2iPRDay_2011_Italy

CHANGES in the ITALIAN
MEDIA LANDSCAPE
by
Silvia Amelia Bianchi
Managing Director
SAB Communications

International PR Day – Berlin
Nov. 16th 2011

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

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)


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)


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!



Instability:
not just a political issue!



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).


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.


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!


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


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


Communications 2.0: be ubiquitous

But pay attention to relevant contents!


Communications 2.0: track your readers


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


2iPRDay_2011_Italy

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