In an ever-changing industry such as innovation and technology, events are an important hub for building relationships, disseminating ideas, bringing experts together, and consolidating reputations in the marketplace.
In this scenario, the role of PR becomes increasingly central: it is not just about communicating an event, but structuring a coherent, attractive and well-positioned narrative that reflects its content, values and impact.
Working in the field of innovation-related events requires a wide-ranging vision that can adapt to the speed of its evolution: the issues covered are complex, the stakeholders multiple, and the expectations in terms of reputation are high.
Building an effective PR strategy in this context therefore means making connections between academia, industry, research, and the media, translating often very technical and complicated concepts into accessible and engaging messages for a broader audience.
Starting in January, we began supporting, as press office, the first Italian edition of EmTech, MIT Technology Review's international event dedicated to emerging technologies.
The event, organized by MIT Technology Review Italia and University Campus Bio-Medico of Rome, and coordinated by Buono & Partners, Opinno Italy and ADL Consulting, took place in March and was dedicated to exploring the impact of new technologies on society.
Caterina Vertaldi, Senior PR Executive, and Micaela Longo, PR Executive, who together with Valeria Volpato, PR Manager, worked directly on the project, tell us about this specific case study.
MAIN GOALS
The main objective of our press office activity for the first Italian edition of EmTech was to intercept a wide range of media outlets, including:
- national newspapers
- local newspapers
- Media specializing in the fields of technology and artificial intelligence
- Media with a focus on health and sustainability
These 4 areas were the focus of the event, which hosted internationally renowned speakers and guests.
Our purpose was twofold:
- generate strong press interest in the event, including through interview proposals;
- generate on-site attention and press presence, thus ensuring media coverage commensurate with the scale and importance of the event.
STRATEGIC DESIGN
To ensure continuous and sustained media attention in the months leading up to and following the EmTech event, we implemented a multi-step strategy.
- We produced a series of press releases, both with a national and local footprint, before and during the event to report on key developments and news from the speakers' speeches.
- We offered targeted interviews with key players in the event and top experts in the fields of technology, health and sustainability in order to provide journalists with exclusive content and high-level insights.
This approach kept the visibility of EmTech and its content high, both before and after its conclusion.
Certainly, as Daniela Monteverdi, PR Director of Disclosers, says: "Constant updates between the PR team and the client, our on-site presence, and an atmosphere of collaboration and mutual support enhanced the success of the event“.
RESULTS
Our communication strategy led to significant results for the first Italian edition of EmTech.
Notable publications include the press launch on Teleborsa and Italian Stock Exchange, an exclusive interview on AI CLUB's Class CNBC, and articles in prestigious newspapers such as Fortune, Forbes, La Repubblica, and Affari & Finanza. In addition, a dedicated report on the event was broadcast on TG1, contributing to high-profile media visibility.
Some publications obtained:
The Republic:
Forbes:
TG1
| AI CLUB Class CNBC | 06/03/2025 | https://video.milanofinanza.it/video/le-novita-del-mwc-di-barcellona-l-impatto-dell-ai-sul-pil-aspettando-emtech–x9fo696#google_vignette |
| fortuneita.com | 11/03/2025 | https://www.fortuneita.com/2025/03/11/alec-ross-e-leuropa-lai-act-e-una-stupidaggine-von-der-leyen-si-dimetta/?swcfpc=1 |
| teleborsa.it | 11/03/2025 | https://www.teleborsa.it/News/2025/03/11/l-italia-di-fronte-alla-sfida-dell-ai-a-roma-la-prima-edizione-di-emtech-italy-2025-123.html |
| Teleborsa TV | 11/03/2025 | https://www.youtube.com/watch?v=_j6xPFtvYdQ |
| republic.co.uk | 12/03/2025 | https://www.repubblica.it/dossier/economia/innova-italia/2025/03/12/news/emtech_italy_2025_la_rivoluzione_dell_ia_dalla_sanita_all_energia-424058763/ |
| forbes.co.uk | 13/03/2025 | https://forbes.it/2025/03/13/salute-energia-e-robotica-i-temi-al-centro-dellevento-emtech-italy-2025-human-tech/ |
| The Republic Business & Finance | 24/03/2025 |
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