E 'for some time that is transmitted on different channels of an Italian TV spot announcing the presence of a discussion forum on the internet about the sensitive issue of' use of nuclear energy.
After reading some articles and having sailed on forum (even if in fact is a website forum), it seemed important to bring to our / your attention to this "news" in the Italian community.
Obviously this is a pure lobbying , except that instead of pointing to references politicians, lobbyists point directly to the public that is almost certainly the most against the introduction of nuclear energy in Italy .
I will not, however, start a discussion about whether or not the introduction of nuclear energy in Italy, rather than by ex-student of RP now, I was interested stimulate a debate on lobbying that has been started to create in audiences to a common semantic field on which groped a new topic communication process.
In this sense, this lobbying is aimed at two audiences : both Internet users who may participate in the discussion forum and is not to Internet, not accustomed to the use of the Internet, which, however, see the television spot.
However, in this lobbying found no just fine in terms of correctness of the same (certainly not in terms of cleverness), which should to reflect a professional Public Relations: the lack of clarity of the message and the sender lack of clarity of purpose.
- about the lack of clarity of the sender : immediately from television spot is not clear who the sponsor of this debate. Who and why bother to pay millions of euro in commercials for a discussion on nuclear power in Italy? I think this is an indication of little fair to the listeners.
- With regard to the intent : the television spot on the surface appear neutral and impartial. At first glance it seems you just want to stimulate discussion the use of nuclear energy in Italy, and this desire should be charitable enough to provide a seal of impartiality and positivity to the spot and activity. In fact, an analysis of the structure of the spot and dialogue among the players showed a attempt anything but impartial. The dialogue is understood in a dualistic and not multiple: pros and cons, positive and negative, true or false, you do not vs ago. It seems there is room for further opzioni.Analizzando the rhythm of the dialogue the spot begins with the affirmation of pessimistic (coincidentally chess blacks = negativity, doubt, unreliability) to which the optimist replies (coincidentally white squares = purity, truth, neutrality). For answers to any questions the pessimistic optimist. The parties are never reversed (as would happen in a real dialogue) so it seems that both the optimistic to have the last word (and implicitly the reason) and that instead the pessimist always have to chase and search new "problems."
- The text of the dialogue is almost indifferent, doubts are the most pessimistic of the generic as possible, but the optimist reassurance seeking to wipe out nearly crushes them in the mind of the doubt it.
Continuing with this brief analysis I visited the website / forum of this "movement".
Here at last, after a little research, you discover who are the promoters of the initiative: ENEL and EDF International, two giants of electricity. However, to discover we must go into the details of the Statute (c.ca halfway down the page) available after you download the PDF ... certainly not an advantage in terms of clarity.
Also in relation to the concept of openness and fairness , notably with regard to the topics in the forum front page, immediately vanishes spread the fragrance of holiness by the television spot and can be seen, Instead, a more accurate picture of the direction in which hangs the forum (pro nuclear). Feeling that sharpens visiting the blog of the forum called a clever play on words " NewClear " and supported by a graphical battered and very new age that facilitates positive approach to the blog and its contents.
In conclusion I believe that the "undercover" activities initiated by Enel and EDF is edifying in terms of communication and public relations. This is an action that puts in a bad light, in my view, those who practice public relations as communication and relationship " sunlight " because gives strong emphasis on the common (vulgar-popular) negative sense of the lobby, precisely because of the lack of clarity that surrounds the message.
The lobbying is an important and valuable when conducted in a positive and clear, but it acquires a negative value is critical when instead of moving in the undergrowth, trying not to show up undisturbed to reach their goals.
In the latter case, unfortunately, at the expense of all public relations professionals who see pulled back his jacket to and referred to more ethical behavior, of course, in this case and in this country, Besides, who is not to blame cast the first stone ...
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