Corporate Communication 2.0., source of information for local media

C o r p o r a te C o m m u n ic a tio n 2 .0 , s o u r c e o f in f o r m a tio n f o r
lo c a l m e d ia in g lo b a liz e d w o rld .
J u a n P e d ro M o lin a C a ñ a b a te
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n e e d in s titu tio n s a n d h is 2 .0 to o ls to b e a n in te r m e d ia r y w h o c o n tin u e s
lu e in th e n e t-s o c ie ty . T h o u g h , it s e e m s in s titu tio n s re p o rt d ire c tly w ith
u rn a lis ts s till a re v a lu a b le fo r in s titu tio n s a s s p e c ia lis ts th a t c o n tra s t a n d
rm a tio n .
K e y w o r d s : 2 .0 , o n lin e , n e tw o rk , c o r p o ra te c o m m u n ic a tio n
I n tr o d u c tio n
Is o ld J o u rn a lis m g o in g th ro u g h a c ris is ? P ro b a b ly , o u r a n s w e r (a s jo u rn a lis t a n d
p ro fe s s o rs ) is “ o f c o u rs e ” . T h e re a s o n is s im p le : o ld J o u rn a lis m s h o w s o b s o le te b u s in e s s m o d e ls a n d , in th o s e d a y s , is b e s e t b y e c o n o m ic c ris is . A la rg e n u m b e r o f p rin te d
n e w s p a p e rs a r e c lo s in g d o w n . S u r v iv o rs a r e fa llin g in a id e o lo g ic a l p o la r iz a tio n a n d
a re a c c u s e d o f la c k o f c re d ib ility . P ro fe s s io n a ls a re v ic tim s o f la c k o f jo b s e c u rity a n d
th e y a re w itn e s s e s o f n e w th re a ts (c itiz e n s h ip jo u rn a lis m , fo r e x a m p le ).
A ls o , w e a r e liv in g in a n e w p r o f e s s io n a l w o rld w ith n e w r u le s : w e a r e p a r t o f a
N e tw o rk S o c ie ty , w e h a v e o v e rin fo rm a tio n in w h ic h u s e rs a re p ro v id e d d ire c tly fro m
o rig in a l is s u e rs . J o u rn a lis ts (c u rio u s ly , a s p ro fe s s o rs ) a re n o lo n g e r a b s o lu te m a s te r
o f in fo rm a tio n . T h e C o m m u n ic a tio n m o d e l is n o t b id ire c tio n a l (s y m m e tric o r a s y m m e tric ), is n o w h o riz o n ta lly m u ltid ire c tio n a l (V e n d re ll, 2 0 1 0 ). R e c e p to rs a re is s u e rs
to o o f th e s a m e in fo rm a tio n in a s a m e h o riz o n ta l le v e l. N o w , n e w o p in io n le a d e rs
a re e m e rg in g in s o c ia l m e d ia a n d th e y m a n a g e in fo rm a tio n a n d th e y a re lis te n e d fo r
th o u s a n d s a n d th o u s a n d s o f fo llo w e rs .
H o w e v e r, w e n e e d p ro fe s s io n a ls o f in fo rm a tio n w h o w o rk in lo c a l s e ttin g fo r g lo b a l a u d ie n c e s , w e n e e d a n e w p a c t, w e n e e d a n e w a g re e m e n t (p ro fe s s io n a l, c u ltu ra l
a n d s o c ia l) b e tw e e n in s titu tio n s a n d m e d ia . A n d , p ro b a b ly , th e n e w w a y is s o c ia l
m e d ia .
C o m m u n ic a t io n 2 .0 , a llie d o f J o u r n a lis m
C o m m u n ic a tio n 2 .0 h a s b e e n a llie d o f th e e x e r c is e o f J o u r n a lis m a lm o s t f r o m
th e b e g in n in g s o f P a r tic ip a tiv e W e b . T r a d itio n a l e le m e n ts a s p re s s re le a s e s ( w ith
Á g o ra - J o rn a lis m o d e P ro x im id a d e , 4 9 5 3
5 0
J u a n P e d ro M o lin a C a ñ a b a te
m o d e ls in th e 2 0 th c e n tu ry v e ry s im ila r to m o d e ls o f h is o rig in s in 1 7 0 0 ) s u ffe re d
a p o s itiv e m e ta m o r p h o s is w ith th e a s s u m p tio n o f th e n e w te c h n o lo g ie s a n d o ff e r in g
th e p o s s ib ility o f m o d if y in g a n d p e rs o n a liz in g th e in fo r m a tiv e e le m e n ts . T h e P R
c o n s u lta n t I v á n P in o (iv a n p in o .c o m , 2 0 0 7 ) te lls u s th a t th e c h a n g e s ta r te d ta k in g p la c e
in 2 0 0 6 w ith th e jo u rn a lis t s p e c ia liz e d in T e c h n o lo g y T o m F o re n s k i. In h is b lo g ,
S ilic o n V a lle y W a tc h e r ( w w w .s ilic o n v a lle y w a tc h e r.c o m ), h e w ro te a c r itic a l a r tic le
(D ie , p re s s re le a s e ! D ie ! D ie ! D ie !) e x p re s s in g th e n e c e s s ity o f a n e w m o d e l o f p re s s
re le a s e a c c o rd in g to n e w a g e .
P in o te lls u s th a t a P R a g e n c y , S h ift C o m m u n ic a tio n s ( h ttp ://w w w .s h iftc o m m .c o m ) ,
d e s ig n e d a n e w m o d e l o f p re s s re le a s e in s p ire d in F o re n s k i’s a rtic le . S h o rtly a fte r, in te rn a tio n a l p re s tig e b ra n d s s ta rte d u s in g it to fa c ilita te th e w o rk to jo u rn a lis ts .
T h e m o d e l o f S h if t ( h ttp ://w w w .s h if tc o m m .c o m ) , w a s in te r a c tiv e , w a s s h e lte r in g
c o n ta in e d m u ltim e d ia a n d o ff e r e d th e p o s s ib ility o f u s in g d o c u m e n ta tio n e x te n s iv e
a n d p e rs o n a liz e d th a n k s to th e lin k s th a t w e re g o in g (ro u te a s D e lic io u s , fo r e x a m p le )
to o th e r n e w s o r a n o th e r ty p e o f in fo rm a tio n . T h e In s titu tio n w a s o ffe rin g tra n s p a re n c y , a v a ila b ility a n d c u s to m iz e d c o n te n ts .
T h e C o r p o r a te C o m m u n ic a tio n 2 .0 a ls o h a s c o n tr ib u te d to th e p ro f e s s io n a l d e v e lo p m e n t o f jo u rn a lis ts w ith a u s e fu l to o l: th e o n lin e p re s s -ro o m . T h e re is n o o n ly
o n e m o d e l o f o n -lin e p re s s -ro o m , b u t it is c le a r its tra n s p a re n c y a n d in te n tio n to b e
a s t r o n g w a y i n t h e r e l a t i o n i n s t i t u t i o n - j o u r n a l i s t . " L e t 's r e m e m b e r t h a t o n e o f t h e
p r e m is e s o f th e p a rtic ip a tiv e w e b is th a t th e is s u e r lo s e s th e c o n tro l o n th e m e s s a g e .
T a k in g th is in to a c c o u n t, P R d e p a rtm e n ts c a n o n ly p ro v id e a s m u c h in fo rm a tio n a s
th e y c a n b y a ll th e a v a ila b le to o ls . T h is w a y , jo u rn a lis ts w ill d ra ft th e ir in fo rm a tio n
w ith th e h ig h e s t le v e l o f a c c u r a c y ." ( M o lin a C a ñ a b a te , 2 0 1 1 :3 1 )
A r e l a t i o n w i t h t h e fi n a l c o n s u m e r
C o m m u n ic a tio n 2 .0 , th e c o m m u n ic a tio n a c r o s s th e s o c ia l n e tw o r k s , in n e tw o r k ,
h o riz o n ta l a n d m u ltid ire c tio n a l (V e n d re ll, 2 0 1 0 ) h a s a b a s ic c h a ra c te ris tic : s in c e th e
is s u e rs c a n e n te r d ire c t c o n ta c t w ith th e ir re c e p to rs a n d v ic e v e rs a , th e in te rm e d ia ry
n o t p ro v id in g v a lu e w ill d is a p p e a r.
T h is c irc u m s ta n c e is d a n g e ro u s to c la s s ic in te rm e d ia rie s o f in fo rm a tio n (p u b lis h e rs ,
te a c h e rs , jo u rn a lis ts ), th a t fo r a lo n g tim e b e lie v e d th e m s e lv e s in o w n e rs a n d a b s o lu te
m a n a g e rs o f th e in fo rm a tio n . T o d a y , u s e rs o f s o c ia l n e tw o rk s h a v e to b lo w o f c lic k a ll
th e p o s s ib le a n d , in fo rm a tio n e s p e c ia lly , th e p o s s ib ility o f c o n v e rs in g w ith th e d ire c t
is s u e rs o f th e in fo rm a tio n , w ith th e s o u rc e s o f in fo rm a tio n , w ith th e in s titu tio n s .
T h is b rin g u s d ire c tly to a n o th e r id e a : th e o rig in a l s o u rc e s o f in fo rm a tio n h o ld
g re a t p a rt o f p o w e r th a t lo n g a g o w a s in h a n d s o f th e in te rm e d ia rie s . It is p o s s ib le th a t
in s titu tio n s , a s s o u rc e s o f in fo rm a tio n , h a v e n o lo n g e r c o n s id e rin g lo c a l m a s s m e d ia
t o f o c u s i n s t e a d t h e i r e f f o r t s i n t h e a t t e n t i o n t o t h e i r fi n a l c o n s t u m e r ( p e r s o n a l i z e d ,
C o r p o ra te C o m m u n ic a tio n 2 .0 .
5 1
d ire c t a n d m o re e c o n o m ic ) th ro u g h th e s o c ia l n e tw o rk s . If w e ta k e a lo o k to F a c e b o o k
o r T w itte r, fo r e x a m p le , w e w ill s e e th a t th is is m o re th a n a tre n d .
B u t, w h a t d o p ro fe s s io n a ls th in k ?
N o t s u c h a n e v id e n t c r is is fo r th e s o u r c e s o f in fo r m a tio n
A c c o rd in g to T x e m a V a le n z u e la , s p e c ia lis t in c o m m u n ic a tio n in s o c ia l n e tw o rk s /
o rd in a tio n o f c o m m u n ic a tio n I a n d T o f B B V A , " o n e th in g is th a t th e re la tio n s
e tw e e n in s titu tio n s a n d m e d ia ] c h a n g e a n d o th e r o n e is to le a v e th e m [. . . ] it is
c e s s a ry to b e a re a lis t a n d n o t b lo c k u p fo r th e c h a n g e s . A lth o u g h th e w h o le w o rld
s a c c e s s to th e p u b lic a tio n o f c o n te n ts , n o t a ll th e is s u e rs o f in fo rm a tio n h a v e th e
m e a u th o rity o n e v e ry to p ic , a n d it is n e c e s s a ry to c o n tin u e ta k in g c a re o f it" .
V a l e n z u e l a 's b e t f o r t h e v a l u e t h a t t h e j o u r n a l i s t s p r o v i d e , a s i n t e r m e d i a r i e s , i s
c le a r: " w e c a n ’t fo rg e t th a t th e re is n o th in g m o re c re d ib le fo r a c o m p a n y th a t a n
in fo rm a tio n v a lid a te d b y th ird p a rt. It is c o m p le te ly d iffe re n t m e s a y in g th a t m y
c o m p a n y is th e b e s t th a n a n in d e p e n d e n t v o ic e s a y in g it " .
V a le n z u e la b e lie v e s th a t " it is n e c e s s a ry n o t to c o n fu s e c o m m u n ic a tio n in n e w m e d i a w i t h m a s s i v e c o m m u n i c a t i o n t o t h e fi n a l c u s t o m e r e i t h e r . I n t h e s o c i a l n e t w o r k s
w e a re re la te d in c irc le s " , h e re m e m b e rs . " T h e v o te rs o f a p o litic a l p a rty s c a rc e ly s e e
in th e ir tim e lin e m e s s a g e s o f o th e r p a rtie s . W e o n ly fo llo w th e to p ic s w e a re in te re s te d in . S o th e c o m m u n ic a tio n is n o t to ta lly p u b lic , s in c e th e re a re lim its e s ta b lis h e d
b y th e in te re s ts o n th e ty p e o f in fo rm a tio n . T h u s , th e n e tw o rk s a ls o s e rv e to im p ro v e
th e re la tio n s h ip w ith m e d ia , w h ic h a re s o m e tim e s th e o n ly o n e s b e e n in te re s te d in
c e rta in ty p e s o f c o n te n ts " .
V a le n z u e la ta lk s a b o u t th e e x a m p le o f @ P re s s R o o m B B V A in T w itte r. F o r th e
g re a t p u b lic it m ig h t p ro v id e s u p e r s p e c ia liz e d in fo rm a tio n , “ b u t fo r th e jo u rn a lis ts
a n d th e a n a ly s ts o f e c o n o m ic in fo rm a tio n it is a g re a t s o u rc e o f in fo rm a tio n . In th is
c a s e " , it m a k e s c le a r, " th o u g h th e c o m m u n ic a tio n s h o u ld b e s e e m in g ly p u b lic , th e
o w n c o n t e n t fi x e s i t s l i m i t s a n d t h e c h a n n e l e n d s t u r n i n g i n t o a t o o l t o b e i n t o u c h
w ith m e d ia " .
D a v id M a rtín e z , c o m m u n ic a tio n m a n a g e r a t O ra n g e E s p a ñ a , c o in c id e s w ith m a n y
p o i n t s w i t h V a l e n z u e l a . I n a n a r t i c l e p u b l i s h e d i n fi n a n c i a l n e w s p a p e r E x p a n s i o n
( t h a t i t w a s b o r n o f a q u e s t i o n t o i l l u s t r a t e t h i s t e x t ) , M a r t í n e z a f fi r m s t o h a v e " s e r i o u s
d o u b ts " if th e c o rp o ra te c o m m u n ic a tio n is le a v in g tra d itio n a l m e d ia in fa v o u r to s o c ia l
m e d i a . " I b e l i e v e t h a t s t i l l i t i s e a r l y t o f o r t h e m e d i a t o b e d e a d " , i t a f fi r m s , " I e v e n
b e l i e v e t h a t i t i s e a r l y t o s i g n t h e d e a t h c e r t i fi c a t e o f t h i s p a p e r t h a t d i r t i e s t h e fi n g e r s o f
in k w h e n w e ta k e o u r c o ffe e o f th e m o rn in g . A n d th is is b e c a u s e s o m e o f th e p rin c ip a l
a im s o f th e n o t a d v e rtis in g c o m m u n ic a tio n th a t is c h a s e d a c ro s s th e a b o v e m e n tio n e d
m e a n s re s ts , to d a y a s y e s te rd a y , o n s u p p o rts o f lim ite d h e a rin g th a t s trik e o n p e rs o n s
o r g ro u p s o f p e rs o n s w h o ta k e d e c is io n s th a t c o n c e rn th e a c tiv ity o f c o m p a n ie s o r
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5 2
J u a n P e d ro M o lin a C a ñ a b a te
i n s t i t u t i o n s o r t h a t i n fl u e n c e t h e m . I n f o r m e d p u b l i c a n d i n f o r m a n t t h a t , a l r e a d y i t i s i n
h is p rin te d v e rs io n o r a c ro s s s m a rtp h o n e s o r ta b le ts , c o n tin u e b e in g p u b lic in s p e c to rs
to th e tra d itio n a l p re s s " .
M a rtín e z in d ic a te s a p a ra d o x in th is c o m p a n y o f th e in fo rm a tio n : " P ro b a b ly it is
n o t s o s tra n g e th a t th e re p o rts o f m e d ia im p a c t th a t re s t o n th e e le g a n t ta b le s o f w a ln u t
o f a n y o f t h e m o s t s p a c i o u s o f fi c e s o f t e n c o n t i n u e b e i n g p h o t o c o p i e s o f t h e p r e s s o f
th e w h o le life . A n d le a v e s a re n o t a b s e n t to c u t a w a y s in c e , in s p ite o f th e fa c t th a t
S p a in is s itu a te d to th e ta il in E u ro p e in c o n s u m p tio n o f d ia rie s , o n ly it is o v e rc o m e b y
G e rm a n y in n u m b e r o f h e a d -b o a rd s . A k n o w n in fo rm a tio n b u t th a t a lw a y s h e in v ite s
t o t h e r e fl e c t i o n " .
" I b e lie v e th a t s till m u c h is to e x p lo re in th is w a y th a t le a d s to th e tra n s fo rm a tio n
o f th e d e p a rtm e n ts o f c o m m u n ic a tio n in d e p a rtm e n ts o f g e n e ra tio n o f c o n te n ts " , it
a d d s n o te s .
F in a lly , S a ra M o re n o F lo re s , D ire c to r o f C o m m u n ic a tio n a n d S o c ia l M e d ia M a n a g e r o f P o rte r N o v e lli Ib e ria , g o e s m o re to th e ro o t o f th e p ro b le m b e tw e e n in s titu tio n s a n d jo u rn a lis ts , o b v ia tin g te c h n o lo g ic a l q u e s tio n s : " I b e lie v e th a t th e m a in
p ro b le m s o f th e re la tio n s h ip b e tw e e n in s titu tio n s a n d jo u rn a lis ts a re tw o : th e la c k o f
p ro fe s s io n a lis m in b o th s id e s a n d la c k o f a lig n m e n t o f in te re s ts (th a t h a s b e e n a c c e n t u a t e d i n t h e l a s t y e a r s d u e t o t h e fi n a n c i a l c r i s i s ) [ . . . ] H o w c a n w e i m p r o v e t h e i r
re la tio n s h ip ? P ro m o tin g fa c e -to -fa c e c o m m u n ic a tio n , a n d n e g o tia tio n , fo r w h a t is
in d is p e n s a b le to g e t p o in ts o f p h y s ic a l m e e tin g " .
C o n c lu s io n s
A lth o u g h in s titu tio n
d ia to o ls , th e y a ls o n e e d
p a r t t h a t c o n fi r m a n d v a
T h e P R h is to ry d e m
a p a rt fro m jo u rn a lis ts . T
s c o n n e c t d ire c tly w
lo c a l m e d ia in g lo b
lid a te in fo rm a tio n .
o n s tra te s th a t c o rp o
h e s e to o ls p ro v id e n
ith th e ir c u s to m e rs h e lp e d b y s o c ia l m e a liz e d w o rld . T h e y n e e d e x p e rts , a th ird
ra tio n s d o n o t u s e s o c ia l m e d ia to d rift
e w b rid g e s a n d o p p o rtu n itie s .
B ib lio g r a p h y
C A R R E R A S , R . (2 0 0 7 ). “ 2 1 e le m e n to s im p re s c in d ib le s e n u n a s a la d e p re n s a ” . D o c u m e n to e n lín e a . D is p o n ib le e n h ttp ://ro b e rto c a rr e r a s .e s . Ú ltim a r e v is ió n : 1 5
d e n o v ie m b re d e 2 0 1 0 .
L E V I N E , R . e t a l ( 1 9 9 9 ) . E l M a n i fi e s t o C l u e t r a i n . h t t p : / / w w w . c l u e t r a i n . c o m . D o c u m e n to e n lín e a .Ú ltim a r e v is ió n : 1 5 d e o c tu b r e d e 2 0 1 0 .
C o r p o ra te C o m m u n ic a tio n 2 .0 .
5 3
M O L I N A C A Ñ A B A T E , J .P . ( 2 0 1 1 ) . I n tr o d u c c ió n a la C o m u n ic a c ió n I n s titu c io n a l a
tra v é s d e In te rn e t. M a d rid . G ru p o 5 .
M O L IN A
d e la
In te r
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2 0 1 0
C A Ñ A B
in v e s tig
n a c io n a l
. D is p o n
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, J .P . ( 2 0 0 9 )
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A c ta s d e l II E n c u
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P IN O , I. (2 0 0 7 ). “ E x a m e n a la N o ta p a ra M e d io s S o c ia le s d e S H IF T ” . D o c u m e n to
e n lín e a . D is p o n ib le e n w w w .iv a n p in o .c o m . Ú ltim a r e v is ió n : 7 d e n o v ie m b r e d e
2 0 1 0 .
P IN O , I. (2 0 0 7 ). “ E x a m e n a la N o ta p a ra M e d io s S o c ia le s d e S H IF T ” . D o c u m e n to
e n lín e a . D is p o n ib le e n w w w .iv a n p in o .c o m . Ú ltim a r e v is ió n : 7 d e n o v ie m b r e d e
2 0 1 0 .
P I N O , I . (2 0 0 7 ) . “ C ó m o s e p r e p a r a u n a n o ta d e p re n s a 2 .0 ” . D o c u m e n to e n lín e a .
D is p o n ib le e n h ttp ://iv a n p in o .c o m . Ú ltim a r e v is ió n : 3 0 d e d ic ie m b r e d e 2 0 1 0 .
P I N O , I .( 2 0 0 8 ). “ D ig ita l S n ip p e ts , n u e v a N o ta d e P re n s a 2 .0 ” . D o c u m e n to e n lín e a . D is p o n ib le e n w w w .iv a n p in o .c o m h ttp ://iv a n p in o .c o m . Ú ltim a r e v is ió n : 7
d e n o v ie m b re d e 2 0 1 0 .
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0 1 0 .
5 4
J u a n P e d ro M o lin a C a ñ a b a te