Spreading (Dis)Trust: Covid-19 Misinformation and Government Intervention in Italy

The commentary focuses on the spread of Covid-19 misinformation in Italy, highlighting the dynamics that have impacted on its pandemic communication. Italy has recently been affected by a progressive erosion of trust in public institutions and a general state of information crisis regarding matters of health and science. In this context, the politicization of health issues and a growing use of social media to confront the Coronavirus “infodemic” have led the Italian Ministry of Health to play a strategic role in using its official Facebook page to mitigate the spread of misinformation and to offer updates to online publics. Despite this prompt intervention, which increased the visibility and reliability of public health communication, coordinated efforts involving different institutions, media and digital platform companies still seem necessary to reduce the impact of misinformation, as using a multichannel strategy helps avoid increasing social and technological disparities at a time of crisis

The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events

This research aims to answer questions about how citizens perceive the hosting of mega-events, how they view their role in interacting with foreign visitors (e.g., person-to-person diplomacy), and to what extent they communicate in support of, or against, their country’s mega-event efforts. By focusing inward and examining citizen perceptions and communicative actions, this research expands the work that has been done around nation branding and the impact of hosting mega-events, which usually foregrounds the response of foreign publics. Internal/citizen publics are largely overlooked and bear great importance from a communication, public relations, and public diplomacy standpoint. A convenience sample of 426 Italian citizens completed the online survey. Results indicate that citizens who placed high importance on their interactions with foreigners reported significantly higher scores on attitudes toward Italy hosting the World Exposition (Expo), positive megaphoning behaviors about Italy hosting the Expo and perceived themselves as ambassadors during the mega-event. The findings highlight that the important role citizens can play as ambassadors, both of their country and on behalf of the mega-event. Their megaphoning behavior and perception of the importance of interacting with foreign visitors have the potential to magnify the positive impact of hosting mega-events both internally and abroad. Introduction A variety of scholars in public relations and public diplomacy have considered the role of mega-events and the impacts they have for hosting and participating countries (e.g., Kim et al. 2014; Muller 2015; Wang 2013). Mega-events can be defined as, “ambulatory occasions of a fixed duration that attract a large number of visitors, have a large mediated reach, come with large costs, and have large impacts on the built environment and the population” (Muller 2015, p. 634). Much of the related public relations and public diplomacy research focus primarily on the ways in which hosting mega-events (i.e., World Expos, World Cups, the Olympics) builds, improves, or expands the perception foreign and external publics have of the hosting country (Grix and Houlihan 2014; Wang 2013). Some explore the ways foreign countries present themselves to host countries (e.g., the Shanghai World Expo in 2010, Wang 2013). However, despite Muller’s (2015) definition citing large impacts on the population of the host country, little scholarship examines citizens’ perceptions of mega-events or their perceived roles related to them

Institutional public communication: function, models and professions in evolution: An analysis of the Italian context

Le fichier inséré concerne une proposition d'article. Pour cela on ne doit pas écrire un résuméThe article begins with a definition of public communication as “institutional public communication”. It’s a definition that reaffirm this specific disciplinary and professional communication field in a context characterized by the intensive digitalization and a hybrid and convergent media ecosystem. Considering the principal contributions present in the national and international literature of the last 30 years, the article presents the evolutionary stages of institutional public communication in Italy with references to the prevailing communication models in each one. The conclusions discuss the new challenges and professional prospects which are at the heart of the debate on the Italian future of public sector communication, but which could be extended to other national contexts

Exploring the Challenges of Generative AI on Public Sector Communication in Europe

This study investigates how emerging digital technologies, particularly generative AI tools, are transforming public sector communication in Europe, highlighting the profound intersection between public organizations, AI, and human interactions. In particular, it explores the opportunities and risks that public sector communicators face as they deal with and integrate digital platforms and AI‐driven tools into their strategies and practices in a contemporary scenario characterized by the spread of disinformation and a growing distrust toward institutions. The article gathers insights from in‐depth interviews with leading public sector communicators working for European governments and EU institutions. Findings reveal that generative AI is seen as a transformative tool for governments and public institutions, with communicators emphasizing both benefits and risks, as well as the importance of adopting ethical practices and new responsibilities toward citizens, institutions, and mass media. From the interviews, generative AI tools emerged as game‐changers in message delivery and content production, demanding greater professionalism and new competencies and skills to integrate these technologies into public sector communication strategies and to counteract the threats posed by disinformation campaigns and platformization. The study provides valuable insights into the evolving role of generative AI in public‐sector communication, addressing the scarcity of research in this field. As the adoption of generative AI becomes inevitable, and policy frameworks like the EU AI Act develop, communicators must ensure transparency and trust to align public sector communication with democratic values and foster meaningful dialogue in new digital‐media arenas. Implications for theory and practice are discussed

When public health communication intertwines with social media logic. A Focus on the Early Phase of COVID-19 Pandemic in Italy

During recent years, public health organizations have faced the challenges of digitization, adopting new communication practices. The COVID-19 pandemic has impacted on this process, accelerating the digitization of healthcare communication. In this context, utilizing a theoretical framework that intertwines health communication and social media studies, this article investigates how local health authorities located in Lombardy (North of Italy) managed COVID-19 pandemic on their Facebook pages during the first phase of the emergency. The findings highlight the growing number of COVID-19 posts in the pages and a significant response from social media users in terms of interactions and engagement, reiterating the strategic role of these organizations in healthcare communication. Furthermore, they reveal a gradual adaptation of health communication to the dynamics of social media, especially in terms of popularity, programmability, and connectivity. The emergence of a platform-based approach to healthcare communication is also discussed

Communicating the Italian recovery and resilience plan through social media: challenges, strategies and practices

The Covid-19 pandemic prompted a significant shift in Italian Public Sector Communication (PSC). Institutions had to rapidly adopt digital communication tools, leading to both acceleration and resistance in technology adoption. This study thoroughly examines the communication strategy surrounding Italy’s National Recovery and Resilience Plan (NRRP) launch in July 2021. Employing a mixed-method approach, it encompasses qualitative interviews with key stakeholders involved in the official NRRP communication project (Italia Domani) and a content analysis of Italia Domani’s Facebook posts. The research addresses two main questions: (1) What are the key features of NRRP’s social media communication? (2) How does hybridization between PSC and political communication (PC) unfold? Findings in-dicate that despite serving as the government’s designated communication channel, Italia Domani exhibited a comparatively modest level of social media engagement and a catch-all messaging approach, with limited public awareness of the NRRP. Moreover, it maintains a clear separation between public sector and political communication, reflecting efforts for transparency and accoun-tability amidst complex challenges (e.g., the Covid-19 pandemic). While acknowledging limitations such as data collection constraints due to government updates, the research underscores the importance of tailored communication strategies and the need for clarity and transparency in governmental digital initiatives

Re-Connecting Voices. The (New) Strategic Role of Public Sector Communication After the Covid-19 Crisis

This article aims to investigate the evolution of public sector communication before and after the Covid-19 crisis that has strongly impacted governmental institutions, public policy, contemporary society, and media ecologies. After a review of the main characteristics of public sector communication, the article proposes an interpretative and dynamic model to better understand the new challenges for public institutions. The model introduces ethics as the new, primary driver for public sector communication to surround all decisions, pointing out the need for transparent, authentic participation and dialogue to build trust. Focusing on two dimensions (trust/distrust, openness/closedness), the authors investigate the main trajectories of change for public sector communication, conceiving the three pillars of open government (transparency, participation and collaboration) as strategic values for improving the quality and efficacy of communication. In this time of uncertainty, the new trajectories of communication should fully embrace an ethical approach in order to become resilient, able to respond to citizens' needs and expectations, and to maintain responsible relationships with media, varied strategic publics, and a rapidly changing global community