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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)




© 2011 SAB Communications           International PR Day - Berlin                        3
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
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
Italian press – some peculiarities

                                                                     Instability:
                                                                     not just a political issue!




© 2011 SAB Communications            International PR Day - Berlin                                 6
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
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
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
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
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
Communications 2.0: be ubiquitous




                               But pay attention to relevant contents!



© 2011 SAB Communications               International PR Day - Berlin    12
Communications 2.0: track your readers




© 2011 SAB Communications               International PR Day - Berlin   13
© 2011 SAB Communications   International PR Day - Berlin   14
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

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2iPRDay_2011_Italy

  • 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