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Dialogue through our Press Office

06/15/2015 - 11:30 AM

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The media - press agencies, newspapers, radio, television and the web - are the most direct form of communication with the outside world and are an important stakeholder for Telecom Italia. They become involved through the Press Office, which writes and distributes press letters and releases, organises interviews, press conferences and meetings, and maintains direct relations with individual journalists.

Where provided by current regulations, the financial markets and their supervisory bodies are also involved in the communication activities.
All the activities are based on a map of key contacts with whom ongoing relationships are established and the resulting creation of ad hoc mailing lists when public meetings are held and presentations of products and services or specific announcements are made. These lists are compiled by carefully analysis the entire Italian and international media reporting scenario.

In carrying out its activities, the press office follows the Group’s specific procedure for the administration and communication of information and privileged data, which governs the internal management and external communication of documents and information regarding the Company and defines the operational methods for communicating price sensitive information to the market.

Communication with the media takes place both on a spontaneous and proactive basis, and in response to the specific requests of journalists. Dialogue with the media was further strengthened at the end of 2009 with the creation of a specific press office for relations with the media and issues relating to Italy as a whole, launched in response to the company's need for greater presence and greater dialogue at local level. This office works alongside the other three press offices dedicated to corporate, market and regulatory matters.

The results of the activities of the press office are periodically monitored by a research company. In particular, the visibility of articles mentioning Telecom Italia and its products and services is analysed on a monthly basis, comparing them to a standard consisting of a medium length article published on an entire page of a publication with an average distribution, with no pictures or signature. By giving each article examined a positive or negative value, according to whether it expresses facts and opinions for or against the Company, an Index of the Quality of Visibility (IQV) is arrived at. In 2010, despite the negative impact that the TI Sparkle affair had on the Group's image, even in the media, the activities of the Press Office allowed the generally positive quality figures recorded to be substantially maintained compared to 2009, a year in which Telecom Italia was the only operator to present a significant improvement in the IQV (+20%).