The media are one of the most valuable resources as far as the impact on public opinion is concerned. The media keep constant track of global developments, informing us of the state of the world economy and reflecting the initiatives undertaken and the goals that are met.

Indeed, one of the basic objectives of EFE, the Spanish news agency, is to secure Spanish presence in the international media, not only quantitatively, but also qualitatively. In other words, this means providing a world view in keeping with the interests of government policy. Televisión Española Internacional, which, by virtue of its Spanish satellite communications technology, broadcasts to wide geographical areas, carries out a similar role. The world is also informed of daily life in Spain through other private media.

For example, El País Internacional, through its distribution agreements with the International Herald Tribune, or UNEDISA, which already has a large presence in Latin America, and which is expanding in Spanish and Portuguese speaking markets.

Here we can also give special mention to the magazine ¡HOLA!, a media phenomenon created in Spain and which now has a global scope. A society magazine with a human and positive content, it is distributed in 92 countries in Spanish and in English. In English, it goes by the name of HELLO!