At Finzel PR, we have reason to celebrate. Top Comunicacion, one of the leading publications in the Spanish-speaking communications and public relations sector, has published an opinion article by Piers Finzel, Managing Director of Finzel Public Relations, titled “International Networks and Communication in Spain: The Value of a Local Approach”.
The fact that an established specialist media outlet such as Top Comunicacion has featured our perspective is a clear sign of Finzel PR’s role in helping international companies position themselves in the Spanish market. Below, we summarise the key ideas from the article and, at the end, share the link so you can read it in full.
Entering a New Market Is Not About Translating: It Is About Interpreting and Adapting
Piers Finzel’s central argument is clear. Today, entering new markets is faster than ever thanks to international structures and networks, but greater speed does not necessarily mean achieving visibility goals sooner. Many companies arrive in Spain with solid plans, experienced teams and clearly defined objectives, yet still fail to achieve the presence they expected.
The reason is usually not a lack of resources or planning, but something more subtle: assuming that communication works in the same way in every market. As Piers Finzel points out, for years the major barrier was language, but that barrier has been greatly reduced. What has not changed is the need to understand the local market. Entering a country is not about translating a message, but about interpreting and adapting it: understanding what is relevant in that environment, how trust is built and which stories truly connect with the audience.
The Two Keys to Successfully Adapting a Campaign to the Local Environment
The article highlights two decisive elements for an international campaign to work in Spain:
- Relationships with the media. In Spain, relationships with journalists and media outlets tend to be closer, and the human factor carries much more weight than in markets where communication is based on more structured or purely transactional processes. Here, business also has a personal component.
- Choosing the right moment to begin. Some companies prioritise business development and leave communication until later. The usual result is an external image that lags behind the company’s real evolution: strong business results, but limited presence and visibility in the market.
Spain, a Market Full of Opportunities That Should Not Be Overlooked
The Role of International Networks: Balancing Global and Local
The article reflects in particular on the role of international networks, an area we know well at Finzel PR. These networks provide coordination, consistency and specialisation when executing campaigns across different markets, and they give local agencies access to projects and clients that would otherwise be difficult to reach.
But even within these structures, the challenge of adapting communication to the local environment remains decisive. Global coordination provides consistency; however, it is often the interpretation and adaptation to the market that determines whether a campaign succeeds or fails. As Piers Finzel concludes, communicating in Spain is not just about speaking the language, but about understanding the place where the message is being shared so that it makes sense. Today, just as more than twenty years ago, that remains the true bridge between the global and the local.
Why This Matters for Your Company
If your company is planning to enter or consolidate its position in the Spanish market, the conclusion is clear: a solid global strategy is necessary, but not enough. Real impact is built through local knowledge, genuine media relationships and intelligent message adaptation. That is exactly what we do at Finzel PR.
📖 Read Piers Finzel’s full article in Top Comunicacion: International Networks and Communication in Spain: The Value of a Local Approach
👉 Do you want to gain visibility in Spain with a strategy that combines the strength of an international network with in-depth knowledge of the local market? Let’s talk at finzelpr.com.
