pr in italy
DESCRIPTION
TRANSCRIPT
Italian PR Market
Ilaria Bettinelli
Oana Scarlatescu
Excellence in PR requires knowledge of the culture
Country Profile (I)
Politics • Parliamentary democracy • E.U, NATO & G8 membership
Economics • 8 highest quality of life index rating in the world • 4th largest E.U economy• High levels of freedom to invest, do business and
trade
Country Profile (II)
Infrastructure
• efficient and modern communication infrastructure • 60% of households have internet
Media • newspaper readership low compared to other EU
countries • 150 daily newspapers owned by publishing trusts • 8 national TV free channels and 800 local ones • Rai and Mediaset: 85% of the audience and 90% of
advertising revenues
Culture
• Medium – high power distance
• Individualistic• High uncertainty
avoidance • High masculinity • Long-term vision
PR market characteristics
Gruning’s models • two way assymetrical model in Public Affairs• two way symetrical model in Corporate PR
Categories of assymetry • efficiency, elitism, conservatism, central authority
Categories of symetry • innovation, responsibility, solution for crisis and
conflicts
Quantitive PR data
• 172 PR companies
Top 5
1. Barabino & Partners
2. Eprcomunicazione – Gruppo Mediante
3. Edelman
4. MN- Gruppo Mediante
5. Noesis
Barabino & Partners
• 20 years of experience• International • Milano, Rome, Genova • London, Brussels, Berlin• Strategic consulting • Media Relations• Internal Communication
Media
Services
Health care
Hi-tech
Food industry
Financial system
PR client sectors
Main PR areas
Media relations
Internal communication
Event management
Public affairs
Investment in PR
Up to 100.000 E
100 – 500.000 E
over 500.000 E
0
31
10
8
Interviewed Companies
51
PR roles
• Networking • Support the organizational development• Reputation management • Fundamental role in an organization • Strategic role• Visionary role• Tailored to market needs
PR as adviser
71%71%
Absolutely agree20%
Absolutely disagree6%
Somewhat disagree23%
Somewhat agree51%
Hi-tech (84%), financial and insurance companies (81%) and fashion industry (80%)
absolutely agree
Public administration (79%) and organizations
with internal PR departments (37%)
absolutely or somewhat disagree
PR as organizational supporter
PR associations (93%) mostly agree
88%88%
Absolutely agree40%
Somewhat agree48%
Somewhat disagree10%
No opinion1%
Absolutely disagree1%
PR as a visionary
Fashion industry companies (%) and
financial organisations (89%) mostly agree
The major corporations (24%), with over 1000 employees, disagree
83%83%
Somewhat agree64%
Absolutely disgagree4%
Absolutely agree19%
Somewhat disgagree13%
PR as management coordinator
74%74%
Somewhat agree59%
Absolutely agree15%
Somewhat disagree21%
Absolutely disagree5%
Pharmaceutical companies (84%)
and small organizations (78%)
absolutely agree
È ‘poco o per nulla d’accordo’ soprattutto chi non ha fatto outsourcing (33%)
Italian PR Values
Flexibility
Integrity
Creativity
Need oriented
Expertise
Professionalism
PR
Perceived PR weaknesses
Accessory
Rigid
Ambiguous activity
Perceived PR assets
Solution finderVisionary
UsefulResult orientedEfficiencyEmpathyExpertise
PR officers profile
Account managers5-7 years
Economic studies24%
Humanistic studies32 %
PR studies44 %
PR and Public Affairs
• initial state of development
• considerable expectations of innovation
• anglosaxon model > integrated and structured
• strong relationship between political and business sectors
PR and Public Affairs
• local and central government departments have as media relation responsible
a guilded journalist external consultants, free lancers, services and
agencies
PR and Lobbying
• most developed strategy of Public Affairs• undergoing regulation process• approved draft of the law Santagata
ethical code free access in the government offices, independent
authority and central administration registration in CNEL sanctions
The future ?
It’s specialization !
PR TRENDS
• Public affairs (+35%)
• Event management (+21% )
• Environmental communication (+11%)
• Crisis communication (+10%)
• Media relations (+2%)
• Financial communication (+1%)
PR aspirations
• Gain more know-how
• Build a clear identity
• Gain recognition in society
• Become consultants not implementers
• Use web opportunities
Thank you for your attention !