In the second half, communication will play a central role. She is convinced of it Bernadetta Lonardi, journalist, editor of ispropress, press office that follows various economic sectors but specializes in the wine sector.
How are companies communicating during this pandemic? How do your clients ask you to work?
«First of all, the news is that companies have returned to communicate. After an initial phase of bewilderment and also of confusion linked to the emergency, companies have realized that communication and information not only could not be interrupted but that they needed to be strengthened. At the same time, it was necessary to find alternative and effective channels to continue to relate both with the press mainly in the sector and with consumers. In this logic, we found ourselves proposing strategies, contents, paths and methods of dissemination in an even closer teamwork and focused on specific objectives ».
After the pandemic, how will communication change? Which channels should be privileged and which ones have had their day?
“In general, the pandemic has upset many of our certainties. I believe, however, that the all too famous and now taken for granted slogan of 'nothing will be the same again' can not be applied to communication. The health emergency has subverted the market, changed positions and distribution channels. In such a context of even sudden change, communication continues and will continue to be central and increasingly integrated: traditional channels, new media and social networks will travel more and more together to diversify targets and messages ".
Will companies develop their communication channels to communicate directly with consumers?
«In these 15 months of absence of relationships, agri-food companies have understood and experienced the need to maintain or directly activate contact with the consumer. This was the case, for example, for many wine brands. There has been a strong social acceleration, with online events and presentations. In one year we have registered an epochal transition and also, finally, a new way of being: less dusty and self-referential, two of the main defects of a lot of communication ».
What will be the relationship of the press offices with independent media and journalists and what will be the most effective way of dealing with them?
«Personal relationship, reliability, trustworthiness, seriousness and credibility. I am convinced that these elements will continue to make a difference with the media of any kind and with colleagues. I was convinced of this over 20 years ago, at the beginning of this professional adventure in the press office field, and I am even more so today ».
Can you tell us about your projects, your innovative communication offers?
«Ispropress is an agency whose core business is the press office. We are a small team of journalists and communication professionals with a great specialization in agri-food information, trade fairs and other strategic sectors of Made in Italy and the economy. Our added value is the differentiation of projects and the very high personalization, in addition to having acquired a good reputation even among colleagues in the editorial offices. In this moment, the real innovation is to take a step back and put the news back at the center of communication. Basically, we do information and not pr ".
