Brand Journalism Festival, Chieffi (NoaCom): "Tecnica chiave per narrazione di valore"
(Adnkronos) - “Il Brand Journalism Festival è il primo festival” che si occupa dell’utilizzo “delle tecniche giornalistiche per la narrazione di marca. Noacom”, ci sarà perché “è la prima rete italiana di agenzie di comunicazione che utilizza anche il ‘brand journalism’ come tecnica di narrazione per i propri clienti e per le proprie attività di comunicazione. Siamo profondamente convinti che l'approccio legato all'utilizzo delle tecniche giornalistiche sia una delle chiavi del successo della narrazione di valore per i brand, le aziende, gli enti e le organizzazioni”. Così Daniele Chieffi, presidente NoaCom, spiega le motivazioni della presenza della società alla prima edizione dell’evento che il prossimo 12 novembre riunirà editori, aziende, giornalisti, decision maker, esperti della comunicazione di marca, appassionati del mondo dell'informazione e professionisti della comunicazione per esplorare e ispirare il mondo del giornalismo e della comunicazione aziendale, esaminando le tendenze, i progetti più significativi e le opportunità e sviluppare una collaborazione fattiva tra i vari protagonisti.
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NewsTranscript
00:00Why did you decide to participate in the Brand Journalism Festival?
00:09Noacom decided to participate in the Brand Journalism Festival
00:14because the Brand Journalism Festival is the first festival on brand journalism.
00:18Why is it important?
00:19Because Noacom is the first Italian network of communication agencies
00:23that also uses brand journalism as a narrative technique
00:28for their clients and for their communication activities.
00:32Why the Brand Journalism Festival?
00:34Because we are convinced, we are deeply convinced
00:37that the approach related to the use of journalistic techniques
00:42is one of the keys to the success of the narrative for brands,
00:47for companies, for agencies, for organizations.
00:50All this is needed to make a narrative valuable
00:55and to be able to understand exactly,
00:58from the point of view of brands and companies,
01:01what is relevant.
01:02So, brand journalism, always.
01:04What does brand journalism mean to Noacom?
01:14Brand and journalism are two words that struggle to stay together.
01:17They are two words that seem to be technically similar.
01:22In reality, there is much more truth in what the pairing of these two words
01:27expresses in depth.
01:29What are we talking about when we talk about brand journalism?
01:32We are talking about the use of journalistic techniques for brand narration.
01:37Not about the journalism that has served the brand,
01:40but we are talking about the use of professional techniques,
01:43starting from the ability to identify what is relevant for an audience,
01:47and therefore the news, the typical news of journalists,
01:50and all the narrative techniques and all the formats
01:54that are part of the journalistic world,
01:56used to build brand narration.
01:59In this way, there is no problem,
02:02there is no contradiction,
02:04nor is there any absorption of journalism as such,
02:08which is a service of public interest, fundamental,
02:12and must remain so, free from any ties,
02:16from any external influences.
02:18This, among other things, highlights strongly
02:21the fact that the relationship between business and journalism,
02:25between the business world, the world of business communication,
02:28and the world of journalistic communication,
02:31there is still a lot to explore, a lot to deepen.
02:34There are gray areas,
02:36there are areas where the boundaries are not as clear as they should be.
02:41Instead, a healthy approach, that of brand journalism,
02:45which is explicit and uses techniques, not journalism,
02:49but journalistic techniques,
02:51helps and must help to illuminate these gray areas
02:55and finally make the difference between professional journalism
02:59and business communication clear.
03:10We are experiencing a crisis of distrust,
03:12especially towards journalism,
03:14especially towards the world of politics,
03:16and in part, in different measures,
03:18also towards the world of companies as such.
03:22It is necessary to rebuild a trust,
03:25it is necessary to re-establish this trust.
03:27Who is responsible? Who is the biggest responsibility?
03:30Well, first of all, the journalists.
03:32I speak as a journalist,
03:34I have been a professional journalist for 27 years,
03:36and I have always maintained, also in front of colleagues,
03:39that the worst enemies of journalists are the journalists themselves,
03:42because in this path we have not been able to strengthen
03:46that credibility, that authority,
03:48which, on the other hand, the journalist must have
03:50as a witness of the present, as an interpreter of the present,
03:53as a narrator of the present to his audience,
03:56to his audience, to his readers.
03:58On the other hand, there is a very important responsibility
04:01of the whole world of training,
04:03because it is obvious that when we have to train people
04:08to build healthy information,
04:10to keep the world of journalism and the world of communication separate,
04:15the first ones involved are the trainers.
04:17I am lucky enough to teach at the university too,
04:21I feel the responsibility of this role
04:24and I try to put ethics at the center of all the narratives
04:28and all the training paths that I undertake.
04:31Ethics, both from a communication point of view,
04:34because communicators must have an ethics
04:36and must follow an ethical deontology, to be precise,
04:39as well as, and it is much more structured,
04:42the journalistic one, with ethics and journalistic deontology.
04:45Finally, politics.
04:47Of course, politics must take a step back
04:50from the journalistic world,
04:52it must take a step back from the business world,
04:56it must profoundly embody its role
04:59as an interpreter of the common good.
05:02As long as these three worlds will have points of contact,
05:07always in the famous grey areas I was talking about before,
05:10as long as there will be these points of contact,
05:12the credibility, the authority and the trust
05:15in these three fundamental elements of our society
05:18will hardly be able to improve.