(Adnkronos) - “Abbiamo deciso di prendere parte a questo festival perché abbiamo praticato il brand journalism nel senso che in azienda avevamo tante storie da raccontare in maniera molto concreta attraverso l'esperienza delle persone che hanno vissuto le nostre esperienze quindi sembrava fondamentale farlo in quell'occasione” . Così Vittorio Fiore, director in communication, public & regulatory affairs Lactalis, spiega perché ha scelto di partecipare alla 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 take part in this festival because we practiced brand journalism.
00:16In the sense that in the company we had a lot of stories to tell in a very concrete way
00:21through the experience of the people who have lived our experiences
00:26so it seemed fundamental to do it on that occasion.
00:29And to tell it on that occasion, very simple.
00:42In my opinion they are not in contrast, perhaps they have been in a somewhat remote past.
00:48Today they should certainly not be, because both journalism and brand journalism
00:55as a communication formula of companies should create a positive relationship with the public.
01:02So from this dynamic exchange, the best way to interact with the public should arise.
01:10If this balance is found, then there is no contrast, because both go in the same direction.
01:26Everyone has their role, in the sense that companies should create opportunities for young people
01:35to be able to express themselves as journalists as well.
01:38Publishers should have that innovative cumulus that allows them to find more and more promising formats, etc.
01:48Trainees obviously have a fundamental role, but they have always had it,
01:54in educating the new generations to professionalism that they do not have.
01:59But in my opinion the most important role is given to young people themselves.
02:03In the sense that to become a journalist or brand journalist today,
02:08there is a great need for entrepreneurship, there is a great need to be entrepreneurs of communication.
02:15To go and look for stories, to go and build them, to go and tell them.
02:20There is a need for this.
02:21Then the curriculum is enriched by publishers, trainers and companies,
02:27but at the starting point, young people always remain with their will to do.