We met Francesca Caon owner of communications and public relations agency CAON Public Relations , to talk about the future of pr, but also about the work of press offices and how social is changing the way brands communicate, which must keep up with innovations.
Interview with Francesca Caon, owner of CAON PR, a public relations, communications, digital pr and press office agency in Milan
How did you approach the world of communications and public relations? I got into the world of public relations when I was working in television contexts by forging relationships with television writers and journalists. I met my mentor Paola Comin, press office of the biggest TV personalities and more, from Alberto Sordi to Mara Venier. Today I apply what she taught me about managing great artists to entrepreneurs who want visibility and authority through the media. I have always had a passion for the power of words and the ability to convey messages effectively, so today as a journalist and editor of Luxury Monthly, I have more ability to empathize with colleagues and offer them what they need, in terms of newsworthiness. In 2017, I founded CAON Public Relations with the goal of offering consulting and dI public relations management services to clients from different segments. Over the years, we have consolidated our position in the industry, developing effective communication strategies and building strong relationships with journalists and all communication professionals (reporters, authors, TV and radio hosts). Together with my collaborators, I work to bring companies’stories to the attention of the media by promoting awareness and achieving their communication goals through consistent organic publications in the media.
What fascinates you about this world? What fascinates me about this world is the ability to make meaningful connections between people, ideas and brands. Communication has the power to influence opinions, inspire action, and build lasting relationships. I enjoy the challenge of finding creative and effective ways to convey a message and reach a desired audience.
What could be improved? I believe that in the world of communication in general, active listening can always be improved. It is important to fully understand the needs and perspectives of the target audience in order to create more targeted and effective communication strategies. In addition, adapting to new technologies and changes in consumer behavior is critical to remain relevant and competitive. It is challenging to create customized content for each client, being able to identify proactive and newsworthy insights about products, services, or market scenarios on a case-by-case basis through brainstorming.
What does it mean to do public relations? Public relations means managing and cultivating relationships between an organization and the media. The main goals of public relations are to build a positive reputation, create awareness and foster public trust in the organization. This is achieved through the planning and implementation of effective communication strategies.
How important is sincerity and transparency? Sincerity and transparency are crucial in public relations. An organization that communicates openly and sincerely establishes trust and credibility with the public. Lack of sincerity can damage reputation and undermine the relationship with stakeholders. It is important to be honest, transparent and accountable in communications, even in difficult or crisis situations.
Why does a brand need a communications or public relations agency, the famous pr agencies? A brand needs a public relations agency because the agency has the skills and experience to develop and implement effective communication strategies. A communications agency helps the brand identify its target audience, create persuasive messages, and achieve communication goals. In addition, an agency can offer an outside perspective and specialized expertise that can bring added value to the brand’s communication strategy.
What role do communication and pr agencies play today? Public relations agencies play a vital role in today’s world, where information and communication are increasingly fast-paced and complex. Communication agencies help organizations manage and address a wide range of communication challenges. They perform tasks such as creating communication strategies, managing media relations, event planning, and crisis management. In addition, agencies can offer specialized expertise in areas such as digital communications and social media.
How important is it for you to stay abreast of innovations? It is critical for us to stay abreast of innovations in communication. Technologies and trends in the way people consume information and communicate are constantly evolving. Maintaining an up-to-date and innovative approach allows us to offer effective communication strategies and adapt to market changes. We constantly monitor new trends, attend conferences and workshops, and invest in training our team to stay ahead of the curve.
What role do social media play in the world of communication? Social media have assumed an increasingly important role in the world of communication. These platforms offer a direct and immediate channel for reaching and engaging audiences. Through social media, organizations can create an online presence, share relevant content, interact with audiences, and manage brand reputation. Social media also enable real-time feedback and measurement of the effectiveness of communication strategies.
What services do you offer? We offer a service focused on visibility through organic form media without paying for newspapers or advertising. Everything is meritocratic and based on newsworthiness, which today, we have the expertise to properly identify.
What does a typical day of yours look like? A typical day of mine is very varied and dynamic. I start the day by checking emails and industry news to stay abreast of the latest developments. Together with my team, we spend time planning and managing communication activities for our clients. This may include writing press releases, attending meetings with clients, and evaluating the results of strategies. We constantly manage media relations, working with journalists to obtain positive media coverage for our clients. We take into account new opportunities and trends in the communications industry, trying to adapt strategies according to changing needs. Every day is different and requires flexibility and the ability to handle multiple projects simultaneously.
How do you relax and spend your free time? To relax and recharge my energy, I like to engage in activities that I am passionate about outside of work. I love reading books, taking personal growth classes, taking long walks in nature and practicing yoga. In addition, I enjoy spending time with family and friends, hosting dinners or attending cultural events. I believe it is important to find a balance between work and leisure to maintain creativity and motivation.
Upcoming projects? Currently, we are working on several exciting projects for our clients. We are happy to contribute to their success through effective communication strategies. As a journalist, I edit a monthly Luxury magazine and host the radio column on Radio Newspaper “Today We’re Going Luxury.”