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A decade of PR in a book: the presentation at Libreria Egea
What is the true value of PR? It’s a question that has crossed our sector for years. And the answer cannot come from a single voice. This is why the book “PR Hub: The authentic story of a decade of strategic communication” was born, a collective manifesto celebrating PR Hub‘s 10 years (UNA – Aziende della Comunicazione Unite).
A project in which over 20 communication professionals offer different perspectives on what strategic communication means in Italy today.
A collective book, a shared vision
What makes this book unique is the multiplicity of voices. From media relations to stakeholder engagement, from artificial intelligence to ESG communication, from lobbying to sports communication: each chapter brings specific expertise, but all converge toward a common vision of the profession’s future.
The project balances academic rigor and professional practice, thanks to the contribution of Antonella Maria Lupica (Golin), Rossella Sobrero (Koinètica), Martin Slater (Noesis) and Andrea Cornelli (PR Hub coordinator), together with our CEO, university professors and consultants.
Measuring what matters
Our CEO and Co-Founder Rossella Rosciano contributed with a chapter dedicated to “Measuring results: old and new critical issues“. The starting point is clear: in an era of data abundance, the real challenge is not collecting metrics, but understanding which ones truly matter.
We have moved from AVE (Advertising Value Equivalency) to sentiment analysis, from counting press clippings to engagement rates. But the critical question remains: have we truly evolved in demonstrating the strategic value of PR?
The chapter explores this evolution and poses the questions the sector must still address. It doesn’t just document the past, but challenges those working in communication to rethink what “measuring success” truly means in a context where numbers abound but meaning must be earned.
The presentation at Libreria Egea
The book was presented on Tuesday, December 16 at 5:30 PM at Libreria Egea in Milan. Many had the opportunity to meet those who are writing the present and future of strategic communication in Italy, and discuss how our profession continues to evolve.
This book is proof that the PR sector has reached maturity and awareness. For those wondering what the value of strategic communication is, the answer is here: in the stories told, in the data analyzed, in the questions we continue to ask ourselves.