How to get the media talking about your startup: the ultimate guide to digital PR

The age of trust: why an ad in El Diario Montañés is no longer enough.

Imagine two scenarios. In the first, you see a full-page ad for a consulting firm in Torrelavega in a local newspaper. You glance at it, turn the page, and—if you're lucky—you vaguely remember it. In the second, you read an article in the business section of that same newspaper where a partner from that same firm clearly and simply explains how the new VeriFactu regulation will impact small shops on Calle Ancha. Which company inspires more trust? Who would you call if you had a question?

The answer is obvious. Welcome to the world of Digital PR. It’s no longer about buying ad space—it’s about earning it. It’s about turning your company’s knowledge and experience into a valuable story for the media in Cantabria, gaining mentions that build something money can’t directly buy: authority and trust.

The goal of this guide isn’t to give you abstract theory. It’s a step-by-step action plan so that you, the owner of a small business in Cantabria, can learn how to get featured in local media. From identifying what makes your business interesting to how to reach out to a journalist at Cantabria Económica or Cadena SER without your email ending up in the trash. Because your business has a story to tell—and it’s time the region hears it.

Step 1. A Shift in Mindset – From Selling to Adding Value

The biggest obstacle in an online public relations strategy is mindset. Most businesses think: “How can I get people to talk about my product?” But that’s the wrong question. The right question is: “What knowledge or story do I have that’s useful, interesting, or new to this outlet’s audience?”

A journalist is not a salesperson. Their job is to inform and engage their audience—not to promote your business. If your pitch is “We’re the best plumbers in Santander”, that’s not news. But if you offer a “Practical guide to help Santander residents avoid the 5 most common winter plumbing issues and save on their bills”, suddenly you have a story.

Digital PR isn’t about asking the media for a favor—it’s about doing them (and their audience) a favor by providing quality content they couldn’t produce on their own.

This shift in mindset is essential. You need to see yourself as a trusted source of expert information in your field. Think about your day-to-day:

• A firm in Bezana doesn’t just sell “accounting services”. It offers “clarity on how the new self-employment law affects small businesses in the region”. That’s a perfect angle for a business-focused outlet. In fact, becoming a reliable source explaining the new VeriFactu regulation could position you as a go-to expert.
• A restaurant in Comillas isn’t just selling “daily menus”. It’s telling “the story of how it’s reviving forgotten seafood recipes by collaborating with local fishing guilds”. That’s a perfect angle for a culture or gastronomy section.
• An industrial software company in PCTCAN isn’t selling “complex software”. It’s presenting “a data-driven study on how automation is boosting productivity in factories across the Besaya region”. That’s a perfect angle for a business news portal.

Before reaching out to anyone, your first task is to create a list of 5 to 10 potential story ideas or angles based on your expertise—not your products. Ask yourself: What questions do I answer for my clients every day? What trends am I seeing in my industry that no one else is talking about? What unique data do I have?

Tip: The best angle isn’t your product—it’s the story behind it or the problem it solves for people in Cantabria. Connect your knowledge to the concerns, interests, or curiosities of the local community.

Step 2. The Treasure Map – Identifying Relevant Media Outlets in Cantabria.

Not all media outlets are created equal. Getting featured in a low-traffic blog may not give you the visibility that a mention in the right publication would. That’s why you need to build a targeted list. Here’s a breakdown of Cantabrian media outlets to help you start your search:

A. The Major Players (Print and General Digital Media)

These are the outlets with the largest audiences. A mention here has huge impact—but they’re also the hardest to reach. They typically have professional journalists specialized in sections like business, local news, culture, sports, and more. Some key outlets include:

• El Diario Montañés: The oldest newspaper in Cantabria. It covers everything from politics to neighborhood news in Santander. Sections like Cantabria en la Mesa or Empresas could be great targets.
• Alerta: Another historic newspaper with strong local presence.
• Digital-native outlets such as ifomo.es, Cantabria Económica, and Cantabria Directa: These focus heavily on business and economic news in the region. They’re excellent for stories about innovation, business growth, or market analysis.

B. The Voice of the Region (Radio and TV)

Radio has massive reach and creates a strong sense of closeness. An interview on a morning show can give you incredible visibility, so landing a feature on one of these outlets is a major milestone.

Some examples include Cadena SER Cantabria and COPE Cantabria, which host flagship programs covering regional news like Hoy por Hoy Cantabria or Herrera en COPE Cantabria. Onda Cero Cantabria also runs local shows that regularly invite experts to comment on current topics, as does Telecantabria (RTVE), the regional news broadcast.

C. The Specialists (Blogs and niche media)

This is where a golden opportunity lies for many small businesses and startups. These outlets may have smaller audiences, but they’re highly targeted and loyal. In fact, a backlink from a respected blog in your industry can be more valuable for your business than a generic mention in a major outlet. Examples of these types of media include:

• Niche blogs and specialized sections, such as Días de Sur.
• Industry-specific portals, like those focused on rural tourism or travel blogs dedicated to northern Spain.
• Economic publications or professional association bulletins, such as the aforementioned Cantabria Económica.

Your task is to create a spreadsheet with the following columns:Name of the media outlet type (press, radio, blog) Relevant section, name of the journalist/editor (crucial!), email or contact method (Twitter/LinkedIn can also work)

Step 3: The Art of Reaching Out – How to Write an Email That Gets Noticed

Once you’ve found your story and identified the journalists, it’s time for the crucial moment: making contact. This is where 99% of press releases fall short—because they’re often sent as mass emails, impersonal and focused on selling.

The key to success lies in a different approach: your email should be short, personalized, and straight to the point. To achieve this, follow this structure:

• A compelling and specific subject line. Avoid generic titles like “Press Release”. Try something like: “Article pitch: 5 key insights on [your topic] for startups in Cantabria”. “Data on [your sector] in Torrelavega you might find interesting”.
• Personalization (the icebreaker). Show you’ve done your homework—you’re not a robot. Start with something like: “Hi [Name], I read your article on [related topic] in El Diario Montañés last week and thought your analysis on… was spot on”. This shows genuine interest and research.
• The hook (your value proposition). In one or two sentences, explain why your story matters to their audience. For example: “I’m reaching out because we’ve seen a 30% increase in cybersecurity inquiries from Santander-based businesses, and I believe an article on how to avoid online scams could be very relevant for your readers”.
• The body (key details). Share 3–4 bullet points with the main ideas you could develop. This makes it easy to scan.
• Your authority (why you?). In one line, explain why you’re the right person to speak on the topic: “I’m the founder of [Your Company], and we’ve spent the last 10 years helping startups and SMEs in Cantabria with [your specialty]”.
• A simple, no-pressure call to action. Don’t ask to be published—offer to help. For example: “Would you be interested in more details? I’d be happy to chat for 10 minutes whenever it suits you”.

Tip: Research the journalist. Check their Twitter or LinkedIn profile, and read their latest articles. Mentioning one of them in your opening paragraph can increase the chances they’ll keep reading—tenfold. It shows your email isn’t spam.

Step 4. The SEO Value of Digital PR – Beyond Visibility

Getting mentioned in a digital media outlet in Cantabria doesn’t just give you visibility and brand authority—it also provides one of the most valuable assets for search engine optimization: a high-quality backlink.

When a digital publication writes about your business and links to your website, it sends a strong signal to Google. Essentially, it’s saying: “This website is relevant and trustworthy in the field of [your specialty]”. This is the core of local link building in Cantabria.

A single link from a high-authority newspaper can have more impact on your SEO than dozens of low-quality directory links. It helps your site rank better for key terms—not just locally, but more broadly. A solid digital PR strategy is, in essence, a powerful local link building strategy.

And this authority transfers. If that publication positions you as an expert in, say, eCommerce logistics, Google is more likely to consider you relevant when someone searches for “logistics companies in Santander”. This can also boost your visibility in Google Maps and the Local Pack.

That’s why, when you secure a publication, make sure they include a link to your website if possible. They won’t always do it, but if your site is the source of a report, study, or useful guide they mention, it’s natural to link to it. At this point, your own website needs to be up to standard. If someone from the media visits and finds an outdated, slow, or error-ridden page, trust evaporates. In fact, the best preparation for public relations is making sure you’re not making the most common SEO mistakes businesses do.

Step 5. Common Mistakes to Avoid (The “don’t do this” list)

Knowing what not to do is just as important as knowing what to do. Avoiding these mistakes will set you apart from most businesses that try—and fail—to get media coverage:

• Being too promotional. If your email sounds like an ad, it’ll be deleted instantly. Focus on the story, not the sale.
• Sending mass, generic emails. Blind-copying (BCC) 50 press contacts is the fastest way to get ignored. Every email should be unique and personalized.
• Not having a professional website. If you catch a journalist’s interest, the first thing they’ll do is check your site. If it’s slow, not mobile-friendly, or looks abandoned, your credibility will collapse. Investing in your online presence—sometimes with help from a professional web developer—is a prerequisite for success.
• Being impatient or pushy with follow-ups. If they don’t reply within 24 hours, don’t send another email. Wait a week and follow up with a short, polite message. Example: “Hi [Name], just wanted to check if you had a chance to look at my pitch. Thanks!” If there’s still no response, let it go and try a different angle or outlet later.
• Lack of preparation. If a media outlet contacts you, be ready with 3–4 key messages you want to share. Don’t improvise. Have your data, examples, and story clear and accessible.

Tip: A “no” or silence isn’t a failure. It’s an opportunity to refine your story and try again with a different angle or outlet. Smart persistence is the key to success in digital public relations.

Getting featured in Cantabria’s media isn’t a magic trick reserved for big corporations. It’s a methodology—a process that any small business, from a workshop in Reinosa to a tech startup in Santander, can learn and apply.

It’s about shifting the focus from interrupting with ads to attracting with value. By turning your expertise into useful stories, you don’t just gain momentary visibility—you build a lasting asset: authority. And in today’s market, authority is the most valuable currency.

Start today. Spend an hour thinking about the stories your business can tell. Make your first list of five local media outlets. Draft your first email pitch. That first “yes” from a journalist might be closer than you think—and it could be the turning point that takes your business from just another name to a regional reference.

Remember: the true power of Digital PR is unleashed when it’s part of a complete digital ecosystem. Combine it with strong local SEO and a solid website, and you’ll have a growth engine that not only attracts attention but builds the trust needed to turn that attention into customers. If you need help defining that broader strategy, consider working with a digital marketing consultancy in Cantabria that understands the unique dynamics of our market.