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A career in media and entertainment isn’t always forged through traditional academic paths. That was the central message delivered by veteran journalist and entertainment editor Roberto partida at the Coyuntura 2025 conference in Tijuana, Baja California, on November 21, 2025. Partida detailed how his professional journey was driven by curiosity and a passion for cinema and music, rather than a conventional educational trajectory.
The Power of Practical experience
“Public relations was not taught to me at university, it is learned along the way,” Partida stated to students and attendees, emphasizing the critical importance of hands-on experience in the dynamic world of dialog. His initial connection to entertainment blossomed in adolescence, fueled by international films discovered in local video stores and the iconic sounds of bands like The Beatles and Soda Stereo. This early fascination spurred him to experiment with audiovisual production in high school, culminating in his first script and storyboard for a school exhibition.
Despite excelling in science and mathematics, partida initially enrolled in an electromechanical engineering program at the Autonomous University of Baja california (UABC). However, his passion for storytelling and the arts proved too strong to ignore. He quickly transitioned to the Communication program, marking the beginning of a remarkable 25-year career at Zeta, where he currently serves as the entertainment editor.
His early work at Zeta wasn’t focused on entertainment, though. Partida initially covered politics and drug trafficking,an intense experience that ultimately led him to request a transfer to the shows section. “I was 21 years old and I didn’t want to experience that; I preferred music and movies,” he explained.From that point forward,he specialized in music coverage,reviews,and artist interviews,eventually attracting direct assignments from major labels like Universal Music. “We must always be the best wherever we are,” he emphasized.
Beyond the Press: Radio, Festivals, and Cultural Management
Partida’s career extended beyond print journalism. He also worked in radio, providing live traffic reports for stations like K-Love and 106.5 while simultaneously studying and working at Zeta. His passion for music further led him to organize local festivals and promote concerts featuring emerging bands such as Panda, División Minúscula, and Tolidos, solidifying his role as both a journalist and a cultural manager.
Bridging Journalism and Cinema
With a strong foundation in entertainment journalism, Partida expanded his horizons into the film industry, recognizing film festivals as opportunities for networking and strategic connections. He described discovering a previously unknown world at the Guadalajara International Film Festival, where he honed his skills as a public relations specialist and began navigating the audiovisual landscape.
At the recent Tijuana Film Festival,Partida actively sought to create opportunities for young talents,facilitating interviews with prominent figures like director David Pablos and actor Silverio Palacios. “Always try to open your doors, because no one is going to come and tell you ‘come, I’m going to pull you in’. Demonstrate it with work and interest,” he advised. His involvement in festivals across Mexico – including Guanajuato, Morelia, Los Cabos – and internationally, in locations like San Diego, Ensenada, and Todos Santos, has allowed him to build a network of contacts with actors, directors, and platforms like Netflix, securing exclusive interviews through his proactive approach. “Public relations is not just for companies; it is for you, to open opportunities,” he asserted, detailing his ability to secure interviews even when traditional channels were unavailable.
recognition for a Lasting Impact
At the conclusion of the Coyuntura Workshop 2025 conference, Osvaldo Fabián Muñoz Pérez, Academic Coordinator of the Bachelor’s Degree in Communication and Advertising at CUT, presented Roberto Partida with recognition for his valuable contribution. The recognition highlighted Partida’s career as a UABC Communication graduate, a dedicated entertainment journalist, a seasoned editor at Seminario Zeta for over two decades, and a champion of culture through his work in film and music festivals throughout Baja California.
