable to focus efforts on one really influential publication—securing a quality, in-depth read rather than spreading yourselves thinly across multiple lesser-known platforms simply for the clicks.
Tip 2: Remember the details in the story
We have a special connection with Notre Dame Cathedral in Paris. We often say that it’s personal to us because we decided to create our agency in that cathedral. The cathedral is an image we frequently use in our presentations; you can see the Cathedral of Notre Dame in all its glory, complete with its windows, sculptures, and the people coming in and out. Many people will just take the Notre Dame photo as it is, but we believe there’s much more stories to tell: the gargoyles, the boss stones, the stained-glass windows, the arches or the flying buttresses.
So, when we approach a tech company, we say, “You are selling a data center, cloud services, and security, but there are many other elements we can use to tell stories about your company.”
For example, a client may be selling blockchain technology, but it’s not just about blockchain; it’s the small details that might interest specific journalists. There are countless stories to be found if you look deep enough.
Tip 3: Understand what is important locally to Spanish and Portuguese media
A significant announcement for your company may not resonate with journalists or the local audience. While it may be important for you or your partners, it might not make it into the media. Ask yourself whether it would be really interesting (or a backfire) for a journalist to be aware that your company is placed in Gartner’s Magic Quadrant (like 100 more companies, which might also be sending similar announcements).
This often poses challenges when working with international companies, as they may insist that a story – part of a broader tech PR campaign – is mandatory, i.e., ‘we must distribute it to the media.’ In those circumstances, we often advise that while it might be essential for you, it may not be as relevant to the Spanish or Portuguese media. We can, of course, distribute the announcement anyway, but it is almost certainly not going to deliver media results. We always prefer to put our PR effort into what may have excellent outcomes for the business.
It occurs the same when tech companies may ask: “How many clippings will I get from this press release? When I asked another agency they said they would secure X clips.” If you’re only interested in quick, low-quality clippings, we’re probably not your guys. We will, of course, do the hard work needed to obtain as many clippings as possible, but that doesn’t mean we’ll get them from that very press release. We’ll work on other topics and stories around that press release to get further clippings, interviews, bylines… just as the Notre Dame cathedral metaphor: it is not just a cathedral.
Tip 4: Embrace flexibility and trust
We are very flexible in our approach. We’ve even worked on projects that were initially scheduled (and quoted) for one month, but ended up extending to three months because we believed in their potential.
Similarly, we want to remain flexible when communicating with the media in Spain and Portugal. Tech companies choose a local tech PR agency because they trust the expertise in these markets. So, please trust the PR agency; trust us when we say that certain strategies, messages, and stories may not work here, but we can also provide ideas for stories that will.
Tip 5: Don’t forget your local spokesperson
It’s essential to have a local spokesperson in Spain, even if you don’t have a local office. Most journalists in Spain prefer to have conversations in Spanish with experts to get a fuller and deeper message and to understand that your company is actually interested in developing a market in Spain, and this is even more important when we pitch opportunities with TV and radio.
However, an English spokesperson might be acceptable in Portugal. Even so, you should always distribute press releases in Portuguese when dealing with Portuguese media. Understanding these local nuances is very important!
Tip 6: Local media are friendly!
You will be pleased to hear that local media are friendly, at least when not covering politics! Even when we have led crisis communications in Spain, most journalists were friendly and trusted the communication teams to obtain information. We know this is not usual in other countries, but let’s call it the Iberian soul!!
That’s a common trend here in Spain and Portugal. The local media are looking to present facts and interesting stories; they are not necessarily looking to cause conflict or write stories simply to secure more readers and clicks.
Tip 7: Remember the hot topics
Certain tech topics are always relevant in Spain. While I cannot speak for other European countries, security and artificial intelligence—especially generative and ethical AI—are significant themes that interest the media today, and they constantly evolve, maintaining ongoing interest. Once again, we must give that extra twist not to just stay with the global AI picture but with the concrete things we can do or obtain. And you can always trust in newsjacking or dayketing to adapt your message to current events.
Tip 8: You won’t get backlinks
Tech clients often request backlinks, but acquiring them here is almost impossible without payment. Only about 1% of media might provide a backlink, and usually, you have to pay for the privilege. Occasionally, journalists might backlink the company name, but that’s probably it.
In conclusion, navigating the complexities of tech PR in Spain and Portugal requires a strategic approach that emphasises meaningful media engagement over superficial metrics. By focusing on securing quality coverage in reputable publications, understanding local media dynamics, and crafting compelling narratives, tech companies can effectively enhance their visibility and credibility.
You can learn more about Noizze Media in our 3-minute Coffee With interview. Alternatively, if you need help with international or global tech PR especially in Spain and Portugal, please do get in touch and signup to our newsletter.
