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Pereznews journalism&businessschools

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Presentation I did in the Business Schools Media Conference held in Paris. 28 th June 2010. Hope you enjoy it!

Presentation I did in the Business Schools Media Conference held in Paris. 28 th June 2010. Hope you enjoy it!


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    • 1. 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
    • 2. 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)
    • 3. 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
    • 4. 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!
    • 5. 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…
    • 6. After 13 years I had to…
      • A web 2.0 one, I mean!!!
    • 7. So… what did I do? I created my web page www.pereznews.es It began as a kind of joke
    • 8. 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…
    • 9. And the press officer, when he saw:
      • that I came from ‘Pereznews’…
      • asked me….
    • 10. 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!!
    • 11. And… what else did I do?
      • I enrolled the Master in Digital Marketing in the IE Business School in Madrid (Spain)
    • 12. 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.
    • 13. 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.
    • 14. 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.
    • 15. 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
    • 16. Ok… I know…
      • Too much work. This is a nightmare!!!!!!
    • 17. 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
    • 18. How are business schools dealing with it?
      • Take into account that´s one of the main sources of information for journalists…
    • 19. 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.
    • 20. Some other business schools…
      • (you know who they are)
      • Are even not there….
    • 21. 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
    • 22. Just see this video
      • (if my powerpoint wants to work…)
    • 23. 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
    • 24. 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…
    • 25. You also may want to recycle yourself…
      • And hire a good community manager!!!
    • 26. 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
    • 27. And that…
      • International business schools stay in touch with foreign journalists
      • So…. this is our chance!!!!
    • 28.
      • THANK YOU!!! MERCI!! GRACIAS!! GRAZIE!!!
      Pilar Pérez Ramírez www.pereznews.es [email_address] Twitter: @pereznews