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A guide to Digital PR in Spain

This guide covers an introduction to the Spanish media landscape, the current state of news consumption in Spain, and the differences between UK and Spanish markets. We also run through some best practice tips and some case studies of how we’re getting results in the region.

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12 min read

Report Contents

Abstract

Over the last decade, the rise of digital PR has revolutionised how brands communicate with their audience online, both in the UK and the US.

However, in recent years, more and more countries are catching on to this wave of marketing, and now Spain has become a fertile ground for global brands keen on earning or diversifying their backlink profiles and boosting SEO through European PR strategies.

With that being said, the Spanish market presents several unique challenges and opportunities that are distinct from the UK, US, and other European practices, but they can be overcome.

From our experience of working in the Spanish market, we’ve pooled our knowledge to compile a useful guide that explores the key insights into the Spanish media landscape, including consumption habits, popular news outlets, and social media usage.

Additionally, we’ll offer a few invaluable tips for brands seeking to navigate the Spanish market and how to craft successful digital PR campaigns that resonate with the local news outlets.

The state of news consumption in Spain

Unlike more established markets such as the UK or the U.S., Spain presents an evolving media landscape that is rapidly shifting from traditional print newspapers to digital-first platforms. This transition creates a valuable opportunity for brands looking to secure high-quality backlinks in a comparatively less saturated market. This transition offers a significant opportunity for Digital PR, as these high-authority domains are increasingly open to data-led, online storytelling.

Like the French market, Spain’s media landscape is heavily shaped by regional publications across its 17 autonomous communities. Spanish journalists typically maintain a strong local focus on community, culture, and social trends, which often results in higher levels of community trust compared to national titles.

As a result, a successful digital PR strategy in Spain must strike a balance between established national outlets such as El Mundo (17.3M monthly traffic) and El País, fast-growing digital publishers like Okdiario and El Español, and influential regional titles across the country, including La Vanguardia (Catalonia), La Voz de Galicia (Galicia), and Diario de Sevilla (Andalucia).

Social media has also become an integral part of the Spanish landscape, with over 85% of the population active on social platforms. The growing dominance of short-form video and influencer-led content on TikTok and Instagram is reshaping how younger audiences discover and engage with news. This shift reinforces the importance of a multi-channel approach, seamlessly integrating organic social strategies with PR efforts to ensure stories gain traction where Spanish audiences are most active.

What campaigns work in Spain?

Data-driven concepts

In Spain, journalists value research-backed content with robust methodologies. If you choose to implement data-driven campaigns within your Spanish Digital PR strategy, be sure to obtain the information from reputable sources and focus on offering unique insights that can be fact-checked.

Additionally, incorporating quotes from relevant industry figures can add further legitimacy and interest to your client’s data-based campaign, increasing the likelihood of coverage in high authority publications.

Lifestyle content and expert commentary

While lifestyle-led campaigns with lighter data can perform well in Spain, they must be supported by credible local authority. To ensure your story resonates with the Spanish media, pair your data with a relevant expert who is seen as a credible thought leader in Spain. For instance, using a British finance expert to discuss the Spanish cost of living creates a cultural disconnect that is likely to impact how much media traction your story gets.

Country and City Indexes

One of the most successful types of campaigns is country and city indexes, particularly when they focus on social, economic and cultural differences in Spain and Europe. Having city angles will help you target a bigger range of newspapers, thus helping to broaden your client’s backlink profile. By nature, these campaigns will spark engagement and debates amongst readers whilst encouraging local pride.

The Spanish market also presents challenges

Developing a Digital PR strategy in the Iberian Peninsula presents several challenges. Spanish journalists, particularly those working for regional publications, may have a limited understanding of SEO, which means they do not always link back to the original source of a study. As a result, coverage often takes the form of unlinked brand mentions rather than earned backlinks.

In addition, strict editorial policies (e.g. no-link policy for iGaming brands) can restrict a publication’s ability to include links, regardless of the story’s merit. Finally, some Spanish journalists can be sceptical of branded content, highlighting the importance of delivering a well-structured, research-led, and genuinely newsworthy narrative.

Best practices in Spain

From data-led studies to regional campaigns with a nod to individual cultures, below are some actionable tips for crafting high-quality PR campaigns that will resonate with Spanish audiences and, most importantly, land relevant Spanish links.

Foster cultural differences / Regional breakdown matters

Campaigns focusing on Spanish lifestyle, cultural events, or social context tend to resonate well with both journalists and readers. Seasonal events, national traditions, and widely discussed cultural topics present strong opportunities.

Having on-site content is key

Having on-site content is important when developing campaigns targeting the Spanish market. Providing journalists with easily accessible, comprehensive resources not only increases the likelihood of media coverage, but also aligns with the strong emphasis Spanish journalists place on reporting rigorously fact-checked, reliable data.

Furthermore, having well-crafted on-site content adds a layer of credibility and trust, both of which are essential elements in building relationships with Spanish journalists and audiences. By prioritising having on-site content tailored to Spanish audiences, brands can establish themselves as trusted sources of information, fostering stronger connections and driving greater engagement in the Spanish market.

Prioritise localisation over AI translations

AI translations have greatly improved over the last 5 years; however, they often miss key linguistic nuances and the cultural knowledge required for effective media relations. These tools often produce word-for-word translations that sound robotic and unnatural, creating a sense of cultural dissonance.

Spanish journalists will pick up on inconsistencies such as a change in tone of voice or formality (tú vs. usted) within the pitch email. In addition to the lack of cohesion, AI translations struggle to adapt to regional differences across Spanish-speaking countries. For example, a LATAM journalist will spot straight away if you use the word “coche” to describe an “auto”.

Avoid overly promotional content

A common mistake made by brands is to push press releases that are too promotional. Spanish journalists are focused on stories that serve the public interest, spark curiosity, or tie into broader social and cultural trends, not ads or product placement.

Headlines such as “X Launches a New Product in Spain” are unlikely to gain traction. Instead, frame your pitch around what makes the story relevant beyond the brand itself: does it highlight a wider consumer trend, reveal surprising data, or connect to an issue that matters to Spanish audiences?

By shifting the angle toward public value, your story becomes far more newsworthy and appealing to the press.

Outreach in Spain

From outreach timings to personalised pitches, below are our top tips for landing high-quality backlinks and building strong relationships with journalists in Spain.

Prioritise substance over fluff

Ensure your pitch email is backed by credible data that supports a newsworthy angle. Make sure you include a well detailed methodology with links to any sources used so that your data can easily be fact-checked.

Be positive and relatable

Unlike other European markets such as France or Germany, Spanish culture favours more informal interactions. Address journalists by their first name whilst maintaining a friendly, professional tone. Tailor your pitch to align with the journalist’s specific interests, ensuring it resonates with their previous coverage. Additionally, be mindful of cultural nuances by personalising your pitch based on where the publications are based.

Get your timing right

From our experience, morning pitches tend to yield better open rates and engagement in Spain. Once you have built relationships with certain publications, you can adapt to their pitching preference. Be mindful of national holidays such as the summer holiday or the Christmas break, where journalists are likely to be off.

Go easy on follow-ups

Similarly to other European markets, excessive follow-ups are often seen as spam. One follow-up is acceptable and a great opportunity to offer additional insights or expert commentary to support your piece. More than that will be seen as intrusive, so you’re better off pitching the journalist a completely new angle.

AIOs and LLM visibility

SEO growth

March 26, 2025, marked a turning point in the Spanish digital landscape. Google officially launched the highly anticipated ‘AI-powered Views’ in Spain, a revolutionary feature designed to completely transform how users interact with search results.

The integration of AI into search significantly alters the distribution of web traffic. Now, instead of consulting multiple pages for answers, users can obtain relevant and accurate information directly from Google’s search results page. Given this reality, companies must urgently adjust their web positioning strategies. More than ever, SEO optimisation must focus on achieving a prominent presence in Google’s new generative views.

What should companies do in the face of this revolution?

With Google’s AI-powered generative views reshaping how users access information in Spain, brands must rethink their link-building strategies to maintain visibility and authority. Here are four key recommendations:

  1. Target high-authority Spanish publications – Earning backlinks from respected national and regional outlets, such as El País, La Vanguardia, or Okdiario, not only drives referral traffic but signals credibility to Google and AI systems.
  2. Focus on data-driven, research-backed content – Creating original studies or expert analyses increases the likelihood of earning natural links and citations, while also enhancing topical authority for both traditional SERPs and AI overviews.
  3. Leverage multimedia assets for shareability – Infographics, interactive charts, and short videos increase engagement and encourage other sites to reference and link back to your content.
  4. Integrate strategic internal linking and contextual references – Strengthen your website’s SEO structure by linking to related pages within your domain and ensuring external mentions are properly anchored, maximising the impact of backlinks on overall rankings.

Spanish backlinks are a catalyst for sustainable SEO growth

Securing high-quality backlinks from Spanish media is not just about visibility: it’s one of the most effective levers for long-term SEO performance. And their impact is measurable:

  • Improved rankings: Brands targeting the Spanish market often experience significant boosts in search engine positions, particularly for competitive and high-value keywords.
  • Steady organic traffic gains: Coverage and backlinks from leading Spanish outlets such as El País or La Vanguardia consistently drive lasting increases in organic traffic, expanding brand reach to new and engaged audiences.
  • Stronger authority signals: Earning links on high authority Spanish domains enhances a site’s backlink profile, strengthening domain authority and reinforcing trust in the eyes of search engines.

Why are Spanish backlinks vital for long-term SEO success?

Google gives particular weight to locally relevant links when ranking websites in country-specific search results. Building a robust portfolio of high authority Spanish backlinks helps brands to:

  • Enhance E-E-A-T signals (Experience, Expertise, Authoritativeness, and Trustworthiness), making the site more credible.
  • Achieve stronger local rankings, ensuring visibility for Spanish-language queries and gaining an edge over organic competitors.
  • Generate qualified referral traffic from Spanish readers, which often translates into higher engagement and conversion rates for your brand.

Our PR results in the Spanish media

We have developed and executed campaigns in Spain for some of our clients who have already witnessed promising results.

Here are a few standout examples of our PR campaigns from a range of different sectors featured in the Spanish media:

ParkVia: A data-led campaign to secure high-quality backlinks across regional & national publications in Spain

  • 32 total results
  • 71 average DA
  • 2.21M estimated views
  • 433 engagements

ParkVia approached us to run a digital PR project in Spain to boost their visibility in the media.​

The brand asked us to design and run a PR campaign that would help to increase their brand awareness in Spain, by gaining links from relevant and new media domains, alongside improving their rankings across core keywords.​

Audience insight backed ideas, and regional data were key to achieving the brief and results.​

With a focus on crafting ideas relevant to ParkVia’s target audience, we leveraged the approach of national holidays to develop a timely, data-led campaign. ​

We looked at the cost of transport in major Spanish cities during the summer break, ensuring we effectively targeted a wide variety of national and regional publications.​

ParkVia PR Coverage Spain

buycicle: Data-led campaigns to boost brand visibility across relevant regional & national publications in Spain​

  • 20 total results
  • 51 average DA
  • 183K estimated views
  • 208 engagements

buycycle approached us to run adigital PR project in Spain to boosttheir visibility in the media.​

The brand approached us to run a digital PR project in Q1 2025 that would help to increase their brand awareness in Spain from relevant and new media domains alongside improve their rankings across core keywords.​

Audience insight backed ideas, and regional data were key to achieving the brief and results.​

With a focus on crafting ideas relevant to buycycle’s target audience, we leveraged the Spanish news cycle to develop a timely, data-led campaign. ​

We looked at the traffic congestion and cycling infrastructure in major Spanish cities to reveal where in the country has the best work-life balance. This ensured we effectively targeted a wide range of national, regional and lifestyle publications

buycycle PR Coverage Spain

Loveholidays: Data-led campaign to secure high-quality backlinks in top regional & national publications in Spain

  • 14 total results
  • 69 average DA
  • Top tier coverage (National, financial, Lifestyle and Regional News titles)

Our approach focused on producing highly shareable, trend-led travel content, tailored to Spanish media interests from social media travel behaviour to affordability, sustainability and seasonal travel inspiration.

Social & digital trends
Campaigns such as Instagrammable Beaches and TikTok Travel Hacks performed strongly, earning links from authoritative outlets like Axarquia Plus (DA 42) and regional lifestyle titles. These pieces tapped directly into social-first travel behaviour among younger audiences.

Seasonal and emotional travel hooks
Stories including Romance Hotspots, Autumn Vibes and Festive Glow aligned with key moments in the travel calendar, securing placements in trusted national and regional publications such as Última Hora (DA 73).

Data-led affordability & lifestyle insights
Campaigns like Public Transport, Ice Cream Pricing and Bike-Friendly Cities allowed us to place loveholidays within broader lifestyle and consumer conversations, earning coverage from respected news brands including La Razón (DA 88) and El Mundo (DA 94).

Loveholidays PR Coverage Spain

Elevate your international PR results

By consistently following the insights and strategies outlined in this blog, you should be able to set yourself up for success in the Spanish market and drive impactful results for your brand.

Of course, if you’d like more information on Spanish digital PR and to see the amazing work the connective3 international team are currently doing, you can visit our c3 international page or get in touch directly!

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