Spanish-Language Media Relations

Spanish-language media relations is not a translation tactic. The outlets have their own beat reporters, their own editorial logic, their own deadlines. Pitching them as if they were English-language press translated to Spanish is the most common reason organizations get ignored.

What makes Spanish-language media relations different

Univision, Telemundo, EFE, El Diario NY, La Opinión, Hoy, and the regional Spanish-language press cover the same world as English-language outlets, but the angles, story selection, and source expectations are different. A pitch that lands at the New York Times will not necessarily land at El Diario NY — and vice versa.

The work is relational, like English-language media relations. The relationships take longer to build for organizations that are starting cold.

What I deliver

• Pitching to Spanish-language press on the stories that fit their editorial logic.
• Spanish-language spokesperson preparation. Different register, often different cultural context, sometimes different content emphasis than the English version.
• Bilingual press releases built bilingual at the brief stage.
• Long-term relationship building with Spanish-language beat reporters.
• Cultural-fluency direction for monolingual comms teams pitching Spanish-language press for the first time.

Where the work connects to my career

The integrated bilingual campaign at SOS Children's Villages — which doubled the organization's web traffic — included Spanish-language outlet coordination as architectural, not afterthought. National coverage in AP, NBC, CNN, Reuters, and The Atlantic was paired with Spanish-language coverage that reached the audience the campaign was actually for.

"A pitch that lands at the New York Times will not necessarily land at El Diario NY — and vice versa."