Youth & New European Media

„Take initiative. Do it yourself”

Intre 7 si 10 mai 2009, tineri interesati de media si experti in comunicare de peste tot din Europa se vor intalni in La Pobla de Vallbona, Valencia, Spania.

 

Youth & New European Media

Youth & New European Media

Evenimentul este organizat de Europocket Tv.  Cateva dintre subiectele care se vor discuta in cadrul festivalului de jurnalism vor fi: noile cai si metode prin care Europa este portretizata de media, rolul pe care il au reporterii tineri, existenta unor media europene, s.a.m.d.

Cativa dintre expertii in media care vor participa si vor raspunde intrebarilor sunt:

  • Lisbeth Kirk – euobserver.com;
  • Greg Milam – Sky News;
  • Wilfried Rütten – European Journalist Centre;
  • Sergio Cantone – Euronews;
  • Suzanne Henn – Deutsche Welle;
  • Anna Suleskwa -Board member of the European Youth Press.

Cei care doresc sa participe se pot intregistra aici.


Brandul personal, la mare cautare

Astazi, in Politehnica, a avut loc conferinta “Brand Yourself – invata sa te promovezi”, organizata de Centrul de Consiliere si Orientare in Cariera (CCOC), cu sprijinul organizatiilor BEST si EESTEC. Accesul a fost liber tuturor studentilor, indiferent de facultate, desi CCOC este dedicat in principal studentilor Universitatii Politehnica din Bucuresti.

Din ASJC am participat eu si Denisa Caldararu.

Life isn’t about finding yourself, it’s about creating yourself

Evenimentul a inceput cu o prezentare a lui Cornel Costea despre tehnicile de promovare a imaginii personale. Pornind de la ideea ca brandul personal este la fel de valoros ca si petrolul, Cornel ne-a prezentat 4 pasi ce trebuie urmati in crearea unui brand puternic:

Cornel Costea, trainer

Cornel Costea, trainer

1. Discover – se refera la cercetarea persoanei proprii, a pasiunilor tale, la determinarea experientelor tale care au valoare pe piata, cat si a modului in care ti-ai schimba comportamentul in vederea crearii unui brand si la evaluarea proprie, atat din perspectiva proprie, cat si din a celor din jur.
Un avantaj prezentat la acest pas este faptul ca in lumea in care traim, modelele se schimba cu rapiditate, ceea ce ne ofera posibilitatea de a ne crea pe noi insine, chiar daca nu suntem perfecti.

2. Design –  pornind de la modul in care iti doresti sa fie imaginea ta pentru compania ideala, e bine sa incepi sa iti construiesti imaginea in acest sens. Iar aici ne sfatuia Cornel Costea sa ne informam cat mai mult despre companiile la care ne-am dori sa lucram si sa incercam sa ne valorificam in functie de caracteristicile, problemele si nevoile acestora.

3. Deplay – reprezinta interactiunea celor din jur cu brandul tau. Importante sunt din ce in ce mai mult metodele pe care le pui la dispozitia celorlalti pentru a intra in contact cu tine: site, blog, articole si carti publicate, participarea la evenimente si conferinte, aderarea la organizatii non-profit si la diverse cluburi, grupurile de networking.

4. Deal – trebuie sa respecti promisiunea facuta: fii ceea ce brandul tau transmite celorlalti si nu insela.

Toate aceste caracteristici au dus la ideea principala expusa de Cornel: Brandingul „it’s all about trust”.

De la 4D la cei 4P

Al doilea speaker a fost Liviu Nistoran, presedinte al Autorităţii Naţionale pentru Comunicatii (ANC) si antreprenor. A lansat in Romania prima firma care comercializa telefoane mobile, inca dinainte de aparitia Connex pe piata romaneasca. Nistoran si-a pornit discursul de la afirmatia ca „majoritatea interactiunilor umane consta intr-o relatie de vanzare-cumparare”. Cu alte cuvinte, indiferent de interlocutorul nostru, ne vindem acestuia si depinde de felul in care ne cream imaginea si de cum negociem daca el ne va cumpara (placea) sau nu.

Studentii participanti la conferinta

Studentii participanti la conferinta

Liviu Nistoran sustine ca mixul de marketing este de fapt un instrument de vanzare atunci cand vine vorba de brand personal. Iar daca ceva nu merge, probabil ca e de vina unul dintre cei 4P. Intr-o afacere, este important si un al 5-lea P: pasiunea, fara de care nu poti sa cresti. Pe langa acest P, elementele necesare unui start-up sunt: capitalul, know-how-ul, HR-ul, echipa si tehnologia.

L-am intrebat in ce fel implicarea in politica i-a schimbat brandul personal si domnul Nistoran ne-a marturisit ca inainte de politica, nu se putea exprima in fata unui grup de cinci persoane. Politica i-a oferit abilitatile de comunicare (in public).

Viziunea IKEA: „Sa cream o viata de zi cu zi mai buna pentru cat mai multi oameni”

Simona Chesaraicu, HR Manager IKEA

Simona Chesaraicu, HR Manager IKEA

Ultima care ne-a vorbit a fost Simona Chesaraicu, HR Manager IKEA. A fost prezentarea care a starnit cele mai multe intrebari. Retailerul a dezvoltat o intreaga cultura organizationala, bazata pe valori cautate si in profilul candidatilor, indiferent de job: apropiere, eficienta, responsabilitate, simplitate si respect. Astfel, caracteristicile individuale ale celor care isi doresc un post la IKEA trebuie sa urmareasca niste linii foarte precise: puternica dorinta de invatare, motivatia de a face mereu lucrurile din ce in ce mai bine, simplitatea si bunul simt, capacitatea de a conduce prin puterea exemplului, eficienta si parcimonia.

Cele sase caracteristici pe care aproape orice angajator le cauta la un candidat sunt, prin prisma Simonei: carisma, personalitate, atitudine, cunostinte, deprinderi, abilitati. Diferenta o face proportia in care aceste calitati sunt necesare in functie de job-ul pentru care aplici. Si evident, felul in care tu le vinzi. Un lucru pe care IKEA il cauta, in afara de cele sase, este perspectiva: trebuie sa ai un obiectiv pe care sa vrei sa il atingi si sa iti fi stabilit si cativa pasi de urmat in acest sens.

Am intrebat-o pe Simona Chesaraicu in ce masura este apreciata creativitatea in modul de prezentare a brandului personal. Parerea expusa a fost ca intotdeauna, cu cat esti mai creativ, cu atat vei fi mai bine privit de catre angajator, cu precizarea ca nu trebuie sa cazi in ridicol. E suficient sa ai un stil personal.

La sfarsitul prezentarii, Simona a initiat un role-play: angajator vs candidat. A fost un moment de umor, dar si unul de mare relevanta pentru felul in care un angajator te priveste si pentru a explica unele intrebari care ti se adreseaza in timpul unui interviu.

Voluntarul, Stefan, pus in dilema

Voluntarul, Stefan, pus in dilema

Am invatat ca a te deschide in fata intervievatorului este un plus, emotia nu este privita negativ, iar sinceritatea este mereu apreciata.


Comunicarea eficienta de brand

Articol de Denisa Caldararu, senior member of ASJC Romania

Ce se intampla cand ajung impreuna Marketing Manager-ul PepsiCo Romania, Head of Planning de la Graffiti BBDO si Manager-ul de la MB Dragan? Iese seminarul IAA cu tema “Strategia eficienta in comunicare”, cu aplicare pentru perioada de criza economica.

Calin Clej si-a asumat pozitia clientului, Stefan Chiritescu pe cea a strategului, iar Mihai Dragan pe cea a specialistului on-line.

Brands are for life!

Calin Clej de la Pepsi a vorbit despre “noua ordine” in comunicarea de brand. Intr-o perioada de criza, singura regula este asigurarea supravietuirii. Cu toate acestea, excentricitatile decizionale din aceasta perioada – trecatoare – trebuiesc asumate si dupa terminarea ei, in conditiile in care aceeasi oameni vor ocupa aceleasi pozitii. Chiar daca pe timp de criza orice tactica este permisa cata vreme ea asigura continuitatea pe piata a brandului din punct de vedere financiar, efectele pe termen lung asupra imaginii sunt un aspect important de luat in calcul.

Intr-o perioada de criza financiara mondiala, fiecare cent cheltuit trebuie sa fie justificat. Maximizarea rezultatelor cu minimum de investitie. Clientul poate capata atributia de canal de difuzare a mesajului brandului.

Calin Clej si-a incheiat prezentarea printr-o discutie despre marketingul on-line, pe care nu il considera neaparat “calea de urmat” pe timp de criza. “Netul nu e must-have-ul sezonului

They don`t cut on kids

Stefan Chiritescu de la Graffiti BBDO si-a organizat prezentarea comparand sistemul de retail cu cel individual si facand o paralela intre consumatorul din tarile dezvoltate si cel din Romania, in timpul situaiei actuale de criza. El a vorbit despre influenta tot mai mare a retailului si despre necesitatea brandurilor de a-si reorganiza discursul. Un bran de succes in aceasta perioada trebuie sa-si redefineasca consumatorul – afectat de aceeasi criza – si sa constientizeze ca “cel mai mare avantaj al unui brand este produsul pe care il are in spate”. Chiritescu a sugerat unirea zonei de “try” cu cea de “buy” – metoda pe care o folosesc intens firmele de automobie, prin sistemele de drivetest.

In cazul consumatorului, o astfel de perioada este mai usor de suportat, iar recuperarea post-criza este mai usoara pentru un cumparator dintr-o tara mai putin dezvoltata, care abia incepea sa simta gustul cumparaturilor intense, fata de un consumator dintr-o tara dezvoltata, obisnuit cu un standard de viata mult superior.

Stefan Chiritescu asigura ca brandurile nu vor disparea dar sustine ca, daca pana in momentul-criza brandul nu si-a construit relatia cu publicul, acum acest lucru ii este imposibil.

Ca domenii care au putin de suferit in perioada de recesiune, el indica zona de productie pentru copii si cea “de timp liber”. Oamenii fac rar concesii in ceea ce priveste brandurile cand vine vorba de copii lor si de propriul timp liber.

In materie de promovare, relevanta trebuie sa fie centrul oricarei comunicari, accentul nemaifiind pus pe originalitate.

Internetul – mediul cel ma popular pentru tineri

Mihai Dragan, manager MB Dragan, a vorbit, in incheierea seminarului, despre raspandirea, importanta si influenta internetului in randul tinerilor sub 30 de ani. El a incercat structurarea pe pasi a unei campanii on-line dar in contextul discursurilor anterioare, sublinierea importantei marketingului on-line nu a fost la fel de apreciata de publicul prezent.

Evenimentul organizat de IAA Young Professionals pe tema strategiei şi eficienţei în comunicare, ce a avut loc joi, 12 martie, la IAA House. IAA Young Professionals este un program al International Advertising Association ce reuneşte tineri profesionişti sub 26 de ani sau studenţi în ani terminali, atraşi de domeniul marketingului şi comunicării.


Training de New Media pentru ASJC

Ieri am avut primul training intern livrat in cadrul ASJC de catre Traian.

Iata si cateva poze sugestive:

Concentrare maxima

Concentrare maxima

Mai multe cabluri decat laptopuri...

Mai multe cabluri decat laptopuri...

Luam notite ca e important! :)

Luam notite ca e important! 🙂

Trainerul nostru, luat prin surprindere

Trainerul nostru, luat prin surprindere

Multumim Traiaaaaaaaaaaaaaaaan!

Si multumim si lui Andrei si Oana, care ne-au pus la dispozitie fantasticul sediu al SSMB!


Duminica in familia ASJC

A fost o zi grozava. M-am simtit foarte bine intre membri ASJC, petrecand impreuna o zi cap-coada. Petre a fost un dragut ca ne-a oferit casa ca loc de destrabalare, iar Andrei merita o zi intreaga in care sa il alintam toti. Asta pentru ca ne-a aratat talentele de bucatar iscusit, pregatindu-ne salata, paste si tarta cu fructe.

Ne-am distrat, am mancat, am baut, ne-am uitat la filmulete tembele pe Youtube si am discutat cateva lucruri ASJCiste mai serioase. Desi Andrei a fost singurul care a muncit intr-adevar, a fost o zi obositoare. Dar cu un grad de satisfactie foarte mare.

Devenim din ce in ce mai mult o echipa si asta nu poate decat sa aduca zambetul pe buzele tuturor. 🙂


VOX POP – Freedom of press in Eastern vs Western Europe

Article by Petre Fluerasu, Berlin, 1-4-th of March, 2009

Do you have a solution on how to solve the gap in freedom of press between Eastern and Western European countries? Can Eastern European countries use the experience of the Western European countries in order to solve this problem?

I think that the countries that have a problem with freedom of press should use all the opportunities that are in other countries. First of all, they can learn from the countries that have a good level in freedom of press, and if they are people politically active, they can really act like changing the laws.

Joeri Oushdorn, Holland

The freedom of journalists can be improved in the Eastern countries with a stronger democracy, with better politicians who must work more seriously, and through that, they can take the example of more developed countries in Europe.

Alfonso Cobo, Spain

I think it’s more of politics, and if we change the communist party, then can you can improve our freedom of press issue in Moldova. I think it could be done only step by step, and the first step is changing the communist party in our country.

Dumitru Iovu, Moldova

About the freedom of press in Eastern Europe, especially Russia, we must understand they have had many problems and many changes of regime. So we must understand the problems and give them time to solve them.

Rostamkhani Kaveh, Iran

If we want a social Europe with a lot of democracy, we could share our knowledge to improve the democracy in the whole Europe, so I think we should share our experience to help Eastern European countries improve their freedom of press level.

Marjolein Nieuwdorp, Holland

The lack of press freedom in Germany is more about the influence of public relations and in Eastern Europe, is more about the freedom of the democracy in general. So what need to get improved in Eastern Europe is the democracy. So Western countries could help improve and democratize countries, and then press freedom is the second step and will come afterwards.

Eva Linder, Germany

I think the people in Eastern Europe can see our freedom, and then not learn directly from it, but get the feeling about what is the worth of the freedom of press, and so they can become active to do something to get their press more free.

Annika Glaser, Germany

I think Western countries have a great tradition of democracy and freedom of press. Eastern countries could take these from us, just by paying attention to take the better examples. Take the example of pluralism of information, in which everyone is free to write their own opinion. This I think could be the chance for Eastern countries that are less free.

Daniele Fisichella, Italy

The problem is mainly that, since you don’t have freedom in generally, you can’t have freedom of press. So, maybe the only way is that the media show off, even if it is dangerous. They have to show the government that they are there, and they have power and cannot be silenced. People have to know what is going on in order to react.

Adrian Morales, Spain

First of all, I think that is not that only Eastern Europe can learn from Western Europe, is also the other way around. In Eastern Europe they can still improve, but Eastern European countries should learn how to secure journalists. Only those who are subjects of their work are protected. So you can be sued as a journalist and imprisoned.  Public people should be responsible for what they say, so if they give me an interview, I should have the right to publish exactly what they say.

Filip Jurzyk, Poland

Freedom of press is one of the basic rights in every democracy, and in a working democracy it has to guarantee the freedom of press and the freedom of speech. I think if freedom of press is not yet established in some countries, they can not only learn when meeting journalists from Western European countries, but the other way around too, when Western Europeans start to actually understand what are the problems in Eastern European countries. Maybe then the politicians will focus also on Eastern countries, because today, my impression is that they focus on their own idea about freedom of press and they don’t try to redefine it in a more whole European sense.

Alfhild Boehringer, Germany


„I want to make this less active Europe more active!”

interview by Petre Fluerasu, member of ASJC Romania

Anna Sulewska is board member of European Youth Press, a network for young journalists all across Europe in which ASJC Romania is a full member starting 2008. Anna is also the coordinator of Orange magazine and a young media maker involved in many other projects concerning European media.

Anna Sulewska

Anna Sulewska

We are at the end of the conference here in Berlin. How was it? Did it meet your expectations?

Anna Sulewska: Of course we didn’t have enough time, so we didn’t do everything I would have liked to do. But you can never do everything that you want to do, so I believe that the most important objective has been reached, putting people together and making people which already built Orange get to know each other.

How do you think that the EYP network will evolve, in the, let’s say, next five years?

Anna Sulewska: European Youth Press started with 7 countries, and right now we have 20 plus 3 more organizations like Indigo. But it’s still not all the geographic Europe, so my big dream is to have the network in every country, because there are countries which need Youth Press much more then countries that already have Youth Press. One of my personal biggest dreams is to make Belarus in Youth Press much more active then it is right now, because we have great partners there, but they can not take part in many events because of the politicians. So I want to make this less active Europe more active.

Do you think that platforms like European Youth Press, Youthmedia.eu, Indigo, Orange, can help countries overcome difficulties in freedom of press issues?

Anna Sulewska: Of course. I am sure, because when we are meeting, even not-professional young journalists can talk about the situation in each country. It’s like being back in school and really learning. If I can talk to my friend Petre in Romania, I understand much more, I feel much more what he is saying then what I can read. So if we start going to conferences when we are 18, we have a very important lesson to learn and we’re also building a network. For young journalists, for all journalists, the most important is knowing people. And, if you have a friend in every country, just imagine you being a journalist when you are 30, you have so many contacts, and if something is going on in Moldova, you can just pick up your phone and give a call to your friend in Moldova.

People are talking in different spheres about the European Union becoming a federation of states, with only one government, in order to oppose the economic power of the United States, Russia, or China. Do you think this can be a solution?

Anna Sulewska: I think that as a journalist, my point of view in this matter is totally not important. I know that it will be much easier for all of us, travelling and working in Europe. So just from a logistic point of view, it will be much easier.

How did the EYP experience change your life?

Anna Sulewska: We are sitting right now in Friedrich Ebert Foundation, and I was here 5 years ago, at the first meeting of the EYP. When I went there, I was shy to speak in English, so I didn’t speak anything, I didn’t understand really what we were doing. So people from 7 countries met and wanted to start an organization, write a statutes, think about an office. I was 19 and I didn’t understand then how important it can be. And in one year we had an office in Brussels, and such a strong network, and we were already known.

If you think about Europe, what is the first word that comes into your mind?

Anna Sulewska: Networking.