Dai social ai giornali, dai giornali ai social

Un cliente da sempre particolarmente attento al budget, ci chiama per un investimento che avesse come obiettivo quello dell’aumento della visibilità per i prodotti della sua Azienda.



Coincidenza vuole che un suo prodotto fosse stato incluso in uno dei post di Instagram di Chiara Ferragni di cui tutti i media stavano parlando. E il cliente voleva aumentare (giustamente) la pressione sui social media.

E come dire, Encanto ha fra i clienti dei follower di Chiara Ferragni? 

Questo non lo sappiamo, di certo sappiamo che questo cliente non lo era. Questo nostro cliente ha “scoperto” il proprio prodotto sui giornali, soprattutto sul quotidiano online.

L’ufficio stampa include, nel proprio campo d’azione, l’influencer. Una figura discussa ma importante in questo nostro tempo moderno in cui molto passa (o addirittura nasce) sui social media.

Integrare questo mondo social con il nostro lavoro è fondamentale per aumentare la portata e la “potenza” di un messaggio che viene presentato a un numero sterminato di persone. Una potenza di comunicazione mai vista in precedenza, molto amplificata, là dove coesiste con la reputazione che è conferita a un contenuto se veicolato da un giornalismo di qualità.

Un circolo: dal giornale al social e dal social al giornale, un nuovo ciclo comunicativo che non può viaggiare per compartimenti diversi, che può essere la svolta in una comunicazione coordinata per ottenere dai singoli ambiti tutta l’amplificazione possibile. 

E soprattutto non essere solo un metro di vanità, ma un numero su cui contare quanti nuovi contatti e quanti nuovi clienti (e nel caso cui abbiamo accennato sopra quante vendite in più).

Ecco perché nella nostra struttura integriamo l’ufficio stampa tradizionale con le relazioni e le redazioni digitali, in una formula sincronizzata e sinergica. Facciamo da ponte con le nostre redazioni interne, con i nostri partner e forniamo un interlocutore unico al cliente

Stampa, social media, TV, mondo digitale, Influencer. 
Un flusso unico, cross-mediale.

Giornalisti italiani, usano di media più di 3 social network diversi Facebook la prima fonte di informazione

 “Audit Italian Press”, l’indagine qualitativa dell’Istituto Ixè con il supporto di Encanto Public Relations e la community GiornalistiSocial su un campione di 300 giornalisti italiani, la fotografia di come utilizzano i social network


“Audit Italian Press”, si è conclusa almeno per il 2017 l’indagine qualitativa dell’Istituto Ixè con il supporto di Encanto Public Relations e della comunity GiornalistiSocial, la prima fotografia di come i giornalisti italiani utilizzano i social network nel loro lavoro.
I giornalisti intervistati – un campione di 300 professionisti - utilizzano mediamente 3.4 social network diversi.

A questo link è disponibile la ricerca completa

Il social più utilizzato, da oltre 9 giornalisti su 10 è Facebook, seguito da Twitter, oltre 8 giornalisti su 10; YouTube è frequentato da meno di 6 giornalisti su 10, Linkedin e Instagram sono utilizzati da meno della metà dei professionisti.


Il 91% dei giornalisti italiani dichiara di utilizzare Facebook per raccogliere informazioni: per il monitoraggio dell’opinione pubblica, la ricerca di storie, la verifica dei fatti e il loro approfondimento e per  venire a conoscenza di lanci e notizie da uffici stampa.
Al secondo posto (85%) per promuovere il proprio lavoro, fare marketing per il proprio giornale e per costruire relazioni.

L’utilizzo come fonte di immagini, video e materiale crowdsourcing investe circa 1/3 dei professionisti.

Nel futuro i giornalisti interpellati prevedono una crescita pressoché sintonica con la diffusione attuale dell’utilizzo, che non prefigura grandi cambiamenti, con Facebook al primo posto, seguito da Twitter, fatto salvo per una rimonta di Instagram rispetto a YouTube. Metà dei giornalisti ritiene i social fonti di informazione affidabili, l’altra metà ne dubita.

9 giornalisti su 10 asseriscono quasi univocamente di pubblicare notizie verificate e complete piuttosto che inseguire lo scoop solo per essere i primi. Il 38% dei giornalisti dichiara di sentirsi, almeno in alcune occasioni, obsoleto, poco al passo con i tempi. Il dato è, in parte, correlato all’età. Quasi 6 su 10 invece si sentono in linea con le nuove tendenze.

Il giornale di carta sembra avere ancora lunga vita per la gran parte dei giornalisti. Il 33% è sicuro che ci sarà ancora tra 10 anni, un ulteriore 44% ritiene probabile questo scenario.
4 giornalisti su 10 non suggerirebbero ad un giovane di intraprendere la carriera di giornalista, 4 su 10 la consiglierebbero, in particolar modo gli over 64enni.


Grandissima parte dei giornalisti intervistati è convinta che il successo della professione sarà legato ad una sempre maggiore integrazione multimediale che leghi assieme testi scritti, immagini, video, podcast e social, per offrire un prodotto comprensibile e ricco di informazioni.

Oltre metà dei giornalisti condivide, per lo più con rammarico, la previsione che in futuro la distinzione tra media tradizionali e social media, tra contenuti e pubblicità, giornalista e marchio saranno meno evidenti e meno importanti.


“Nel nostro lavoro – dichiara Roberto Gazzini titolare di Encanto Public Relations -  sono i nostri principali interlocutori. Conoscere in modo approfondito come  cambia il loro comportamento ci offre la possibilità di capire meglio i  nuovi bisogni e quindi di trovare nuovi modi per rapportarci e interloquire con loro ”.

“Questo è il decennio dello storytelling – osserva Margherita Sartorio Mengotti, amministratore delegato di Ixè -  costruiamo narrazioni di brand, di company e di singoli personaggi, ed i giornalisti, più di ogni altro professionista, sanno che i social sono un ottimo luogo per fare una narrazione di sé. Quindi i social sono impiegati dai giornalisti per trovare racconti, informazioni, stimoli e parimenti per promuoversi”.

“L’indagine – conclude Andrea Tortelli, fondatore di GiornalistiSocial.it e direttore di BsNews.it – dimostra che anche i giornalisti italiani si stanno adeguando ai tempi. In un paese in cui Facebook è già di fatto la prima fonde di informazione per i lettori, ora la sfida (per nulla scontata) dei giornalisti è quella di trasformarsi da vittime dei social a protagonisti, cogliendo a pieno le potenzialità dei nuovi strumenti editoriali”.


Italian journalists are becoming increasingly more present on social media, but the road to multimediality is still long

“Audit Italian Press”, a quality analysis carried out by the Ixè Institute with the support of Encanto Public Relations, the first picture of how journalists use social media in their work.
The preview of the research, which will be made available in December to the 18,000 members of the Giornalistisocial.it portal, analyses 50 cases in Italy (which we have compared to an American and Canadian sample group collected by Cision) from which it emerges that the journalists interviewed use social media primarily to promote their own work (83% compared to 73% of North Americans) and for networking (54% compared to 73%). In second place is the use of social networks for monitoring public opinion (52% compared to 64%), followed by searching for stories (41% compared to 52%) and, lastly, for research and verification (41%).



The most used platforms are Facebook (87%), YouTube (70%) and Twitter (67%), while significant growth is expected especially for Instagram and Snapchat. According to the Cision report, Periscope will take over, above all because it allows access to live streaming when other means are not available.

Half (50%) of journalists interviewed consider social media to be a source of reliable information with most trust given to YouTube, Instagram (a predominantly visual platform) and Twitter.

They almost unequivocally claimed that they post verified and comprehensive news (91%) rather than pursuing exclusive stories in order to be the first. Americans too share this position even though a minor (yet more significant than in Italy) percentage prefers speed to reliability. 

Images and videos used by professionals are for the most part taken from online (paid or free) image banks, followed by internal sources (of the paper of periodical in question) and, lastly, by self-produced material. A total of 25% of journalists state that they use material posted on social networks.

Andrea Tortelli, journalist and founder of GiornalistiSocial, the largest Italian community of journalists on social media with over 26,000 members, when asked about this data, explained:
“The position of this profession is decidedly complex and – as emerges from the report – there are many contradictions in the perception of the social media phenomenon: on the one hand there is growing awareness that social media is increasingly important as a promotional and self-promoting tool, on the other hand very few have realised that paper can’t represent the future, indeed it no longer even represents the present. In this context, the most conservative segment is, in my opinion, represented by those who still work as editorial staff for a newspaper or periodical and look at the new digital, mobile and social network scenario with diffidence, maintaining a more traditional concept of their profession. Then there are those who have either lost, or will never have, the security of a national journalism contract, who see their work in a more open, but sometimes contradictory, manner being aware that – as also demonstrated in a research carried out by Censis – social media is today the primary source of information for almost all Italians. This contrast is evident even in the online spaces that I manage – such as Giornalisti italiani su Facebook with its 18,000 members – where the debate is so heated that that, for certain topics, it comes close to descending into a verbal brawl”.
Furthermore, both reports highlight the dominating trend in the editorial industry with regards to a smartphone compatibility with a periodical’s format (54%), with a firm conviction that the public accesses news on mobile devices. Hence the need to offer multimedia content (41%), to reach the “always on” consumer that requires multiple channels.   

On the future of advertising, Italians see the future in “native adv” form while Americans are, in 47% of cases, neutral (and 28% negative). The relationship between journalists and communication professionals has not changed for 48% of those interviewed who continue to believe in equal measure, while for Americans nothing has changed for 66% of those interviewed. In Italy 25% of journalists claim they trust professionals less than they used to whereas 20% say their trust has increased.

With regards to material, preference is still given to the traditional press release, followed by photographs/videos/surveys, data and analyses that can easily transformed into news items. E-mail remains the preferred means of communication since it provides a complete and comprehensive text that the journalist can readily access.


A total of 43% of journalists declare that they, occasionally, feel obsolete and not in step with the times. Strangely enough this fact doesn’t seem to be age-related. Probably confidence in their profession enables the long-standing journalist to feel effectual despite and regardless of the speed of technological innovation that is inevitably transforming the profession.

Panasonic Solar, the eco-friendly liked by the media


The power of cross-media advertising, between traditional media and social networks, allowed Panasonic to reach an exceptional number of potential customers. Success came from the very launch of the traditional and social media press releases concerning a new online service for energy saving and, indeed, there was no lack of compliments from our client, Panasonic. The Japanese multinational has in fact launched an interactive platform that allows to simulate - instantly and free of charge - the installation of solar panels on your rooftop.

The platform is called “Simulate your Solar System”. It uses a Google Maps app and lets you draw the available roof space on a satellite image, then calculates the savings you could potentially achieve.

Crossmediality? Let’s learn from Warsteiner Bier


An example of successful crossmediality.
A social media idea with great journalistic appeal. In the Berlin Calling initiative set up by Warsteiner Bier, users created a guide to Berlin and became the protagonists of a social event.
By registering on the www.berlincalling.it website, users could choose an actual spot on a virtual map of Berlin and leave a suggestion, a review or recommendation about that place, offering personal insight and travel experience.
More than 700 suggestions were collected for the co-creation of the first social network map of Berlin, contributed to also by the editorial staff of “Mitte” the main on-line Italian language paper in Berlin, that we involved to help tell the story of “Secret Berlin”.


Social network and media: a single information flow for all media content


Being able to count on a media relations service from a PR company like Encanto Public Relations that manages a company’s social media, in addition to the press and website, means creating information with a unique firepower: a single information flow for all media content.

An individual social networking channel constructed both as a true media channel and as a supplier of news that is constantly connected to traditional media through their online versions, is not only more attractive and increases a brand’s reputation, but is also more visited by the target audience researching a given product or service.


1) Create a newsroom of journalists – client and social media managers

Thanks to our internal social media managers who work in close contact with clients and journalists, we consider a company’s social network management as part of a customer relations service that ensures the effectiveness and appeal of a message as well as generating a map of backlinks able to give the news item a high ranking on Google.  

2) Convert press releases into social media releases

Encanto Public Relations has, already for four years, been offering “social media releases” that is, a revisitation of the classic press release uploaded to platforms that digitalise all parts of the written and visual communication as if it had a life of its own: the title, the photographs, the videos and the details. Each of these components can contribute to spreading the message and be shared and referred to more easily online.

3) Spread the news through traditional media, social networking and the internet. 

News editors often produce updated editions on a daily or even hourly basis. News goes viral immediately on social networks. Being actively involved in this fast pace allows one’s social networking channels to share the success of the traditional media and thus amplify its scope.

4) Monitor everything simultaneously with our “all-in-one” service


Encanto Public Relations also offers an “all-in-one” monitoring service. The possibility of seeing on a single scoreboard how press releases are being received and interpreted in a cross-media manner by the various channels and players: from the press’s social networks to journalists, bloggers and influencers.

Achieving visibility in the media with a press office service that works

Having a press office that generates effective results is, today – when so much is made of sovereignty of content - an essential objective. However, before starting any kind of discussion on media relations and their importance, two important points must be made.

Firstly, when talking about a press office today one must begin with internet – even in terms of printed material – because today even printed pages are digitalised and circulated freely and with greater ease outside the traditional printed press release format. For instance, the Italian Online Media Library (MLOL) offers over 6,000 digitalised titles that can be consulted online free of charge.

Secondly, as web analysts continue to tell us (Audipress 2016 data and others), the most visited sites on the internet are news and information websites.

Articles written in praise of a company by professional journalists and published on their media channels can be used by traditional media (print, TV and radio), on their websites and on the internet in general where they are constantly referred to even months later: on the journalists’ blog, on the traditional media’s Facebook and Twitter profiles, often commented on or shared by readers or added to “hybrid” channels such as aggregators, news sites, bookmarks etc.
Moreover they can be used by the company on its own media channels, as well as by its sales representatives and employees.


But lets get to the crux of the matter: what is a press office that really works?

We believe that a press office – as a company’s mouthpiece - should necessarily be conceived as an internal service, an integral part of the company even though entrusted to an external partner, such as that offered by Encanto Public Relations
Though it is true that there are guidelines and rules to be followed by a press office, it is equally true that each business needs to develop its own.

The complexity and delicacy of this role can’t depend on competence alone, it requires total immersion into the language of the company so as to understand and be able to reflect its very essence, its individual DNA, and must involve all the company’s key departments (therefore not just marketing, as is often the case). Encanto Public Relations starts by listening, reviewing the dynamics and peculiarities of every sector of the company, from management and employees, to sales and marketing, without forgetting finance and logistics.

Another important feature of a successful press office is the ability, wherever possible, to gradually raise awareness and delegate responsibility of all press-related functions. If it is true that not all, or very few, managers are able to talk to the media, it is also true that each in their own role can contribute significantly to the success of a particular message to be conveyed or by providing cues on which to build new external communications.

This is our starting point: that is, the analysis of what we as “corporate news agents” consider to be the principle “source". This is obviously followed by contact with the press and the publication of articles, as well as providing the client with press release proposals based on corporate objectives and, of course, the importance of the news item in question.