Event

The round table discussion will be an unique opportunity to investigate the dual “soul” of corporate communication in our current culture. Speakers will take participants on a deep journey through the social strengths and threats of modern communication, from education to misinformation, examining its ethics and immorality, comparing reality and fake, and analyzing how it can build reputation while also causing destruction.
Lorenzo Brufani, EACD Italy Country Chapter Lead, and Francesca Burichetti, EACD Italy Country Chapter Coordinator, will kick off the round table discussion by introducing a general scenario on corporate communication social challenges, beginning with the relevant role that today’s communication professionals must cover. Communication managers, in fact, become crucial in a disinformation society, and they have huge ethical duties.

This never-ending fight between “white and black” communications domains will be revealed in an incredible presentation by Francesco Sorrelli, Ruffino International Corporate Communication Director, who published an essay on the influence of wine on numerous cultures over millennia. Eugenio Lazzetta, Head of Internal Communication at Bank Sella, and Alejandro Formanchuk, a worldwide expert on internal communications, will track the same “bipolar” approach based on their everyday experiences in communications.

Speakers will conduct a Q&A session at the end of the round table to argue directly with the audience and gather their own professional experiences.

At the end of the debate, there will be a wine tasting by Ruffino Wine.

Please note this event will be held in Italian.

Meet the speakers

Eugenio Lanzetta, EACD Italian member, Head of Internal Communications Banca Sella
She has a broad marketing and communication management background a number of organisations including the IT & telecom industry, and has an educational background in international marketing, journalism and sustainable business strategy. At NAF, Ulrica is responsible for paid and unpaid communications, digital channels, CRM, the Customer Response Centre and the magazine MOTOR.

Francesco Sorelli, International Communication Director of Ruffino Wine
He is wine communicator and brand humanist. Around a glass of wine, he has travelled the world, met inspiring people, experienced different cultures and learned an idea of tasteful beauty that has been literally mind-blowing to him. In his works, he has always emphasized the role of wine in designing conviviality, beauty and civilization, only and if produced in a sustainable manner and tasted responsibly. Ruffino Cares is the project he is most prouder of.

Alejandro Formanchuk, Director of Formanchuk Comunicacion Cocreada
He is considered one of the leading international references in organizational communication in Iberoamérica. He is the author of the Cocreated Communication Model®. He is an international trainer and speaker. He has shared the stage with figures such as former US President Barack Obama, former Apple Creative Director Ken Segall, singer Carlos Vives, the “unbreakable” Daniel Habif, among others. He is the founder of the Argentine Association Of Internal Communication. He is the founder and Director of the Ibero-American Federation Of Internal Communication.