Il metodo Apice: un vero supporto alla Festa del Cinema Internazionale di Roma 2007

For some years public relations have become the subject of university studies and of an increasing number of courses.
The professional activity on behalf of organizations has become highly complex and now requires not only sophisticated technical-professional skills, but adeguate managerial competenciee and, in part, also strategic. To identify but one from the mostly commonly used public relations tools: events: I’ve thought of this study as an application of a methodology, through the analysis of a case study: a huge Event such as the International Film Festival of Rome ( Festa del Cinema Internazionale di Roma). The study is developed in three main chapters.
In the first chapter the Event is introduced as a tool of public relations and corporate communication and gives detailed explanation of all the stages and the various typologies of events. This “introduction” is necessary to give a general picture. The definition of “Event” presents many aspects and for this, using the texts of two scholars, Toni Muzi Falconi and Mauro Pecchenino, I draw a general view of what Events can be considered today.
In the second chapter, I illustrate the method, specifically the APICE one.
For a better explanation I decided to follow the theories of Emanuele Invernizzi, author of the book “La comunicazione organizzativa: teorie, modelli e metodi”, to whom I often refer. APICE method is therefore, the instrument of analysis that allows to rationalize the different phases in which the Event is composed, at first in general; and then in detail, when I analyse the International Celebration of the Cinema in Rome.
In the third and last chapter I apply the notions learned in the second one to a “particular case” but in this section, I considered two phases of the APICE method which, notwithstanding their strategic role in the elaboration of an event, are often skipped in operativity: the first and last stage (of the APICE method): “mission definition” and monitoring of results”.
I use, besides materials (depliants, brochures, newspaper articles) collected during the days of the event, also and above all interviews conducted during the months of July and August together with the Staff of the Film Foundation for Rome.
The aim of this work is in general to rationalize the importance that a good planning has in the realization of an event, but also and above all the validity and relevance that those two often neglected phases – such as the “definition of mission” and the “monitoring of the results”- have, for the success of an event.