Updating, renewing and adapting to different contexts is vital for brands to be relevant to all customers and strategic audiences they interact with. Companies must analyze and define very well the way they are going to communicate and how they are going to connect correctly with their local audiences.
The field of corporate communications and public relations is handled very differently in each country and can even change a lot between cities or regions. In this section we will focus on the similarities and differences when communicating in both Spain and Ecuador.
Differences in communication
As a public relations professional with experience in Ecuador and Spain, these are the main differences I have detected between the two countries when it comes to communicating:
Communication style
Communication style is one of the main differences between Spain and Ecuador. Mainly because in Spain there is a tendency to be more direct, frontal and explicit when proposing ideas, messages or giving feedback. Spanish people value transparency and prefer to get to the point.
On the other hand, in Ecuador, communication tends to be more indirect and diplomatic. Messages and tone of voice are softened, especially at critical moments, to avoid misunderstandings and possible confrontations. More care tends to be taken in the use of language to maintain harmony between the communicator and the receiver of the message.
In this sense, psychologist Mercedes Valladares explains more about the ways of communicating with examples and clarifications on her website. Therefore, it is essential that communication professionals manage the tone and the way of expressing themselves very well, always considering to whom and how we are going to address.
Media relations
In Spain, there is a great variety of media, they are much more segmented in specific niches. This makes public relations management more specialized. It should be noted that, in the Spanish scenario, online media have a great penetration that is on the rise, and communication departments devote much of their efforts to reputation management in social networks and digital media.
In Ecuador, being a smaller territory, there tends to be more generalist media and a smaller share of specialized press. Traditional media still maintain a preference among consumers, especially outside the big cities. This goes hand in hand with the growing tendency of the media to boost their digital communication channels. Public relations in this context must handle a hybrid approach, catering to both print, radio and television journalists, as well as online news portals that are gradually gaining more relevance among society.
In addition, when it comes to sharing news with the media, Spain is at the forefront with specialized digital platforms that streamline PR management and monitor the delivery of news with relevant metrics. On the other hand, in Ecuador there is a need for greater use of digital tools to track news.
Crisis management
In Spain, crisis management tends to be more structured and with a greater protocol. This is because organizations usually have crisis manuals established and in many cases already advanced, with a communication team or press office prepared to act quickly and minimize the impact on their image and reputation. Having previously trained spokespersons and digital crisis management are common practices in many companies.
On the other hand, in Ecuador, crisis management can be more reactive than preventive, partly due to the lack of formal structures in some organizations. It is still necessary to work together to be alert to critical events. However, this is gradually changing and some companies are already taking preventive action. Some companies often resort to strategic alliances with the media and opinion leaders to try to manage public perception of their crisis.
Similarities in communication
When analyzing the type of communication carried out in Spain and Ecuador, these are the main similarities detected:
Maintaining good personal relationships
Personal relationships and networking are essential for effective communication in the corporate environment. Mutual trust and personal connections are often key to closing deals, forming strategic alliances or successfully managing crises. In addition, establishing strong links with stakeholders, the media, opinion leaders and strategic partners gives meaning to information and helps to promote resources for its dissemination.
This focus on human communication shows the importance of generating an environment of trust, which in the long term can enhance the company’s reputation and image.
Cultural adaptation
In both countries, successful companies are those that manage to adapt their messages and strategies to the cultural particularities of the target audience. This includes the use of local language, concern for festivities and traditions, and attention to certain cultural values. In addition, one should not forget that it is necessary to segment the audience and adapt the message to the target audience.
Trend towards sustainability
Today, companies are more committed than ever to making sustainability and ESG (environmental, social and governance) policies an integral part of their business strategy. Properly communicating sustainable management is critical to implementing high-impact strategies.
It is also important to note that both consumers and stakeholders are increasingly demanding, and prefer companies that demonstrate ethical and responsible behavior. This directly influences their purchasing, investment or consumption decisions, so companies must ensure that they clearly communicate their sustainability actions, showing tangible results and a real commitment to social, environmental and economic aspects.
Remember that at LF Channel we have diverse and qualified professionals to adapt your strategy and objectives, achieving high impact results, contact us!
Richard Condor
PR Account Executive
