Essential Guide to PR and Communications in Italy

Italy’s media landscape is home to a diverse mix of traditional and digital outlets. For B2B tech firms, there are several specialist trade publications focusing on topics such as AI, cybersecurity, and digital transformation. Although some national news outlets cover technology news, they tend to focus on consumer stories and the latest gadgets.

While traditional media remains influential, there’s a shift towards digital platforms, with podcasts growing in popularity in Italy. However, they’re not as established as in some other European markets or the US.

The main media hubs in Italy are in Milan and Rome. Milan is the country’s business and economic centre, home to national outlets like Corriere della Sera and Il Sole 24 Ore. It’s also a key city for tech and lifestyle media, with major TV networks like Mediaset and Sky Italia based there.

Rome, on the other hand, is where most political and national news originates, with outlets like La Repubblica and RAI, the national broadcaster, located there. Many national news agencies, including ANSA, are also headquartered in Rome.

Italian journalists are most receptive to stories that have a strong local relevance. It’s important to localise content with Italian data, case studies, or insights that directly affect the Italian market.

While comparisons to other European countries can be interesting to the media in Italy, they need to be backed by solid data and an Italian perspective.

Stories with a strong local angle have the greatest impact, so always focus on providing well-researched, relevant information that ties into Italian concerns and industries.

Italy’s media landscape has shifted significantly towards digital platforms in recent years. While linear TV remains popular, there has been a marked decline in print media, with many newspapers slimming down and moving to digital formats.

B2B publications have also adapted, with some going fully digital, with paywalls and ad-supported models are becoming more common.

Social media and podcasts are gaining traction, although Italy is still a little behind the curve compared to some other European markets in terms of reach.

One of the biggest trends in Italy is the rise AI. Journalists are increasingly writing about developments in AI, with a focus on legislation and privacy concerns.

In the PR industry, AI is being used to streamline tasks like translation, idea generation, and even some content creation in some cases.

However, AI isn’t yet advanced enough to replace Italian copywriters and is still very much in the experimental phase.

Localisation is the key to success in Italy.

Journalists are looking for stories with local relevance, so it’s important to have local data, case studies, and spokespeople that can discuss the Italian market.

Even if a spokesperson doesn’t speak Italian, having someone familiar with the market shows commitment and signals genuine interest in doing business in Italy. While many journalists speak English well, a local connection is always appreciated.

In-person events and interviews are much less common in Italy today, with journalists preferring written briefings and ready-to-use press releases or media alerts.

Unlike in other European countries, bylined articles and case studies are generally not accepted by Italian publications. Instead, media outlets prefer content in a media alert format, allowing them to easily adapt it into news stories.