Επικοινωνία
Σήμερα μπήκα στο site της ιταλικής Vogue και διάβασα το παρακάτω
κείμενο που έγραψε η διευθύντρια του περιοδικού, Φράνκα Σοτσάνι.
Είναι ό,τι καλύτερο έχω διαβάσει ποτέ από διευθύντρια γυναικείου
περιοδικού. Δεν αφορά μόνο τη μόδα, ούτε μόνο τα γυναικεία έντυπα,
ούτε καν μόνο τη δημοσιογραφία. Αφορά όλο τον κλάδο της
«Επικοινωνίας» γενικώς. Σας το παραθέτω αυτούσιο -όπως το έγραψε,
στα αγγλικά- επειδή θέλω να το μοιραστώ μαζί σας. Το συγκεκριμένο
άρθρο βοηθάει να καταλάβουμε λίγο καλύτερα γιατί τόσα πράγματα πάνε
τόσο λάθος γύρω μας… –
Κιάρα Σουγκανίδου
I am in Madrid at Carlos University III and I will be talking on
communication. It’s the start of the academic year. Students are
enrolling on a Master’s in communications.
I read the program of classes. Fashion, beauty, media, TV,
Internet, images. Publich Relations for companies, designers,
brands, museums, public and private organizations, banks. And a
thousand others. Communications.
A journalist does communicate, or at least should. A writer,
artist, actor, testimonial, advertiser.
Everyone communicates today just about everything. There is
no selection, they communicate. From the tragedies communicated in
an obsessive and morbid manner to have more readers, to the shows
by talking about famous models or who is sitting on the front row,
forgetting what we are actually there for. The clothes.
I mentioned
social networks. It’s fast and it allows you to communicate
with everyone. The
blogs. They communicate everything, even things they don’t
know about. It doesn’t matter though. Most of the blogs don’t have
readers, it’s just a means of personal communication for fun.
Is this communications? News after news, mail after mail
filling up you inbox. Thousands of press offices send you e-mails
on nothing everyday. You put them into trash.
I believe in young people, they can learn a new way to
communicate. For a new way I mean learning to communicate
things that are worth talking about.
From universities or these master’s programs students will go on
to work in press offices, newspapers, television, or media in
general. It’s an important job, it requires responsibility. An
effective communication can help a brand or a public person or
else. Behind it there must be good work and honesty.
By continuing to follow scoops that don’t exist or low media
coverage, you end up skipping the real news. The reader doesn’t
trust you anymore, your message gets lost.
It’s not the quantity of insignificant news that create a good
communication. It’s not the quantity. It’s the quality. There
must be a strategy, a concept. The concept has to be strong. The
result will be winning.
In a society based on bluff, momentary success, creating
ephemeral things, we tend to believe that being superficial will be
effective always. When the phenonemenon disappears, the five
minutes of glory disappears, the press officer does the same.
Promoted for having found a scoop, and fired for the same reason.
Communications is being loyal to the message we want to
give. Young ambitious persons and improvised PR agencies ready
to do whatever it takes to get noticed are an old phenomenon. They
had their moment of glory in the 80s and 90s when we didn’t use to
talk so much about communication as we do today.
Now everything has changed. We all know which news is true
and which one they made up. To communicate is a real profession and
not just a fun way to talk about everything without checking your
sources.
To study communications is not learning how to give the news,
it’s based on theories and books you prepare for exams. There
needs to be a spirit of initiative and an innate sense of how to
divulgate the information. The real one.
Franca Sozzani
