{"id":20680,"date":"2018-06-25T00:00:00","date_gmt":"2018-06-24T22:00:00","guid":{"rendered":"https:\/\/techbcndev.wearefirma.com\/com-es-pot-gestionar-la-relacio-entre-mitjans-i-startups\/"},"modified":"2018-06-25T00:00:00","modified_gmt":"2018-06-24T22:00:00","slug":"com-es-pot-gestionar-la-relacio-entre-mitjans-i-startups","status":"publish","type":"post","link":"https:\/\/www.techbarcelona.com\/ca\/com-es-pot-gestionar-la-relacio-entre-mitjans-i-startups\/","title":{"rendered":"Com es pot gestionar la relaci\u00f3 entre mitjans i startups?"},"content":{"rendered":"

Mar Galt\u00e9s, periodista especialitzada en economia de La Vanguardia<\/strong>, ha seguit l’evoluci\u00f3 de l’ecosistema tecnol\u00f2gic i digital de Barcelona des del seu inici, informant-ne al p\u00fablic. De fet, podr\u00edem dir que \u00e9s la seva cronista oficial. Com a periodista t\u00e9 un inter\u00e8s especial en les hist\u00f2ries que hi ha darrere de les empreses, la innovaci\u00f3 i els emprenedors. I ha explicat, segons la seva experi\u00e8ncia professional, com gestionar la relaci\u00f3 entre una empresa emergent i els mitjans de comunicaci\u00f3.<\/p>\n

Per a qualsevol companyia, de la mida que sigui, apar\u00e8ixer a la premsa \u00e9s una oportunitat excel\u00b7lent per donar-se a con\u00e8ixer i comunicar les seves novetats. Per\u00f2 arribar a les p\u00e0gines dels diaris no \u00e9s f\u00e0cil i hi ha certs elements a tenir en compte. Per a aix\u00f2, ajuda molt saber de primera m\u00e0 com funciona una redacci\u00f3 i les seves rutines, especialment en un mitj\u00e0 impr\u00e8s. Aquestes rutines les va compartir Mar Galt\u00e9s amb els assistents del seminari celebrat a l’espai de DayOne de CaixaBank.<\/p>\n

No tot el que succeeix pot publicar-se: cal seleccionar. Per aquest motiu els mitjans realitzen diverses reunions di\u00e0ries on els responsables de cada secci\u00f3 exposen els temes que volen tractar i planifiquen com ser\u00e0 el diari.<\/p>\n

\"\"<\/p>\n

Per\u00f2, qu\u00e8 \u00e9s not\u00edcia?<\/h2>\n

\u00abUna not\u00edcia \u00e9s un fet que t\u00e9 inter\u00e8s explicar en un moment concret, en un lloc concret i a un p\u00fablic determinat\u00bb, va indicar Mar Galt\u00e9s. Tanmateix, al m\u00f3n succeeixen moltes coses i la feina del periodista \u00e9s triar on cal posar el marc. En aquesta fase, a m\u00e9s del criteri del periodista, hi ha altres elements que afecten, com els altres temes del dia o els possibles successos extraordinaris que succeeixin.<\/p>\n

Un detall que passa sovint desapercebut per als profans \u00e9s la col\u00b7locaci\u00f3 de les peces d’informaci\u00f3 o not\u00edcies a la p\u00e0gina del diari. \u00abA part del contingut, hi ha una metainformaci\u00f3 que t\u00e9 a veure amb la ubicaci\u00f3 i la mida de la pe\u00e7a. Aix\u00f2 transmet m\u00e9s informaci\u00f3 sobre com s’ha valorat aquesta informaci\u00f3 i suposa un treball important de jerarquitzaci\u00f3\u00bb, va comentar Galt\u00e9s.<\/p>\n

D’on surten les not\u00edcies?<\/h2>\n

Hi ha diferents fonts de not\u00edcies: des d’ag\u00e8ncies de comunicaci\u00f3 fins a les pr\u00f2pies empreses que envien les seves notes de premsa (solen ser moltes i les reben tots els mitjans). \u00a0La ag\u00e8ncies de not\u00edcies, com ara EFE, Europa Press, ACN o Reuters, s\u00f3n prove\u00efdors de not\u00edcies. I, finalment, els periodistes compten amb una xarxa de contactes, que \u00ab\u00e9s l’actiu principal d’un periodista\u00bb.<\/p>\n

\"\"<\/p>\n

Qu\u00e8 podem fer per sortir als mitjans?<\/h2>\n

Que una not\u00edcia aparegui o no a la premsa dep\u00e8n de diversos criteris, per\u00f2 de vegades \u00e9s tamb\u00e9 fruit de moltes casualitats. \u00ab\u00c9s dif\u00edcil delimitar perqu\u00e8 no hi ha una directrius a seguir, no hi ha normes\u00bb, va explicar la veterana periodista.<\/p>\n

A tall d’orientaci\u00f3, Mar Galt\u00e9s va exposar alguns punts b\u00e0sics per relacionar-se amb els mitjans que recollim a continuaci\u00f3:<\/p>\n

    \n
  1. Intentar comunicar una hist\u00f2ria que sigui nova<\/strong> i que tingui un sentit. \u00abPer a vosaltres el que feu \u00e9s el m\u00e9s important del m\u00f3n, per\u00f2 heu de posar-vos a l’altra banda: passa alguna cosa si els lectors no llegeixen sobre el tema dem\u00e0?\u00bb.<\/li>\n
  2. Aprofitar algun contacte<\/strong> amb el qual el periodista ja tingui relaci\u00f3. D’aquesta manera \u00e9s m\u00e9s f\u00e0cil l’acostament.<\/li>\n
  3. Confian\u00e7a a llarg termini<\/strong>. \u00abEl quid pro quo \u00e9s molt important en una relaci\u00f3 a llarg termini\u00bb, va assegurar.<\/li>\n
  4. Tenir expectatives realistes.<\/strong> \u00abSortir al diari no \u00e9s per buscar nuvi\u00bb, va explicar la periodista en relaci\u00f3 amb les empreses que han trobat inversors despr\u00e9s d’apar\u00e8ixer a la premsa. \u00abAix\u00f2 est\u00e0 molt b\u00e9, per\u00f2 has de tenir una hist\u00f2ria al darrere, m\u00e0gia no fem\u00bb.<\/li>\n
  5. No fer servir comparacions amb altres empreses<\/strong>. Evitar l’\u00fas expressions com \u00abl’Uber o l’Airbnb de…\u00bb. \u00a0\u00abSi est\u00e0s copiant a alg\u00fa no ser\u00e0s tan revolucionari. Els mitjans no ens alimentem d’il\u00b7lusions, est\u00e0 molt b\u00e9 per als emprenedors, per\u00f2 nosaltres necessitem altres elements per fer un article\u00bb, va comentar Galt\u00e9s.<\/li>\n
  6. Investigaci\u00f3 pr\u00e8via.<\/strong> Abans d’enviar notes de premsa o posar-se en contacte amb un mitj\u00e0, \u00e9s recomanable \u00abfer l’esfor\u00e7 de con\u00e8ixer-lo, de veure quines seccions t\u00e9, quines not\u00edcies publica i on pot encaixar la nostra\u00bb, va aconsellar Mar Galt\u00e9s.\"\"<\/strong><\/li>\n
  7. Contacte directe.<\/strong> Una altra de les seves recomanacions passa per parlar amb el mitj\u00e0 abans d’enviar una nota de premsa (NP). Potser al mitj\u00e0 li interessa fer un reportatge o una entrevista abans que s’envi\u00ef la NP de forma massiva. De nou, estar en contacte directe \u00e9s clau.<\/li>\n
  8. Concepte d’exclusiva.<\/strong> Aquest \u00e9s un altre tema una mica delicat. \u00abAls periodistes ens agraden molt les exclusives, per\u00f2 cal entendre qu\u00e8 \u00e9s\u00bb, ha puntualitzat. \u00abVolem una not\u00edcia que la gent no llegeixi en altres llocs. Amb tanta compet\u00e8ncia ens hem de diferenciar\u00bb, va explicar.<\/li>\n
  9. Proposar un interlocutor clar.<\/strong> \u00abSi puc parlar amb el CEO no vull el director de comunicaci\u00f3. I si tinc el director de comunicaci\u00f3 no vull parlar amb l’ag\u00e8ncia. Les ag\u00e8ncies fan un gran treball per ajudar les empreses a entendre tot aix\u00f2 i posar el focus en l’estrat\u00e8gia de comunicaci\u00f3, per\u00f2 la relaci\u00f3 directa d’interlocuci\u00f3 \u00e9s important\u00bb, va assegurar la periodista especialitzada en economia.<\/li>\n
  10. Temps i oportunitats.<\/strong> \u00ab\u00c9s probable que si truques a un diari al mat\u00ed no hi hagi ning\u00fa perqu\u00e8 estem treballant fora de la redacci\u00f3, entrevistant gent. Si envies un correu electr\u00f2nic molt llarg, dep\u00e8n de l’hora no el podrem llegir\u00bb, va comentar. Tamb\u00e9 cal saber aprofitar oportunitats: nombrosos temes sobre startups solen apar\u00e8ixer els dilluns perqu\u00e8 el diumenge no es produeixen moltes not\u00edcies i es deixen escrites per a aquest dia.<\/li>\n
  11. No tenir por d’insistir.<\/strong> Les redaccions reben di\u00e0riament grans quantitats de correus i informacions. \u00abIntentem fer cas a tots, per\u00f2 de vegades se’ns pot passar un correu\u00bb. Per aix\u00f2 no s’ha de tenir por de trucar i intentar parlar amb el periodista. Aix\u00f2 s\u00ed, \u00e9s recomanable no fer-ho a l’hora de tancament.<\/li>\n<\/ol>\n

     <\/p>\n

    I si l’empresa emergent no t\u00e9 res nou per explicar, convertir-se en font \u00e9s una altra manera de sortir als mitjans. \u00abEls periodistes tamb\u00e9 necessitem experts sobre nombrosos temes. El gran m\u00e8rit d’un periodista \u00e9s tenir una gran xarxa de contactes als quals pot preguntar\u00bb, remarca Mar Galt\u00e9s, periodista especialitzada en economia de La Vanguardia.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Mar Galt\u00e9s, periodista especialitzada en economia de La Vanguardia, ha seguit l’evoluci\u00f3 de l’ecosistema tecnol\u00f2gic i digital de Barcelona des del seu inici, informant-ne al p\u00fablic. De fet, podr\u00edem dir que \u00e9s la seva cronista oficial. Com a periodista t\u00e9 un inter\u00e8s especial en les hist\u00f2ries que hi ha darrere […]<\/p>\n","protected":false},"author":1,"featured_media":19693,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_mo_disable_npp":"","footnotes":""},"categories":[],"tags":[],"class_list":["post-20680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nCom es pot gestionar la relaci\u00f3 entre mitjans i startups? - Tech Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.techbarcelona.com\/ca\/com-es-pot-gestionar-la-relacio-entre-mitjans-i-startups\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Com es pot gestionar la relaci\u00f3 entre mitjans i startups? - Tech Barcelona\" \/>\n<meta property=\"og:description\" content=\"Mar Galt\u00e9s, periodista especialitzada en economia de La Vanguardia, ha seguit l’evoluci\u00f3 de l’ecosistema tecnol\u00f2gic i digital de Barcelona des del seu inici, informant-ne al p\u00fablic. 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