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  • 1. CHANGES in the ITALIAN MEDIA LANDSCAPE by Silvia Amelia Bianchi Managing Director SAB Communications International PR Day – Berlin Nov. 16th 2011
  • 2. Company Overview • Started Jan. 1995 in Germany (Munich), serving IT companies with marketing services (campaigns, events, incentives, localizations) • Moved back to Italy 2005 • 2009 change of the company name from SAB Marketing Services into SAB Communications to reflect our core business: PUBLIC RELATIONS© 2011 SAB Communications International PR Day - Berlin 2
  • 3. The Italian Market: your public 214. 032 other forms (associations, local bodies) 1.161.429 limited partnerships or “people societies” 1.384.089 capital ventures (sole proprietorships / ltd. / inc. / corp.) 3.374.567 individual companies (professionals, freelancers)© 2011 SAB Communications International PR Day - Berlin 3
  • 4. Regional coverage Companies Editors Several hundreds NORTH-WEST 1.615.435 publications NORTH-EAST 1.207.197 editors based in Milan CENTER 1.301.513 (majority of IT magazines) SOUTH and ISLANDS 2.009.972 or Rome (majority of daily newspapers) just a few in southern Italy (mainly online)© 2011 SAB Communications International PR Day - Berlin 4
  • 5. Italian press – some peculiarities B2B press: a rarity! Would you issue a “high-end” B2B magazine in a country where over 50% of the readers are freelancers or “sole proprietorships”? Only a few dare it!© 2011 SAB Communications International PR Day - Berlin 5
  • 6. Italian press – some peculiarities Instability: not just a political issue!© 2011 SAB Communications International PR Day - Berlin 6
  • 7. Italian press – some peculiarities Editor’s reaction to the crisis – the IT publications example • You pay, I write trend in printed media regardless of the quality of the contents you might produce, these magazines will ignore your news unless you invest upfront. • Huge amount of IT sites, some dubious only a minority linked to a printed magazine, only 20 of the “just onliners” deliver high quality contents, only 10 deliver business oriented contents, the majority embeds tech news in a “daily” kind of webzine (consumer oriented).© 2011 SAB Communications International PR Day - Berlin 7
  • 8. Kill two birds with one stone! • Communicate to “high level” magazines / sites only if you have something relevant to say : sell them exclusive contents, dealt with in an understandable way for their readers • Communicate to the remaining media constantly by generating buzz around you.© 2011 SAB Communications International PR Day - Berlin 8
  • 9. Differentiate your communication! • Learn to know your customer • Learn to know your journalists • Use different means of communications including social media! • Use investments (if any) by turning them the other way round for your advantage!© 2011 SAB Communications International PR Day - Berlin 9
  • 10. Italian press: localized approach • Case studies and testimonials should deal with local success stories or best practices • News about good numbers on the territory, new local partnerships, your commitment to Italy, these are particularly appreciated • Knowledge articles are excellent, provided they deal with real issues Italian companies are facing or an interesting / relevant topic or trend© 2011 SAB Communications International PR Day - Berlin 10
  • 11. Italian press: to avoid • English communications • Too “self satisfied” communications • Reiterated communications on the same topic, even if relevant for the issuing company • Multiple irrelevant communications for the target markets • Communication holes© 2011 SAB Communications International PR Day - Berlin 11
  • 12. Communications 2.0: be ubiquitous But pay attention to relevant contents!© 2011 SAB Communications International PR Day - Berlin 12
  • 13. Communications 2.0: track your readers© 2011 SAB Communications International PR Day - Berlin 13
  • 14. © 2011 SAB Communications International PR Day - Berlin 14
  • 15. Silvia Amelia Bianchi Managing Director --------------------------------------------------------------- SAB Communications Piazza del Popolo 6 22100 Como Tel: +39 031 304459 Fax: +39 031 4451531 Cell: +39 340 7885343 Email: sbianchi@sab-mcs.com© 2011 SAB Communications International PR Day - Berlin 15