Edizioni Paoline: intervista a Romano Cappelletto

Interviste

L’agenzia letteraria Studio Garamond per la rubrica dedicata alle professioni dell’editoria ha intervistato Romano Cappelletto, ufficio stampa delle Edizioni Paoline.

Come nasce la voglia di fare l’addetto stampa, com’è strutturato il suo lavoro? Ci illustri brevemente la giornata tipo. 
“A dire il vero è difficile descrivere una giornata-tipo dell’addetto stampa perché di fatto, la giornata tipo non c’è. Una delle caratteristiche peculiari di questo tipo di lavoro è, direi, una certa impossibilità di seguire una “scaletta”: la novità, l’imprevisto, la notizia che non ti aspetti, la richiesta improvvisa, sono all’ordine del giorno.”

Quali sono i compiti e le competenze principali per un responsabile della comunicazione in ambito editoriale?
“In generale, così come per qualsiasi altra azienda, il responsabile della comunicazione deve far conoscere il prodotto, evidenziando le ragioni che lo rendono, se non necessario, sicuramente importante per il potenziale acquirente. Ovviamente questo, in ambito editoriale ha delle sue peculiarità, soprattutto in un momento come questo, di profonda crisi, in cui il prodotto “libro” è inevitabilmente sceso nella scala dei “beni necessari”. Sul piano delle competenze, queste naturalmente sono aumentate, soprattutto con l’ampliarsi della comunicazione “social”, “virtuale”.”

 Cosa è per lei l’editoria?
“L’editoria è il mondo in cui sono cresciuto e in cui vivo ormai da tanti anni. È un mondo complesso, dove si scontrano due elementi che fanno fatica a stare insieme: cultura e mercato, conoscenza e profitto, valori e budget.”

Autore e libro ideale.
“Tanti. Come lettore, sono un appassionato di fantascienza e fantasy, quindi potrei dire un titolo qualunque di Asimov o Tolkien. Nel campo in cui lavoro sono recentemente rimasto folgorato da un autore portoghese, José Tolentino Mendonça, e dal suo ultimo libro tradotto dalla nostra casa editrice Nessun cammino sarà lungo. Per una teologia dell’amicizia. Intenso, profondo, ma così semplice e “vicino”.”

C’è qualche autore con cui ha lavorato che ha rappresentato un punto di crescita nel suo percorso professionale?
“Ogni autore, più o meno impegnativo, ha rappresentato un punto di crescita per il mio percorso professionale. Non saprei indicarne uno in particolare. Potrei dire che quelli più impegnativi, a volte difficili, hanno rappresentato sicuramente una buona scuola sia dal punto di vista umano che professionale.”

 A quale libro del vostro catalogo è particolarmente legato e perché?
“Tra gli ultimi, sicuramente “Etty Hillesum. Umanità radicata in Dio” di fratel MichaelDavide Semeraro. Non soltanto perché ottimo sul piano dell’attività comunicativa che svolgo e nei risultati di vendita, ma perché è uno di quei libri che non ho preso in mano solo come professionista, ma come lettore e amante di una personalità così originale e dirompente.”

Quali strumenti deve mettere in atto un ufficio stampa affinché lo scrittore e il volume possano ritagliarsi nel mercato uno spazio adeguato?
“Sempre più difficile dirlo. La logica del mercato, in editoria, è diventata spietata. Per un editore cattolico, poi, quello spazio di esclusiva di cui godeva fino a qualche anno fa, è stato invaso dall’editoria laica che nel campo “religione-spiritualità” ha visto, a ragione, un territorio fertile da conquistare. Le risorse necessarie per dare visibilità agli scrittori e ai libri sono molto alte. Allora diventa sempre più importante saper cogliere la “nicchia”, non intesa in senso limitativo ma anzi come opportunità.”

Cartaceo e/o eBook: come è cambiato il lavoro di comunicazione con la diffusione del digitale in relazione ai rapporti con la stampa?
“Più che di cambiamento, per ora parlerei ancora di una situazione confusa. L’ebook, nel nostro Paese non ha ancora una diffusione tale da determinare cambiamenti sostanziali, e questo anche nella comunicazione e nei rapporti con la stampa. Probabilmente nei prossimi anni assisteremo a mutamenti che porteranno, a mio parere, qualche vantaggio ma anche molti svantaggi per il mondo editoriale nel suo complesso.”

Quali sono le caratteristiche fondamentali per un evento editoriale di successo?
“Premettendo che non esiste mai la certezza del successo di un evento editoriale (tante, troppe le variabili), ci sono cose che sicuramente non vanno fatte. L’evento editoriale va curato nei minimi particolari, anche quelli apparentemente insignificanti. Lasciare al caso anche uno di questi particolari può significare il fallimento dell’evento stesso (l’esperienza su questo insegna molto!).”

Ci indichi brevemente come avviene un lancio stampa di una vostra novità editoriale.
“C’è il classico comunicato e, lì dove il libro lo permette e lo richiede, una serie di eventi (incontri-presentazioni). Poi i contatti diretti con la stampa. Ma, anche con le tante realtà sociali che possono rappresentare, come dicevo prima, la “nicchia” di riferimento da cui il libro può entrare nel mondo dei lettori e poi diffondersi.”


Intervista rilasciata ad aprile 2014

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