Year in review PRISA, a global group as mediator between readers and the newsroom. The existence of this figure demonstrates the firm commitment of the company and its journalists to diligently carry out their stated duties and is a clear, necessary and vital statement of transparency, as journalism comes under increasing suspicion. The most common subjects readers’ letters are: the moderation of the newspaper’s forums, factual and grammatical mistakes and errors, and the news treatment of images. Another frequent subject is the publication of photographs that some readers find offensive. With regards to how and when the issues are addressed, there is no fixed timeframe, although in general these issues are either dealt with every two weeks in the print edition or on the blog, depending on the urgency or the nature of the issue raised. The nature of the digital edition, with its own content, means that the Readers’ Editor does not always necessarily respond to incidents with a published article, but instead passes the reader’s alert on to the newsroom to be appropriately addressed. El País, besides providing users with the figure of the Readers’ Editor ombudsman and the Letters to the Editor section, took a significant step in 2013 to regulate and ensure basic standards for comments posted by readers. The main change has involved singling out a group of active users, whose comments consistently maintain standards of politeness, correction and high-mindedness. That is to say, the noise generated by insults and futile debates and useless content has been reduced and encouragement has been given to all those showing respect for views that may be contrary to their own and to those who are willing to generate debate with ideas and arguments that are formulated and expressed appropriately. All PRISA Noticias’ media outlets promote participation through collaborative initiatives such as Se busca talento 94 Sustainability Report 2014 (Talent search), in which readers are invited to send in samples of their own creative endeavors in any discipline they choose. A selection of the best contributions are subsequently published in the Culture section. In 2013 -the second year of this initiative- more than 2,000 such submissions were received, from which 45 talents were singled out. The company also periodically organizes digital interviews with leading public figures, allowing readers to submit their own questions. All titles organize a wide range of public events, to which readers are invited. The company thus links its brands to culture and invites the reader to participate in a dialogue with the media. Moreover, journalists are encouraged to participate in different initiatives out there in the real world. Teachers and students participating in the program El País de los Estudiantes receive regular communications from the newspaper informing them of the program content and instructing and encouraging them throughout the process. Also included are materials for schools, incentives, gifts, contests, digital interviews and regular emails. El País maintains a permanent opendoor policy and organizes guided tours of its facilities, primarily visited by schools and colleges. During 2013, the newspaper received 7,500 such visitors. PRISA Radio PRISA Radio’s digital products maintain an ongoing commitment to maximize radio’s social impact after all, the medium of radio has always been the the social medium par excellence. Here, audience participation is essential, and the company has opened up new channels of communication to make communication more fluid and to enable the company to join the global conversation and thereby reach out to users who might not otherwise consider themselves regular radio listeners. Interactivity. It is the only way to communicate with people at a personal and emotional level. It is two-way street that sees traffic flow in both directions. Social networks are deeply embedded in everyday reporting and in the communication teams. Spoken-word programs, be they conventionally broadcast on the airwaves or via the web or mobile networks, come into their own on-line. Both news teams and programs alike use the internet as a source of information, as a means to generate excitement over content, and to allow content to go viral. All this is complemented by interactive on-line tools and official links to both the programs and the presenters, through their social media accounts on Twitter and Facebook, Google + and Tuenti. The Communications and Marketing departments use social media to launch and amplify institutional brand messages and to measure user response to these messages. Other parallel channels include the PRISA Radio communication platform as the main tool of Internal Communication. This platform provides news and information on departmental projects, professional achievements and presents the human face of the organization, thereby improving collective knowledge. The Media Room 2.0, aimed at media professionals, aims to amplify news of our initiatives, distribute information, and practice a more open and participatory journalism, in an environment that integrates social web tools. In 2013 we took an important step to regulate and ensure basic standards for comments posted by readers
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