Toni Muzi Falconi

Toni Muzi FalconiToni Muzi Falconi
January 25, 2007

EU mobile: 011-39-335-6100384

Current Position

Toni Muzi Falconi is Senior Counsel of Methodos spa (, the Italian change-knowledge management consultancy, which operates in Milano and Rome. The company was formed in 1978 as a management training operation, then grew in the 1980s to become market leader in employee communications and from there, in the 1990s, extended its activities to change and knowledge management support to organisations.

In November 2006 Methodos became an independent company of the Alchimia financial holding and operates in close connection with Doxa, Italy’s most reputed and oldest research company, also part of the same group.

Professional Background

Since the inception of his career, Toni Muzi Falconi has operated in the fields of public relations and public affairs. A career which began in 1961 as employee communication editor of Stanic (an Eni/Exxon joint venture) and continued as press attaché and public relations manager of 3M Company in Italy from 1963 to 1970.

In 1971 and 1972 he was economic and financial editor of the newsweekly L’Espresso and editor in chief of the monthly Photo 13 Italiana. From 1972 to 1974 he was Director of Communication of Fabbri Editori, then Italy’s largest publisher. He subsequently founded MF Communications in 1974, and then merged it into the newly formed SCR (strategy, communication, research) Associati in 1976. SCR quickly grew to become Italy’s largest and most prominent public affairs and public relations consultancy.

In 1990 he sold SCR to Shandwick plc (today Weber Shandwick) and remained on its board of directors until 1994. From 1994 to 1996 he founded and developed On-Off, a consultancy boutique specialized in assisting large organisations in understanding and coping with technological convergence (computer, television, telephone), which subsequently merged into Methodos in 1996.

Community Contributions

In the second part of the 1990s, Mr. Muzi Falconi wrote a detailed analysis of how the accelerating pace of technologies complicated policy processes inside large multinational corporations, thus impacting on the ongoing deterioration of the quality of government and other institutional regulatory bodies around the world. This work focused on a comparative analysis of public affairs methods, practices and procedures analysed from the world headquarters of AT&T, IBM, British Telecom, Deutsche Telekom, Telecom Italia, and Fiat.

In the same period, Mr. Muzi Falconi was entrusted by the then European Commissioner for Humanitarian Aid — Emma Bonino — with the assignment to listen to expectations of the major international and European Ngo’s benefiting from EU’s financial aid. The objective was to restructure contractual agreements and also create conditions to ensure that European citizens and voters were made aware that the EU was, in fact, the world’s largest contributor to humanitarian aid. This dimension had been, until then unknown in respect of Ngo’s legitimate desire to keep fund sources anonymous for receiving country governments, in fear of retaliation and/or expulsion.

In 1999, on behalf of the Italian Cabinet, he assisted the Chair of the National Emergency Committee in preparation for the potential effects of the Millennium Bug. This assignment entailed coordination with other similar Committees of other countries as well as gave birth to ad hoc Committees in all Italian provinces. He was also in charge of the emergency room set up by the Mayor of Rome in that occasion, which also marked the beginning of the 2000 Jubileum Year.

Since 2001, Mr. Muzi Falconi has been project leader of Mo.Ve, an international observatory of sustainable mobility in metropolitan areas, a non-governmental organisation based in Bruxelles and funded by the Italian, Catalonian, Austrian and Spanish Automobile Clubs with the support of the European Transport Commission, the European Parliament and the Foundation of the International Automobile Federation (FIA). This program each year presents different policy proposals developed by a twenty five strong international interdisciplinary scientific committee to public, private and social European policy makers in a Forum held in Venice and maintains a strong network of relationships with European leaders and decision makers on mobility issues in metropolitan areas.

Academic Activities

Mr. Muzi Falconi held the undergraduate chair of Public Relations Theory at IULM University of Milano ( from 1999 to 2002. From 2003-2005 he taught the postgraduate course in public relations at the University of Udine in Gorizia ( and from 2004 to 2005 the master’s degree program in corporate social responsibility at the University of Bologna in Forli (, as well as the masters degree in public relations at IULM University in Milano ( Since 2003 he regularly teaches ethics and deontology of public relations in IULM’s Master in Corporate Public Relations course and in LUMSA’s Master in Event Marketing and Management.

In the 2005-2009 academic years he has been teaching public relations at LUMSA University in the Vatican (
In the 2006-2009 academic years he has been teaching Global Relations and Intercultural Communication at NYU’s Master of Science in Public Relations and Corporate Communication; and at IULM University’s Masters Degree in Public Relations.

Professional Community Activities

Mr. Muzi Falconi was President of Ferpi, the Italian Federation of Public Relations ( from June 2000 to June 2003, and in July 2002 was elected founding Chair of the Global Alliance for Public Relations and Communication Management until December 2003 ( The Global Alliance, initially formed by 24 national associations, now has 65 members which represent in excess of 150,000 professionals.

During his Chairmanship, he was directly responsible for organising the first World Public Relations Festival, held in Rome in June 2003 with 600 participants from 32 countries, which was dedicated to discussing the GA’s Global Ethics Protocol, subsequently adopted by the Alliance’s member associations. He also edited, in cooperation with CIPR’s Nigel O’Connor, a comparative UK/Italy/South Africa study of regulation of public relations practices.

As past Chair, he was also entrusted by the GA to organise the Second World Public Relations Festival, dedicated to the issue of communicating for/with/in diversity, which was held in Trieste June 28-June 30, 2005, with 584 participants from 40 different countries ( .
In 2004 he presented a paper on “integrating real and virtual environments in stakeholder relationship management” at the annual Bled Symposium ( Also in 2004 he was invited to address the UK Chartered Institute of Public Relations governing body with a speech on EU communication and how the public relations community could help.

Mr. Muzi Falconi was co-chair for the 2004 and 2005 editions of the CIPR’s (UK) jury for the Annual Excellence in Public Relations award, and was granted Honorary Fellowship of the Chartered Institute of Public Relations. In June 2005 he received the Alan Campbell Johnson Medal for outstanding contribution to international public relations.

He is a member of the editorial board of the Journal of Communication Management; was elected member of the Commissions for Research, for International Public Relations, and for Diversity in Public Relations of the US-based Institute for Public Relations (; is a member of the International Public Relations Association (IPRA), the European Association for Public Relations Research and Education (Euprera) and the Public Relations Society of America (PRSA).

In June 2006 he organised in New York City, in partnership with NYU and PRSA, a four day intensive executive education workshop dedicated to ‘towards a global public relations model: from theory to practice’.


Mr. Muzi Falconi often writes on communication and public relations issues in relevant Italian web sites, newspapers and magazines. In Italian ( and in English (

He is author/co-author of:

• Governare le Relazioni (governing relationships), Il Sole 24 Ore, 2003.
• Author of the Italian chapter of Public Relations and Communication Management in Europe, Mouton de Gruyere, edited by Dejan Vercic and Betteke Van Rule, 2004.
• Relazioni Pubbliche e Organizzazioni Complesse (public relations and complex organizations), Lupetti editore, 2004.
• Governare le Relazioni (governing relationships), second and entirely revised edition with an Italian dictionary of the 200 most common English terms (mis)used by public relators, Il Sole 24 Ore 2005.
* Co-author, with Chiara Valentini, of ‘Lo Specchio Infranto’, Luca Sossella Editore (2009) a research on relationships between public relators and journalists in Italy;
* Co-author, with Fabio Ventoruzzo, of ‘In che senso: cosa sono le relazioni pubbliche?’, Luca Sossella Editore (2009), a 10 hour dvd on public relations in contemporary global society;
* Co-author, with Fabio Ventoruzzo, of ‘public diplomacy and public relations’, Italian Ministry of Foreign Affairs and Interattiva srl (2009), a 4 hour dvd, entirely in the english language on the relationships between public diplomacy and public relations in contemporary global society;
* Author of the Italian Chapter of ‘Global Handbook of Public Relations’, Routledge (2009), revised edition edited by Sriramesh Krishnamurthy and Dejan Vercic;
* Author of the Global Public Relations Chapter of ‘Reputation Management’ Routledge (2010), revised edition, edited by John Doorley and Helio Fred Garcia