When effective communication makes the difference
LinkedIn has just published its Top Startups 2025 ranking, highlighting the most promising emerging companies in Madrid and Barcelona. Every year, this list sparks curiosity among those of us who closely follow the entrepreneurial ecosystem. What do the startups that manage to stand out in such a competitive environment have in common? Beyond product or funding, one factor appears again and again: they communicate well.
Not all of them have large communications teams or highly sophisticated strategies, but they do share a clear conviction: they understand that communication is not an accessory, but a growth tool. And that communicating is not just about explaining what they do, but about giving meaning to why they do it, for whom, and with what impact.
Traditional media still matters
At a time when everything seems to be measured in clicks, algorithms, and followers, it might be tempting to think that traditional media has lost its influence. Yet the examples of startups such as Incapto, Ukio, Olistic, Titan OS, VIVLA, Embat, WOW Concept, or Dcycle prove otherwise. Press coverage remains a valuable asset.
When a startup appears in outlets like El País, Cinco Días, Expansión, or Xataka, it gains something social media cannot provide: validation. An article offers context, analysis, and perspective; it places the company within a broader trend; it connects it to expert sources and gives it a public dimension that goes beyond its own narrative. This kind of media visibility not only attracts customers or investors—it builds credibility.
Social media is essential for keeping the conversation alive and building community, but the press often marks a turning point. A feature or interview allows a company to tell its story in depth, share data, and communicate purpose. In an ecosystem where new projects emerge every week, that external endorsement can make the difference between being visible and being trusted.
Communication beyond headlines
The role of a communications agency is not limited to securing mentions or media appearances. Behind every meaningful impact there is strategy, analysis, and long-term support. Communicating well requires understanding the business, identifying the right moment to speak, and adapting the message to each outlet and each audience.
Agencies help define brand voice, align purpose with business objectives, and translate technical or financial information into something relevant and understandable. They support spokespeople in preparing for interviews, provide context around milestones, and ensure message consistency during moments of change or crisis.
Startups that take the time to think about what they want to say—and how to say it—are the ones that grow more solidly, attract talent, and negotiate from a position of trust. Visibility is the outcome, not the starting point.
The LinkedIn ranking illustrates this well. Incapto combines presence in business and tech media with a coherent narrative that reinforces its purpose of changing how we consume coffee. Ukio has successfully translated its flexible living model to mainstream media, while also taking part in broader debates around housing and tourism. Olistic links its brand to scientific communication and wellbeing, supported by its own data. Titan OS shows that even a B2B tech company can communicate innovation effectively by explaining how its product impacts people’s lives.
In Madrid, VIVLA and Embat demonstrate how business media can help explain complex business models and build credibility in highly competitive sectors. Dcycle has positioned itself in sustainability through rigorous information, not just statements of intent. And WOW Concept, very active on social media, maintains its digital freshness without losing the transparency that comes from a well-crafted interview.
Each of these companies uses the media differently, but all have integrated communication into their growth strategy. They understand that communicating well is not just about being seen, but about being understood.
Today, the challenge for any startup is to move from reactive to proactive communication—not speaking only when there is a funding round or a product launch, but building a consistent and coherent conversation that reflects its evolution.
Communication is a strategic asset: it accelerates processes, multiplies opportunities, and consolidates reputations. In a world where attention is scarce and competition is fierce, trust has become the most valuable currency.
Because the media helps people see you—but above all, it helps them believe you. And when people believe you, everything else—customers, partnerships, investment—tends to follow.
