The spread of the Covid-19 virus led companies to a deep change in their business and in communication with their stakeholders. Moreover, the pandemic has accelerated the digitization process: this has involved different tools, drivers and even different goals. In this scenario, how has the role of communication and of communicators changed?
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Restart Program, a project of Delegation FERPI Triveneto, starts exactly from this consideration. Indeed, the project is focused on researching the actions and tools a company should combine to generate a communication strategy based on the recovery post crisis.
Read the article on Ferpi.it (italian)
The project launched several online webinars that accurately showed the main functions of most common operational sheets - those which provide support to the work of the communicator. The webinars also included related Case Studies to provide clear examples of companies’ activities in the Italian territory.
The main topics treated include:
- the management of internal and external communication activities;
- the importance of building a strong Crisis Team to face reputational risks;
- the topic of an effective communication plan;
- online social network strategies;
- a conclusive approach to the measurement tools.
The topics listed above represent the 14 chapters contained in the Restart Program Manual. The text is published by FrancoAngeli in the Open Access series with a preface by Dario Di Vico and the contribution of Banca IFIS.
My contribution: the Case Studies
In order to make the theoretical approach concrete, the final part of the Restart Program was dedicated to examples of recovery communication strategies in some Italian companies. This was a shared decision with my colleagues from Ferpi and Uniferpi Triveneto.
As for my personal contribution, I was in charge of the research for suitable case studies of Italian firms in the Triveneto area, in collaboration with a group of students from Uniferpi. Our objectives were to analyse and categorise the Case Studies, and finally to gather and to shortlist the main key points of their communication strategy for the recovery after the crisis.
The Case Studies, which showed that companies mainly engaged in external communication actions, were:
- Omega Soluzioni Informatiche – IT local company based in Stra (VE);
- Progetto QUID – social cooperative in the textile and fashion market based in Aversa(VR);
- Media Direct Srl – medium business company in training and learning, which provides new education technologies based in Bassano del Grappa (VI).
On the other hand, companies that engaged in internal communication were:
- SIT Spa – large business company in mechanical engineering industry in Padua (PD);
- Jotun Italia Srl - Italian Headquarters in Trist (TS) large business company in chemical industry;
- Dr Schär Spa –multinational company in the food industry which enhances nutritional solutions in gluten free based in Postal (BZ).
“Case Studies represent great tools of analysis for the communicator in turbulent times, in order to look through what has happened and the reasons why it has occurred.”
Partecipants: Members of Ferpi Triveneto and Uniferpi Padova and Gorizia
Head of Delegation in Triveneto: Filippo Nani
A project edited by: Roberta Zarpellon
Coordination by: Roberta Zarpellon and Stefano Martello
Team Members: Sara Bassi, Elia Brooks, Giada Carli, Emanuela Fregonese, Francesca Serena Fronzoni, Federica Giordano, Mattia Necchio, Margherita Papi, Ada Sinigalia, Marta Beatrice Venutoli, Alessandra Veronese.