COMUNICAZIONE E FONDAZIONI

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COMMUNICATION andMedia RelationsBrussels
23/6/2005
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THE COMPAGNIA DI SAN PAOLO

• Founded in 1563 as a charitable brotherhood,
  today
• Is one of the largest private-law foundations in
  Europe which
• Pursues aims of public interest and social use
  in order to foster the civil, cultural and
  economic development of the community in which it
  operates
• Collaborates with many public institutions at
  local, national and European level
• Operates in Italy and abroad thanks to a 6.8
  billion euros patrimony

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THE COMPAGNIA DI SAN PAOLO

• It is active in the sectors of
• Scientific, Economic, and Juridical research
• Education
• Art
• Preservation and valorization of Cultural
  Heritage and Activities
• Health
• Assistance to the socially deprived categories
• Operating both by making grants to organizations
  who propose projects in line with its programs,
  and in other ways (programs, call for proposals)

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Compagnia di San Paolo THE GROUP

• Compagnia di San Paolo has adopted a non-profit
  group configuration
• It includes six permanent organizations or
  instrumental bodies performing their
  specialized tasks in the main sectors of the
  Compagnias activities, with whom they cooperate
  and are linked through specific statutory
  relations

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Compagnia di San Paolo THE GROUP

• Three of them are historically linked to the
  Compagnia

• Three have been established in partnership with
  Turin Universities

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THE COMPAGNIA DI SAN PAOLO
Its fields of action GLOCAL Although it is
deeply rooted in Turin and works mainly in three
Italian regions, Piemonte, Liguria and Campania,
the Compagnia plays a significant role in
national, European and international projects,
often in cooperation with other major
foundations. TURIN AND PIEDMONT GENOA AND
LIGURIANAPLES AND CENTRE OF ITALYEUROPEUSA
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The development of the Compagnias activities
1996 2004
In millions of euros
Since 2001 resources have amounted to more than
100 millions euros per annum (special reserves
for the voluntary services excluded)
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WHY COMMUNICATE

• TO DIFFUSE AND CONSOLIDATE
• Its Identity
• Its Role
• Its Responsibilities
• Its Reputation
• TO GIVE A CLEAR PERCEPTION TO PUBLIC OPINION OF
  ITS CARACHTERISTICS AND ITS SOCIAL FUNCTION
• Institutional goals
• Intervention policies
• Results

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And consequently the communication activity must
help people understand that

• IT IS NOT A BANK and IT DOESNT control a bank
• IT IS NOT a sponsor and it is NOT seeking for
  image return
• IT IS NOT a public administration and it CANT
  substitute for one
• IT DOES NOT operate in the ethics field or the
  market efficiency BUT in the SOCIAL
  RESPONSIBILITY

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• IT DOES NOT HAVE a narrow objective BUT it acts
  for PUBLIC INTEREST
• IT CARRIES OUT ITS MISSION, INDEPENDENT from any
  INFLUENCE or EXTERNAL INTEREST
• Independence as a RIGHT but also
• Independence as a DUTY to be preserved

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WHAT TO COMMUNICATE
ITS VALUES ITS CULTURE ITS ACTIVITIES
ITS INNOVATIVE PROJECTS
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COMMUNICATE TO WHOM
INTERNALLY

• To all the EMPLOYEES in order to
• Promote COHESION among them
• Create CONSENSUS and AGREEMENT
• towards innovative projects
• because
• those who work in a foundation are the first
  carriers of its
• identity and can transmit its values outside

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• HOW TO COMMUNICATE
• INTERNALLY
• TRANSFERRING
• Authentic information in order to eliminate the
  distance between talking and acting.
• INFORMING
• Sharply and transparently in order to CREATE
  SOCIAL RESPONSIBILITY

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COMMUNICATE TO WHOM EXTERNALLY
to external publics, in order to build up a
Trust Relation. A better knowledge of the
activities helps to create trust and credibility
among our PUBLICS and OPINION LEADERS Through
a CONSTANT and FORWARD-LOOKING communication
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WHICH EXTERNAL PUBLICS?

• Media (specialized media included)
• Opinion Leaders, research centres, specialists
  of the Compagnias areas of operation
• Public Institutions (at various levels local,
  province, region, national government)
• Local Organizations and Associations
• Business community (Chamber of Commerce and
  other Associations)
• Partners of the initiatives

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• HOW TO COMMUNICATE
• EXTERNALLY
• A transparent, timely and coherent communication
• is a key element
• in the growth of the role and the reputation of a
  foundation

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EXTERNAL RELATIONS
Mostly intended for journalists and for
information media, they are aimed at obtaining
the widest and most positive propagation of
institutional activities The Tools The
instruments and media are many and diversified
and have to be chosen in accordance with the type
of target to be reached
Relation with Media Press conference for
special events, press releases and notes, paid
advertisements on media and for public
competitions, ecc
Public Relations Organization of local,
national and international events, conferences,
lectures, public speeches, workshops,
exhibitions, publication of prestigious books,
relation with specialized press, meetings with
personalities, visitors, posters,...
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• The communication in Compagnia is made MAINLY
  through
• the use of the logo that provides an effective
  form of communication. It is a symbol of
  the foundation and provides the basic and
  more straightforward way to be recognized
• Press Conferences
• Press Releases (33 in 2004)
• Press Notes (102 in 2004)
• Articles
• Annual Reports
• Company presentations (Profile)
• Planning Guidelines
• Events, Round Tables, Lectures, Exhibitions,
  Stands, etc..
• Video materials
• Advertisements and Public competitions
• Posters, CD ROM, Invitations, Cards, Depliants
  and brochures,
• Web sites

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External Relations Department

• The role of the Press Office
• It has to maintain and feed the relations with
  the press and hence
• Release notes
• Organize interviews and conferences
• How?
• Focusing above all on those newspapers where
  foundations have been talked about
• Developing a MAILING LIST that contains important
  information on all the journalists (their fields
  of interest, type of articles they write, regular
  sections,)
• Once cleared what the foundation wants to
  communicate, it is essential to turn the contents
  into publishing news and to give journalists all
  the materials and elements in order to make them
  able to write a good article
• To keep constant contact with newspapers
  editorials offices

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External Relations Department
The Media Relation in synthesis The rule of
the 7 cs Credibility Context Content Clear
ness Continuity Channels Capability of
Audience
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Tools of Communication of the Compagnia di San
Paolo
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Use of the Logo
Invitation to a Workshop
Entry Ticket to the Exhibition
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Press Releases
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Institutional Files for press conferences
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Newsletters
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Annual Reports and Profile
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Events, Congresses, stand at exhibitions
The Compagnias stand at the Fiera del Libro di
Torino
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Video materials
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(No Transcript)
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(No Transcript)
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Advertisements, Public competitions, Posters
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Articles
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Invitations, Cards, Depliants
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www.compagnia.torino.it
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CASE HISTORIES
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ART SECTOR Public Competition 2004
Call for Public Competition for restoration of
artistic religious buildings in Piemonte and
Liguria. The selected requests are 80, among
which, 66 in Piedmont and 14 in Liguria, for a
total contribution amount of 4.483.600 euros.
The files with the evaluation and the comment of
each religious building, constitute a unique and
very useful document that offers a sample of the
excellent quality of this minor artistic
patrimony. A book will be published on these
religious buildings, most of them unknown.
The call for Public Competition is published in
various daily newspapers
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LA STAMPA March 24, 2005
Some press releases
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Il Giornale
Il Secolo XIX
IL SOLE 24ORE
and many others
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RESEARCH SECTOR - Trans Atlantic Trends

• Transatlantic Trends
• is a public opinion survey undertaken annually by
  the German Marshall Fund of the United States
  (GMF) and the Compagnia di San Paolo based in
  Turin, Italy, to better understand American and
  European attitudes about a number of important
  foreign policy concerns. It examines how citizens
  think about a broad range of issues affecting the
  transatlantic relationship

• Transatlantic Trends 2004 was made possible
  through core funding from GMF and Compagnia di
  San Paolo with other additional supports

Invitation card
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Le Monde
La Repubblica
CORRIERE DELLA SERA
FINANCIAL TIMES
and many others
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WELFARE SECTOR Social Microcredit Project

• The Microcredit as a tool of development, not
  only economic but ethical too, is an issue that
  the Compagnia has undertaken within its 4 year
  planning guidelines.
• Compagnia di San Paolo has invested 2.000.000
  euros in this project .
• The objectives
• To help the socially deprived to diminish the
  obstacles to the access to credit
• To develop potential of people and educate them
  in the management of saving, to exit from an
  assistential way of thinking, to lift themselves
  out of poverty with dignity through access to
  financial services and to information
• The Microcredit Project goes from 1000 euros up
  to 20.000 euros for single people, and up to
  35.000 euros for associations

A personalized LOGO has been created for this
special initiative
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Il Secolo XIX
LA STAMPA
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EDUCATION SECTOR Master in European Foreign
Security Policy

• Though the question of how the European Union can
  ensure the security of its citizens and
  contribute to worldwide peace has become
  increasingly relevant, foreign and security
  policies in Europe are still widely considered as
  national responsibilities.
• The research and training programme European
  Foreign and Security Policy Studies aims at
  overcoming this gap by analysing and debating the
  preconditions and prospects of the Common Foreign
  and Security Policy (CFSP) of the EU and the
  European Security and Defence Policy (ESDP).
• The programme has been jointly developed by the
  foundations Compagnia di San Paolo, Torino/Italy,
  Riksbankens Jubileumsfond, Stockholm/Sweden, and
  VolkswagenStiftung, Hanover/Germany.
• A first round of applications in 2004 resulted in
  the selection of 26 research projects, for which
  grants were made in February 2005.

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Call for application that was published on The
Economist magazine , September 2004