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Motorola Moto G Event_ItalyIn Italy, enthusiasm for PR and marketing is finally back. Companies are not prepared to spend more, but have started using this communication and engagement platform in the marketing mix again. From a European perspective we don’t see an increase in the demand for events, but a request for a new approach in regards to designing new event formats and a different ways of scheduling.

Today event planning needs to take a new situation into account:  Editorial teams are shrinking and most editors have less and less time to attend events. Read more

Today our series is featuring Vilma Bosticco of Prima Pagina, GlobalCom ’s partner PR agency in Italy, who provided us with some insights regarding their local PR practices and regional trends.*

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Italy

Learn how the financial crisis influenced PR practices in Italy, how to intelligently integrate social media and classical press release distribution to fulfill the needs of today’s media professionals in Italy in our international PR series today.

 

1.  What is the latest trend (change) in PR you have identified in your region?

Vilma Bosticco: Italian PR has been influenced by the increasing use of social media tools. The Internet is a platform that can potentially bring a news to target audiences in real time and the nature of the Internet – where people share information without filters and in many cases without checking whether the information is correct or not – can create PR crisis. So if a company decides that it’s time to have a social media strategy, it is imperative that this strategy includes monitoring activities for forums, blogs and other online tools, in order to have a clear idea on conversations which are going on and ensure that crisis communications is done adequately.

Another aspect influencing the way we handle press offices activities in Italy is without any doubt the economical crisis that impacted our editorial market. We have to deal with a more limited number of magazines and a larger number of freelancers. This means that when approaching traditional media we need to avoid press conferences (unless the news is really very big) and turn to press interviews, press briefings or press tours. In addition it is important to prepare freelancers before putting them in front of an executive for an interview: the nature of their work forces them to deal with a huge number of different topics and they may not be perfectly prepared on a specific market or technology. Read more