Don Bates: la Grande Mela della Comunicazione

Apr 12, 2010 Attualità, World Wide

Don Bates e Mauro Pecchenino

New York

Da New York abbiamo intervistato Don Bates, uno dei Consulenti di Relazioni Pubbliche più importanti a livello internazionale. Per i lettori di Flipmagazine l’intervista esclusiva realizzata con il PR newyorchese. L’incontro è stato colloquiale ed informale. Abbiamo pertanto lasciato l’intervista nella sua versione easy to read.

1. What kind of role have the Public Relations in Usa today: in NY for Business & Lifestyle, in Washington for the new way of politics with new Obama deal and finally in Los Angeles with showbiz?

We need to separate the P.R.market, in periods:

’70-’80 Marketing and Mentality Public Relations and Marketing Generalist, not so much advertising in Agency.

In the ’80 we had more business because there were more investments.

We can find the market evolution and so, that’s why today Media Relations are very important, particularly in crisis communication, reputation management and social responsibility.

The Companies need to be real, it’s very important for them, specially in this period where the media are so fast to broadcast a news.

2. In Italy, the most important professional of PR were and are: Giuseppe Roggero,Aldo Chiappe, Mauro Pecchenino, but for the next generations, there’s no more. In the States a new generation exists?

Today also in Usa we can find the same situation, there’s no more persons want to do this profession.

Because the new generations want to work less than in the past, they want more time for themselves and, at the same time, they pretend to have a lot of money.

However, many journalists lose the job and PR have more respect than the past.

For example, a very important Company like FEDEX follows a new communication way.

They always want to speak with PR man before to decide to take, maybe, a wrong decision.

So, in this new situation, now many journalists have lost their job and can decide to move in PR Profession.

3. In this period, we imagine you need to support the communication of many companies, such as Banks, Industries for the economics crisis. The crisis management communication in this case is very important and strategic to stay in the new market. What do you think about this?

The Companies are very confused in this period.

They spent in the past so much money in PR, it has a big Role like: “Superpartes- Indipendent to express a point of view”.

If a company wants express: “Where really want we go?”, The PR Consultant has a good opportunity to show to the people a different vision they can care.

Norman di Lieto

• Don Bates, Mauro Pecchenino, New York, PR