Bear with me and please visit www.lucasossellaeditore.it .
Mind you, the sound is in Italian so it might be better to move quickly along the few minutes to get a grasp of what the contents, but more importantly the format, are like.
Basically these few minutes are an excerpt of a good twelve hours (!) of videobook (3 dvd’s of four hours each) to which Joao Duarte referred to in his post here a few months ago when we were shooting the various sessions.
The title is: In what sense: what is public relations? , and will hit Italian bookshops next week.
The work is divided into six sessions
°pervasivity of public relations;
°satellite view of the global professional community;
°organizational objectives which public relations assist in pursuing;
°implementing public relations programs;
°evaluating and measuring of public relations;
°public relations’ publics.
In each session, facilitated by yours truly, with the essential support of my young but very savvy colleague Fabio Ventoruzzo, is an expert senior witness, while in the audience sit and actively participate anywhere from 40 to 80 midlevel and senior professionals who intervene in the discussion, criticise, ask questions and make points.
All together the work cumulates the expression of some 400 years of professional experience in 12 hours of video book.
First point: what made me do it?
Well, a crazy but stimulating publisher courted and convinced me (also crazy).
As anyone who knows me or reads me realizes, I do have an unabashed…. grand opinion of myself… and I think that it is ‘responsible’ (too pompous? maybe useful is better) to leave behind a rationalised narrative of almost 50 years of personal professional experience, at least twenty of which also included some thinking, studying and rationalising.
Second point: Who is it aimed at?
Well, my ultimate hope is that anyone who is curious to understand how her/his opinions, attitudes (political, social, consumer related) are formed day in day out by not necessarily transparent influential sources through published opinion as well as lateral, word of mouth, viral and what have you applications, may learn how to beware and create a protective and interpretive apparatus which might help in getting a better understanding of how elites in society mostly screw you in and out, but sometimes even allow you to make better decisions.
But I am well aware that this is a very normative and thoroughly unrealistic objective.
My intermediate hope is that my colleagues will want to ‘sip in’ at least the more juicy portions of the videobook in the hope they will be able to be more aware of what they are doing every day, why they are doing it every day and even receive some inspirations on how they can do what they do every day a little bit better.
This is less normative, probably as unrealistic, but a little bit of hope is there because if even ten do it it is better than zero….
The most descriptive and realistic hope, finally, is that although university professors will never have the guzz to use this as a mandatory textbook, I am sure (if not for other reasons, at least for political correctness) they will suggest to their students to have this videobook in their libraries, and if even 100 of these actually see the whole thing then I am confident that the Italian professional community will have as many savvy and aware professionals, which is more than there are today.
Third and final point: Why didn’t you do it in English?
The answer is, why don’t we do it in English?
Of course, I (and my wonderful publisher Luca Sossella) have learned from many mistakes in this first experience, and I am confident a second shot at it would probably turn out much better.
But it needs to be a collaborative experience. A global collaborative experience.
Does this ring a bell?
And it could be called something like, say, pr conversations?
whaddayousay? as one recent spammer wrote here the other day.