In the communication and public relations sector, the media are our most powerful ally. That’s why it is essential to know who is who in the landscape of media groups.
The cultural, linguistic, and social characteristics of a region directly influence how brands —shaped by a more local context— communicate. When our messages are aimed at a very specific territory, it is key to know its media landscape and, therefore, the media groups they belong to, their outlets, and also their editorial line. This information is useful to segment, define tone, choose the right channels, and ultimately, design an effective communication strategy.
4 tips for reaching Catalan local media
Tip 1 – Language choice
In Catalonia, choosing between Catalan and Spanish is not a neutral decision: using Catalan can generate a sense of proximity, authenticity, and cultural coherence, while opting for Spanish is often a good idea to reach wider audiences. Often, the best approach is a bilingual strategy.
Tip 2 – Think beyond Barcelona
Although the capital concentrates most newsrooms, many outlets have local editions and/or journalists covering the other Catalan provinces — Girona, Lleida, and Tarragona. Building relationships with them can make a difference in your local media strategy.
Tip 3 – Remember the importance of context
Cultural dates and social events can have a major impact on how your campaign is received: research the calendar and use it to your advantage, aligning your actions with relevant regional or local events that attract media interest. Likewise, keep track of the news to avoid unintentionally positioning your brand on a potentially controversial regional topic, unless that is your objective.
Tip 4 – Pay attention to the outlet’s tone
Each channel has its own audience and editorial dynamics, even if they belong to the same media group. The example of La Vanguardia and RAC1 is clear: both are part of Grupo Godó, but La Vanguardia communicates with a rigorous and formal tone, while RAC1 prioritises entertainment, using a more casual, informal, and dynamic style. Understanding these nuances will help you choose the right outlet and adapt your messages and formats to make your campaign more effective.
Why trust an agency like LF Channel to approach Catalan media?
Knowing the full media landscape is indispensable to carrying out a successful campaign in Catalonia (and in any other region where a brand wants to act locally). This requires a detailed approach and a deep understanding of the local ecosystem, since an efficient strategy goes beyond simply identifying key players.
At LF Channel, as a communication agency founded and based in Barcelona, we have a deep knowledge of the Catalan media landscape. Our experience will be a great asset and bring significant value when addressing your messages to the Catalan public and media. If you want to gain visibility or reputation in Catalonia, get in touch with us to design a tailored media strategy.
