Journalism… is changingJournalism… is changingHave you changed?Have you changed?

Pilar Pérez RamírezPilar Pérez RamírezFreelance Spanish journalistFreelance Spanish journalistwww.pereznews.eswww.pereznews.esTwitter: @pereznews Twitter: @pereznews

www.linkedin.com/in/pilarpramirezwww.linkedin.com/in/pilarpramirez

Business Schools Business Media Conference, Paris 28 Business Schools Business Media Conference, Paris 28 June 2010June 2010

Let me tell you my story…Let me tell you my story…

For 13 years I worked in traditional For 13 years I worked in traditional media including: media including:

Europa PressEuropa Press (news agency. Privately held. (news agency. Privately held. The eternal rival of Efe)The eternal rival of Efe)

Actualidad EconómicaActualidad Económica (Spanish weekly business magazine)(Spanish weekly business magazine)

And of these, my last 9 And of these, my last 9 years… years…

In In CapitalCapital www.capital.eswww.capital.es

Monthly magazineMonthly magazine Launched by Gruner & Jahr Launched by Gruner & Jahr

(G+J) (Bertelsmann) (G+J) (Bertelsmann) Very independentVery independent We didn´t care about ‘hurting’ We didn´t care about ‘hurting’

advertisers if the news were advertisers if the news were interestinginteresting

We even wrote about the We even wrote about the best business schools and… best business schools and… their worst practicestheir worst practices

It was a high-quality magazine… but didn´t sell enough copiesIt was a high-quality magazine… but didn´t sell enough copies

But you know, media areBut you know, media areno longer the same…no longer the same…

So… in 2008 we were sold to Dixired Group So… in 2008 we were sold to Dixired Group They are the publishers of Lainformacion.com, the most ambitious They are the publishers of Lainformacion.com, the most ambitious

online newspaper in Spain born in April 2009. online newspaper in Spain born in April 2009. The whole project The whole project

is said to have an is said to have an investment of investment of

40 40 million million euros!!euros!! And Capital didn

´t even have a proper web page!

So two years later, So two years later, in August 2009… in August 2009…

I started a new life as a I started a new life as a freelance economic journalist.freelance economic journalist.

But… I was no digital native, so I knew that I had to ‘recycle’ But… I was no digital native, so I knew that I had to ‘recycle’ myself…myself…

After 13 years I had to…After 13 years I had to…

A web 2.0 one, I mean!!!A web 2.0 one, I mean!!!

So… what did I do?So… what did I do?

I created my web pageI created my web pagewww.pereznews.es It began as a kind of joke

And it was a funny And it was a funny experience…experience…

Some months ago I was invited by the Some months ago I was invited by the European Commission to Brussels…European Commission to Brussels…

The main Spanish media went there:The main Spanish media went there:

El País, Agencia EFE, Cadena Ser…El País, Agencia EFE, Cadena Ser…

And the press officer, when he And the press officer, when he saw:saw:

that I came from ‘Pereznews’…that I came from ‘Pereznews’…

asked me…. asked me….

So… you have your own press So… you have your own press agency???agency???

I couldn´t stop I couldn´t stop laughing!!laughing!!

www.pereznews.es is just www.pereznews.es is just an archive for my articlesan archive for my articles

But many journalists have But many journalists have now their own blogsnow their own blogs

Anyone can have it!!Anyone can have it!!

And… what else did I do?And… what else did I do?

I enrolled the Master in Digital Marketing I enrolled the Master in Digital Marketing in the IE Business School in Madrid (Spain)in the IE Business School in Madrid (Spain)

Now I work for several media:Now I work for several media:

CapitalCapital (again! Can´t live without it…)(again! Can´t live without it…)

EmprendedoresEmprendedores:: monthly monthly magazine for entrepreneurs. magazine for entrepreneurs. It´s the leading monthly economic It´s the leading monthly economic magazine in Spain. magazine in Spain. From Hachette-Filipacchi.From Hachette-Filipacchi.

And more…And more…

El EconomistaEl Economista: : third financial newspaper third financial newspaper in Spain. 25,355 papers sold. in Spain. 25,355 papers sold. First is Expansion with 39,247. First is Expansion with 39,247. Then Cinco días: 30,932.Then Cinco días: 30,932.

IP MarkIP Mark: : bimonthly magazine dedicated to communicationbimonthly magazine dedicated to communicationand marketing with more than 40 years of history.and marketing with more than 40 years of history.

Revista de ComunicaciónRevista de Comunicación:: magazine for Communication and PR experts. magazine for Communication and PR experts. From Wolters Kluwer.From Wolters Kluwer.

* Data April 2010.* Data April 2010.

And more….And more…. Diarioabierto.es:Diarioabierto.es:

online economic journal online economic journal created just one year ago.created just one year ago.

Targeted to executives but Targeted to executives but also… its newsletter arrives also… its newsletter arrives to thousands of employers to thousands of employers of companies like of companies like Telefónica.Telefónica.

And more…And more…

Just started to work as Just started to work as a community manager ina community manager inwww.edirectivos.comwww.edirectivos.com

It´s an online social network It´s an online social network for Spanish speaking executivesfor Spanish speaking executives

Anybody can have his own blogAnybody can have his own blog And share it with other executives And share it with other executives

(from HR, finance, Marketing…)(from HR, finance, Marketing…) Belongs to Wolters KluwerBelongs to Wolters Kluwer

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

nightmare!!!!!!nightmare!!!!!!

Besides, I cannot live…Besides, I cannot live…

Without my Without my Twitter!!Twitter!!

I hated it (as all of I hated it (as all of us when we first us when we first met it)met it)

But now, it´s But now, it´s addictive…addictive…

Started in Started in November, now November, now 425 followers425 followers

How are business schools How are business schools dealing with it?dealing with it?

Take into account that´s one of the Take into account that´s one of the main sources of information for main sources of information for journalists…journalists…

Some examples…Some examples… @Harvard: @Harvard:

14,400 followers/2,500 twitts14,400 followers/2,500 twitts @wharton@wharton

6,389 followers/923 twitts6,389 followers/923 twitts @georgetown@georgetown

2,359 followers/541 twitts2,359 followers/541 twitts @iebusinesss@iebusinesss

2,206 followers/388 twitts2,206 followers/388 twitts @TuckSchool: @TuckSchool:

1,294 followers/508 twitts1,294 followers/508 twitts @iesebs: @iesebs:

946 followers/208 twitts946 followers/208 twitts @insead@insead

361 followers/61 twitts361 followers/61 twitts

* If yours is not there, don´t panic, these were selected * If yours is not there, don´t panic, these were selected randomnly, it´s not a profound research.randomnly, it´s not a profound research.

Some other business Some other business schools…schools…

(you know who they are)(you know who they are)

Are even not there….Are even not there….

A mistake?A mistake?

YES! YES! In March 2010 we could read the In March 2010 we could read the

10 billionth tweet!10 billionth tweet!

Its growing speed is amazing… Its growing speed is amazing…

So you shouldn´t forget it in your media plansSo you shouldn´t forget it in your media plans

Candidates use Twitter for business schools searchCandidates use Twitter for business schools search

Tips:Tips:

Create several accounts (admissions, MBA students…)Create several accounts (admissions, MBA students…)Inform all your students of this channel of communicationInform 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 videoJust see this video

(if my powerpoint wants to work…)(if my powerpoint wants to work…)

If not…If not…

I KNEW IT!!!!!I KNEW IT!!!!!

Please, search in Youtube for: Please, search in Youtube for:

Socialnomics - Social Media Socialnomics - Social Media Revolution Version 2Revolution Version 2

www.youtube.com/watch?v=ZQZAmr_-WVI&feature=related www.youtube.com/watch?v=ZQZAmr_-WVI&feature=related

So… do you want to follow So… do you want to follow these new rules in journalism?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 You also may want to recycle yourself…yourself…

And hire a good community And hire a good community manager!!!manager!!!

So… what do I need So… what do I need from business schools?from business schools?

That they are with us when we need themThat they are with us when we need them

Are less theoretical and more practical Are less theoretical and more practical

Know the topics we´re specialized in and provide Know the topics we´re specialized in and provide us with specific news on each subjectus with specific news on each subject

Provide us with experts that really know the topic Provide us with experts that really know the topic we are writing aboutwe are writing about

Interact with us also via social networksInteract with us also via social networks

And that…And that…

International business schools International business schools stay in touch with foreign stay in touch with foreign journalistsjournalists

So…. this is our chance!!!!So…. this is our chance!!!!

THANK YOU!!! THANK YOU!!! MERCI!! GRACIAS!! MERCI!! GRACIAS!!

GRAZIE!!!GRAZIE!!!

Pilar Pérez RamírezPilar Pérez Ramírezwww.pereznews.espilar@pereznews.es Twitter: @pereznews Twitter: @pereznews