00:00We decided to take part in this festival because we practiced brand journalism.
00:16In the sense that in the company we had a lot of stories to tell in a very concrete way
00:21through the experience of the people who have lived our experiences
00:26so it seemed fundamental to do it on that occasion.
00:29And to tell it on that occasion, very simple.
00:42In my opinion they are not in contrast, perhaps they have been in a somewhat remote past.
00:48Today they should certainly not be, because both journalism and brand journalism
00:55as a communication formula of companies should create a positive relationship with the public.
01:02So from this dynamic exchange, the best way to interact with the public should arise.
01:10If this balance is found, then there is no contrast, because both go in the same direction.
01:26Everyone has their role, in the sense that companies should create opportunities for young people
01:35to be able to express themselves as journalists as well.
01:38Publishers should have that innovative cumulus that allows them to find more and more promising formats, etc.
01:48Trainees obviously have a fundamental role, but they have always had it,
01:54in educating the new generations to professionalism that they do not have.
01:59But in my opinion the most important role is given to young people themselves.
02:03In the sense that to become a journalist or brand journalist today,
02:08there is a great need for entrepreneurship, there is a great need to be entrepreneurs of communication.
02:15To go and look for stories, to go and build them, to go and tell them.
02:20There is a need for this.
02:21Then the curriculum is enriched by publishers, trainers and companies,
02:27but at the starting point, young people always remain with their will to do.
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