Verso il congresso Euprera di Lisbona: il programma e i primi materiali degli interventi italiani

Un riassunto degli interventi che terranno Toni Muzi Falconi e Nicoletta Cerana a Lisbona e nuove informazioni: il programma dettagliato e il call for papers del Jps Willems Award ora disponibile online

Il programma, costantemente aggiornato,  del Congresso Euprera di Lisbona è disponibile online, ma non solo. Dallo stesso sito di Euprera è possibile accedere a molte e nuove informazioni, come per esempio - per l'interesse di docenti e studenti - il call for papers del Jos Willems Award.Senza dimenticare il doppio intervento italiano, di due autorevoli soci Ferpi, che concluderanno il panel dedicato alla responsaiblità sociale d'impresa, Toni Muzi Falconi e Nicoletta Cerana, che hanno inviato in anteprima per il sito Ferpi un riassunto dei loro interventi a Lisbona il prossimo 12 novembre. Eccoli:

Nicoletta Cerana - Speech abstract   In framework of its CSR policy in early 2003 the Italian Federation of Public Relations  set up a working group  involving universities and communication directors of 13 companies best in class for their CSR communication policies and processes. The work was aimed to bridge the gap existing between the day to day communication practices and the CSR communication issues .  The speech describes  objectives and processes of this work and presents the final outcome : the CSR communication manual  published by FERPI  for all pr pratictioners involved or willing to be  involved in CSR communication strategies and tactics.

Toni Muzi Falconi, an italian public relations professional since 43 years, teaches today Public Affairs at the LUMSA Rome University and Public Relations Theory at the Mialn IULM University Master in Corporate Public Relations.Founding Chair of the Global Alliance (2002- 2003) and presently member of its Executive Board; past Chair of Ferpi (2000-2003), now responsible for its international relations; Muzi Falconi is also a member of Euprera, Ipra and Honorary Fellow of the CIPR.In June 2005 he received the 'Alan Cambell Johnson Medal for extraordinary contribution to international public relations'.Author of Governare le Relazioni (Il Sole 24 Ore- 2003-2005) and Relazioni Pubbliche e Organizzazioni Complesse (Lupetti- 2004). Co-author of Public Relations in Europe (Mouton 2004).Organiser, on behalf of Ferpi and the Global Alliance, of the first and second World Public Relations Festival (Rome 2003, Trieste 2005). 
1.The organisational relationship between the respective roles of communication and social responsibility in recent years has been intensely debated and practiced within private, social and public entities throughout the world.For the public relations profession at large, the substantial rise of csr programs within many organisations has been a great opportunity to enhance the role of public relations and communication.Many colleagues have used this rise to argue that csr programs should belong to the communication function and this effort has sofar been rather successful.However a collateral effect has been to distance other management functions from csr involvement and has given the opportunity to many critics to say that csr is mainly a pr effort.In both cases this has led to a trivialisation of csr, anda typical example was the recent response by the head of McKinsey worldwide in the Economist, in which he argued that csr has become a pr exercise. 
2.A debate on this issue has also taken place within the Global Alliance and on its website. Some argued that csr is a tremendous opportunity for pr to finally sit at the executive table when responsible for csr programs. Others (and I am amongst these) argued that csr is a great opportunity for pr in assisting in the function's quest to sit at the table when it does not take ownership but ensures a effective horizontal communication within the organisation to make stakeholders aware of the organisation's csr commitment ensuring overall coherence and helping to manage stakeholder relationships.3.What seems to yet have escaped a thorough debate is another relevant aspect of the relationship between csr and public relations. An aspect which, rather than questioning if pr should be part of csr or viceversa, raises the issue that all forms of an organisation's self representation (i.e. communication) need to be coherent with the principles stated in csr policies.In other words, not only should the organisation be socially responsible in its economic, social and environmental behaviours but also, and foremost, in its overall stakeholder communication performances.To the point of adding a fourth line' to the traditional concept of triple bottom line, which implies for the communication function to ensure that across the organisation all communicative activities be socially responsible and also regularly reported in stakeholder engagement practices as well as in periodic corporate reporting channels and tools. 
4.This gives a greater and more easily arguable responsibility to the communication function, as it is clear that the latter cannot be held responsible for all self representation activities of an organisation.Thus, a periodic monitoring by the function of all these activities also to prepare, edit and integrate into existing triple bottom line reports a communication audit, as a fourth bottom line, helps deter and/or allows immediate interventions on initiatives taken by other functions which are not coherent with stated principles.5.Thus: lobbying activities (see recent SustAinability report), advertising and marketing activities (false, misleading, sexism, exploitation of children, simply bad taste and vulgarity&Italian example of mobile providers), supplier, distributive and employee relations all come under this heading.