Marie-Jeanne Bosia, how do you evaluate public relations, as a form of communication or social interaction, in today's digital age compared to the 'analogue' one of the past?
"They are very different and I think we are losing something very important: human contact. Today everything revolves around the cell phone, the ubiquitous pocket-sized digital device that seems to have taken "control" over practically everything we do - and are. Of course, the cell phone is undoubtedly useful for staying "connected" but, paradoxically, this connection creates distance, does not allow you to leave your "comfort zone" and therefore prevents you from truly knowing the people you interact with or want to interact with."
She edited and published the Soroptomist magazine for several years. But even a paper publication is a form of “distant” communication…
«Yes, but it is “direct” and personal because, like all subscription periodicals, it reached those who wanted to receive it, thus guaranteeing a certain “human contact”. In general, however, compared to digital publications, content written on paper remains more imprinted in the memory, it is less superficial. Digital has the advantage of immediacy and accessibility, everywhere and practically always, but it tends to remain ephemeral, it does not settle. I therefore find it fantastic that so many books are still printed today – and increasingly so. It is a good sign, I would say».
The “profession” of PR is notoriously based on personal interactions. Is there still room, in the digital paradigm, for this form of “analog” contact?
«Certainly, or rather perhaps more so today than in the past because back then it was perhaps “obvious” to talk to each other in person. I have the impression that people today are afraid of direct confrontation, as a consequence, as mentioned before, of the comfort zone that digital sometimes prevents them from leaving. This “protective screen” also creates fertile ground for narratives or false news that fuel prejudices and for those who work in PR it becomes even more difficult to do their job, which I would like to point out is not to be confused with what groups or interest organizations do that are active in promoting targeted campaigns, mostly in the political-institutional sphere. Returning to digital, I would still give an example relating to Soroptomist, which has adopted a management system that has however taken over a bit, in the sense that relational activities are becoming increasingly “subordinated” to the IT platform».
What hopes do you feel like giving to current and future PR professionals?
"I confess that with "digital natives" it is difficult to make them understand the importance of going deeper, of going beyond digital and occasionally taking the time to browse a newspaper or magazine. I think that the right information should be more "directed", channeled in a safe way, so that it can reach people and make them think".
