Riccardo Mazzeo, responsabile della comunicazione delle Edizioni Centro Studi Erickson, svela all’agenzia letteraria Studio Garamond, le peculiarità di un mestiere fondamentale: quello del comunicatore.
Come nasce la voglia di fare l’addetto stampa, com’è strutturato il vostro lavoro? Ci illustri brevemente la sua giornata tipo.
Per me l’ufficio stampa ha costituito una necessità più che una vocazione, visto che prima avevo fatto per quasi vent’anni l’editor in chief. La mia casa editrice godeva di ottima salute ma non avevamo visibilità sui media, le recensioni si contavano ogni anno sulle dita di una mano. Così, quando gli editori me lo hanno chiesto, ho iniziato a occuparmene con entusiasmo e risultati gratificanti: dalle 250 recensioni del primo anno alle 4.000 dell’anno scorso. La mia giornata tipo inizia alle 9,30 del mattino con la lettura dei giornali, ma si alimenta anche della conoscenza delle nostre opere e del tracking degli 806 giornalisti che annovera il nostro file maker. Con l’aiuto di un’internauta, una brava giornalista che lavora dalla sua casa di Vicenza e che segue in coordinamento con me realtà che mi sono sgradite come Facebook e Twitter, e di una psicologa dotata quanto fulminea che lavora da noi e che mi coadiuva nei rapporti con carta stampata, radio e televisione, cerco di lanciare ponti fra le opere che pubblichiamo (e le nostre numerose iniziative formative e convegnistiche) e gli interessi e le curiosità degli interlocutori, imbastendo discorsi culturali e “caldi”, laddove possibile, che si dipanino in un tempo lungo, di mutua soddisfazione. Insomma, agendo in controtendenza rispetto alla rapacità e alla disinvoltura che caratterizzano il nostro tempo, prediligo la fiducia reciproca che si costruisce giorno dopo giorno.
Cos’è, per lei, l’editoria?
Per me l’editoria è, questa volta sì, una vocazione. Adoro i buoni libri e mi dispiace assistere a un appiattimento progressivo di gran parte della produzione editoriale, così come mi deprime l’autismo montante di tutti coloro che cavalcano il self-publishing in una dimensione onanistica che mi ricorda quella dei giocatori compulsivi. È chiaro che su 100.000 romanzi autopubblicati ce n’è magari uno di valore che riesce a essere intercettato e che sbanca, ma che fare di tutti gli altri?
C’è qualche autore con cui ha lavorato che ha rappresentato un punto di crescita nel suo percorso professionale?
A quale libro del vostro catalogo e particolarmente legato e perché?
Quali strumenti deve mettere in atto un ufficio stampa affinché lo scrittore e il volume possono ritagliarsi nel mercato uno spazio adeguato.
L’autore e l’ufficio stampa devono sforzarsi, ciascuno per quanto gli compete, di far emergere le ragioni suscettibili di far acquistare il libro: la sua bellezza, originalità, utilità eccetera.
Cartaceo e/o eBook: come è cambiato il lavoro di comunicazione con la diffusione del digitale in relazione ai rapporti con la stampa?
Il digitale è utile ma, pur tralasciando la sua nicchia di mercato ancora sparuta, è anche a mio giudizio rischioso per la comunità di lettori. E’ chiaro che portarsi in vacanza o in viaggio un Kindle e disporre di molti libri è COMODO, ma il rapporto con un dispositivo così vantaggioso va a scapito dell’approfondimento e del coinvolgimento che l’artefatto libro vero e proprio favorisce. “Varietas delectat”, certo, ma il pericolo è quello di saltabeccare da un testo all’altro restando perennemente in superficie.
Quali sono le caratteristiche fondamentali per un evento editoriale di successo?
Ci indichi, brevemente, come avviene un lancio stampa di una vostra novità editoriale.
Poiché pubblichiamo tanti libri non possiamo “lanciarli” tutti con la stessa energia. Comunque io mando personalmente o faccio mandare copia saggio di alcuni volumi ai giornalisti che sono probabilmente interessati proprio a quei libri e non ad altri; la nostra internauta vicentina concorda con me i comunicati stampa che raggiungono in modo selettivo il popolo del web; il responsabile del comparto marketing diffonde newsletter mirate e ne dà notizia sul sito che ha superato i diecimila fan; la nostra psicologa dell’ufficio stampa di concerto con me manda una serie di comunicazioni; talvolta, rilascio interviste io stesso. Ovviamente il contatto diretto, sia telefonico sia e più fruttuosamente saltando in macchina o su un treno per andare a parlarede visu con gli amici giornalisti, resta un’opzione non rinunciabile e al tempo stesso fluidifica e dà sapore alle relazioni. Comunque, per concludere, vi dirò come verrà lanciato il nuovo libro di Marc Prensky La mente aumentata, che uscirà l’8 novembre prossimo e verrà presentato ai quattromila partecipanti del nostro congresso internazionale di Rimini “La Qualità dell’integrazione scolastica e sociale”, con 180 relatori e ospiti del calibro di Massimo Recalcati, Mariapia Veladiano, Marco Lodoli e Piergiorgio Odifreddi: il 7 novembre andrò a prenderlo all’aeroporto di Bologna e, dopo il pranzo, lo accompagnerò negli studi di Radio Città del Capo e di Radio popolare dove verrà intervistato, anche dal Corriere della Sera, sul suo ultimo libro in uscita. Io parlerò del convegno, giunto alla nona edizione, di Dario Ianes che lo ha organizzato con Canevaro e Caldin, di alcuni relatori e queste notizie verranno riprese e rilanciate dalla RAI, che sarà presente il giorno dopo al convegno, e da altre agenzie. Tutto stimolante, vivace, divertente. Il rischio resta sempre quello di bivaccare in superficie; come aveva scritto Racine: “Le plus profond, c’est la peau”.
Articolo a cura della Redazione.
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