Archive for February/2012


Facebook reading your SMS?

Written on February 29, 2012 by Pedro Cifuentes in News

How many of us really read the terms and conditions of services when we install a mobile application on a smartphone? They are usually long, tiresome and boring, but sometimes show (oh, surprise) that those applications access more information than they actually require. It is well known that our personal preferences form a very lucrative business that helps companies, for example, to segment users and provide more targeted and focused advertising platforms.  What kind of companies would benefit from this knowledge? Social networks, for example? Yes… And Facebook, the biggest one, above all. Last week a report published by Sunday Times explained that Facebook’s mobile application in Android devices might be accessing the SMS stored on our smartphones.

Facebook subsequently admitted its future access to the message store of smartphone users who install this app in order to prepare the launch of a new messaging system. And then issued a statement reminding, first, that the application asks clearly for permission to access the message store, and, secondly, that the application is not using this possibility yet (although new features will arrive that will require this access). This is certainly a worrying practice and can provoke widespread reaction, but it is equally true that some existing applications already have access to these private data (Flickr or Yahoo Messenger, to mention only two).

The story serves just as another example to wonder about the advantages and risks posed by the online revolution. It would seem wise to include in our digital habits reading the terms and conditions of the software we install in our phones (polls show that only 1 of 3 people do it). Is it really worth to give another company access to our message store only to enjoy these features? What is the meaning of privacy in the XXIst century? Where do you draw the line?

(Comments, as always, are well received)


Page One

Written on February 27, 2012 by jrodriguez in News

Nowadays, journalism professionals should believe in themselves more than ever. Because in this new media environment where everyone can write stories, journalism has a key role here, they need to be the reference.

Newspapers should offer a reflective and common sense analysis of the issues in this accelerated world.

Here I leave you with an extraordinary documentary that talks about journalism.
Page One: Inside the New York Times


Magdalena Wojcieszak in “América Economía” about Political Communication

Written on February 22, 2012 by Begoña González-Cuesta in News

“Magdalena Wojcieszak, Assistant Professor and Academic Director Master in Political Communication at IE University( has been interviewed by America Economía ( about issues ranging from Occupy Wall Street movement, ‘change’ and ‘uncertainty’ in current political discourse, the role of Internet and new media in political polarization, participation in online social networks, the upcoming elections in the US, Venezuela and Mexico as well as the popular mobilization against SOPA, PIPA and ACTA.

To read the interview click



20th of February 2012, was an ordinary day? Not at all! We had our Advisory Committee meeting 2012 for the Master in Corporate Communication!

For us, MCC direction team, this meeting is of imperative importance. We see it as an occasion in which we are able to discuss with first class professionals about what is essential nowadays in order to educate professionals in Corporate Communication.  What kind of skills do you think young graduates usually lack? What kind of additional skills and training should be provided by Corporate Communication academic programs?  What is next in the profession? These are only some of the questions we debated.

The meeting was really a success not only because of the interesting discussions we had.  We believe it was an accomplishment especially because we saw that our committee members were really committed to share with us their beliefs and ideas. They are all first class top professionals who have a busy agenda. Nevertheless, despite this, they really prepared for the meeting and came with very good refreshing ideas.  For us, people having a passion in education, there is nothing more rewarding than seeing top professionals caring about the education in the area of corporate communication and the hard work we do. For this reason, we’d like to publicly thank them. To …

  • STEPHEN A. GREYSER, Emeritus Professor at Harvard Business School
  • JACOB BENBUNAN, CEO of Saffron Brand Consultants
  • CHARLOTTE LINDSEY-CURTET, Director of Communication at the International Committee of the Red Cross (ICRC),
  • ALBERTO ANDREU PINILLOS, Managing Director of Corporate Reputation & Sustainability at Telefónica
  • ALFONSO LÓPEZ-TELLO, Marketing and Communication Managing Committee of PricewatershouseCoopers
  • WILLIAM LAW,  Director of Corporate communication, Volvo
  • SHEL HOLTZ, Principal of Holtz Communication + Technology.
  • JUAN FRANCISCO POLO, Director of Communications and Corporate Social Responsibility at Ferrovial
  • ROSE DE LA PASCUA, Executive Vice President Europe at Weber Shandwick
  • JORGE CACHINERO, Senior Director for Reputation & Stakeholder Loyalty and Innovation & Corporate Development at Llorente & Cuenca
  • JOEP CORNELISSEN, Professor of Communication and Organisation at VU University Amsterdam
  • MARISA TORO, Communication and Public Affairs Senior Manager at Google, Spain


MCC program direction


Hands On

Written on February 20, 2012 by jrodriguez in News

During this week we have had several intense sessions that deserve a post in this blog. Both on Monday and Wednesday, we did a role-playing for our Issues, Crisis and Stakeholder management course.

On Monday, the class was split into several small groups of people. There were four groups that played the role of WTO and the other two groups represented the journalists from several organizations. The WTO spokespeople had to prepare a “press conference” regarding some issues that they had and wanted to clarify. Each of WTO groups had a specific role, in terms of the response that they had to give to the journalist. For instance, there was a group that should answer the questions in an aggressive way while other groups had to try to ignore and try to reframe the questions as much as possible.

The second day, the class was divided in two groups. One of them assumed the role of a company that was undergoing a crisis situation such as an explosion in one of the buildings of the company. The other group played the role of the journalists. At the end of the role-playing the ones who represented the journalist switch to the company side and vice versa so all the people had the opportunity to play both sides. Doing this exercise was an amazing experience since both groups had real timing, which means that, for example, every 20 minutes the company needed to write a press release and hold a press conference for the journalists… On the other hand, the journalist had to be prepared with questions for the press conference and write short articles every few mintues.

The Professor, Laura Illia took into account these practical exercises to give us the opportunity to experience the stress and intensity that occurs during a real crisis within a company. Below, see some pictures of our role-playing experience:


Inside Scoop

Written on February 12, 2012 by jrodriguez in News

Antoniya Kamenova is one of our classmates in the Master of Corporate Communication at IE. Antoniya is from Haskovo, Bulgaria. She studied International Communication at Hanze University in Groningen, The Netherlands. Despite our heavy workload this week, yesterday Antoniya held an excellent international dinner at her place. (Yes! There is room for fun in the MCC too), Antoniya made some time to share her impression and perspective about the program with us.

Why did you decide to study a Master´s in Corporate Communication at IE?
First of all, after my studies in International communication I wanted to follow into corporate communication. There are just a couple of schools in Europe that offer these kinds of programs and after my research I decided that IE was the best option because of the curriculum and the subjects they have. Second of all I was looking for an applied sciences or business school that were well positioned in the international rankings and that is how I narrowed down my options to IE.

What aspect of the program would you highlight so far?
Overall I am really satisfied with the program. I think it is great the way the curriculum and the practical courses are integrated because it is very intense but at the same time the combination of subjects make perfect sense. Of course, I also love the international experience, our class is amazing, we are 35 people with 30 nationalities. Moreover, the professor level is definitely one of the key features of the program.

What course has been your favorite?
I really liked the sponsoring and partnership course, the professor was amazing but if I had to say one I would say the crisis and issues management with our professor Laura Illia.

Define the program in one word?
Well… Intensive is the word that perfectly describes this master.

How is it living in such an international environment?
It is very enriching to share this experience with this group of people. I think that having this group prepares you for the professional life because our class is very similar to a global company´s communication department.

What advice would you give to a student that is considering applying for the MCC program at IE?
I would tell him or her that is going to be worth it and if they are ready to accept the challenges, this is definitely the place to pursue your graduate studies.


Advertisements in the Super Bowl

Written on February 7, 2012 by Maria Clara Otegui in News

Advertisers are willing to pay whatever it takes to be on the field of the Super Bowl but the real challenge is to get the brand noticed in such a championship.

The average amount paid for a 30-second commercial to be broadcasted during Sunday’s game was as much as $3.5 million! With an audience above 111 million viewers, this is by far an opportunity only for the big ones.

In a recent article from the Business Week, it has been concluded that there are several features that attract the audience which were used in many of the advertisements. On the first place, sex sells. Brands like Toyota and the automaker Kia used this resource to attract the attention, and even H&M chose to use David Beckham in his underwear. Secondly, celebrity endorsement is definitely a choice for the big brands. Apart from sports’ celebrities, others such as Clint Eastwood and Donald Trump appeared in the ads. Also, other commercials made associations with older ones, giving a sense of nostalgia by using images that could be easily identified from past successful spots. And, of course, the use of humour has proved to be successful when it comes to ads. M&M’s spot has a fun story, combined with popular music and sex which resulted in an excellent commercial.

Another interesting point that need to be highlighted is the controversy that Chrysler’s ad created after being accused of having a political message. In yesterday’s edition of The New York Times says “Some conservative critics saw the ad as political payback and accused the automaker of handing the president a prime-time megaphone in front of one of the largest television audiences of the year.” This was a two-minute commercial in which Clint Eastwood, “an icon of American brawn, likening Chrysler’s comeback to the country’s own economic revival.”

More than 45 commercials were showed during the Super Bowl. Apart from the ones already mentioned, some of the brands which payed those million dollars were Coca Cola, Pepsi, Budweiser, Samsung, M&M, the online florist Teleflora, and the automotive brands Honda, Volkswagen, Fiat, besides Kia, Chrysler and Toyota. Once more, Super Bowl has proven to be the show were all brands want to play.

Business Week:
The commercials broadcasted during the Super Bowl are available in
The New Your Times:


To become  a career activist in Corporate Communication….

..stay humble, be entrepreneur, find your way in social networks, enjoy what you are doing, be passionate, have a starting position but aim for being part of the inner circle of an organization top management, take control of your future, know how to do research, keep up with issues of the day, define a coach to ask hard questions, be curious, have an ambition, have an impact on the business decisions and improve them, be practical, pay attention of case studies, do not neglect theory, be proactive in building connections, be where things are happening.


Crash Course

Written on February 3, 2012 by jrodriguez in News

This week we took a Sponsorsing and Partnership Crash course, but… what does it mean to have these kinds of courses at IE?

Here´s how it works:
– First of all, imagine the Beethoven’s 5th Symphony is the soundtrack
– The professor is Patrick Cotting, founder and CEO of CCI Cotting Consulting
– 4 days
– 7 hours of class in a row each day
– 3 presentations
– One final exam, which is solving a firm’s real problem in one hour, as we were real consultants.

This is the essence of a one-week crash course at IE. Preparing us for real life. The following is a great example of how it is possible to become a sponsor for free and through creativity:

Messages on hold


IE School of Communication – IE University – invites you to the 54th meeting “Scientists and Professionals in Communication”, where Alfredo Franco, Senior Consultant at Redondo & Asociados, will present a talk on “Political consulting – Changing minds, mobilizing to action and winning votes”.

Alfredo Franco. Senior Consultant at Redondo & Asociados, Public Affairs Firm
Thursday, February 9th, 6:30 – 8:00pm
IE Madrid Campus. Maria de Molina 27, M-001.
Madrid, SPAIN

Live Streaming Available 

About the event
Political consulting is a trend in today’s communication, but it is necessary to realize that the exercise of this activity requires a comprehensive knowledge in the fields of both politics and communication. The session will go deep into the skills required from and the activity carried out by a political consultant. It will also show what makes a political consultant different from an advertising consultant. The political consultant must find the right place within the whole campaign team to build a strong relationship with the candidate. A case study will be analyzed, covering all stages from the starting point to results, including goals, strategy, positioning & messages and actions. An open debate will answer questions raised during the session.

About the speaker
Graduate in Information Sciences-Journalism from the Universidad Complutense and Master in Political and Institutional Communication from the Universidad Carlos III, with 10 years’ experience in PR consultancy. Focused on international accounts and team leadership in the corporate and public affairs communication in the fields of online gambling, healthcare technology, biotechnology, IT and food & beverage. Some of the clients he has worked with are GE Healthcare, Nestlé, Switzerland Cheese, Monsanto, Panasonic and GE Energy.

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