Editorials

But what does this specific activity consist of on a practical level? It all begins with a prolonged phase that could be described as relationship weaving: being able to constantly rely on a well-structured and firm network of contacts proves to be a fundamental element for any kind of subsequent engagement. This is the real crux of the matter.

To this end, it is necessary for the base on which the press office is built to be composed of a team that not only demonstrates indispensable skills from a business point of view, but at the same time is also characterized by excellent qualities at the human and relational level: from immediate problem solving to the ability to be multitasking and to resort to creativity, to a marked adaptability to various situations and possible changes that may arise in the course of the work.

The rare combination of all these characteristics is best expressed in dealing with the media, journalists and other press offices, at the local, regional and national levels and in any area of communication (print, web, radio and TV).