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You are here: Home → PR PLANET → PR: a world divided in half…but not forever!

PR: a world divided in half…but not forever!

19 June 2019 scritto da Lorenza Bassetti

When we talk about PR we have in mind A strategic communication lever, but in reality we know that there are at least two souls of PR, driven by totally different and distant approaches.

On one hand, Institutional Public Relations close to top management of companies and C-suite and focused mainly on Corporate Communication, Reputation management and CSR.  On the other hand, the most “prosaic” PR of brands and products, directly oriented to promotion, closer to Marketing and experienced as an important asset in this area.
Divisions that often coexist also within companies living as “separated at home”, with distinct offices and reduced interactions.

This distance, grown within the companies, has in fact produced a forced separation even in the agencies world. Although in our agency we have always taken care of both fronts, adopting an integrated approach from the beginning, it is undeniable that in the general scenario the two worlds are parallel and without a common language.

But things are changing.

 The two souls of PR, increasingly unified…

 It’s no mystery that digital has broken down many barriers, disintermediating relationships between people and promoting a fruitful contamination between different worlds for a new, more democratic and participatory form of communication.
It’s a common saying that the drivers of this change are the Millennials, a generation that is now spoken of as a “mythological figure” to whom all the mutations of reality are attributed!

What is certain is that the advent of social media has triggered a revolution that has brought words like sharing, transparency, commitment and coherence at the forefront.
We all know the power of a click, we all know that we can make an impact… just like consumers, and for this reason we are increasingly directing our choices towards brands that respect and share our values and our commitment.

Today the product alone is no longer enough. Quality is always crucial but has become a prerequisite. It’s not even enough for a brand to touch your emotions or make you fall in love.
Today the social credibility of the brand and the ability to enter our lives sharing causes and values we care about are increasingly important.

Brands’ new role

According to the most recent researches by our friends working at Ipsos Research Institute, more than half of Italians (52%) say they want brands that can make a difference in the world (62%, instead, the European average) and 77% highlight the cause for the environment as the top priority.

In this context, consumer choices are strictly connected with life choices and push companies in a new direction where product and reputation, marketing and social responsibility are firmly linked.

And it is here that the two souls of PR, unified, can play a leading and bridging role with projects that can finally break down barriers giving a new depth to the story, thus able to generate empathy and get straight to the heart.

The smartest companies had already figured that out. The award-winning international PR campaigns that I had the pleasure to analyze as a member of the Jury for Italy at the Eurobest Awards 2018 are all focused on social issues close to the companies’ business, where brands become the spokesperson of topics on the agenda: from diversity to cyber-society risks, to global warming. 

It is no longer simply a matter of obeying to a protocol of CSR activities or occasionally supporting a charity, but rather a genuine commitment that is shaped around the brand and becomes its focus.

 Our hope is that the number of companies with a truly integrated PR sensitivity will soon grow in Italy too, becoming ready to join communication campaigns that bring together Brand Reputation and Marketing.

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The tireless mulktitasking

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Laura Sanfelici

Her role in ad Mirabilia: Curious by nature, multitasking by vocation, Laura is Senior Account Executive and is in charge of Media&Digital PR, both product and corporate. Determined, organized and always ” switched on”: nothing gets out of her control!

Specialization: Graduated in Literature, Laura speaks English and German.
A fashion, beauty and lifestyle expert, she is familiar with every journalist dealing with these topics. She is also passionate about motors and technology, sectors for which she has worked on several professional projects.

Her Strengths: The ability to cultivate long-term relationships with the press and a special care for client relations are her strengths. She completes every task and always says what she thinks. These qualities make her a safe haven for clients and a guarantee of success in every situation.

Something more about Laura: Born and bred in Milan, she grew up with the healthy values of the past: respect, honesty and sincerity. She’s been economically independent since her university days. She loves doing sports and being outdoors, being with her children and reading crime stories. Even in the family she has “factotum” role with the total responsibility for almost everything, a role that suits her well and that she likes very much!

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The effectiveness of punctuality

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Martina Comerio

Her role in ad Mirabilia: Martina is a Junior Account: she mainly deals with press reviews and reports, writing texts and press releases, contacting journalists, supporting the organization of events. Dynamic, precise, curious, she finds motivating to spend every day passing from one project to another, always trying to learn from every situation and from every little mistake.

Specialization: Beverage, fashion, design, green. Martina is happy to work over different sectors, matching many of her own passions. Always ready to learn the secrets of the profession from her colleagues and the most experienced, she has the ambition and the courage to speak her mind when it comes to it. The rest of the time, she trains with dedication to become a pro in a very difficult discipline: listening.

Her Strengths: Martina is very young and has everything to learn, which is why she blushes when she hears the adjective “the best”. On the other hand, she is committed every day to being as precise and organized as possible in everything she does, even when chaos reigns!.

Something more about Martina: She grew up in a small town in the Milanese area, but she has always been in love with Milan, its spirit, its frenetic pace. She has a master’s degree in Communication for Business, Media and Complex Organizations with a specialization in Media Management: hence her interest in everything “social”. In her spare time she loves reading and writing, art and travel. Reading is her “safe place”, in which – like Bastian in The Neverending Story – she has taken refuge since she was a child. She loves different music genres, from edm to Italian singer-songwriters and as soon as she can she goes to live concerts and music festivals.

Carol Verde

the geek strategist

Her motto: “Be brave, live mindfully, enjoy the journey”

Carol Verde

Her role in ad Mirabilia: Carol is Senior Digital PR Specialist, responsible for all digital communication activities within the agency and for clients. She is also in charge of external communication for ad Mirabilia.

Specialization: For Carol, Social Media and Content Marketing can’t do without each other, that’s why she mixes both skills into one great attitude: strategic communication. Food, Design, Tech and Start-up are the sectors she’s most at ease with.

Her Strengths: She’s unbeatable at connecting dots, connecting people, making things happen. She finds the best way to add value to any project by carefully moving through relationships, stakeholders and touchpoints between online and offline. Strategy, planning and execution are on top of her daily “to do list”, always with an eye towards innovation (and tools, which he loves)!

Something more about Carol: 100% Roman, 80% made of coffee, she’s chosen Milan as her new home. In her first years at university (Integrated Public and Business Communication) she became the youngest publicist journalist in the Lazio region aged 22. She then moved on to corporate communication, understanding that she prefers telling rather than reporting stories. In her spare time she practices yoga, reads Rupi Kaur’s poems, and listens to jazz music. She has a dog called Happy and is a contributor for Ninjamarketing.

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Her role in ad Mirabilia: Not just a PR Team Assistant: Michela an agency’s pillar. She is generous and responsible, with a great versatility. With a perfect mix of wisdom and genuineness, she manages everyday services of the agency and supports the teams in organizing events and producing contents, reports and press reviews. Curious and silent observer, she leaves her mark as she speaks.

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Something more about Michela: Grown up in the Milanese hinterland, she graduated in foreign languages and literature with a specialization in Germanic languages from which she derives, maybe, her obstinacy and aptitude for in-depth study. She loves poetry and scientific research, too. And it is her passion for alchemy that has led her to the “mixology” art and to become a virtuous bartender.

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Her role in ad Mirabilia: Young Account Executive, Gioia deals with media relations, drafting of texts and reports, press reviews, support for the organization of events. Calm and a good dose of irony: this is her winning formula.

Specialization: Very curious and well prepared especially in the areas of e-commerce, textiles and lifestyle, Gioia is always up to date with the latest news. Her work in the agency, which began with a first experience as an intern, allows her to develop her skills and learn, day after day, what it means to implement communication and marketing projects.

Her Strengths: Her skills: Always proposing the right thing to the right journalist: her precision and intuition make it difficult for her to make a mistake. And she’s a real ace in Product Placement.

Something more about Gioia: Born in Cremona, she fell in love with Milan when she was studying at university, graduating in Public and Business Communication. A big fan of music, she tries not to miss concerts, dj sets and all sorts of festivals. She also loves TV series, reading and videogames.

Daniele Lazzoni

The man of numbers

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Her role in ad Mirabilia: Eclectic and tenacious, Daniele is Account Manager. A point of reference for clients in the Tech, Digital and Finance sectors, he is their first strategic consultant and coordinates the team with passion to develop memorable campaigns.

Specialization: An effective strategy must include clear and measurable objectives. Daniele knows it: through web listening and data analysis he looks for relevant insights for the definition and measurement of campaigns. He is particularly involved in the Tech, IT, Tourism and Automotive sectors, where he has a great deal of experience.

His Strengths: Can you recognize a winning idea when you see one?
Daniele has developed a strong critical sense that allows him to choose, among many, the right idea, the one that perfectly meets the customer’s needs and that can be transformed into an effective communication plan.

Something more about Daniele: Passionate about sports, Daniele was born in Massa, between the mountains and the sea of beautiful Tuscany. He graduated in Modern Literature and also has a Master in Business Communication with a specialization in Sharing Economy. He firmly believes in the power of (good) communication and knowledge sharing, which is also why his experiences include teaching Italian to foreigners.

Sofia Roncoroni

The grace of determination

Her motto: “¡Vive ahora!”

Her role in ad Mirabilia: Sofia is a young Account Executive. Her daily tasks include press reviews and reporting, support for the organization of events and media relations, thanks to her natural disposition for relationships. Is that all? Clearly not! Sofia is also good at content creation: like a real gold digger, she always manages to find the right words to make our texts brilliant!

Specialization: She has a green soul, which is why she has chosen to specialize in Environment and Sustainability. In addition, she loves beautiful things and is always up to date with the latest news on Home and Design.

Her strengths:  Don’t be fooled by Sofia’s kindness: behind her amiable smile lies an innate aptitude for precision and organization. No problem for her has an impossible solution, no detail is negligible. The goal? Learn more, do better.

Something more about Sofia: Sofia’s roots are near the Como Lake, but her heart is in Milan: the city has won her since her time at university.
She graduated in Communication Sciences and specializes in Event management. The six months spent studying in Barcelona have ignited in her the passion for travel. She also like reading and writing

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