00:00We decided to participate in the first edition of the Brand Journalist Festival to intercept
00:16different audiences and audiences from those with whom we usually deal.
00:22So we realized that both for the themes and for the users who gravitate around this event,
00:30it is important to be present with our stand, with our people,
00:34therefore trying to interact with the public and private subjects that will be present
00:39and trying in some way to bring to know our activities,
00:45what we do, our experiences, but also to receive new stimuli,
00:50new contributions in a positive logic of contamination.
01:04I believe that it is important to bring the world of the brand, the world of journalism closer
01:09because in reality communication in our current world, in our society, is increasingly important.
01:16So journalism, which has its own tradition, its own conformation, must continue to live and adapt
01:22to the new models of communication that society and technological innovation impose on us.
01:28But also the brand understood as an institutional communication by autonomous subjects,
01:34in particular for what concerns me public administration, is very important,
01:38both to better communicate to citizens the services they can provide,
01:43also here using the new technologies.
01:46I remember that IMSA is very focused on technological innovation,
01:50on digitization and also on the use of artificial intelligence,
01:55on the one hand, and on the other for a logic of transparency and also of public service,
02:00because it makes available to citizens,
02:03and let's remember that IMSA has more than 400 services
02:07and intercepts an audience of about 45 million in Italy,
02:12so let's say practically the entire Italian population.
02:15It is important to be able to communicate, communicate well and also in quick, fast times,
02:20because correctness, clarity and timing are musts for our activities.
02:26What is the role of public administration in the development of public services?
02:36In my opinion, it is very important that the organization,
02:40and as far as I am concerned, the public administration,
02:42approaches the language of the media companies,
02:46surpassing the institutional bureaucratic language typical of public administration,
02:50precisely to achieve the objectives as best as possible.
02:52So it is not a trend, but it serves to achieve the objectives that we set for ourselves,
02:57and we have also talked about this previously.
02:59So innovative tools are needed,
03:03and in this sense IMSA invests in communication,
03:06it is trying to communicate with the various touchpoints,
03:08from the more traditional ones, the press office and press communications,
03:13to those more consolidated, such as the portal,
03:16let's not forget that we have a portal that has about 3 million daily contacts,
03:20both the most innovative ones, from social media,
03:23we are present on all the most important social media,
03:26and we have more than 2 million followers,
03:28and also with even more innovative tools,
03:31such as the Smart TV we are working on,
03:34on platforms also dedicated to thematic topics.
03:39This is needed for the art and culture platform we are working on.
03:43So they are tools, both with textual elements and also photos, videos,
03:49so also getting closer to a more immediate language, typical of social media,
03:53it serves to inform, to communicate,
03:57but also to grow us as a community of communicators,
04:02and to reach the objectives that are those of participation,
04:07in addition to informing citizens,
04:09but also participation in public debate topics.
04:14We have done the first balance of sustainability,
04:17we have started gender certification,
04:19we have relaunched the cultural heritage of the institute,
04:24because we often interview important people on our websites,
04:29we have interviewed Cassese, for example, and others,
04:31because I believe that participating in public debate is a great organization,
04:35like IMSE, and therefore we try to do it,
04:39and to do it with tools, I repeat, those more traditional,
04:42or even those more innovative,
04:44using sometimes also influencers who move on these topics
04:48to get closer to the youth world,
04:51and therefore also with President Fava we are trying to put a young project on the field,
04:57to get all the age groups to communicate,
05:01that IMSE is not only for people who are older,
05:05but it is also important that all age groups get closer to this institute,
05:10because the services are differentiated,
05:12and in any case regular work,
05:16and therefore a prevalent education,
05:18is important and necessary to build a safer future.
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