Building a stronger voice in Technology through strategic Media Relations and Executive Thought Leadership (since 2018)
CONTEXT
As part of one of the world’s leading technology groups, Hitachi has built a strong presence in Portugal, evolving from Hitachi Consulting to Hitachi Vantara and, more recently, Hitachi Digital Services. Throughout this transformation, Portugal has strengthened its role as a centre of technological expertise, innovation and international service delivery.
Since 2018, The Square has been a long-standing communications partner, supporting the company’s visibility and reputation in the Portuguese market through a sustained public relations strategy focused on media relations and executive positioning.
Over the years, this partnership has accompanied the company’s evolution, translating its technological expertise, business milestones and investment in Portugal into relevant stories for national media. In parallel, a strategic focus on the LinkedIn presence of Margarida Fontainhas Marques has helped reinforce the connection between the company’s corporate narrative and the perspective of one of its most prominent leaders.
CHALLENGE
The challenge was to build and maintain a consistent media presence for a global technology company operating in a highly competitive and rapidly evolving sector, while ensuring that its successive organisational transformations translated into a clear and credible narrative for Portuguese audiences.
This required moving beyond corporate announcements to demonstrate Hitachi’s contribution to Portugal’s technology ecosystem, highlighting its investment in local talent, the development of specialised capabilities, international projects and its role in advancing digital transformation.
The Square’s approach has focused on developing meaningful relationships with national business, economic and technology media, identifying newsworthy opportunities and positioning company spokespeople as relevant sources on subjects ranging from digital innovation and artificial intelligence to talent, leadership and the country’s attractiveness for international investment.
A complementary priority has been strengthening Margarida Fontainhas Marques’ visibility as a business leader. Through media opportunities and her LinkedIn presence, the strategy has sought to bring a more personal and human dimension to Hitachi’s corporate positioning, combining perspectives on technology and business with reflections on leadership, diversity, people and organisational culture.
IMPACT
The long-standing communications partnership has supported a sustained and increasingly strategic presence for Hitachi in the Portuguese media, accompanying the company’s transformation and reinforcing the relevance of its local operation within a global technology group.
Over time, media coverage has evolved from stories centred on recruitment, investment and operational expansion to broader conversations about technological innovation, specialised services, digital transformation and the strategic role of Portugal in international business.
Coverage in leading Portuguese publications, including Diário de Notícias, ECO, Dinheiro Vivo and Jornal de Negócios, illustrates this evolution, helping connect Hitachi’s corporate milestones with subjects of wider economic and business interest.
Executive positioning has become an important part of this narrative. Margarida Fontainhas Marques‘ visibility in business and leadership media, including Executiva, has contributed to presenting Hitachi not only as a technology company, but also as an organisation shaped by experienced leadership, diverse talent and a strong people-centred culture.
Her LinkedIn presence reinforces this positioning by amplifying company achievements, showcasing the expertise of Portuguese teams, supporting talent attraction and sharing perspectives on technology, innovation and leadership. This combination of corporate storytelling and executive visibility creates a more accessible and relatable voice for the brand.
By combining consistent national media relations with executive thought leadership and LinkedIn communications since 2018, The Square has helped build a coherent and evolving narrative around Hitachi’s presence in Portugal, strengthening the company’s visibility and supporting the positioning of its leadership within the national technology and business landscape.
