Communication Forum, 4,500 views and 16 hours of live streaming for the 14th edition

4,500 views between Webex, Linkedin, Facebook and YouTube, 100 speakers involved, 16 hours of live streaming for 19 sessions, including Digital Speech, Digital Talk, Thematic Tables and other events. These are the numbers of the fourteenth edition of the 2021 Communication Forum, which has just ended. The event, the organizers explain, divided into two days, “Marketing & Communication Day” and “Digital Transformation Day” brought the testimony of leading companies on the impact of the pandemic on marketing and communication strategies, on the lessons learned, on what worked more or less well from the point of view of institutional communication, on the links between communication and sustainability, on the impact of digital and AI on the communication strategies of companies and much more. “Despite the diversity of points of view, one point on which consensus emerged – underlines the Forum staff – was the crucial importance of communication in times of crisis. Not least internal communication, given the fact that the difficulties encountered by people in full of the emergency were not only ‘managerial’ or ‘productive’, but above all human. Digital tools allow you to ‘bridge the gap’, partially overcome the distance between people, but there is no digital tool, device or new technology that does not primarily have the task of enhancing the human and personal element, ‘human 2 human’. The Forum also offered two focuses on as many specific production sectors. The first is the pharmaceutical one, which has never before had to deal with the difficulty of informing and communicating science, with people’s distrust and with the need to use effective communication to transmit data and numbers. The other is the world of sport, in an attempt to understand which strategies to continue to impress and excite the public in a historical moment in which the fruition of the event is limited “. “There has been a lot of talk – the organizers conclude – about the importance of the brand, how to enhance it in times of crisis and what we can bring with it as a lesson learned, but also about employer branding and all that set of practices that will be used in the new scenarios to maintain the attractiveness of companies as jobs. Finally, there was no lack of in-depth analysis on how communication on the one hand and technology on the other have supported and will support ‘sustainable’ strategies in the near future of companies. A theme addressed in a special Digital Talk but which, due to its breadth and importance, was recalled at various other times during the day “.