PR in Iberia: understanding the differences between Spain and Portugal

The field of communication and PR plays a pivotal role in shaping the global reputation and perception of companies. However, it is important to recognize that each market possesses its own unique characteristics and developing a successful PR strategy requires an understanding of how to communicate effectively with the media in each country.

In the case of Iberia, the two neighboring countries, Spain and Portugal, there is a common perception of their similarities. At first glance one might assume that “doing PR is exactly the same in both.” In fact upon exploring the current media landscape and the various communication styles, it becomes evident that each country has distinct identities that extend into their communication and PR practices.

So, what are the key differences? And how can one successfully devise strategies for building stronger relationships with the local press?

1. Portuguese people trust the news more than the Spanish

According to the 2022 Reuters Digital News Report, in Portugal 61% of respondents express trust in the news, positioningthe country prominentlyon the international stage, ranking 2nd out of 46 countries. In contrast, the trust level in Spain stands at just 35%. Additionally, there is a greater concern about the prevalence of fake news in Portugal, with 70% expressing worry compared to 38% in Spain. Both countries show a preference for online media over print as their main source of information, while television viewing has also declined, curiously more so in Spain than in Portugal.

2. The media landscape in Spain is about twice the size of Portugal’s

Not only is the industry larger in terms of sheer scale, but investment in the Spanish media sector also surpasses that of Portugal. The Portuguese media landscape is composed of 6 large media groups (e.g. Cofina, Impresa, Global Media Group) alongside a few independent media that have emerged in recent years (Observador, ECO). On the other hand, the Spanish media landscape is composed of more than 10 media groups (e.g. Prisa, Vocento, RTVE, Unidad Editorial), a group composed only of regional media (Prensa Ibérica) and a few media outlets belonging to publishing companies (e.g. La Razón).

3. Portugal has less media diversity and a lower degree of specialization than Spain

In terms of relevance, size, and visibility, Portugal has 7 mainstream media outlets such as Observador and Expresso, and 3 economic media with national coverage: ECO, Jornal de Negócios, and Jornal Económico. However, there are fewer outlets specialized in specific areas, with the strongest being lifestyle. In contrast, Spain boasts 11 mainstream media outlets with national coverage (e.g. El País, El Mundo, ABC). Additionally there is also a greater diversity of economics and business media in Spain, with more than 5 outlets such as El Economista, Expansión, Cinco Días and Business Insider). Furthermore, Spain showcases a higher degree of specialization, with a greater number of relevant media outlets focused on entrepreneurship, technology, lifestyle, retail, and financial markets.

4. Communication at a regional level is more robust in Spain than in Portugal

In Portugal, regional media outlets consist of very small editorial newsrooms that are finding it difficult to survive due to their heavy reliance on branded content. In contrast, Spain is much more “regionalized” with each region boasting a considerable number of local media outlets that enjoy visibility and hold considerable relevance among the local population.

5. The number of podcasts is on the rise in both countries but is greater in Spain

Media outlets have embraced podcasts as an alternative to traditional radio stations, producing thematic programs that cover a wide range of content. The number of independent podcasts is also increasing, with Portugal estimated to have between 500 and 1,000 podcasts according to 2022 data. Likewise, in Spain, media outlets, companies and subject-matter specialists have also been creating thematic podcasts. In fact, the iVoox Observatory reported that there were approximately 380,000 podcasts in Spain, as of 2020.

In addition to these major differences, there are also specific variations to consider when it comes to communicating effectively with the press in Portugal and Spain:

• Spanish media invest more in branded content than the Portuguese, collaborating with brands to produce paid content, and recognize its potential revenue streams. For agencies and brands focused solely on editorial content, this represents a challenge as it requires evaluating and potentially adopting this format when in Spain.
• Portuguese media outlets are more comfortable conducting interviews in English, enabling them to connect with international voices. In contrast, Spanish media are more accustomed to conducting interviews in Spanish, which can make it difficult for international spokespeople to communicate their message. When targeting the Spanish media, it is crucial that a spokesperson who can speak the language is available.
• In Spain, summer (August) and Christmas (December to mid-January) can be challenging for communications efforts. During these times there is a significant slowdown and a decrease in media responsiveness. Similarly Portugal experiences a slowdown, but journalists tend to have more time to cover less obvious issues during the so called “silly seasons”. It is advisable to anticipate these periods and strategically plan major announcements for different times to maximise media coverage.

So, as you can see, Portugal and Spain are two diverse countries with their own unique characteristics. However when it comes to executing successful PR campaigns and communicating effectively with the press, there are also golden rules that apply to both Portugal and Spain. These rules should be kept in mind regardless of where you are communicating!

1. The new PR Paradigm — The days of mass mailing press releases are behind us. Press releases now serve as a PR tool to consolidate and disseminate messages to a wide range of media outlets. It is important to establish personalized contact with journalists, offering them individualized suggestions and tailored information.
2. Storytelling is crucial — not everything you have to say is considered news! It’s essential to develop compelling stories and specific approaches tailored to each media outlet. Journalists want to give “first-hand news”, hence the need to create different angles and perspectives.
3. The need for local relevance — the media in both countries are focused on local news and events that are relevant to the local community. If your company has local relevance in the country where it wants to communicate, such as having an office, a team, or customers there, the media will be more interested in covering your story.

In conclusion, recognizing and adapting to these cultural differences is crucial for successful PR campaigns in each country, ensuring effective communication and relationship-building with diverse audiences in the Iberian Peninsula.