The media landscape in Italy is characterised by a low press readership (11 million readers per month for newspapers that grows up to 33 millions adding weekly and monthly publications) and a dominant role of television which is considered to be the most significant trend and agenda setter within the country. Italian media outlets usually are partisan and, depending on their owner’s opinion, openly express their political and ideological views. Digital media is growing and the monthly online consumption of entertainment and news information reaches 62% of the Italian population that is more than 37 millions of people, still less than the European average.
As it is widely known, Milan is the most important business centre of Italy and it is the hub for tech, communications, finance, fashion, start up, and digital transformation. Rome, however, is relevant for politics and the show business sector.
Eye contact is considered to be a sign of honesty, so while talking to a journalist in a video conference or during an interview, it is important to remember about it. Foreign language skills of Italians are below the European average and an interpreter’s help may be needed when doing business in the country.
The costs of PR in Italy depend on customer needs and on several factors: duration of the contract, brand sector, product or service, as well as the range of activities to be done. Normally, the agency sets a monthly fee in order to reach the objective described in a brief. The prices can start from 1,000 and come to 10,000 euros per month.
Doppia Elica is an agency based in Milan that was founded in 2009 by Alessandra Colao. It specialises in new technologies providing communication services for different tech and digital businesses. The agency also helps companies to build and manage their business reputation through a range of PR and media relations services, offering best solutions to guide them through the process of developing their brand position with the support of the press, radio, TV, and web (social networks included).
The agency has experience in working for well-established and world-known brands such as Waze or Shazam, but also for tech startups and fast-growing businesses that look for development and expansion.
- Media relations are based on mutually beneficial interactions between journalists, editors, and public relations specialists. Their purpose is to communicate a client’s relevant and newsworthy message in a suitable media outlet – press, TV, radio, and the Internet.
- Social Media management is managing a client’s online presence on platforms such as LinkedIn, Twitter, Facebook, Instagram or YouTube. This service starts with a consistent strategy preparation to, later on, create and publish appropriate and eye-catching content (video, visual, ….) on the aforementioned platforms.
- Content writing is producing marketing content such as blog posts, press releases, webpages or whitepapers to reach the targeted audience. It aims to increase traffic to a client’s website and to fulfill certain marketing objectives.
- Event presence is an opportunity to showcase a client to the general public and/or prospects and expand their network. It also includes inviting key media workers and thus aims to increment the client’s visibility in media.
- Market research is often useful to prepare a brand to enter a given market. In such a case it consists of a thorough analysis of the presence of the brand and its competitors, as well as their presence in the media and social networks. Research – e.g. surveys – can also be commissioned to a research agency to obtain valuable content that can attract the attention of the press and the client’s target audience.
- Media training aims to guide a client on how to interact with media. It improves their communication skills and provides them with tools to deliver an effective and credible message helping to get more media coverage.
- Reputation management is shaping positive public perception and opinion about a client. It consists in an active and regular monitoring of client’s mentions, mainly online, and reacting to them. We can also help our client to eliminate and replace negative content, when necessary.
- Crisis management starts with creating a plan and strategy in case an unexpected PR crisis arises. Its goal is to minimise the impact of negative publicity and media mentions, as well as to reduce the potential damage the crisis may cause to the client.
