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True transparency needed when planning social communication initiatives explains FERPI President Patrizia Rutigliano

August 21, 2012


Different initiatives can be implemented within the social communication field and each of them has its own specific features. Nevertheless, the very basic principles of communication broadly speaking are still applicable to all of them. Transparency, ethics and credibility are key elements and Web 2.0 plays a crucial role. Some remarks from FERPI President, Patrizia Rutigliano.


The field of social communication is certainly wide and complex, with undefined boundaries on one side and great potential to express on the other one.


The adjective “social” identifies a communication aimed at making the wider audience aware of topics of general interest.


There are different ways in which social communication can express itself and each of them requires a specific communication strategy to support it. Among them, there are the fund-raising initiatives for social causes, such as the renovation of an historical building or the support to medical research; advocacy processes to promote specific causes such as environmental, ecologic or politic campaigns; communications aimed at promoting healthier ways of life such as campaigns against smoking or alcohol.


How to deal with such a diversity of tools? These messages have, or should have, a great potential in the concepts of “community” and of “sense of belonging” entailed in the nature of social communication, therefore, how to unveil this potential and make these messages effective? Codes, languages and tools become very important to let citizens play the role of “communicators” and social promoters.


Some principles that are true for communication in the broader sense are valid also for social communication, if we want the audience to see a value in the message conveyed. In these terms it’s important to adopt an approach devoted to true transparency when planning social communication initiatives. As a matter of fact, playing on the audience’s emotional side is not enough to generate their true commitment, as in today’s context almost every statement is verifiable, comparable and searchable on the Internet.


In this view, the credibility and reliability of the communication initiative lies in its true transparency and on the opportunity to verify the truthfulness of its content. In this respect, the media can play a crucial role, both in terms of control and of promotion, as long as they are able to innovate their language and expressive tools.


Source: FERPI website