Today I visit the site of Italian Vogue and read the following text written by the magazine's director, Franca Sozzani. It's the best I've ever read by the female director of the magazine. Not only about fashion, not just the female magazines, or even just journalism. Concerns over the field of "communication" in general. I quote you, as she wrote in English, because I want to share it with you. This article helps you understand a little bit why so many things go so wrong around us ...
***I am in Madrid at Carlos University III and I will be talking on communication. It's the start of the academic year. Students are enrolling on a Master's in communications.
I read the program of classes. Fashion, beauty, media, TV, Internet, images. Publich Relations for companies, designers, brands, museums, public and private organizations, banks. And a thousand others. Communications.
A journalist does communicate, or at least should. A writer, artist, actor, testimonial, advertiser. Everyone communicates today just about everything. There is no selection, they communicate. From the tragedies communicated in an obsessive and morbid manner to have more readers, to the shows by talking about famous models or who is sitting on the front row, forgetting what we are actually there for. The clothes.
I mentioned social networks. It's fast and it allows you to communicate with everyone. The blogs. They communicate everything, even things they don't know about. It doesn't matter though. Most of the blogs don't have readers, it's just a means of personal communication for fun. Is this communications? News after news, mail after mail filling up you inbox. Thousands of press offices send you e-mails on nothing everyday. You put them into trash.
I believe in young people, they can learn a new way to communicate. For a new way I mean learning to communicate things that are worth talking about.
From universities or these master's programs students will go on to work in press offices, newspapers, television, or media in general. It's an important job, it requires responsibility. An effective communication can help a brand or a public person or else. Behind it there must be good work and honesty.
By continuing to follow scoops that don't exist or low media coverage, you end up skipping the real news. The reader doesn't trust you anymore, your message gets lost. It's not the quantity of insignificant news that create a good communication. It's not the quantity. It's the quality. There must be a strategy, a concept. The concept has to be strong. The result will be winning.
In a society based on bluff, momentary success, creating ephemeral things, we tend to believe that being superficial will be effective always. When the phenonemenon disappears, the five minutes of glory disappears, the press officer does the same. Promoted for having found a scoop, and fired for the same reason.
Communications is being loyal to the message we want to give. Young ambitious persons and improvised PR agencies ready to do whatever it takes to get noticed are an old phenomenon. They had their moment of glory in the 80s and 90s when we didn't use to talk so much about communication as we do today.
Now everything has changed. We all know which news is true and which one they made up. To communicate is a real profession and not just a fun way to talk about everything without checking your sources.
To study communications is not learning how to give the news, it's based on theories and books you prepare for exams. There needs to be a spirit of initiative and an innate sense of how to divulgate the information. The real one.