We’re back with another deep dive into localising press placement. In this blog, two of our Germany-based Spanish-speaking colleagues Jessica Wax-Edwards (JWE) and Paula Barredo González (PBG) discuss getting your stories published in the Spanish media.
JWE: Let’s start off with the basics here. What’s your approach with the Spanish media? How do you get their attention when we know journalists are inundated with pitches?
PBG: Well first off, it might sound like a cliché but unlike some of the other national media (I’m looking at you Germany) we tend to engage with journalists much more informally. Surprisingly, given the number of pitches they get, they’re usually very responsive too. But the most important differentiator for me is picking up the phone. It’s rare that the news story gets picked up straight away unless you follow-up.
JWE: Are there any unique challenges or topics you’ve found harder to place?
PBG: Not topics per se but actually articles and thought leadership is much trickier to see published than news. It’s not that they don’t want the material, it’s more you need to work together to create something tailored and bespoke. Specificity is key here so it’s important to target the right titles for your subject.
So when pitching the piece keep it short and work on a perfect subject line. It’s little things but remember journalists are time poor and content rich so putting in the effort to get everything right first time will make all the difference.
JWE: Sounds sensible! Has that helped you build relationships with editors?
PBG: Absolutely! When you consistently offer people things that fit and complement editorial plans and suit their audience, well you’re making their life easier and showing you respect their time. In fact, where possible I would say always try to go to people with whom you’ve already established a contact and nurture the relationship.
JWE: Any other tips our readers can use to get the most out of their time pitching to the Spanish press?
PBG: Well, keep an eye out on socials. Coverage often gets reposted on LinkedIn, Facebook, and Twitter and this is a great opportunity to engage. It encourages the publication when their posts get likes, comments and reshares. I’d also recommend looking across titles from publishing houses. Often in the trade press editors may work across multiple titles. It could be they publish your news in a few OR just having that strong relationship with one person can help you with placement in a range of relevant media over time because they know you’re reliable and your content is good.
This is the third blog in our series on localising your press placement. If you’d like to learn more, read our insights on placement in Germany or France or check out our blogs on developing the perfect pitch.
And if you need help generating newsworthy localised content about your products or services, get in touch!