The first memory I do in my life 
are so many images, feelings and words that come to mind when I start writing this report that I honestly do not know where I can start to convey to the unforgettable memories that I take this fantastic course. I never think of me so very glad I signed up for a course more suited to a degree in journalism from mine: Advertising and Public Relations.
When I arrived on Monday morning, I loved seeing how we had gathered there as people of different ages and races. There was a grandfather of 70 years, a girl of 18 had not started the race, an architecture student, a nurse, many students of communication, others who had already finished the race and were playing the occupation, etc. I like a lot of people (Something arguably essential to engage in public relations), so I came and saw so many different people and had a good feeling.
The first conference we had, with José Luis Resto, for me will be indelible. He told us how were the beginnings of the COPE in those days when Spain was a country sociologically Catholic:
Spain in the fifties was a sociologically Catholic country. The church was the only place where there was a certain freedom (we speak of freedom controlled).
Cadena COPE is a Catholic radio station, general and commercial. Its function is to promote humanism Christian in a society in crisis (in the sense that it is stable). It is a pluralistic society in which Catholics wanted to remain a voice, a word. That is the fundamental role that has COPE. COPE was born for this.
- Religious freedom in the sense of defending the fact that there is positive religious identities. COPE exists as an exercise of that freedom.
- Freedom of education. Here the state is rolling in a more proactive attempt to control.
- Family: field of social experimentation is being abused. No respect is given a minimum. Basic entity for social cohesion and transmission of values. Is a major outstanding issues in Western societies.
- The true value of the unity of Spain. Selective historical memory, reconfiguration of Spain, some claim to replace the array of values \u200b\u200bof our society from the power (eg Education for citizenship).
Radios in Spain play a political role of first order, it is essential that they have their own editorial line that is not confused with the views.
At the conclusion of the meeting, the directors and coordinators of the course we were informed of the guidelines. They were with us throughout the week, especially Eusebio and Juan Diego who accompanied us also in practical classes. To them I send my sincere greetings and appreciation for the time we spent and how well they behaved with us.
Other papers that we had this morning were those of Manuel Prieto, Paco Gamero and Fran Ronquillo. Manuel Prieto
talked about television information:
currently makes the worst period in history of television because of the trash TV. Television is the biggest and the best business of all media. Business is a very involved from the standpoint of politics and economics. Who does and who does not is decided by television political power. It is a business of selling advertising and decide who occurs. The television client is the advertiser, which provides a range of pressures on the media. A television audience is about at least a thousand million pesetas. Major advertisers / advertising investors are the "sectors" politicians (Junta de Andalucía, Ministry of ...).
three parameters:
1. Return
2. Globalization: same tastes television worldwide.
3. Leisure: a TV that nobody wants to do the least intellectual effort.
Public television are over-dependence on political power and private economic power.
There centralization of information. Nesting territorial information determines the place of a community in a rundown. Andalusia is the second third and the final third of a news program.
Impoverishment of labor quality.
The plurality is the basis of journalism and television.
The reality shows do not bother with the powerful and does not require large investments by the media because it involved no creativity or professionalism of those carrying them out.
Borges: "Money is a whole repertoire of possible futures." A medium is independent if it is solvent.
this TV is made because there is no obligation or need for another. Paco
Gamero took charge of the sport on TV:
Language synthetic is much more on television than on the radio because there are pictures to cover. On television if there is no news images. Images must be purchased in most of the time.
Sport is passion. And Fran Ronquillo
sport spoke on the radio:
Radio is the most free.
PARAMETERS REQUIRED TO BE A GOOD REPORTER:
1. Knowing our limitations and define the record.
2. Narrative.
3. PR
same day evening we had the class practice with Nieves and Berta who taught vocal technique exercises to improve pronunciation and also take care of the voice.
The conference gave us Tuesday Ignacio Villa who opened our eyes and dismantled myths telling us what is really the job of the journalist:
A journalist does not rest, for 24-24h. It's all commitment.
radio gives you the ability to analyze quickly. Now the immediacy the internet has on the radio so we have to become Internet allies, not enemies.
On the radio we are required to modernize the language (radio).
The information must be direct, chronic short, hard, angry, really hooked.
1. Listeners should identify the style, voice.
2. The professionals must be convinced of their project. You should be aware of the product you want and the final objective. ("I am interested in my product because that's what my audience wants. I have to go after the other, the others have to go behind me.)
You have to know exactly what you want when you stand in front of a microphone or a dash.
"We are the first machine to create opinion and as such must act." Gatherings created so many opinions that carry the entire radio. On the radio you can not stop creating opinion.
"The radio has a high component of vanity."
also let us know how important it is to have passion for what you do, especially if you work a means of communication such as the radio because people notice.
radio
Without passion you can not understand. It means different from everyone else. We must have passion to learn to convey.
Internet has removed the radio that seal of immediacy. The written press is at a serious business because the enemy are within (Digital Editions).
Radio is in a time of transformation. Has ability to create opinion in Spain without precedent in Europe.
The panel was fun. Caraballo, Barbeito, Paco Corral, Francisco Robles and Juan Miguel Vega told us many stories and laughed a lot with them. They also gave us some tips:
"The street is the news source of all journalists" (Paco Corral).
"Everything in life is a matter of perspective" (Javier Caraballo).
"We live in a time when independence is paid. With a single criticism you will be tainted for the rest of your life "(Paco Robles).
"The absolute freedom to write does not exist" (García Barbeito).
Journalism committed to the truth "(Caraballo).
That afternoon we had practice with Eusebio and informative television spontaneity to Juan Diego. Everyone was extremely tense in the news, however to me the prompter no me asusta, sino todo lo contrario, me transmite tranquilidad porque sé que lo que tengo que decir está todo ahí escrito. Pero la gente prefería la televisión espontánea, decían que era mucho más sencillo. A mí no es que ese tipo de televisión me asuste, pero me siento más cómoda tras una mesa. Quizás sea porque nunca he hecho televisión espontánea y presentar un informativo sí que lo he hecho (sólo fue una práctica que tuve que hacer el año pasado para una asignatura, pero aprendí mucho y me encantó la experiencia).
A la mañana siguiente tuvimos la conferencia del Director de Cadena 100, Javier Llano. Para mí fue la más interesante junto with Antonio Ocaña because my profession is vital to what we were taught. Javier Llano
showed us "above" what was a strategic market research. Too bad we did not have time to go because we have been really helpful.
Conference: Research and strategy in music programming. A model of success "Javier Llano
Director of Cadena 100. Grupo COPE.
Differentiation is a game of perception (differentiation in product perception by listeners). The media have aspirational differences even if the engine is very similar. In traditional radio is easily distinguished because it creates a view in the non-musical radio.
need to slice up and fragment the market to achieve success.
DECALOGUE FOR STRATEGY RESEARCH PROJECT AND
1. Honesty is a must. Researchers must tell the truth even if it hurts.
2. Researchers are not all equal, should have the experience, methods and vision to deliver results to its clients.
3. Research should be applicable not only interesting. If the investigation does not offer a clear plan of action then we have achieved our goal.
4. The data is only the beginning of a successful investigation.
5. Analysis is crucial to convert the numbers into insight, action and strategy.
6. The study will help us meet the needs and tastes of our listeners (expectations).
7. The identity of a station is not what we want, but our listeners think it is.
8. RESEARCH ¬ + DATA + ANALYSIS = SUCCESS STRATEGY
9. The brilliant performance of a bad strategy is not going to take us anywhere.
10. The winning radio stations perform a musical program to suit your target audience.
MARKETING MODEL IN 4 STEPS
1. Defining the target: who are we to direct us to define the profile by age and sex, to detect P1 (first preference for the product.)
2. Make a product: what is important to our target, to what extent we are providing to our target which calls complete satisfaction of the needs and expectations of our target.
3. Convey a clear position: why listen to us, how we are different, positioning sentence (slogan) to be unique, credible, easy to remember and based on a customer benefit.
4. Promotion: (long term) to set strategy and position in a solid. Short term: create ways to induce the listener (various promotions, contests, activities that attract the customer). RESEARCH
STRATEGIC: look at the entire market to see where there is a gap to get you.
RESEARCH TACTICS: do product testing, test to target, test content (that the audience give an assessment).
MARKET STRATEGIC STUDY - What is the potential for your format.
- What do you want your target.
- How can you be different.
- What to do to grow your audience.
- What is your market image and that of your competitors.
Then came the long awaited female presence, Elsa González.
Lecture MM.CC. and political power "
Elsa Gonzalez
journalism requires a steady relationship with power, the reporter sets out the sources of power and, in turn, who exercises it requires the voice of the journalist. Journalist accurate
independence and maverick attitude, as a complacent attitude prevents exposing corruption.
Journalists are intermediaries between the government and citizens, two basic sectors of society. The journalist gains credibility when it exercises a critical attitude to power. Not at the service of power. His duty is to show the reality with the highest degree of integrity possible. Honest subjectivity.
journalism is a social factor in long confrontation with the exercise of power.
POWER
INFORMATION Many times just means setting the agenda of the powerful / political. In this society, captured by the media the information is itself power. The journalist's power lies in its independence and its ability to approach the truth. The first for the information professional ethics should be.
same day evening we had the practices of two large public radio: Manuel Salvador and Ubaldo Buitrago. With the first learned to write and present news, with Ubaldo Locuto did attempt to trade spots. Class
practice
Manuel Salvador. Tips:
We have to write for the ear people. Often inattentive listening, so we are forced to constantly restore lost hearing. We must be constantly attracting attention.
We write simple, clear and simple. The language should be conversational but cultured. We use the basic scheme constantly Castilian language: subject-verb-complement. Coordinated long sentences, no subordinate or juxtaposed. Never use obscure acronyms. Verbs must be in active voice as possible in this to give the impression that the action is closer. Simple verbs, not compounds. On the radio yesterday there if we have to say anything past the third sentence says, never start with it. The figures are never accurate than those of the dead and the unemployed. And no foreign words.
BASIC STRUCTURE OF A NOTICE IN THE RADIO
Holder / intro: the what + who, when, where ... (2 or 3 sentences or ideas)
Body (about 7 sentences)
sound
Court Close (3 sentences)
The headline reflects the action of the story, the narrative in the body (where, when, how ...). Always before the post and then the name: President of the Board, Manuel Chaves. The closing never takes residual data.
On Thursday, the conference gave it Oche Cortés. Gave him an overview of the old commercials that were aired at the time in which the man completely dominated advertising. Thus, with wedges and Miss Ramona, Anticariol, Bras Peterpan, Scales or Dyes Iberia Paquito laughed a lot but we shuddered as he felt about the harmful machismo that existed then and today is still in its last throes. Oche
told us things like:
- TV takes a lot of radio. What we see on television are radio with pictures.
- The radio is the lowest paid, so it is quite a job counselor.
- Television gives you opinion, the radio allows you to create it.
- The television keeps you tied, glued to a screen, the radio allows you freedom.
- Advertising continues to be a reflection of who we are.
We also ran a series of kits with which we've got tired of laughing and Seat wedges that would not let you indifferent (Seat Fragoneta, Bourbon, Maquinero, etc.).
After the break we gave a talk on the EGM:
The EGM is a multimedia study with specific components monomedia (interviews "face to face, telephone to radio or press.) Its methodology is proven and internationally approved. Framework has problems such as the definition of the universe or the poor accessibility to target.
Its function not only provide information, but becomes a bargaining chip for the sale of advertising space. The audience becomes a currency of exchange for advertising.
- are investigations of high technical precision.
- Subject to control by users.
- Subject to constant criticism.
The type of work should be serious, rigorous and reliable. We are facing a group of irresponsible, but to an industry, advertising. This industry is what finally decides the product.
No methodology is good or bad, depends on market structure to be studied and the demands of the market, including the money you are willing to pay.
Concerns in Europe:
1. Increasing homogeneity in methodology between measurement operations in the world.
2. Response rates have deteriorated significantly and inexorably in the last twenty years.
3. Issues of efficiency and economy (the market increasingly demands more samples and not always willing to pay). Expansion
sample radio and press through telephone interviews monomedia.
A primary objective in the sample design is to achieve a representative of the population. There
quality control that guarantees the overall results of the survey (control questionnaires, recording and encoding).
The study audiometry is used in television and is 100% quantitative. This function is performed in Spain sofres. This is an electronic device based on measuring electrical quantities (voltage and frequency) to detect the states and functions. You can control up to 8 televisions in a household. It also has a quality control (audits, internal and external studies, etc.)..
Closing this morning Ocana put his brilliant paper on "The commercialization of the local media" in which we stressed the importance of sponsorship and advised us that instead of vendors, we have to be communication consultants customer.
That afternoon we did some brainstorming and sharing of radio or television programs innovative.
the last day, as a finale to this fantastic course, came to speak on the history of journalism Seville "the distinguished journalist Nicholas Salas (former head of ABC). It declared progressive conservative. Republican 31. From left to right Indalecio Prieto and Ramiro de Maeztu, a liberal Republican right. We confessed that the memory that brings him the time he spent as head of ABC is to have founded a school in writing for journalists.
The history of journalism in Seville is not known because it was written. Those who do not know their past are at risk of committing the same mistakes made before.
journalists of the late nineteenth century and early twentieth century were humanists (José Laguillo, Manuel Chaves Nogales ...). In 1905 created a Press Association and in 1909 another. There are a number of journalists who create their own style. At that time there was a vocational goal of serving the public that were family businesses as Luca de Tena. Following the Civil War as a division between family businesses and officials. The latter have no place in journalism and humanists of the Stage 1.
currently holds a labor policy that discourages and depersonalized the profession (use and abuse of trainees in the newsroom).
Before information was sacred. There was no information model of opinion mixing those two things it was a fraud to the public.
The closing conference was led by the Chairman of the Audiovisual de Andalucía, Manuel Ángel Vázquez Medel. Andalusian
councils are institutions of advanced culture. An audiovisual council is an institution of advanced democratic cultures, which guarantees rights and freedoms, independent of both political power and in relation to the economic and legal nature itself. Should ensure quality Audiovisual System.
Andalusian Audiovisual Council is made up of institutions, law and society Audiovisual System. Majors is the guarantee of freedom and pluralism.
Composition of the Board: persons of recognized standing and competence in the field of audiovisual media, scientific, educational, cultural or social.
Andalusian Audiovisual Council maintains a dynamic relationship with businesses, professionals and users.
