Public Communication, Public Branding and Digital Transformation Monitoring Centre

The reasons for a Monitoring Centre on Public Communication, Public Branding and Digital Transformation

Starting points

• The outcomes of a reform (albeit late in coming, but with regulatory norms): from Law no. 241 (1990) to Law no. 150 (2000) and to the relationship between organizational, social and professional quality, and service culture in Italy and Europe. Today these outcomes require a place for precise evaluation – of the facts, the events and the processes – viewed from local, national, European and international perspectives .
• Specialist developments - related to education, the environment, health, safety, crisis and emergency, services to people and communities, etc. – which in the field of communication constitute social support measures accompanying an understanding of norms and access to services.
• A highly competitive offer, even on the part of intermediate territories, which, facing a global market, require policies for tourist, residential and financial attractiveness.
• The impact of digital transformation that changes performance and widens opportunities, but also raises the threshold both for the training of operators and the extension of the processes of new user literacy.
• The creation of participatory conditions, especially in a decentralised context, to favour processes of cohesion and the sharing of policies that have an impact on complex public sensibilities.

Aims of the Monitoring Centre
The Monitoring Centre provides a permanent point of view on both disciplinary and applicative changes and perspectives in public communication.
Thanks to its technical-scientific committees made up of qualified operators and Italian and international teachers, it contributes to applied research and monitoring, the transformation of teaching and training functions, and collaborates in the formation of policies.

Main operating areas
• Public communication and urban regeneration
• Public branding and policies for enhancing territorial attractiveness
• Developments in public communication in Europe
• The role of the media and communication in migration processes
• Emergency measures and public dialogue in the framework of crisis communication
• Digital transformation in the guidelines for public communication
• Public and political communication

• Three thematic meetings a year with multi-stakeholder working groups
• Training courses on public communication and public branding issues
• General and academic publications
• Public events for comparing and sharing best practices on the themes that shape the Monitoring Centre's mission
• Analyses of reputation rankings on an international scale
Monitoring Centre on communication in crisis situations (activated with open space on the IULM University website within the framework of the Covid-19 epidemic crisis)