Media Training ¿te dejas enseñar? En comunicación, la teoría se aprende, pero la experiencia se domina a base de práctica

22/04/2014 | Cristina Rubio | Blog | 0 comentarios


portavoces hablar en publico 300x200 Media Training ¿te dejas enseñar? No siempre es fácil hablar en público. En actos mediáticos, la confianza en uno mismo se desvanece durante unos segundos, y si además piensas en las posibles críticas posteriores a tu discurso, la tensión aumenta por momentos… Pero existen técnicas que ayudan. La revolución de los medios de comunicación y el protagonismo de los principales actores de la sociedad hace que diariamente se desarrollen fórmulas proactivas para intervenir eficazmente y lograr la consecución del efecto deseado en nuestro discurso. La formación de portavoces o media training es un entrenamiento indispensable para lograr que el mensaje que se emite sea el que verdaderamente se quiere transmitir. Y es que, aunque parezca obvio, no siempre se consigue la claridad, concisión y seguridad que deseamos, y cada uno, lo hace a su manera.

La formación busca mejorar la imagen y la percepción de la institución o portavoz. Teniendo en cuenta que en el proceso comunicativo se pierde parte del mensaje y que tanto el lenguaje verbal como en el no verbal adquieren la misma importancia, la forma en la que nos dirigimos a nuestro público debe ser fiel a nuestro argumento, realzando nuestros puntos fuertes sin dejar que los lapsus destapen los débiles, y siempre transmitiendo tranquilidad y comodidad ante el público. Si además a esta receta la añadimos una dosis de carisma, el éxito estará asegurado. (más…)

PR detractors: still the same old stereotypes A controversial article in the Financial Times raises a debate in the PR sector

17/04/2014 | Laura Seoane | Blog | 0 comentarios

I want to bring today to our blog an agitated debate that took place week among the PR sector, after a controversial article written by journalist Emma Jacobs was published in the Financial Times. “Publicity is free with no PRs” was the title of the fateful piece. The author’s intention was, according to her own words, was “ look at companies that don’t use PR expertise – to find out why they don’t”.

But reading the article, you only find a lot of harsh criticism about the job of PR professionals and agencies, with opinions of executives from the financial sector who consider our job as unnecesary and useless. It throws a sad and old stereotiped image, the one that many journalists still have about the “dark side” of PR and press offices.

One of the examples that makes Ms. Jacobs assert that PR is irrelevant, and maybe the more controversial phrase in the article: “Warren Buffett spurns spin-doctors”. The piece explains how the billionaire investor prouds himself of dealing with the press and “other requests” with the only help of his uncomplaining assistant.

There is also Jon Moulton, the British private equity veteran, who is quite skeptical about PR experts, and even believes that sometimes they raise controversy simply in order to increase their fees. Instead, he prefers to deal with journalists directly, as he finds it easier “to be as open as I can”. But, wait, isn’t that what good PR’s do? Bring transparency to the organizations? Mr. Moulton has discovered that he won’t get into trouble with press if he is open and honest. Well, let me tell you that that is the first lesson that any good PR professional will teach you.

The article also quotes an anonymus communications director “of a listed European technology company” who claims that his company wastes tens of thousands of euros every year on external PR companies apparently for no reason: “I have no idea what they do for us.” Mmmmm, then why on earth do you hire them? It doesn’t sound like a very reliable Comms. Director to me… Then he continues with his self-mortification: “If my chief executive went out to meet a reporter directly without first speaking to me it would be a much better interview.” You are not doing a very good job there, are you? The purpose of preparing an interview with an executive is precisely to make it interesting and give value to the journalist.

Then we have Peter Hargreaves, co-founder and executive director of the independent financial advisor firm Hargreaves Lansdown, who considers preferable not to employ PR proffesional individual or teams, as they often provide a ‘too bland’ message. He considers that having some of the firm’s executives experts on their fields to deal directly with the press is a better strategy than putting a team of people “in the middle between the journalist and the expert”. This is ok if the experts are also good communicators. Unfortunately, by experience, the fact that somebody is an especialist on a certain topic does not mean that they can explain the subject and make it understandable for a not expert. That is what the PR team “in the middle” will do: make all the technical and complex information available to the press and the general public. Mr. Hargreaves, however, is still worried about the fact that “good news about the company does not filter through to the media”. Maybe a PR professional could explain him that those “good news” are, in fact, no news at all for a journalist. But I’m sure he can realize that by himself.

The only positive note in the entire article is the one referring to the increasingly powerful Social Media, and how PR experts can help to deal with the media and the public through the online channels. Apparently, when the new technologies come into scene, we become essential. Stephen Waddington, President of the Chartered Institute of Public Relations, is quoted in this part of the article, providing one of the key ideas in the discussion, which he later developed in the CIPR’s blog: “the fact laid bare by the fragmentation of media is that communications is what everyone does within an organisation. Social media has no respect for the traditional hierarchies within an organisation. Organisations are porous. (…) With the right communication strategies, content and engagement, employees have the potential to be the most powerful, and crucially, trusted advocates for an organisation”. The role of the internal communications professional is becoming more and more relevant, according to the article, as they can stablish the way that all the organisation communicates with the public. But that should be not only through the social media, but in every channel…

Obviously, the piece initiated a series of outraged responses by professionals of the PR sector who accused Ms. Jacobs of taking a one-side approach and not being a balanced article. The detractors also claimed that the image of the PR work was out of date and far from the reality of the work that takes place nowadays in the companies and agencies. Let’s see some of the responses from prominent members of the PR industry:

Mr. David Flynn, Head of Professional Services, Eulogy!, London, answered the article in a comment letter titled “Too many agencies doing a bad job“. He states in his text that “PRs (…) should be trusted advisers that help clients maintain, manage and enhance their reputation. If a director wants a relationship with journalists, a PR should help provide advice on how best to work with them, rather than prescript what the director should say.” Something much more close to the reality of the PR job than what the original article transmitted.

Christopher Graves, Global CEO at Ogilvy Public Relations, answered in the comments section on the website how his move to the public relations sector after spending 25 years in the news industry was “eye-opening”, and how the “long-held stereotypes evaporated and I felt mean-spirited and ignorant for having held such narrow views of an entire profession”. Mr. Graves continues stating that “Today, serious public relations professionals must have a solid expertise in one or more such domains, and must then work to reshape the old corporate-speak of messaging into a far more authentic, interesting, and humble narrative that someone might care about”.

And last, but not least, Richard Edelman, president and CEO of the world’s largest public relations firm, gave his response to the article on a furious post on his blog: A Fundamental Lack of Understanding.

I consider that the biggest mistake on Ms. Jacobs article was to base her description of PR professionals on subjective and always negative opinions, giving a partial view of the reality of our work. The people quoted in the text have probably had bad experiences with awful professionals in the past, but that doesn’t give a full and equitable look on the sector.

What do you think?

Con los Social Media, ¿cualquiera puede ser periodista? Un “periodista ciudadano” es una fuente más que el periodista profesional debe contrastar.

15/04/2014 | Carlos Balaguer | Blog | 0 comentarios

redes sociales empresa 300x167 Con los Social Media, ¿cualquiera puede ser periodista?En la actualidad  es absolutamente obligatorio que el periodista tenga una buena identidad digital, a través de la utilización y dominio de las redes sociales y de la difusión de sus propios contenidos. Las oportunidades que se nos presentan en esta era digital, con la inmediatez por bandera, son únicas.  En este contexto, en el que la mayoría de los  ciudadanos utilizamos las redes sociales, en el que todos tenemos móviles con Internet, en el que nacen infinitos blogs y nuevos medios,  aparece una nueva figura: los “periodistas ciudadanos”; ciudadanos que se consideran a sí mismos periodistas porque narran a través de las redes sociales lo que ven.

Y no hay nada más lejos de la realidad: una cosa es el periodismo y otra “periodismo ciudadano. El periodista profesional debe marcar la diferencia con el “periodista ciudadano” aportando valor. Los periodistas profesionales tienen, o deberían tener, acceso a un mayor volumen de fuentes que el ciudadano de a pie que, generalmente se limita a difundir información a través de las redes sociales sin haber investigado de forma exhaustiva, e incluso, sin haber contrastado todos los datos posibles. (más…)

Las redes sociales deberían ser una prioridad para todas las gestoras de fondos Informe EY EMEIA Asset management ViewPoint: Asset Management and Social Media

08/04/2014 | Rosa del Blanco | Blog | 0 comentarios

EYEMEIAAssetmanagementandsocialmedia 214x300 Las redes sociales deberían ser una prioridad para todas las gestoras de fondosLa industria de gestión de activos debería poner en marcha estrategias de comunicación en redes sociales cuanto antes. Esta es la principal conclusión de un estudio realizado por el área de gestión de activos de la consultora británica EY. El informe analiza en profundidad el potencial impacto de las redes sociales en la industria de gestión de activos y los beneficios que se pueden obtener de poner en marcha una estrategia de comunicación que incluya redes sociales.

Dar el salto al social media no sólo puede ayudar a mejorar la reputación y marca, sino también la relación con sus clientes e influye positivamente en la cuenta de resultados. 

Según el estudio, las redes sociales presentan grandes retos y oportunidades para las gestoras de activos a nivel mundial:

  • Cambian el entorno de distribución de los fondos: las gestoras de fondos compiten por ganar activos en un entorno de distribución que se encuentra en pleno proceso de evolución debido al cambio generacional. La tendencia es que cada vez surjan más plataformas online en el mundo de la distribución institucional y a particulares y caminamos hacia una arquitectura guiada. En ese sentido las gestoras de todos los tamaños necesitan  construir más que nunca una buena imagen de marca y desarrollar una relación más cercana con los inversores. (más…)

Information – Manipulation: we define the “Thin Red Line” Can we really be manipulated in 2014?

03/04/2014 | Laura Seoane | Blog | 0 comentarios

I define myself as a pacifist, but in this ocassion I haven’t found a better metaphor to title this post than to use this famous phrase that goes back to the Crimea War. The ‘battle’ to maintain manipulation away in the world of Internet, viral contents and sophisticated ad campaigns has indeed become a matter of a “Thin Red Line”. The line between delivering information with a clear and honest intention -either noticeable or with commercial purposes – and deliberately manipulating the audience has always been too thin, and surrounded by polemic. But I believe that, in 2014, something is different. The public plays now a relevant part in establishing that red line: the audience nowadays has got enough resources and means -and also a responsability- to be well-informed and prepared to receive any information and determine its intention. I’ll explain myself with some examples:

First Kiss  300x170 Information   Manipulation: we define the “Thin Red Line”

You could never tell they are models, could you?

I’ll start with the last Youtube hit, First kiss, the viral that reached 75 million visits in 3 weeks, and caused some offended reactions when people realized it is a campaign for a clothing firm based in Los Angeles. The outraged spectators seemed to consider they had been ‘tricked”, as the characters in the film were in fact actors performing in an advert, and that made the kisses less authentic. People felt manipulated but, really, who did believe that a video starring young attractive people wearing urban fashionable clothes and kissing each other in front of the camera was just a spontaneous and charming ode to love at first sight? If you did think that it was unplanned and unintended maybe you were not paying too much attention, and if you were, congratulations for your candidness. Anyway, does the fact that it is a commercial with professional actors make it less appealing or enjoyable, and a reason to feel defrauded? I don’t think so. Personally, I didn’t like the film the first time I saw it, but I never felt manipulated or considered they were cheating me. However, the film was a complete success, and the clothing brand increased its sales by 14,000%, but; were this people intentionally buying the jeans and shirts, or had they been secretly influenced to do so? Please… (más…)

Dónde integramos al comunicador 2.0 Ha llegado el momento de integrar on y off en la misma estrategia

01/04/2014 | Marta Ruiz | Blog | 1 comentario

comunicador 2.0 300x225 Dónde integramos al comunicador 2.0Desde que surgió, hace unos años, la importancia de la comunicación online ha ido aumentando de forma muy acelerada. Al principio muchas empresas sentían desconfianza por las redes sociales y le daban poca credibilidad a los medios online. Pero poco a poco, los medios sociales fueron cobrando mayor relevancia hasta conseguir que cada vez más empresas, instituciones y marcas decidieran apostar por ellos como una vía fundamental para sus mensajes y su comunicación con los clientes y usuarios. (más…)