Treat individual markets individually

Lau says: “What’s really shifted is how demanding each market has become. Working closely with Spain, and across international campaigns, I’ve seen clients move away from the idea of ‘Europe’ as one block. A few still ask for LATAM as a region, but no one says, ‘Can you do Europe?’ anymore.

The penny has finally dropped: each country behaves differently. If you want results, you have to show genuine expertise, authority, and brand trust – not generic international presence.”

Is using hreflang and a direct translation of content not enough anymore?

“If you’re translating a piece that was originally written for the US, what you end up with is a perfectly translated article about a completely different reality. It will still talk about states instead of regions or cities, and even if you mention Spain once or twice, you might pick up a couple of links – but you’re not building any real trust.

Nothing in that content shows an understanding of the Spanish audience or what’s actually relevant to them.

That’s why localisation matters. If you’re talking about the job market, and Spain is currently debating a 37-hour working week, include it. Reflect what’s happening in that country.

When you speak to the concerns and conversations happening locally, the audience feels it — and so do journalists. That’s why localising your content and your strategy has become more important than ever.”

Do you have to produce content bespoke to each country, or can you adapt content from one country to another?

“When I run a campaign across LATAM and Spain, including data for Mexico, Chile, Spain, etc., always gives us a far higher chance of success – much higher than publishing something generic that could technically apply everywhere but doesn’t meaningfully include that localised data.

Most of the time you can adapt an existing piece; you don’t necessarily need to start from scratch. It depends on the context, the data, and how specific the original content is.

However, it requires more than running it through ChatGPT. You can’t send Spaniards a piece that goes on about different ‘states’. They’ll check out immediately. The language and context matter too much.”

How do you convince stakeholders to invest in producing localised content?

“If you’re struggling to get buy-in, the easiest approach is to propose testing two versions:

1. A global piece aimed at multiple European or LATAM countries; a broad, comprehensive piece.
2. A version with more tailored, country-specific elements.

You could create something like ‘The Best European Countries for X’, include a range of countries, and adapt the press releases for each market. Mention those markets clearly and early in the content.

Then show them the results. PR isn’t an exact science, but nine times out of ten, the tailored version wins.”

How do you build journalistic relationships in countries where you haven't necessarily interacted in the past, and you don't have any presence?

“It comes down to good content. That’s really all you need.

I’ve worked with brands for four or five years and built trust with journalists, but journalists move constantly. Even if you’ve been present in the market for ages, the relationship-building never stops.

With one brand that was brand new to Spain, we started producing high-quality, genuinely localised content and provided strong experts journalists could quote. Because we consistently delivered that, journalists began engaging with the experts directly.

Eventually, we reached a point where we didn’t need to distribute as many campaigns because journalists were coming to us. They’d send questions, we’d respond, and we’d secure great coverage mentioning both the brand and the experts.

PR campaigns are usually not overly brand-heavy. We avoid anything that feels like an advert, because it just won’t land. However, when journalists come to you for expert insight, the questions tend to be much more product- or expertise-specific. That kind of long-term trust only comes from good content.”

What does good content look like in 2026?

“It varies by country, but one thing is consistent: good content is not something written for five markets and pushed through ChatGPT.

Sure, AI can translate the words, but it can’t make the content feel natural, local, or genuinely relevant. That’s where a proper copywriter, translator, or native speaker makes all the difference. They can flag the bits that don’t land, the nuances that are missing, and the references that make zero sense locally. If you’re casually mentioning ‘states’, for example, that’s completely out of place for a Spanish audience – and Spanish journalists will spot it instantly.

Good content should speak to the people you’re targeting and the journalists you’re pitching. You might secure coverage simply because the topic is interesting, but if the content itself doesn’t resonate with readers, you’re right back where you started.”

When you’re providing experts to journalists, how do you make it more likely for those experts to be featured?

“Some experts are naturally in higher demand – psychologists, for example. They work well for almost any piece of content because most topics can be explored through a psychological or behavioural lens. Mental health is also a very current, very clickable angle.

However, the most important thing is that your expert is genuinely relevant to the topic you’re pitching. After that, availability is everything. If your expert doesn’t speak good Spanish, or isn’t able to jump on interviews or questions quickly, you’re already at a disadvantage.

Spain is a market full of opportunities – not just for backlinks, but also printed press, radio, and TV. Every bit of coverage helps. The ideal expert is someone who can respond quickly to journalists, take interviews when they come up, and be flexible with the type of content they contribute to.

Ultimately, the best-performing experts are the ones who are consistently available and ready to jump on opportunities. TV spots, for example, often come with very little notice, and it’s always a shame when you miss them simply because no one was free. Also, journalists do remember. If you say no too many times, eventually they’ll stop asking.”

Should businesses employ more unbiased experts, like psychologists or scientists, to be the spokesperson for journalists?

“It really depends on the type of content you’re pushing and the angle of the interview. For corporate-led topics, you’ll obviously want someone senior who can speak confidently about the business. However, when the angle is more consumer-focussed or centred around everyday behaviour, trends, or practical advice, a different kind of expert will always be a better fit. If the person you have doesn’t align with the angle, the journalist simply won’t use them.

Availability is also a huge part of it. Senior leaders are often too busy to take interviews, while other experts might have the flexibility to respond quickly – and that speed can be the difference between landing coverage or missing the opportunity entirely.

The key is to work with what you have and use it wisely. Most clients only have one spokesperson, and their time is limited, so you need to pair the right expert with the right angle and not push them into topics they’re not suited for.

In an ideal world, you’d have multiple experts for different types of requests, but that’s rarely the reality. So, the most important thing is making sure the person you put forward is both relevant and available when the opportunity comes up.”

Lau, what's the key takeaway from the tip you shared today?

“Treat each European market as it deserves to be treated. They each deserve their own attention, and full commitment.”

Lau Miguez is an International Digital PR. Find out more over at LauMiguez.com.