While discussion continues as to whether brand journalism is appropriate terminology, many large companies have already decided to invest resources and expertise in this specific area, in so doing taking an even more active role in dialogue with the media, in a context undergoing profound changes thanks to the advent of digital technology.

So how does an organization that wants to be a media company act, even if it does not operate as a publisher? What are the advantages it brings from within and towards its main interlocutors? What kind of relationship and collaboration can it set up with traditional media?

We will find out in a session where "journalism" and "companies" are now two subjects working in the same field and between which it is increasingly difficult to identify the differences.

Organised and sponsored by Gruppo Unipol.