Communication Forum, Bianco (Lavazza): “Global communication work done at the outbreak of the pandemic”

“Reflecting on what lies ahead is always very stimulating. If I think of the 15 months we have lived, the most difficult of all, I would like to put some aspects in a row ”. This was stated by Alessandra Bianco, Corporate Communication Director of Lavazza during the fourteenth edition of the Italian Communication Communication Forum. At the heart of the reflection, the mark left by the pandemic on the choices and strategies of companies, the lessons learned, the critical issues that remain and the work still to be done. “When the pandemic broke out – observes Alessandra Bianco – Lavazza, already had a series of tools in the stomach well tested such as smart working, it did a job of great leadership, coordination and global information so we started transversally to maintain the ” attention to the health of employees and therefore to apply safety standards across countries regardless of whether they were already required or not. Great coordination “.” Second – he explains – great attention not to leave people behind, therefore being able to make them feel involved, not abandoned but above all necessary to be able to overcome this terrible period “. “How to do it? We – he remembers – have never closed factories, we have worked remotely like everyone else but communication has played a strategic role as well as communication more than ‘media relations’, being in the area where it is produced and where you work. Lavazza has made a large donation for Piedmont but has not forgotten the other countries in which we operate as well as the countries where the coffee itself is produced “.