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The ways of communicating and journalism are adapting according to technological advances. It is a continuous process, which is adapted to each platform as they appear. Journalistic companies with traditional methods integrated their contents to multimedia in order to reach different audiences; however, the current crisis caused by the COVID-19 pandemic has brought great consequences in the world economy, and the media has not been exempt. These circumstances generated that journalism professionals, now with even more reason, to seek new scenarios for reinventing themselves and undertaking projects. Therefore, a space is opening up for specialized and virtual journalism, taking advantage of the needs that every day are more specific. Considering, furthermore, that entrepreneurship implies taking on personal and professional challenges, developing leadership skills and competences, being creative in the presentation of digital content and developing empathy with the public in order to build loyalty. [ABSTRACT FROM AUTHOR]