COMUNICACIÓN, UN, DOS, TRESCOM

3 junio 2021

“No se puede hacer periodismo a cualquier precio ni llevar la comunicación de una empresa sin principios”

Una buena parte de nuestro trabajo en Trescom está marcado por las relaciones entre los periodistas y los equipos de comunicación de muchas compañías. En el último Trescom Talks quisimos responder a la cuestión sobre ‘¿Cómo han cambiado las normas que rigen las relaciones entre periodistas y dircoms?’ y contamos con unos invitados de excepción: Iñigo de Barrón, periodista y presidente de APIE, una de las entidades impulsoras de un acuerdo pionero de autoregulación profesional; quien se sentó con algunos directores de comunicación con los que trabajamos en la agencia.

Escrito por: Isabel Gómez

“La pandemia ha elevado la exigencia social de un periodismo de calidad. Esta función no se puede realizar sin reglas claras entre los que emiten la información y los que tienen que transmitirla”, nos aseguró Iñigo de Barrón nada más arrancar su intervención en el encuentro que organizamos desde Trescom.

El corresponsal financiero de El País y actual presidente de la Asociación de Periodistas de Información Económica (APIE) explicó durante su intervención en el último Trescom Talks cómo a lo largo de su trayectoria profesional ha comprobado que “no se puede hacer periodismo a cualquier precio, ni llevar la comunicación de las empresas sin principios ni responsabilidad. Los periodistas y dircoms debemos trabajar de forma conjunta para elevar la dignidad de nuestras profesiones y garantizar a los ciudadanos que su derecho constitucional a la información prime por encima de cualquier otro interés”.

El que es uno de los mejores representantes del periodismo económico de nuestro país justificó así la necesidad de un acuerdo titulado Periodistas y directores de comunicación: un compromiso ético para el futuro firmado recientemente por APIE con la Asociación de Directivos de Comunicación (DirCom), junto a la Federación de Asociaciones de Periodistas de España (FAPE) y la Asociación de la Prensa de Madrid (APM).

 

¿Cuál es la visión de todo esto por parte de los dircoms?

Al otro lado, también teníamos en este Trescom Talks la versión de algunos directores de comunicación más importantes de nuestro país. Tomó la palabra Nerea González, responsable de comunicación externa de Sanitas y Bupa Europe & LatinAmerica, quien calificó este acuerdo como “muy relevante, dado que todos estamos llamados a trabajar de forma conjunta para poder trasladar una información veraz”.

Otro de los grandes temas de la jornada fue el gran enemigo para fortalecer estas relaciones: el tiempo. Todos los participantes en el debate coincidieron en que desde hace unos años se impone en el sector un ritmo de trabajo muy rápido y esa velocidad a veces lo complica todo. “El periodismo actual demanda ahora una inmediatez que a menudo dificulta el trabajo a los periodistas, que no alcanzan a contrastar la información y puede generar errores en relación a la información que publican de las empresas”, aseguró Santiago Velázquez, Director de Comunicación Externa y Sostenibilidad de Línea Directa Aseguradora.

Además, ese ritmo de trabajo conlleva grandes esfuerzos para cautivar la atención de los demás dentro del propio sector, como comentó Víctor González, Brand & Communication director de Intrum y Solvia: “Los periodistas crean el titular para atraer en tres segundos a los lectores y los departamentos de comunicación para despertar, en ese mismo tiempo, el interés de los periodistas”.

Por último, Juan J. Gómez, Director de Comunicación y contenidos de Fundación COTEC quiso poner sobre la mesa las grandes oportunidades que ofrece las nuevas tecnologías para el ecosistema y planteó cómo “la digitalización nos ha permitido a las organizaciones generar contenidos específicos para los públicos a los que queremos llegar y los medios, en ocasiones, no son el único canal disponible”.

Isabel Lozano, socia directora de Trescom aseguró, como cierre del encuentro, que “como agencia, no puede ser más gratificante ser anfitriones de un encuentro entre un periodista exponiendo cuáles son sus necesidades y unos dircoms explicando sus formas de trabajo”. Está claro que desde Trescom ya hemos creado ese vínculo para que cada uno reflexione y se ponga en el papel del otro. Sólo el tiempo, una vez más, marcará si ha servido para lograr mayor comprensión por ambas partes.

SOBRE EL AUTOR

Isabel Gómez

Project Manager

Miro el mundo con ojos de periodista, me encanta contar historias y leerlas.

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