The newspaper 26 celebrates its 47th anniversary. These lines were born from the reminder of a collective that tries to defend its channels objectively, alongside the truth, and from any platform.

It was Sunday, and the morning was passing naturally, as I washed a pile of shorts and sweaters that had been stuck together in a large lump. The earthquake startled him, and as soon as he hung the last shirt on the line, he sat down at the computer and glanced sideways at the next load in front of the washing machine... “That will have to wait.” Two minutes later, the Facebook profile of the newspaper 26 explained the dimensions of the earthquake.

Night had fallen a few minutes earlier, and he happened to be on the porch of his house. The clamor of the neighborhood encouraged him to look up, and he appreciated the spectacle of incandescent lights venturing to fall who knows where. He immediately thought of the series Invasion and the episode he had seen a few hours earlier, but the American space program led him to investigate and write about it immediately on social media.

Yosvanis Alarcón's grip was immortalized on camera. He saw the sweat and strength on his face with all the nuances of color and excitement of the Julio Antonio Mella stadium. He wanted to enjoy the Leñadores' moment, but instinctively began to write the post. Thirty seconds later, the newspaper reported on its profiles that we were the champions of the National Baseball Series.
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In recent years, István Ojeda Bello has experienced a “mutation” in his journalistic routines. Becoming the community manager, or more simply, the person who constantly updates the social media accounts of the newspaper 26, is a 24-hour-a-day demand, a commitment to those loyal readers who expect the media to confirm what is going on in the “revolicos” and also, on occasions, a burden of inspiration for the reporter.

In our chat, she tells me about the pressure to quickly publish what concerns most of Las Tunas people, whether it's unusual, heartbreaking, or involves extra expenses for workers, such as Etecsa's latest ultimatum and Internet rates.

On his desk, immediacy and common sense now compete so as not to lose sight of the big picture in a society permeated by mediation, with important centers of opinion, and the goal of achieving a journalism that builds bridges and does not banish or define detractors or haters.

THE TIMES OF IMMEDIACY

“It is intense and constant to reflect the investigative insistence of the press on virtual platforms,” says the multi-award-winning reporter. It is a task to which I believe I have been dedicated, except for 10 days last year. There are no Sundays, Saturdays, or holidays. In fact, around this time of year, there is always a post to put up, information to update, because you have to be, literally, on top of everything."

No matter the location or the circumstances, whether there's electricity or not... our respect for journalism is total.

"In the case of our digital daily, we have noticed with great happiness that readers are not only concerned about or interested in issues inherent to Las Tunas, but also in national news. Many users find out about events through what we publish. So that doubles the work and requires extra commitment."

“Our dedication is marked by the evidence that the main audiences for the press today are on social media, that is, people read us first on their cell phones, and we have prepared ourselves for that.”

Perhaps from the outside, without the benefit of hindsight, someone might dismiss the importance of positioning content in the digital universe that has an impact on the lives of Cubans, sometimes harshly. Any post becomes a hotbed of diverse reactions.

"Every publication, every news item that is released will automatically be consumed, opined on, and commented on. That, in turn, implies a great responsibility, because the margin for error is significant and must be small."

"Likewise, interacting with the public is challenging because internet users comment. There is a lot of tension on social media; people sometimes don't give their opinion, but what they do is react to things, and that poses a notable challenge. But what gratifies us is the gratitude of many for our efforts to produce journalism that reflects the reality we live in.”

CHALLENGES AROUND THE CORNER

Elena Diego Parra, at the helm of the media outlet, insists on the immense challenge that transcends any particular context, which is to narrate reality with its lights and shadows, report promptly, with adherence to the truth, to achieve credibility.

That is why building the media agenda at 26 is synonymous with collective construction and teamwork. “We draw inspiration from everything around us, from the most significant events and, above all, from what concerns the people of Tunas,” explains the director.

"The comments and messages from users on social media profiles are very useful for identifying the issues we want to address. We defend the principle that no issue, no matter how difficult, should be excluded, because we understand, as public servants, that when we do not discuss something relevant, silence undermines our credibility. Silence should never be an option.

“Indeed, we have not always achieved the necessary immediacy, which is the result of the system we are part of; we also need to delve deeper into our daily lives, we have debts to settle, and that is where we are heading.”

This year has undoubtedly been one of in-depth coverage and investigation. Through sheer force of persistence, the media outlet was one of the first in the country to highlight the phenomenon of child labor, exposing the problem of dirt floors that persists in the territory, the ravages of drugs in the neighborhoods of Las Tunas, how the energy deficit generates unrest, and so many other topics.

Similarly, 26 has shown the strength of artists, doctors, teachers, and workers who, in a context marked by serious economic shortages, have defended vital services and processes in the province with talent, according to Diego Parra.

EFFORTS THAT BEAR FRUIT

Along with continuing to perfect reporting routines, offering communication services to various institutions has been a path that has allowed, through the collective's talent, not only to set a course for greater economic income but also to commit to efforts that demand dedication and constant improvement.

Zucel de la Peña Mora, deputy editorial director of the media outlet, confesses that the biggest challenge lies in reconciling time constraints, client requirements, and the perennial return to ethical issues, in an exercise that has been taken on as another way to get closer to society and delve into its potential or silences.

Offering communication services requires permanent professional improvement.

“One of the certainties that this work leaves us with is that the core value of communication is still not understood, nor how it should be a strategic axis that cuts across all processes. Our experience tells us that there is still a long way to go in this understanding,” argues the journalist.

"The cultural sector is one of our main clients, for whom we have provided the most extensive services, which have required close collaboration between the work teams. This year, we left our mark at the Book Fair, the tribute to the Petit Dancé group on its centenary, and recently at the Jornada Cucalambeana.

“We are very pleased with the results of those intense days. We do not look at the offer of our communication products solely from a commercial point of view; we like the fact that from this position we can contribute to the preservation of traditions and enhance the valuable heritage that distinguishes us as a province.”
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The last calendar year has been a source of tremendous dynamics and challenges. 26 defends duality as an institution that practices journalism, with all that this implies, while -at the same time- emerging as a center that must generate income. Day-to-day experience has shown that this is a difficult task, to say the least.

The insistence on reconciling coverage that delves with sensitivity and professionalism into the most dissimilar contexts continues to set the tone when it comes to designing the media's agenda. Social media profiles have responded to immediacy and accuracy, with a considerable increase in followers who react ipso facto, with restraint or fanfare, to each piece of content.

Much remains to be built in this kind of dual endeavor. The new economic apparatus invites the media to learn more about the business opportunities offered by the Balcón de Oriente, to compete in areas that are just beginning to welcome it.

Keeping our feet on the ground, our microphones on, and our sharpness at the ready to tell life stories and lay bare social processes, amid triumphs and setbacks, will continue to be the premise that drives our collective.

We know this, and Elena Diego Parra makes it even clearer: “The press must defend the truth, with its wounds and its successes. It is also necessary to manage communication through research, responsibility, social commitment, objectivity, and respect for diversity of thought. We don't have to resemble the people, we have to be them.”

Uniting the staff, marching together in our endeavors, is a promise we renew every day.