“Diversification makes it possible to guarantee the independence of journalism”

Paloma Bravo will assume the post of General Director of Communication and Institutional Relations at Vocento on February 10. With a degree in Law, a Master’s in Journalism and a writer -she is the author of five novels- she comes to the position after six years in charge of different positions of responsibility in communication and marketing within the company and backed by extensive experience in the sector. In addition to ensuring the image of the firm and attending to communication strategies, she will have the great challenge of transferring to society the continuous transformation of a diversified and growing group.

-Vocento commemorated its 20th anniversary last year, but it is the sum of many titles, most of which are centenarians. How do you face the future with so much weight from the past?

-The future is faced with work, with ideas and with the decision to take risks. We are celebrating centenary anniversaries of headlines at the same time as the consolidation of Relevo, our sports newspaper, which was born on TikTok, Instagram and Twitch months before launching a web page. Vocento has a clear business idea: to be an independent communication group that guarantees the credibility and transparency of its media; and, every day, it reinforces its presence in related sectors such as gastronomy, training and advertising.

-How do you communicate a business idea when the company itself is so diversified?

-We try that each business and each brand communicate individually with the users and clients to whom they are directed, because each one has an independent and unique value. On the one hand, Robert de Niro accepts an invitation from Madrid Fusión in a campaign that wins the 2022 National Creativity Grand Prix; on the other, Relevo marks a different way of doing things by doing a live 14-hour program on Twitch for the closing of the transfer market. Behind, obviously, the brands share some objectives: to generate valuable content for an increasingly demanding society.

-If there is something Vocento has, it is its ability to structure the territory, with a huge audience…

-We are convinced of the value of the local in every way. The readers of our regional newspapers find in their newspaper close and service information that no one else gives them. And they find it, moreover, with the greatest guarantees of professionalism and independence. We are a sum of leading headlines. In addition, having our own structure in essential regions makes it easier for us to activate parallel and highly varied businesses such as, in Guipúzcoa, Gastronomika, which is the most relevant culinary congress after Madrid Fusión, or the Donosti Cup, one of the most important grassroots football tournaments. important in the world.

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-Vocento has recently presented its purpose: “Generate innovative communication for non-conformists”. What is the purpose of this initiative?

-The purpose serves when it is tangible and demonstrable. We do not like empty speeches. First we do and then we tell. It is true that we are quarrelsome and non-conformist, because we are convinced that independent information is essential for a democratic society.

-Journalism is and will continue to be the heart of Vocento?

-Definitely. We are a company with more than 1,100 journalists; journalism matters to us and we are passionate about it. And diversification allows us to guarantee your independence.

-What goals have you set?

-I have just arrived and, for now, the first is to consolidate the extraordinary work that has been done in recent years to modernize our brand without losing our essence and reinforce all the work and commitment in terms of corporate social responsibility, something that we believe and practice from conviction.

-How does innovation influence communication?

-More content is consumed than ever and we spend the whole day connected. Our obligation is to reach all the platforms that our users use and respond to what they are looking for in each one. Instagram is not the same as TikTok, nor is the quick consultation of headlines the thoughtful consumption of a podcast. If there is one thing we know about, it is to inform and generate content, and innovation allows us to add a layer of user experience and speed of adaptation so that our entire public finds us and, furthermore, finds value in subscription products.

-How can advertisers be helped to reach Vocento’s audiences?

-Vocento’s brands and headlines are an extraordinary meeting point that brings together five million people ‘online’ and ‘offline’ every day, in a safe environment for the brands. In addition, we have areas of the company that create tailor-made solutions for advertisers, helping them tell their story or their values ​​in all kinds of formats (from documentaries to infographics) and connect with the profile they are looking for. In recent years we have known how to adapt to create customized solutions, from ‘branded content’ to events.

-The group’s commitment to forums and events with companies and professionals has been very strong in recent years…

-There is a lot of talk about what the essential skills will be in the future and creativity and empathy are always mentioned, which are natural to us. And there is another one that is mentioned less: the ability to learn to learn. In a constantly changing world, we need to be always attentive and willing to receive information and training. In this sense, forums, courses and training are a necessity, a service and a line of business. In addition, there is leisure, culture, entertainment and lifestyle, which have always been exciting for us: from gastronomy, gaming (such as Fun&Serious) or well-being (WeLife) congresses. And, of course, the events that reflect our position in society and our commitment to female leadership, such as Women Now. In the end, it’s always about the same thing: being a meeting point for people looking for quality content.