Javier Treviño Cantú

SynopsisThis guide offers a contemporary approach to the Integrated Marketing Communications (IMC) model that emphasizes narrowing in upon what specific customers and prospects and potential prospects, stakeholders, shareholders, and employees see and hear about an entire organization.
From the Back CoverAll about today's IMC what it is, what it means to you, and how to use it to power your organization's growth and financial success!
With his breakthrough book Integrated Marketing Communications, Don Schultz first showed marketers how to integrate internal and external communication into a dynamic, value-adding asset. In IMC The Next Generation, Schultz teams with Heidi Schultz to offer updated insights on today's newly powerful business and communication model using the IMC approach. Let it show you how to focus on identifying the right customers, determining their value, investing in them with communication programs, and then measuring the impact of and returns on those communication activities.
Praise for IMC The Next Generation
"Having pioneered the concept of integrated marketing communications (IMC), Don and Heidi Schultz now show all of the strategic and tactical steps that will make the 'new marketing' work for you. I will gladly recommend this book to CMOs and CEOs who want to win using a combination of strong brand building and direct-to-customer marketing."Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University, and author of Marketing Management
"Don and Heidi Schultz have placed IMC where it belongs at the center of the organization as a core business strategy to drive long-term shareholder value. The book is fundamental in scope, detailed in its analysis, and far-reaching in its implications."Shekar Swamy, President, R K SWAMY/BBDO Advertising Ltd.
"A marketing book that every senior executive has to read. Don and Heidi have the ability to communicate IMC principles with compelling simplicity, using practical examples to support well-thought theories."John Wallis, Senior Vice President Marketing, Hyatt International Corporation
"In this new centerpiece for IMC, Don and Heidi present a comprehensive and actionable road map to build, manage, and measure integrated marketing communication programs and link them to what really matters in business: value creation."Javier Trevino, Vice President for Corporate Communications, CEMEX
"Unlike any other business model including the highly touted customer relationship management approach IMC uniquely integrates all the pieces of an organization around a single factor: the wants and needs of customers. Satisfying those wants and needs leads to the core business objective of creating value for shareholders. And that is the objective of this book: helping practitioners move from seeing IMC simply as a means of coordinating communication to viewing it as a core business strategy that is based on measurable communication inputs and outputs."
From Chapter 1
With today's increased emphasis on technology, branding, and globalization, communication is more than just a tactical corporate activity it becomes a key element in ongoing success. Results-driven communication now allows you to treat each of your customers as individuals with distinct wants and needs, then answer those needs as you build both sustainable competitive advantage and measurable return on your marketing investments.
IMC The Next Generation outlines a step-by-step process for combining and coordinating every method through which your organization communicates with customers. Built around the strategic ideas and insights that author Don Schultz used to help launch the IMC revolution, this hands-on book combines research-based insights with real-world examples to explore how businesses can leverage the IMC model to:
-Seamlessly integrate all internal and external communications programs -Communicate positive messages to customers at every contact point, for every reason -Implement value-based business approaches that generate cash flows and shareholder value
Since its introduction over a decade ago, integrated marketing communication has progressed from a communication-only approach to a full-fledged business strategy, one that combines and focuses all of the organization's functions and activities around its customers. IMC The Next Generation reveals how IMC can be implemented in organizations of virtually any size, in any economic climate, and in any geographic area to determine how much to invest in marketing communication, how to increase the returns on those investments, and how to deliver measurable and identifiable outcomes to position and prepare your organization for success in today's evolving, undefined, and virtually limitless business landscape.

[12] Venizelos meets with Mexican foreign under-secretary
Athens, 22/11/1996 (ANA)Culture Minister Evangelos Venizelos met yesterday with Mexico's Foreign Under-secretary Javier Trevino.
The two discussed issues of bilateral co-operation, the organization of cultural events in Greece and Mexico, renewal of an educational agreement between the two countries due to be signed in Athens in June 1997 as well as Mexico's co-operation with the European Union.

Lic. Javier Treviño, columnista de “El Norte”
Al andar buscando autores de blogs regios, se encuentra uno de todo. Es tan diverso ya este mundo que inclusive en la blogósfera regia tenemos un sinfin de temas y un mismo número de autores de los mismos.
Pero cual fue mi sopresa en encontrarme y ya agregado al Metablog, el blog del Licenciado Javier Treviño, el cual muy amablemente nos brinda algunos minutos de su valioso tiempo para RegioBlogs. Para los que no lo conozcan inicio brindandoles su curriculum:
-Vicepresidente de Comunicación y Asuntos Corporativos de CEMEX.-Nació en Monterrey.-En 1987 fue director de planeación en la Secretaría de Educación Pública.-Fue asesor del Director General de Comunicación Social de la Presidencia.-De 1989 a 1993, fue Ministro de Información en la Embajada de México en Washington.-En 1993 fue asesor del Secretario de Desarrollo Social, Luis Donaldo Colosio.-Se incorporó a la campaña presidencial como Consejero del Candidato Colosio.-En abril de 1994 fue designado Asesor para Asuntos Internacionales de Ernesto Zedillo, candidato a la Presidencia.-En diciembre de 1994 fue designado Subsecretario de Cooperación Internacional de la Secretaría de Relaciones Exteriores.-En enero de 1998 fue nombrado Oficial Mayor de la Secretaría de Hacienda.-Es miembro del Consejo Mexicano de Asuntos Internacionales; Institute of the Americas; Mexico Institute del Woodrow Wilson Center; Trust for the Americas, OAS.-Profesor de la EGAP del TEC de Monterrey.-Editorialista de El Norte y comentarista de Televisa Monterrey.-Licenciado en relaciones internacionales por El Colegio de México y Maestría en Políticas Públicas en la Universidad de Harvard.
El Licenciado nos brinda la siguiente entrevista…
Licenciado Javier Treviño, gracias por aceptar esta entrevista, quisiera comenzar mencionando lo impresionante que resulta el curriculum en su blog. Pero quienes no han tenido la fortuna de accesarlo , nos podría decir quien es Javier Treviño?
Muchas gracias por esta espléndida oportunidad. Soy un profesionista muy vinculado al sector privado, al servicio público, a los temas internacionales, y a la comunicación. Nací en Monterrey. Crecí en San Nicolás de los Garza. A los 20 años me fui a estudiar relaciones internacionales a la ciudad de México. Luego gané una beca para estudiar políticas públicas en la universidad de Harvard. Después inicié una carrera de casi 14 años en el sector público. Trabajé en las Secretarías de Educación y de Desarrollo Social. Trabajé en la Embajada de México en Washington, durante cuatro años, como Vocero del gobierno mexicano durante las negociaciones del Tratado de Libre Comercio. En diciembre de 1994 el Presidente Zedillo me nombró Subsecretario de Relaciones Exteriores. Posteriormente, en enero de 1998, el Presidente me nombró Oficial Mayor de la Secretaría de Hacienda. Tuve la experiencia de trabajar muy de cerca con Luis Donaldo Colosio y con Angel Gurría. A principios del 2001 ingresé al sector privado y he trabajado en CEMEX durante los últimos 5 años, como Vicepresidente de Comunicación. Estoy orgulloso de trabajar en una gran empresa global de origen mexicano. CEMEX opera en 50 países. Como una actividad adicional a mi trabajo, soy profesor en la Escuela de Graduados en Administración Pública y Políticas Públicas del TEC de Monterrey; hago comentarios sobre política internacional en el noticiero de Televisa Monterrey; y escribo un artículo cada quince días en las páginas editoriales de El Norte. Estoy casado y tengo una hija y dos hijos.
Para que un blog?
Mi blog, me permite publicar mis ideas. Soy un apasionado de los temas internacionales. He dedicado una buena parte de mi vida a estudiar y vivir las relaciones entre México y Estados Unidos. Mi blog me da la oportunidad de compartir con muchos lectores lo que pienso sobre la política interna y externa de México. La ventaja de un blog, frente a otras formas de comunicación masiva, es que puedo tener retroalimentación sobre lo que publico. Creo que los blogs de calidad pueden llegar a sustituir, en el futuro, a muchos medios de comunicación.
Estoy leyendo en este momento una editorial de Miguel Angel Vargas en el periodico El Norte con el tema de la “Blogalización” y de hecho hace mención del suyo. Realmente estamos en una época así?
Sí. El avance de las tecnologías de la información y la comunicación están transformando todo. La política ya no será la misma. Imagínense tan sólo la posibilidad de que el día de la elección presidencial, el 2 de julio del próximo año, algunos blogs se den a la tarea de publicar durante todo el día fotos, videos y análisis de la jornada electoral. Incluso algunos blogs se atreverían a publicar las tendencias de los resultados electorales, con base en encuestas, antes de que las autoridades pudieran hacerlo. Los blogs no tienen todavía la regulación a la que están sujetas la radio y la televisión. Los blogs pueden definir la agenda de información que luego seguirían los otros medios. Los blogs permiten que cientos de ciudadanos se conviertan en reporteros y analistas permanentes. Los lectores tendrán que discriminar después sobre la calidad de la información. Pero la libertad está ahí.
Se dice en comentarios sobre todo en Estados Unidos, que pueden ser los blogs los que sustituyan a los periodicos, sería esto posible?
Esto es posible. De hecho, esto ya está ocurriendo. Yo escribí en uno de mis artículos la historia de EPIC 2015, sobre la tendencia a la desaparición del periódico New York Times dentro diez años, a raíz de la proliferación de otras empresas de internet que serán capaces de proveer información en tiempo real y con una mejor segmentación según los intereses de los lectores.
Sin embargo el crecimiento “exponencial” de la tecnología rebasa el mismo pensamiento. Lo hemos visto en solo algunos años como lo redacta en su editorial llamada “Guerra por Internet”. Pienso, no será un caos en lugar de un beneficio el surgimiento de tantos sistemas de noticias, de edición de blogs, etc? Se requerira un organismo “normador”?
Yo no creo en las burocracias. Me parece que el libre flujo de información va a discrimarse por su calidad. Lo que sí va a ser muy importante es invertir en la educación de nuestros ciudadanos, pero, sobre todo, de nuestros niños, que serán bombardeados por todo tipo de información en su vida. Ellos deberán desarrollar una nueva habilidad para saber distinguir entre la información que es valiosa y la que es basura.
En que situación se encuentran los sistemas de publicación llamados “Blogs” en México. Se ha hecho referencia de ellos en el extranjero como una herramienta política, casí literaria.
Todavía hay un amplio campo para el desarrollo de los blogs en México. Estamos en el inicio. Nos falta muchísimo.
Cual es la situación de estos mismos sistemas en Nuevo León?
Tal vez estamos un poco más adelante que el resto del país. Si queremos convertir a nuestro Estado y al área metropolitana de Monterrey en una ciudad internacional del conocimiento, deberíamos invertir más en el desarrollo de estos sistemas de una manera mucho más profesional y más seria. Hay que trabajarlo desde la escuela primaria y hasta la universidad.
En su curriculum hace mención que en 1993 trabajó con el entonces Secretario de Desarrollo Social, Luis Donaldo Colosio y que después colaboró con él como asesor. Que era trabajar con Luis Donaldo Colosio?
Fue un verdadero privilegio. Conocí a Colosio cuando yo trabajaba en la Embajada de México en Washington y él era el Presidente del PRI. De ahí surgió una muy buena relación. Cuando lo nombraron Secretario de Desarrollo Social me invitó a unirme a su equipo. Lo hice en el último año. Fue una experiencia sin igual. Era muy exigente, incansable y leal con su jefe y con sus colaboradores. Tenía una visión muy clara de lo que el político debía hacer por la Nación desde el Estado. Trabajé muy cerca de él y colaboré en la construcción de su candidatura a la Presidencia de México. Una vez que fue nominado Candidato, trabajé muy cerca de él, en el equipo de estrategia y discurso. La experiencia de compartir ideas con él y trabajar su propuesta para México fue uno de los mejores momentos de mi vida profesional. También lloré su partida. Colosio hubiera sido un gran Presidente de México.
Licenciado ha colaborado en el gobierno en forma muy activa, me puede dar su opinión sobre el actual gobierno?
El gobierno federal llegó en un momento en que la ciudadanía quería un cambio. El candidato Fox prometió un cambio. La gente le creyó. Desafortunadamente, se desaprovechó la gran oportunidad histórica. Pasamos de una era de grandes expectativas, en el 2000, a una era de grandes frustraciones, hoy. Tal vez mucho ha tenido que ver con la novatez, la ignorancia, la arrogancia, la incompetencia. El tiempo lo dirá.
Licenciado, yo soy médico y me interesa este sistema solo por pasatiempo, sin embargo me he enriquecido de muchos sitios con diversos temas, estamos en proceso unos compañeros y yo para formar una comunidad regiomontana de bloggers. He visto sitios los cuales no tenia conocimiento que existían y he conocido gente que ha explotado ese “yo” literario a través de dichos sistemas. Puede usted entonces recomendar a la gente, tener un blog?
Sin duda. Todos podemos tener nuestro propio blog. Es muy fácil construirlo. No se requiere ser un profesional de la tecnología. Basta con tener las ganas de expresarse.
Licenciado…ve un futuro para los blogs en México, serán tan difundidos como en otros paises?
Creo que es cuestión de tiempo. Las nuevas generaciones de mexicanos están utilizando esta tecnología cada vez más. Pero, insisto, todo dependerá de nuestra capacidad para mejorar la educación en México.
Licenciado, usted también es profesor en el Tecnológico de Monterrey, los “blogs” ya es un tema dentro de las carreras afines, ya sea comunicaciones.?
Sí. Los están utilizando cada vez más. Los jóvenes universitarios tienen una mayor conciencia de las amplias posibilidades, sin límites, que les ofrecen los blogs.
Quisiera agregar algunas palabras para la comunidad regia que nos lee?
Sólo quiero enviar los mejores deseos a cada uno de los lectores, para las fiestas navideñas y para el 2006.
Es un honor para RegioBlogs que haya tenido el tiempo para responder esta entrevista, le agradecemos mucho
Muchas gracias.
Al Licenciado Javier Treviño lo puedes leer a traves del periódico ElNorte ya que ha publicado en el en mútliples ocasiones y ofrece una lista en su blog.
Personas como él, hace que los blogs tengan peso y muestren que no solo son herramientas para frivolidades o como algunos nos nombran “gente con problema de ego”.Es una herramienta que esta creciendo y se esta desarrollando y transformando cada vez.
Hay gente que es lider de opinión, políticos, artistas que ya cuentan con uno, no solo a nivel internacional.
Yo creo que el Licenciado Jorge Treviño es una gran muestra de ello.
Gracias por aceptar esta entrevista y por su sencillez.

Tuesday, December 27th, 2005 @ 20:08 EST
Mexico: Interview with Javier Treviño
Americas, Mexico, Weblog
La versión original de este artículo está disponible en español.
The following interview, conducted by Mexican contributing writer, Alan Flores, was translated by Linda Evarts. The interviewee, Javier Treviño Cantú, is a columnist for El Norte and professor of public policy at the Tec de Monterrey.
While reading authors of Mexican blogs, one comes across a little of everything. The Mexican blogosphere is so inclusive that there is no end to the number of topics and authors. One blog that surprised me was that of Javier Treviño. Treviño spoke to me in the following interview:
Alan Flores: Javier Treviño, thank you for accepting this interview. The resume on your blog is very impressive. For those who haven’t read it, will you please tell us: who is Javier Treviño?
Javier Treviño: Thanks for this splendid opportunity. I am a professional linked to the private and public sectors, as well as to international topics and issues of communication. I was born in Monterrey, and I grew up in San Nicolás de los Garza. When I was 20, I went to Mexico City to study international relations. I later won a scholarship to study public policy at Harvard. I then began an almost 14-year career in the public sector, with the Secretary of Education, the Secretary of Social Development, and at the Mexican Embassy in Washington. I worked at the Embassy for four years, and was present during the negotiations for the North American Free Trade Agreement. In December of 1994, President Zedillo named me as the Sub-Secretary of Foreign Relations. Later, in January of 1998, the President named me the official Director of the Treasury. I had the opportunity to work very closely with Luis Donaldo Colosio and Angel Gurría. At the beginning of 2001, I entered the private sector and worked with CEMEX for 5 years as Vice President of Communication. I am proud to work in a great global business of Mexican origin. CEMEX operates in 50 countries. In addition to my work with the company, I am a professor in the Graduate School of Public Administration and Public Politics of the TEC in Monterrey. I also do commentaries about international politics for the news station TV Monterrey, and I write a bi-weekly column for the editorial pages of El Norte. I am married and I have a daughter and two sons.
AF: And, why the blog?
JT: My blog allows me to make my ideas public. I am passionate about international issues. I have dedicated a good part of my life to studying and living the relations between Mexico and the United States. My blog gives me the opportunity to share what I think about the internal and external politics of Mexico with many readers. The advantage of the blog, as compared to other forms of mass media, is that I am able to continually update information that I have published. I believe that in the future quality blogs will substitute many other forms of communication.
AF: I’m reading an editorial by Miguel Angel Vargas in the newspaper El Norte with the title “Blogalization,” that, in fact, mentions your blog. Are we already in this epoch?
JT: Yes. The advance of information technology and communication has transformed everything. Politics will never be the same. Imagine the possibility that on the day of the next presidential election, on July 2, 2006, some blogs publish photos, videos and analysis of the election throughout the day, including forecasts of the electoral results based on personal interviews, before the authorities are able to do it. Blogs are not subject to regulation as are TV and radio. They can define the information agenda that informs the other media outlets. Blogs allow hundreds of citizens to become permanent reporters and analysts. Readers will have to discriminate afterward as to the quality of the information. But the freedom is there.

AF: Commentaries in the United States have said that blogs might replace newspapers. Is this possible?
JT: It’s possible. In fact, it’s already occurring. In one of my articles I wrote the story of “EPIC 2015″ about the disappearance of the New York Times in 10 years, due to the proliferation of internet outlets that are able to provide information in real time and with better segmentation according to readers’ interests.
AF: The “exponential” growth of technology went beyond the same idea. In your editorial “War for Internet,” we saw how much the blogosphere has changed in just a few years. Will the rise of blogs yield chaos rather than benefits? Do blogs require a “regulating” body?
JT: I don’t believe in bureaucracies. To me it seems that the free flow of information will lead to hierarchy based on quality. What will be very important is investment in the education of our citizens, and above all in our children, because they will be bombarded by all types of information throughout their lives. They need to develop a new ability to know how to distinguish among valuable information and garbage.
AF: How do you view the “blogs” in Mexico? In other countries people have referred to them as political tools, almost literary.
JT: There is still ample space for the development of blogs in Mexico. We are in the beginning stages. We have a long way to go.
AF: What is the situation of blogs in Nuevo León?
JT: Sometimes we are a bit ahead of the rest of the country. If we want to change our country and the metropolitan area of Monterrey into an international city of knowledge, we ought to invest more in the development of more professional and more serious communication. We have to work from primary school to the university.
AF: In your resume, you mention that in 1993 you worked with then Secretary of Social Development Luis Donaldo Colosio, and that you later collaborated with him as an assistant. What was it like to work with Colosio?
JT: It was a real privilege. I met Colosio while working at the Mexican Embassy in Washington when he was the President of the PRI. We developed a very good relationship. When he was named the Secretary of Social Development, he invited me to join his team, which I did in its last year. It was an experience without par. He was very demanding, untiring, and loyal to his boss and his collaborators. He had a very clear vision of what state policy should do for the country. I worked very closely with him and collaborated on the campaign for his candidacy for President of Mexico. After he was named as a candidate, I worked closely with him on his team formulating his strategy and rhetoric. The experience of sharing ideas with him and working on his proposal for the nation was one of the best moments of my professional life. I also cried when he lost. Colosio would have been a great President of Mexico.
AF: You have collaborated in a very active way with the government. Can you tell me your impressions about the current administration?
JT: The federal government arrived at a moment in which the citizens wanted change. Candidate Fox promised change, and the people believed him. Unfortunately, the great historic opportunity has been wasted. We came from an era of great expectations, in 2000, to an era of great frustrations today. Much of this has to do with naivety, ignorance, arrogance, and incompetence. Time will tell.
AF: I am a doctor and I’m interested in blogs only as a pastime, though I have been enriched by many sites with diverse themes. A few friends and I are in the process of forming a local community of bloggers here in Monterrey. I’ve seen sites that I didn’t know existed and I’ve met people who have developed the literary “I” in their writing. Would you recommend that people have a blog?
JT: Without a doubt. We all can have our own blog. They are very easy to make. They don’t require technological expertise. It’s enough to have a desire for self-expression.
AF: Do you believe that in the future blogs will be as numerous in Mexico as they are in other countries?
JT: I believe it’s a only question of time. New generations of Mexicans use this technology more all the time. But, I insist that all will depend on our capacity to improve education in Mexico.
AF: You are a professor of Technology at Monterrey. Are blogs already included in the curriculum?
JT: Yes. Blogs are being used more all the time. The young university students have greater awareness of the opportunities available to them as a result of blogs.

After the Battle, the Blood
By John Ward Anderson and Molly MooreWashington Post Foreign ServiceThursday , July 6, 2000 ; A14
MEXICO CITY, July 5 –– Devastated by its first presidential election defeat in seven decades of rule, Mexico's Institutional Revolutionary Party has imploded in an unprecedented public bloodbath over who is to blame and how to prevent further collapse.
The battle for the soul of the PRI--reeling since conservative opposition candidate Vicente Fox ended its reign as the world's longest-ruling party--has pitted the long knives of its old-line, autocratic wing, known as "the dinosaurs," against those of younger, reform-minded "technocrats" who have predominated in party councils for the last two decades.
At stake is the leadership, and perhaps survival, of a political party that controlled virtually every aspect of Mexican life for most of the last century but which Mexican voters rejected Sunday as too corrupt and out-of-touch with a more diverse, better-educated and increasingly urbanized nation.
The public brawling began almost as soon as election returns came in showing that PRI candidate Francisco Labastida Ochoa was going down to defeat. Key power brokers started assigning blame while jockeying to take over the reins of the party to try to ensure its survival.
"President [Ernesto] Zedillo is no longer the head of the party," said party stalwart Manuel Bartlett, a former interior minister, state governor and presidential hopeful. Bartlett, considered the standard-bearer of the PRI's old guard, has long been at odds with the president, feeling Zedillo's support for political reforms and free-market policies threatened the party's power structure and hit too hard at its main constituents, the rural poor.
"Zedillo says the party is to blame for the loss and not his policies, and that's false," Bartlett said in an interview today. "He was the moral leader, and he's to blame for the internal problems of the party, and now we don't have a leader. He hasn't existed since Sunday."
Officials allied with Zedillo and the technocratic wing of the PRI said Bartlett and other members of the old guard are out of step with Mexico, which has evolved into a younger, more dynamic, modern country.
"The traditional politicians of the PRI are not getting the message," said Javier Trevino, a top official in the Labastida campaign, arguing that if the party does not change, it will become obsolete. "There is a new set of values, principles and ideals in the electorate, and they are not shared by these people. They have no connection, and when a party has no connection with the people, it dies."
Never has a PRI power struggle blown up so publicly. The two wings of the party have been bitter enemies for years, but they kept their loathing for each other out of the headlines for the sake of political unity and to share in the spoils of power. Not this time.
"Rebellion in the PRI!" screamed headlines in several daily newspapers in Mexico City today.
"We are one step away from a split and two steps away from beating the hell out of each other," a top PRI official told the daily newspaper Milenio.
The fight erupted Tuesday after the party's top executive, Dulce Maria Sauri, took the blame for the PRI's defeat and resigned. When Zedillo proposed to replace her with former Hidalgo state governor Jesus Murillo Karam, the old guard rebelled, complaining the president was trying to push through his own candidate.
Tabasco state Gov. Roberto Madrazo--who along with Bartlett lost out to Labastida in a party primary last November--fired off a letter to the party leadership, complaining about the "haste" of Zedillo's action and proposing instead a National Transition Commission to study how the PRI could best reconstitute itself.
"What is at stake is the possible survival of our party," wrote Madrazo, who is aligned with the old guard and is considered the leading candidate to take over the party. Sauri's resignation was not accepted, and the party embraced Madrazo's proposal, apparently at least in part because it provides several weeks for tempers to cool.
Animosity between the PRI's two wings stretches back a quarter-century, to when Ivy League-educated technocrats--most of whom rose to power through the party bureaucracy and never ran for election--assumed the party leadership and presidency. Because of Mexico's odd form of PRI-dominated democracy--in which the president could virtually handpick his successor--the technocrats promoted themselves, and their bloodline became dominant in the party.
The technocrats, many of them economists, pushed through adoption of the North American Free Trade Agreement, privatization of state-owned industries and other initiatives that struck hard at lower-income Mexicans. Under their leadership, Mexico has had seven currency devaluations since 1976, wiping out personal savings and throwing millions of people out of work.
Old-line party figures like Bartlett argue that the technocrats lack political sense. "They're functionaries. They don't know the party," he said today. "They're excellent, they have great education, they speak three languages. We like the technocrats to put in offices," he said with a chuckle. "The problem is, now we don't have any offices to put them in."
But it was the other wing of the party, the unreconstructed dinosaurs, who drove the PRI into decline--favoring patronage, vote-fixing and closed-door politics over the political liberalization that, according to public surveys, Mexicans craved. Bartlett himself is accused of stealing the 1988 election for Carlos Salinas de Gortari by using his post as Interior Minister to fake an election night computer crash. He denies the charge.
Seeing its declining support at the polls, which dates from the early 1970s when opposition parties began seriously challenging PRI candidates in state and local elections, the ruling party implemented electoral reforms, trying to prove that it could transform into a more democratic party. The reforms, including creation of an independent Federal Election Institute to replace the Interior Ministry in overseeing voting, were used by the opposition to strike even harder at the PRI's 71-year reign, culminating in their loss of the presidency Sunday.
"I get the feeling that the more conservative groups within our party have failed to understand either the reasons for our defeat or the magnitude of the disaster," Madrazo said in his letter.
But others say it was the dinosaurs who failed to get the message. "This election wasn't against Zedillo himself, it was an election against the old PRI," said Federico Reyes-Heroles, a political commentator who has written several books on Mexican politics. "They believe they can restore the PRI in the old-fashioned way, and that won't work anymore."
"We were not very effective in reaching . . . 18- to 35-year-olds who massively went to vote against us, and we did not reach the middle class," Labastida campaign aide Trevino declared. "Those are the sections of Mexico that are growing and participating. The message is there, and it needs to be well-taken by the PRI leaders who are used to the old-style politics of Mexico."
Other observers said the PRI split could deepen when Mexico's new Congress--in which no party has a majority--convenes on Sept. 1 and Fox's National Action Party tries to woo PRI technocrats to his camp to form a working majority. Many doubt whether the old-style PRI politics--which relied on patronage, money and power to win voter support--will work without the presidency.
"The party has been a successful employment office, to put it bluntly," said PRI veteran Jesus Silva Herzog, a former ambassador to the United States who was trounced Sunday in his bid to become mayor of Mexico City. "Now we have to make a very significant change to offer people something they can believe in, instead of something they can get."
© 2000 The Washington Post Company

Profile: Vicente Fox
By Kate Milner BBC News Online
The Mexican President, Vicente Fox, is a former Coca Cola manager and state governor, known for his cowboy image and brash style.
He was elected in 2000, ending more than 70 years of rule by the Institutional Revolutionary Party (PRI).
Before becoming president, he was a successful businessman and during the election campaign proved himself to be natural campaigner, who gained popularity in the polls as the National Action Party candidate.
VICENTE FOX
Born: 2 July 1942, Leon, Guanajuato
Education: Business studies, Mexico City and Harvard
Experience: Governor of Guanajuato and former Coca Cola executive
Image: Man of the people, casual clothes
Policies: 'Third way' style of politics, favours market-driven economy guided by the state
But his critics say he is a personality, not a politician.
"Fox is 90% image and 10% ideas," says Javier Trevino, adviser to a political rival.
He can be controversial. During the 2000 electoral campaign, he called his PRI rival a "sissy" and a transvestite, and was accused of flaunting his Catholicism when he used a banner of the Virgin of Guadalupe, Mexico's most sacred religious symbol, during a political rally. He stopped using the banner.
He was also criticised at the time for his idea of privatising Petroleos Mexicanos (PEMEX), considered by many Mexicans as a symbol of their sovereignty.
With an eye on public opinion, he reversed his stance.
Self-promotion
Mr Fox, 60, knows all about brand image - as a Coca Cola boss he ousted Pepsi as Mexico's top-selling soft drink.
Now he promotes himself as a down-to-earth man of the people.
He rarely wears suits, favouring open-necked shirts, T-shirts and cowboy boots. He also wears a cowboy belt, with a huge buckle bearing his name.
And at six foot five (1.9 metres), he easily stands out in a crowd.
Describing himself as an admirer of US President Bill Clinton and UK Prime Minister Tony Blair, Mr Fox defends a "Third Way" style of politics, a softer brand of capitalism.
He says he wants the state to play a role in guiding a market-driven economy.
In one interview he said he wanted Mexico to be a country "where security and justice prevail, where no one is above the law... and where every family will have abundant food on the table of its home."
Farmer turned businessman
Before becoming president, Mr Fox, the son of a wealthy farmer in the rural state of Guanajuato, managed a 450-hectare (1,220-acre) ranch in the state, where he raised cattle and ostriches, and grew vegetables for export to Europe, Japan and the United States.
Divorced, with four adopted children, Mr Fox made much of his agricultural roots during the 2000 election campaign, saying he was the only candidate to have ever milked a cow.
He studied business administration and management at Mexico City's Jesuit-run Ibero-American University and at Harvard, joining Coca Cola in 1964 as a route supervisor.
Over the next 15 years, he climbed the corporate ladder to become president for Mexico and Central America.
He was elected to Congress in 1988, ran for the post of governor of Guanajuato in 1991, and won by a landslide victory on his second attempt in 1995.
Story from BBC NEWS:http://news.bbc.co.uk/go/pr/fr/-/2/hi/americas/1049574.stmPublished: 2003/06/06 18:29:54 GMT© BBC MMV

San Diego Union-Tribune
(Page A-1 )17-Feb-2001 Saturday Bush, Fox upbeat after summit Both voice high hopes for `shared prosperity' George E. Condon Jr. and S. Lynne Walker COPLEY NEWS SERVICE SAN CRISTOBAL, Mexico -- President Bush heralded "a new day" in U.S.-Mexican relations yesterday after almost five hours of talks with Mexican President Vicente Fox that were notable for the easy casualness of old friends even as they grappled candidly with familiar problems.The two leaders, both new in their offices, doffed their suit jackets and ties to face reporters from lecterns placed between an alfalfa field and a broccoli field in front of Fox's red-tile-roofed home in this small puebloabout 210 miles northwest of Mexico City.Their day of talks, they acknowledged, yielded no solutions for the long-intractable problems of migration, drug trafficking and border pollution. Fox said the two also spoke at length about "the Californiaproblems" caused by power shortages and resulting in soaring energy bills.But solutions to all these were left to their top aides who got their marching orders from the two leaders.U.S. Secretary of State Colin Powell said he and Attorney General John Ashcroft will meet with their Mexican counterparts "at the earliest momentin formal high-level negotiations" to address migration of Mexican workers across the border and their treatment in the United States.Fox, who counseled against expecting "decisions or details" from a presidential meeting, hailed this commitment to negotiations as "a greatadvancement over what we had before."It was for the two presidents to set a tone of mutual respect and friendship, with Bush paying a visit to Fox's ailing 81-year-old mother, jokingly giving a thumbs down to the broccoli grown by Fox -- the vegetable that caused Bush's father considerable grief -- and admiring the horses on Fox's ranch.That part of the trip went as scripted as Bush and Fox renewed the friendship they first struck while both were governors. The effect was marred, in the eyes of some Mexicans, only by Bush's decision to flexAmerican military muscle while visiting Mexico.Fox was peppered with questions at a joint news conference about the airstrike by U.S. and British warplanes against Iraq. Fox brushed aside thequestions, saying, "I see no reason why we should connect one event with the other one."But other Mexicans were quick to take offense."The signal was that the important thing about today was Iraq and not Mexico," said Javier Trevino, former deputy foreign minister for President Ernesto Zedillo. "At 1 p.m. today, the Bush visit to Mexico was overbecause at 1 p.m. today, all the news shifted to Iraq."Bush dismissed the focus on Iraq, calling the attack "routine." Instead, the president wanted to make sure Mexico understood the symbolism of the trip itself."Mexico is the first foreign country I have visited as president," Bush said. "And I intended it to be that way."Fox needed no prompting, hailing the import of that decision."The fact that President George Bush's first foreign visit has our country as his destination is a clear message of the interest his administrationplaces on strengthening links with Mexico," said Fox, calling it "quite a distinction."Reviewing his talks with Bush, Fox added, "This starting point is very encouraging, so that both Mexicans and Americans together may inaugurate anera of shared prosperity together."Turning to address Bush directly, Fox said: "The spirit in which we have conducted this first working meeting marks the beginning of a new stage in our bilateral relations. I am certain that we will be able to takeadvantage of the historic opportunity we have today to set out on the way to a century of shared prosperity."The two men conducted their talks in English, with Fox reverting to Spanish for the nationally televised news conference. He switched back to English only briefly to lavish some praise on his visitor, saying, "I want you to know that we consider you a friend of Mexico, a friend of the Mexican people and a friend of mine."Bush later returned the praise when he was asked about Mexican irritation at the U.S.-required annual certification of Mexico's commitment to fightdrugs."I trust your president," he said. "He's the kind of man you can look in the eye and know he's shooting straight with you."Bush, who knows some Spanish, did not wear headphones giving the English translation until Fox finished and questions started coming from reporters.The visiting American, wearing black cowboy boots and a big silver belt buckle, was loose throughout the first news conference of his presidency. He opened his remarks in Spanish before quickly switching to English.He was all business, though, when questioned about a possible role for Mexico in alleviating California's energy crisis."This subject, rightly so, took quite a bit of time in our meeting and is going to take more time down the road," Bush said.But both Bush and Fox dampened hopes for any short-term Mexican aid."We did talk about . . . the possibility as to whether or not in Baja, for example, more power could be added to the Western grid," Bush said. "It's an obvious opportunity, if possible."But he quickly added, "There are some bottlenecks, and one of the things we need to do is address those bottlenecks, one of which is the ability to transmit power from south to north."Fox expressed a willingness to help the United States, but added that Mexico today has to import energy and "we do not have enough."He joined Bush in calling for a common hemispheric policy but stressed that it will have to be a policy "whereby no one takes advantage of the other."Fox said the leaders also made some progress discussing water problems in areas along the border, reflecting a growing concern that development inthat zone has led to pollution and water shortages.On the U.S. drug certification, Bush made no promise to press Congress to eliminate the requirement. But, like President Clinton before him, he left little doubt that he finds the certification unnecessary."I am certainly going to take the message back to the members of Congress that I firmly believe that President Fox will do everything in his power toroot out the drug lords and to halt drug trafficking as best as he possibly can," he said.Bush also pleased Mexican officials with an open acknowledgment of U.S. complicity in the drug trafficking south of the border."The main reason why drugs are shipped through Mexico to the United States is because United States citizens use drugs," Bush said.Bush stopped far short of endorsing Fox's call for the open movement of people across the border. Fox nonetheless expressed pleasure at what he heard from Bush, calling this "a great advancement on what we had before."Bush and Fox sat together in the back of a black armored Chevrolet Suburban flown in from Washington as they made the trip from the airport in Leon toFox's ranch. Schoolchildren waved flags, goats grazed and telephone poles were festooned with placards showing two hands joined beneath U.S. andMexican flags and the slogan "Prosperando Juntos" -- "Prospering Together."During a quick stop at the home of Fox's mother, Mercedes Quesada, Bush kissed her on the cheek and chatted in halting Spanish with two of Fox's children and nine of his brothers and sisters.The president gave her a color photograph of himself and first lady Laura Bush, who stayed behind in Texas.In return, Bush was given a large platter of cookies.Bush said he loved the cookies but -- like father, like son -- his glee turned to mock disdain when he was asked what he thought about the broccoli growing so plentifully in the local fields.He gave a big thumbs down to the vegetable his father barred from the White House menu during his presidency. "Make it cauliflower," the president said.