Pereznews journalism&businessschools

Journalism… is changing Have you changed? Pilar Pérez Ramírez Freelance Spanish journalist www.pereznews.es Twitter: @pereznews www.linkedin.com/in/pilarpramirez Business Schools Business Media Conference, Paris 28 June 2010

Let me tell you my story…
For 13 years I worked in traditional media including:
Europa Press (news agency. Privately held. The eternal rival of Efe)
Actualidad Económica (Spanish weekly business magazine)

And of these, my last 9 years…
In Capital www.capital.es
Monthly magazine
Launched by Gruner & Jahr (G+J) (Bertelsmann)
Very independent
We didn´t care about ‘hurting’ advertisers if the news were interesting
We even wrote about the best business schools and… their worst practices
It was a high-quality magazine… but didn´t sell enough copies

But you know, media are no longer the same…
So… in 2008 we were sold to Dixired Group
They are the publishers of Lainformacion.com, the most ambitious online newspaper in Spain born in April 2009. The whole project
is said to have an investment of
40 million euros!!
And Capital didn´t even have a proper web page!

So two years later, in August 2009…
I started a new life as a freelance economic journalist.
But… I was no digital native, so I knew that I had to ‘recycle’ myself…

After 13 years I had to…
A web 2.0 one, I mean!!!

So… what did I do? I created my web page www.pereznews.es It began as a kind of joke

And it was a funny experience…
Some months ago I was invited by the European Commission to Brussels…
The main Spanish media went there:
El País, Agencia EFE, Cadena Ser…

And the press officer, when he saw:
that I came from ‘Pereznews’…
asked me….

So… you have your own press agency???
I couldn´t stop laughing!!
www.pereznews.es is just an archive for my articles
But many journalists have now their own blogs
Anyone can have it!!

And… what else did I do?
I enrolled the Master in Digital Marketing in the IE Business School in Madrid (Spain)

Now I work for several media:
Capital (again! Can´t live without it…)
Emprendedores : monthly magazine for entrepreneurs. It´s the leading monthly economic magazine in Spain. From Hachette-Filipacchi.

And more…
El Economista : third financial newspaper in Spain. 25,355 papers sold. First is Expansion with 39,247. Then Cinco días: 30,932.
IP Mark : bimonthly magazine dedicated to communication and marketing with more than 40 years of history.
Revista de Comunicación : magazine for Communication and PR experts. From Wolters Kluwer.
* Data April 2010.

And more….
Diarioabierto.es: online economic journal created just one year ago.
Targeted to executives but also… its newsletter arrives to thousands of employers of companies like Telefónica.

And more…
Just started to work as a community manager in www.edirectivos.com
It´s an online social network for Spanish speaking executives
Anybody can have his own blog
And share it with other executives (from HR, finance, Marketing…)
Belongs to Wolters Kluwer

Ok… I know…
Too much work. This is a nightmare!!!!!!

Besides, I cannot live… Without my Twitter!! I hated it (as all of us when we first met it) But now, it´s addictive… Started in November, now 425 followers

How are business schools dealing with it?
Take into account that´s one of the main sources of information for journalists…

Some examples…
@Harvard: 14,400 followers/2,500 twitts
@wharton 6,389 followers/923 twitts
@georgetown 2,359 followers/541 twitts
@iebusinesss 2,206 followers/388 twitts
@TuckSchool: 1,294 followers/508 twitts
@iesebs: 946 followers/208 twitts
@insead 361 followers/61 twitts
* If yours is not there, don´t panic, these were selected randomnly, it´s not a profound research.

Some other business schools…
(you know who they are)
Are even not there….

A mistake?
YES!
In March 2010 we could read the 10 billionth tweet!
Its growing speed is amazing…
So you shouldn´t forget it in your media plans
Candidates use Twitter for business schools search
Tips:
Create several accounts (admissions, MBA students…) Inform all your students of this channel of communication
Source: http://www.topmba.com/articles/admission-advice/business-schools-use-twitter-mba-admissions

Just see this video
(if my powerpoint wants to work…)

If not…
I KNEW IT!!!!!
Please, search in Youtube for:
Socialnomics - Social Media Revolution Version 2
www.youtube.com/watch?v=ZQZAmr_-WVI&feature=related

So… do you want to follow these new rules in journalism?
More fragmented and niche media
Thousands of bloggers that can blog about your business school (positively or negatively)
Students that decide whether to choose your school first of all just by surfing on the web…

You also may want to recycle yourself…
And hire a good community manager!!!

So… what do I need from business schools?
That they are with us when we need them
Are less theoretical and more practical
Know the topics we´re specialized in and provide us with specific news on each subject
Provide us with experts that really know the topic we are writing about
Interact with us also via social networks

And that…
International business schools stay in touch with foreign journalists
So…. this is our chance!!!!

THANK YOU!!! MERCI!! GRACIAS!! GRAZIE!!!
Pilar Pérez Ramírez www.pereznews.es [email_address] Twitter: @pereznews

Pereznews journalism&businessschools

by Pilar Pérez Ramírez on Jun 29, 2010

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