Relatori: Prof. Mario Caravale , preside Facoltà di Giurisprudenza - Prof. Mario Morcellini , Preside Facoltà di Scienze della Comunicazione - Avv. Domenico Condello , Consiglio dell’Ordine di Roma con delega alla pubblicità degli uffici legali - Antonio Riva , Consigliere nazionale Ferpi e Amministratore delegato di Itinera Srl - Roberta Zarpellon , Team leader Working Group Ferpi “Comunicare le professioni”- Stefano Martello , Consulente in comunicazione - Ambra di Tommaso , Consulente e Responsabile marketing e relazioni esterne di Avvocato.it - Barbara Ruiz , Consulente per la comunicazione di uno Studio legale .
Dopo il successo del convegno “Comunicare la Professione Legale” tenutosi nella Facoltà di Giurisprudenza dell’università “La Sapienza” il 13 luglio 2010 , Antonio Riva , Consigliere nazionale Ferpi e Amministratore delegato di Itinera Srl ha commentato il successo dell’evento definendolo «il primo passo verso un profiquo dialogo tra l’Ordine degli avvocati di Roma e i professionisti delle Relazioni pubbliche, soci della Ferpi, la Federazione Relazioni Pubbliche Italiana».
"After the long gone" sheet "of Bersani who liberated the categories" ordinistiche "from the bond that prohibited any form of advertising, even in professions more reluctant to give up the only form of customer acquisition - word of mouth - we look at communication professionals (and Public Relations) as potential consultants to build their reputation, "says Riva assuming an increasing interconnection between communicators and professionals.
the debate, which has compared the views on the subject of the two players, have participated with their contribution of wisdom and knowledge the two deans of the faculties that those young professionals graduating each year, Prof. Mario Caravale , Dean of Law and Prof. Mario Morcellini , his colleague in Communication Sciences.
Among institutional interventions, Attorney. Domenico Condello , Bar Council of Rome, with delegates to the advertising of legal offices, in virtue of the function performed has highlighted the importance of communication while emphasizing those that are the ethical principles to keep in mind when undertaking communication initiatives .
Gioacchino De Chirico journalist Moderator of the meeting and said that the rapprochement between the professions and intellectual assets and skills of communication is taking place in a scenario in which the frame of reference has changed quickly in both areas.
'professions, which once rested their prestige and their authority on the criteria of "distance" and "confidentiality", now are forced to deal with the need for transparency, information and participation and the need expressed by the citizens-users to choose and critically aware. " On the other hand, continues De Chirico, 'For the communication has become increasingly important to compete with productions based on so-called "intangibles" - services, values, symbolic productions - in which the time of consumption and production occur simultaneously and are subsequent to the act of buying and when the role of human resources is of decisive importance. "
In the debate in the media, the Internet is as always a leading role. Ambra Di Tommaso exploring the dynamics through which network resources become the tools for developing business and reputation has highlighted the importance of an effective online presence that comes through their website: "the website is sometimes thought, wrongly, an object superfluous, a mere showcase. Large law firms and professional services firms have recognized the importance of this first tool to boost their brand , using it as a means to transfer information (research, case studies, documentation, news) to current and potential customers. It is no longer just word of mouth, the customer uses in decision-making information collected through various channels, first of all the Web as demonstrated by a recent survey developed by Martindale-Hubbell.
According Stephen Hammer, a consultant in comunicazione per Donalda, casa di produzione audio e video di Roma, «la comunicazione sta vivendo un processo di accreditamento che riguarda il settore legale ma anche quello del Non profit e dell’ambito pubblico».
In questo momento, prosegue Martello, «è importante creare con i nostri interlocutori una relazione credibile che spieghi in maniera inequivocabile i vari step di un efficace processo di comunicazione nonché le varie mansioni deputate a questi obiettivi». Per questo, conclude Martello, «la sostanza, la misurabilità degli obiettivi, la razionalizzazione degli strumenti a disposizione si trasformano in risorse strategiche per affermare un processo di comunicazione naturally calibrated to the average long-term, carefully planned and monitored. "
Roberta Zarpellon According to the strategic aspect of communication is changing from a "spontaneous" to "intentional." Then the communication becomes competitive advantage. "In the relationship with the customer, for example, communication can build the relationship not only professional but on the content and especially on the relational content. In a word, the true heritage of the study is now the ability to build relationships based on trust between professionals and clients . Thus, the difference that creates the benefit is no longer jurisdiction, taken for granted, but the ability to build relationships. Increasingly, the professional will have to work on two fronts: to create value for the customer and find ways for him to see evidence. "
At the conclusion of the work has been extended a special thanks to lawyers Antonio Mollo, Scarlett Tricanico Sabrina Rondinelli and that their efforts have made a major contribution to the achievement of the meeting.
