Qualche tempo fa avevo ironizzato su un tema che merita invece forse qualche riflessione un po’ più seria.
L’argomento, non facile, è quello della percezione degli avvenimenti aziendali da parte del responsabile interno della comunicazione e dei problemi  che sorgono quando qualsiasi avvenimento aziendale viene sempre considerato e trattato come una “notizia” e quindi si chiede all’agenzia di declinarla in un comunicato stampa con tutte le relative (elevatissime) aspettative del caso.
Il messaggio chiave che mi sentirei di inviare a tutte le aziende, di qualsiasi dimensione siano e in qualsiasi market to operate is: the company is not a news .
sounds really corny, but it is not.
MarCom The problem is that often have a tendency to evaluate corporate events with a purely visual (and dangerously) inside.
If an "event" company (could be a new product, a new client, a project completed ...) is seen as important internally, so here it is expected that the outside world (the public of 'company) should find it very relevant and interesting.
should instead make an effort to "outsource" proceedings, and wonder, as objectively as possible, if what is believed to bring any news value to the recipients of the communication.
In other words, the question to ask is: I am offering a "content"? I'm talking something that could be a useful information, an indication to the solution of the problems my company is concerned? Something that readers should find this news to deepen mutual understanding? Something that helps me to describe / position the company as an "expert" and "competent" compared with the market where I work?
still moving slightly the angle of view we may also ask: I'm helping the journalist to whom I send this communication to do his job better?
Good work!
Image: Francesco Borromini's perspective gallery Finta Palazzo Spada (1652-53)
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