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A new update from Italy

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1.
Ferpi’s two Stockholm Accords implementation committees are proceeding at a good pace.
The national committee, following its first meeting that decided to proceed with the base research (see later) and that, of the four selected stakeholder groups with whom to begin a two year advocacy program (professional community, business community, media community and education community), the first two would be the focus of the first year’s effort, while the second two would be the focus of the second year’s effort. This in the sense the whatever one decides to do with the first two, the effects on the second two would also be immediate. The next meeting of the national committee (some 25 have confirmed, while another 20 will also receive minutes of the discussion) will be held in Rome on october 22. Also a special digital space in the Ferpi website will keep everyone interested regularly informed on the proceedings.
The second commission, dedicated to advocating the value of pr re the accords related to the tourism industry in the Region of Lazio (Rome being the capital) is also meeting a day earlier to discuss the actual program to begin implementation. And, as for the national commission, the proceedings of this will also be accessible by all visitors of the Ferpi site.
Members of both commissions have agreed to perform one highly general and in depth interview with one reputed representative of one of the selected stakeholder groups, in order to allow a fine
tuning of the base questionnaire
that will be distributed in early November by survey monkey to all members of associations representing:
°business community (independent directors, financial managers, auditors, internal auditors, financial analysts, human resources managers, marketing managers, csr managers, accountants and others…)
°professional community (members of Ferpi, members of other communication associations, visitors of Ferpi website)
°media (association of journalists and of social media)
°educational community (members of the Education Committee for Public Relations, professors of communication, student bodies)
The questionnaire will investigate on:
°the reputation and credibility of Ferpi as a source of innovation on the six areas of the accords
°the credibility and familiarity of the arguments included in the six areas
°the reputation of the function of pr vis a vis marketing, finance, human resources
°the reputation of the profession of pr vis a visa legal, accountancy, marketing
The results of the questionnaire will be interpreted in specific focus groups including representative of the various functions and professions.
A similar effort is planned for the summer of 2012 in order to evaluate the progress of the program.

2.
The most reputed and prestigious world wide award for television and radio productions –the Prix Italia- was this year in Torino for a full week, with the participation of several hundreds of experts, managers and representatives from more than 80 countries. In the context of this event, Ferpi organized (September 22) a workshop dedicated to ‘information and culture in the network society: the role of public relations’. At least half of the three hour workshop were dedicated to discussing the impact of the Stockholm Accords on how public relations can add value to information (Eric Reguly, european correspondent of Canada’s Globe and Mail, discussed with other journalists and public relators from those countries) and to culture (Anna Martina, director of culture and communication of the Torino Municipality, discussed with cultural operators and public relators from those countries).

3.
CSR Managers Network (including some 150 csr managers of as many Italian organizations) organized in Milano a full day workshop on September 23 dedicated to the issue of integrated reporting, one of the themes that inspired the accords. Some 100 managers participated and, in that context, a working group formed by representatives of the associations of financial analysts, accountants, internal auditors, csr managers, public relators, auditors was announced to accompany in parallel the proceedings and the development of the IIRC (International Integrated Reporting Committee see here), similarly to South Africa (see report from Estelle De Beer in the post before this) in order to ensure that specific applications from different countries and cultures be integrated into the generic principles of integrated reporting being studied and analysed by the IIRC. A member of FERPI was given the responsibility of coordinating this working group and its relationships with the IIRC.

4.
The Accords are now a regular theme being addressed in all of FERPI’s ongoing professional training activities.

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