From Portuguese Unicorn to Global Technology Leader through Strategic Media Relations
CONTEXT
Founded in Portugal in 2011, Talkdesk has become a globally recognised technology company, developing cloud-based contact centre solutions that help businesses transform customer experiences through innovation, automation and artificial intelligence.
Between 2018 and 2023, The Square was Talkdesk’s communications partner in Portugal, supporting its growth and reputation through a sustained public relations and media relations strategy. The partnership began at a defining moment in the company’s history, when Talkdesk secured a $100 million funding round and reached a valuation of over $1 billion, becoming one of Portugal’s first unicorns.
As the company expanded internationally, The Square’s collaboration evolved to reflect its growing ambitions, combining strategic media relations, executive positioning and proactive storytelling around investment, innovation, recruitment, business growth and technological transformation.
From 2021 to 2023, the partnership also extended to Spain, where The Square supported Talkdesk’s media relations efforts, contributing to the company’s visibility and positioning in another strategically important European market.
CHALLENGE
The challenge was to build and sustain a strong media presence for a fast-growing technology company, transforming major corporate milestones into compelling stories capable of engaging national and international business, economic and technology audiences.
The first major challenge came in 2018, when The Square was tasked with announcing Talkdesk’s achievement of unicorn status. Rather than relying solely on a traditional press release, the agency developed a targeted media relations approach, engaging directly with the leadership of a Tier 1 publication and securing opportunities for individual interviews with Portugal’s most influential media outlets.
As the partnership evolved, the strategy focused on positioning Talkdesk beyond its startup success story, communicating its technological expertise, international expansion, investment rounds, recruitment plans and growing role in transforming the customer experience industry.
A central priority was to strengthen the visibility of the company’s leadership, particularly founder and CEO Tiago Paiva, through high-profile interviews, in-depth features and strategic media opportunities. This approach helped connect Talkdesk’s business achievements with a broader entrepreneurial narrative about Portuguese innovation competing on a global scale.
Between 2021 and 2023, The Square extended this media relations strategy to Spain, adapting the company’s messaging to the local market, building relationships with Spanish journalists and identifying opportunities to communicate Talkdesk’s expansion, partnerships and technological capabilities.
Throughout the partnership, the objective was to maintain a consistent, credible and relevant media presence across different markets, balancing major corporate announcements with executive thought leadership and stories demonstrating the company’s business impact.
IMPACT
The partnership generated significant media visibility for Talkdesk, supporting its positioning as one of Portugal’s most prominent technology success stories.
The 2018 unicorn announcement alone generated 81 media mentions, reaching an estimated 7 million people and achieving an approximate €500.000 in Advertising Value Equivalent (AVE). The campaign demonstrated the impact of a carefully targeted media relations strategy at a pivotal moment in the company’s development.
Over the course of the partnership, The Square secured three cover stories in Tier 1 media outlets, creating high-profile editorial opportunities that strengthened Talkdesk’s visibility and gave prominence to its leadership, business achievements and international ambitions.
Sustained engagement with leading Portuguese publications, including Jornal de Negócios, Observador and specialised business and technology media, helped maintain Talkdesk’s presence in conversations about entrepreneurship, investment, innovation and the global competitiveness of Portuguese technology companies.
Media coverage accompanied important milestones, from the company’s unicorn valuation in 2018 to subsequent investment rounds, international growth and the expansion of its technological capabilities. Interviews and in-depth features with Tiago Paiva also helped bring a personal dimension to the brand, reinforcing the connection between Talkdesk’s entrepreneurial origins and its international ambitions.
The extension of the partnership to Spain between 2021 and 2023 added an international dimension to the communications strategy, supporting Talkdesk’s visibility in the Spanish market and strengthening its positioning among business and technology audiences beyond Portugal.
By combining high-impact media relations, Tier 1 cover stories, executive positioning and cross-border PR, The Square supported Talkdesk’s evolution from a Portuguese unicorn success story into a globally recognised technology brand, demonstrating the role of strategic communications in building reputation during periods of accelerated growth and international expansion.
