Public Relations

As someone who has spent most of his career thinking about growth, positioning, and distribution, I’m endlessly fascinated by one thing:How the same message can live two completely different lives depending on how it’s...

Search is not disappearing.But it is being restructured.As generative AI systems increasingly summarize information instead of sending users directly to websites, the mechanics of digital visibility are shifting in ways most brands are underestimating.The...

Every year I speak to founders and executives who tell me roughly the same thing: “We’re doing all the right things, but it doesn’t seem to move the needle.” They’re publishing content. They’re running ads. They’ve...

I was rewatching Videocracy – Basta apparire after finishing the Netflix documentary on Fabrizio Corona, and something clicked that I hadn’t fully articulated before.Not politically.Not morally.Strategically.Because if you strip Italian television of ideology, outrage,...

Lessons From Years of Digital Marketing and Communications ExperienceFor a long time, PR was treated as a side function—something separate from “real” digital marketing. SEO teams optimized pages. Media teams chased coverage. Paid teams...

Most projects don’t fail because of poor execution.They fail because execution begins before anyone agrees on what must be understood.I’ve seen this mistake repeat itself in very different environments: while shaping Calabria Food Fest...

Looking back on the past year, it's clear that the dominating narrative in search has been fear, with zero-click results, AI overviews, and plummeting visits and click-through rates. Concluding that SEO is a dying...

For years, SEO was treated like a numbers game. More keywords. More articles. More backlinks. More everything.But lately, something big has shifted — and if you’ve felt the change, you’re not imagining it.Search is...