pr in italy

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 !