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!

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  • Pereznews journalism&businessschools

    1. 1. Journalism… is changing Have you changed? Pilar Pérez Ramírez Freelance Spanish journalist Twitter: @pereznews Business Schools Business Media Conference, Paris 28 June 2010
    2. 2. Let me tell you my story… <ul><li>For 13 years I worked in traditional media including: </li></ul><ul><li>Europa Press (news agency. Privately held. The eternal rival of Efe) </li></ul><ul><li>Actualidad Económica (Spanish weekly business magazine) </li></ul>
    3. 3. And of these, my last 9 years… <ul><li>In Capital </li></ul><ul><li>Monthly magazine </li></ul><ul><li>Launched by Gruner & Jahr (G+J) (Bertelsmann) </li></ul><ul><li>Very independent </li></ul><ul><li>We didn´t care about ‘hurting’ advertisers if the news were interesting </li></ul><ul><li>We even wrote about the best business schools and… their worst practices </li></ul><ul><li>It was a high-quality magazine… but didn´t sell enough copies </li></ul>
    4. 4. But you know, media are no longer the same… <ul><li>So… in 2008 we were sold to Dixired Group </li></ul><ul><li>They are the publishers of, the most ambitious online newspaper in Spain born in April 2009. The whole project </li></ul><ul><li>is said to have an investment of </li></ul><ul><li>40 million euros!! </li></ul>And Capital didn´t even have a proper web page!
    5. 5. So two years later, in August 2009… <ul><li>I started a new life as a freelance economic journalist. </li></ul><ul><li>But… I was no digital native, so I knew that I had to ‘recycle’ myself… </li></ul>
    6. 6. After 13 years I had to… <ul><li>A web 2.0 one, I mean!!! </li></ul>
    7. 7. So… what did I do? I created my web page It began as a kind of joke
    8. 8. And it was a funny experience… <ul><li>Some months ago I was invited by the European Commission to Brussels… </li></ul><ul><li>The main Spanish media went there: </li></ul><ul><li>El País, Agencia EFE, Cadena Ser… </li></ul>
    9. 9. And the press officer, when he saw: <ul><li>that I came from ‘Pereznews’… </li></ul><ul><li>asked me…. </li></ul>
    10. 10. So… you have your own press agency??? <ul><li>I couldn´t stop laughing!! </li></ul><ul><li> is just an archive for my articles </li></ul><ul><li>But many journalists have now their own blogs </li></ul><ul><li>Anyone can have it!! </li></ul>
    11. 11. And… what else did I do? <ul><li>I enrolled the Master in Digital Marketing in the IE Business School in Madrid (Spain) </li></ul>
    12. 12. Now I work for several media: <ul><li>Capital (again! Can´t live without it…) </li></ul><ul><li>Emprendedores : monthly magazine for entrepreneurs. It´s the leading monthly economic magazine in Spain. From Hachette-Filipacchi. </li></ul>
    13. 13. And more… <ul><li>El Economista : third financial newspaper in Spain. 25,355 papers sold. First is Expansion with 39,247. Then Cinco días: 30,932. </li></ul><ul><li>IP Mark : bimonthly magazine dedicated to communication and marketing with more than 40 years of history. </li></ul><ul><li>Revista de Comunicación : magazine for Communication and PR experts. From Wolters Kluwer. </li></ul>* Data April 2010.
    14. 14. And more…. <ul><li> online economic journal created just one year ago. </li></ul><ul><li>Targeted to executives but also… its newsletter arrives to thousands of employers of companies like Telefónica. </li></ul>
    15. 15. And more… <ul><li>Just started to work as a community manager in </li></ul><ul><li>It´s an online social network for Spanish speaking executives </li></ul><ul><li>Anybody can have his own blog </li></ul><ul><li>And share it with other executives (from HR, finance, Marketing…) </li></ul><ul><li>Belongs to Wolters Kluwer </li></ul>
    16. 16. Ok… I know… <ul><li>Too much work. This is a nightmare!!!!!! </li></ul>
    17. 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. 18. How are business schools dealing with it? <ul><li>Take into account that´s one of the main sources of information for journalists… </li></ul>
    19. 19. Some examples… <ul><li>@Harvard: 14,400 followers/2,500 twitts </li></ul><ul><li>@wharton 6,389 followers/923 twitts </li></ul><ul><li>@georgetown 2,359 followers/541 twitts </li></ul><ul><li>@iebusinesss 2,206 followers/388 twitts </li></ul><ul><li>@TuckSchool: 1,294 followers/508 twitts </li></ul><ul><li>@iesebs: 946 followers/208 twitts </li></ul><ul><li>@insead 361 followers/61 twitts </li></ul>* If yours is not there, don´t panic, these were selected randomnly, it´s not a profound research.
    20. 20. Some other business schools… <ul><li> (you know who they are) </li></ul><ul><li>Are even not there…. </li></ul>
    21. 21. A mistake? <ul><li>YES! </li></ul><ul><li>In March 2010 we could read the 10 billionth tweet! </li></ul><ul><li>Its growing speed is amazing… </li></ul><ul><li>So you shouldn´t forget it in your media plans </li></ul><ul><li>Candidates use Twitter for business schools search </li></ul><ul><li>Tips: </li></ul><ul><li>Create several accounts (admissions, MBA students…) Inform all your students of this channel of communication </li></ul>Source:
    22. 22. Just see this video <ul><li>(if my powerpoint wants to work…) </li></ul>
    23. 23. If not… <ul><li>I KNEW IT!!!!! </li></ul><ul><li>Please, search in Youtube for: </li></ul><ul><li>Socialnomics - Social Media Revolution Version 2 </li></ul><ul><li> </li></ul>
    24. 24. So… do you want to follow these new rules in journalism? <ul><li>More fragmented and niche media </li></ul><ul><li>Thousands of bloggers that can blog about your business school (positively or negatively) </li></ul><ul><li>Students that decide whether to choose your school first of all just by surfing on the web… </li></ul>
    25. 25. You also may want to recycle yourself… <ul><li>And hire a good community manager!!! </li></ul>
    26. 26. So… what do I need from business schools? <ul><li>That they are with us when we need them </li></ul><ul><li>Are less theoretical and more practical </li></ul><ul><li>Know the topics we´re specialized in and provide us with specific news on each subject </li></ul><ul><li>Provide us with experts that really know the topic we are writing about </li></ul><ul><li>Interact with us also via social networks </li></ul>
    27. 27. And that… <ul><li>International business schools stay in touch with foreign journalists </li></ul><ul><li>So…. this is our chance!!!! </li></ul>
    28. 28. <ul><li>THANK YOU!!! MERCI!! GRACIAS!! GRAZIE!!! </li></ul>Pilar Pérez Ramírez [email_address] Twitter: @pereznews