(Adnkronos) - “Come Inps abbiamo deciso di partecipare alla prima edizione del Brand Journalism Festival per intercettare ambienti, utenti e pubblici diversi da quelli con cui solitamente noi ci confrontiamo, quindi abbiamo ritenuto sia per le tematiche sia anche per gli utenti che gravitano intorno a questo evento importante essere presenti con il nostro stand, con le nostre persone, cercando quindi di colloquiare con i soggetti pubblici e privati che saranno presenti e cercando in qualche modo di portare a conoscenza le nostre attività”. Così Diego De Felice, direttore comunicazione Inps, spiega perchè Inps ha scelto di supportare la prima edizione del Brand Journalism Festival che il 12 novembre riunisce editori, aziende, giornalisti, decision maker, esperti e appassionati della comunicazione in un confronto sull'evoluzione del mondo dell'editoria, del giornalismo e della corporate communication.
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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.