We talk about people, not numbers. We repeat this often.
And it is precisely to the people on our team that these articles are dedicated (here is the interview with Isabella Castelli), who want to take you backstage at this agency.
Today we leave the microphone to Valeria Volpato, who joined the team In June 2020.
1) What were the steps you took to come to embrace this profession?
I could say that it was a real love at first sight between me and this job. Almost at the end of university, when I was still unclear about what to do with my future, I accidentally read in a well-known newspaper about a master's program in press office training, and from there began a wild search for testimonials, advice, ideas, and stories from people working in the field.
Things did not immediately go downhill, however, because to that famous master's degree, which for all the weeks leading up to the first selection interview I dreamed about day and night, I never passed. But when a passion is born, nothing can stop it. In fact, after the no, and after the classic initial discouragement, I looked for another master's degree of the same level -- later discovering that it was even better than the first one -- and from there, with a simple internship started not even a month after the course started, my (beautiful) adventure in this job began.
2) What aspects of this work do you love most?
It may sound strange, but I am madly in love with everything related to media relations.
I enjoy getting to know clients, establishing relationships with them, and joyfully witnessing their satisfaction when a new article is published. At the same time I enjoy contact with journalists, many of whom, in fact, over the years have become real friends. And reports, excel files, and boring power points-often hated-are also fascinating to me to such an extent that I find myself updating files late at night or on weekends, as long as I don't leave an incomplete press review or an out-of-date file.
In short, I find it really hard to say anything I don't like about this work!
3) How important do you think writing is in this profession?
I would say that it is important but that is not all, there are in fact many other important qualities that, if lacking, risk collapsing the castle of skills necessary for successful press office activity. I would say that more than good writing (which is still important) you need to be able to mediate, to understand the client, to build connections.
4) What does it mean to you to create a media relations effort? And what are the most challenging sides?
A good media relations action starts with contacting the customer, to understand what their real needs are and what they want to communicate.
I would say that it is crucial to always be honest with clients; what they want to tell is not always really newsworthy, and it does not pay to try to please them, because then, at the output level, they would not be happy (and consequently we would be aware that we did not do a good job).
One must always be honest then, especially with those who are approaching press office activities for the first time: setting up a proper and transparent relationship with a client is the first step to a satisfactory media relations activity. And what is the most challenging side? This I would say! In fact, it is not always so easy.
5) Tell us about your future goals.
When I tell people about my future goals, everyone is always a little taken aback.
My dream, in fact, is to continue doing this job with this passion, without changing a single comma. I have no particular career ambitions or growth ambitions; my only goal is to continue doing this beautiful work for many more years, hoping that I will always enjoy it as much as I do now (but of that I am almost sure!).
6) What advice would you give to a young person who wants to enter this profession?
From what I have been able to see over the years, more than skills and abilities that can be learned over time, the most important thing is to be able to listen to the advice of colleagues and mentors, as well as those in charge. Nothing in fact is as important as the ability to put oneself out there to listen, because while skills can be acquired over time, humility and modesty are what really make the difference.
Thank you, Valeria!