00:00Why did you decide to participate in the Brand Journalism Festival?
00:09Noacom decided to participate in the Brand Journalism Festival
00:14because the Brand Journalism Festival is the first festival on brand journalism.
00:18Why is it important?
00:19Because Noacom is the first Italian network of communication agencies
00:23that also uses brand journalism as a narrative technique
00:28for their clients and for their communication activities.
00:32Why the Brand Journalism Festival?
00:34Because we are convinced, we are deeply convinced
00:37that the approach related to the use of journalistic techniques
00:42is one of the keys to the success of the narrative for brands,
00:47for companies, for agencies, for organizations.
00:50All this is needed to make a narrative valuable
00:55and to be able to understand exactly,
00:58from the point of view of brands and companies,
01:01what is relevant.
01:02So, brand journalism, always.
01:04What does brand journalism mean to Noacom?
01:14Brand and journalism are two words that struggle to stay together.
01:17They are two words that seem to be technically similar.
01:22In reality, there is much more truth in what the pairing of these two words
01:27expresses in depth.
01:29What are we talking about when we talk about brand journalism?
01:32We are talking about the use of journalistic techniques for brand narration.
01:37Not about the journalism that has served the brand,
01:40but we are talking about the use of professional techniques,
01:43starting from the ability to identify what is relevant for an audience,
01:47and therefore the news, the typical news of journalists,
01:50and all the narrative techniques and all the formats
01:54that are part of the journalistic world,
01:56used to build brand narration.
01:59In this way, there is no problem,
02:02there is no contradiction,
02:04nor is there any absorption of journalism as such,
02:08which is a service of public interest, fundamental,
02:12and must remain so, free from any ties,
02:16from any external influences.
02:18This, among other things, highlights strongly
02:21the fact that the relationship between business and journalism,
02:25between the business world, the world of business communication,
02:28and the world of journalistic communication,
02:31there is still a lot to explore, a lot to deepen.
02:34There are gray areas,
02:36there are areas where the boundaries are not as clear as they should be.
02:41Instead, a healthy approach, that of brand journalism,
02:45which is explicit and uses techniques, not journalism,
02:49but journalistic techniques,
02:51helps and must help to illuminate these gray areas
02:55and finally make the difference between professional journalism
02:59and business communication clear.
03:10We are experiencing a crisis of distrust,
03:12especially towards journalism,
03:14especially towards the world of politics,
03:16and in part, in different measures,
03:18also towards the world of companies as such.
03:22It is necessary to rebuild a trust,
03:25it is necessary to re-establish this trust.
03:27Who is responsible? Who is the biggest responsibility?
03:30Well, first of all, the journalists.
03:32I speak as a journalist,
03:34I have been a professional journalist for 27 years,
03:36and I have always maintained, also in front of colleagues,
03:39that the worst enemies of journalists are the journalists themselves,
03:42because in this path we have not been able to strengthen
03:46that credibility, that authority,
03:48which, on the other hand, the journalist must have
03:50as a witness of the present, as an interpreter of the present,
03:53as a narrator of the present to his audience,
03:56to his audience, to his readers.
03:58On the other hand, there is a very important responsibility
04:01of the whole world of training,
04:03because it is obvious that when we have to train people
04:08to build healthy information,
04:10to keep the world of journalism and the world of communication separate,
04:15the first ones involved are the trainers.
04:17I am lucky enough to teach at the university too,
04:21I feel the responsibility of this role
04:24and I try to put ethics at the center of all the narratives
04:28and all the training paths that I undertake.
04:31Ethics, both from a communication point of view,
04:34because communicators must have an ethics
04:36and must follow an ethical deontology, to be precise,
04:39as well as, and it is much more structured,
04:42the journalistic one, with ethics and journalistic deontology.
04:45Finally, politics.
04:47Of course, politics must take a step back
04:50from the journalistic world,
04:52it must take a step back from the business world,
04:56it must profoundly embody its role
04:59as an interpreter of the common good.
05:02As long as these three worlds will have points of contact,
05:07always in the famous grey areas I was talking about before,
05:10as long as there will be these points of contact,
05:12the credibility, the authority and the trust
05:15in these three fundamental elements of our society
05:18will hardly be able to improve.
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