Flavia Trupia在鮑思高家庭通訊會議中，向參與者說：「鮑思高家庭通訊是慈幼家庭的身份證」
【慈幼通訊社 ─ 2023 年4月 24 日意大利都靈訊】 ─ 2023年4月24日，為所有鮑思高家庭通訊負責人會議的第三天，會議開始首個環節由富措辭修養的著名傳媒人士Flavia Trupia主持。她富辯才的演說，以建立鮑思高家庭通訊品牌的重要性開始，品牌包括其身份及價值。
Flavia在開始時強調，鮑思高家庭通訊不只是一本雜誌，更是一張慈幼家庭縱橫世界的身份證。她講述有關鮑思高家庭通訊，如何與其他雜誌不同，因此需要建立成為一個獨一無二的國際品牌，好像可口可樂、法拉利、Tiffany等世界知名品牌。她以來自世界各地的鮑思高家庭通訊為例，並問讀者是否視為單一品牌。各不同地區的鮑思高家庭通訊看似不同，因此有必要性，去建立出一個獨特品牌。她勸諭各人，要迎合時代變遷，以維持市場地位，但也警告說，任何改變都不能失去鮑思高家庭通訊的身份。
Flavia Trupia問與會者：「品牌應該是怎樣的？」她強調品牌必須是清晰、有特色及有意義的。她展示若干個觀點，用以建立鮑思高家庭通訊成為獨特的品牌。她強調「一個品牌必須聚焦於品牌『本身』，勝過其內容或展現方式。」對她來說，品牌是精美的，並能創造多個對比的情感，例如喜愛——憎恨、關注——漠視等等。一個品牌是完全與行動有關，就算看不到，也應該能讓人記住。品牌在讀者中建立信任與疑問，而我們可透過一貫性與關心，讓顧客信服。Flavia強調一個品牌應能從其競爭對手區分出來。品牌越能展現，它的價值也越大。我們不應將品牌等同於市場策略；品牌有其訊息、方向及目標。當我們看到傳播產品時，這些指標便能衡量產品的價值。一個品牌不應有強迫性，應開放讓人作出反應。
Flavia繼續以太陽系來作比較說：「鮑思高家庭通訊不只是雜誌，卻是一項慈幼家庭的傳播計劃。」對她來說，鮑思高家庭通訊好比太陽系，有很多活動在四周轉動著，例如教育、體育、陪伴、賦權，以及其他各個自發項目環繞轉動著。鮑思高家庭通訊的成員是鮑思高家庭通訊的基本用家及贊助者。我們須建立這個品牌，使成為獨特的品牌，令人們想起這些元素。
講到跨媒體，Flavia指出了構思、製作、分送、宣傳的過程。進行360度的宣傳，顯得越來越重要。Flavia概括了一些建立鮑思高家庭通訊作為一個大品牌的構思，這是她演說的核心。她說出展現故事的重要性，但不是只表現自己，卻要讓讀者受觸動。她說出展現在慶禮院發生的青年故事，比在慈幼會院內的一些靜態資訊較為重要。這些故事應以讀者的角度寫出來。
Flavia說出「建立網絡」的重要性。慈幼會士遍佈全世界，而我們可以講述普世青年的故事。她指出「你們必須說青年的故事，他們對藝術的表達，對環境的敏感度，當然也要寫出有關貧苦無告者及慈幼福傳經驗的故事。」
提出封面的問題，她堅持家庭通訊的編者，必須運用生活照，而非圖庫的照片。每一幅照片都有一些向世界溝通的訊息。她也建議每個封面都與內容相呼應。
有關視覺身份，Flavia對有關為追上時代，在視覺效果、標誌及設計上作出變化方面加以評論。不應讓陳腔濫調的設計和視覺元素，使家庭通訊成為一項處於遙遠世代，絲毫沒有現代感的產品。她建議採用一些照片如「一位向著慶禮院孩子微笑的神父、跳舞的男孩、演奏樂器的女孩」，比一些建築物或靜態現實的照片更有吸引力。
Flavia也說到有關以現代背景寫作的重要性，她告訴編輯，他們不能認為讀者必然了解他們的寫作。
當她說到「邊緣性及自豪」時，帶出了一個有關吸引讀者注意的觀點。我們傾向隱藏人們脆弱及不完美的地方，只讚揚少數成功者。我們需要讚揚人們的脆弱點，並以他們自豪。
在結束演說時，她說出傳播是處於洪流中，我們須在維持我們神恩身份的同時，不斷演進。
“Salesian Bulletin is the Identity Card for the Salesian Family” – says Flavia Trupia to the participants of Salesian Bulletin Meeting
(ANS – Italy–Turin, 24 April 2023) – Today, 24th April 2023, the third day of meeting for all those responsible for Salesian Bulletin began with the session led by Flavia Trupia, the noted communication professional who is passionate about rhetoric. She began her rhetorical presentation on the significance of brand building for the Salesian Bulletin, with its own brand identity and brand equity.
“Salesian Bulletin is not just a magazine but an identity card of the Salesian Family across the globe,” affirmed Flavia in her opening remarks. She spoke about how the SB is different from other magazines, and therefore the need to build it as a unique international brand like world-famous brands such as Coca Cola, Ferrari, Tiffany, etc. She pointed out to the Salesian Bulletins from various parts of the world and asked the audience if they could identify them as one single brand. It appeared that they were different from each other, and therefore the need to build it as a unique brand emerged as a necessity. She exhorted the floor to stay relevant in the market by welcoming change with the times, while she also cautioned that any transformation should be done without losing the identity of the SB.
Flavia Trupia asked the audience, “How should a brand be?” She urged that it should be clear, distinctive, and relevant. She presented several insights that could be used to build SB as a unique brand. “A brand should focus on its ‘Being’ than what it has and what it represents,” said Flavia emphatically. According to her, a brand is delicate and creates various opposite emotions like love-hate, interest-indifference, etc. A brand is all about actions, and it should be remembered even in its absence. It builds trust and distrust amidst the audience, and we conquer the customers through our consistency and care. Flavia spoke strongly about how a brand should be distinct from its competitors. The more it stands out, the better it is valued. We should not equate a brand with marketing; it is all about message, direction, and purpose. When we look at the product of communication, these parameters will define the product. A brand should not be forced up; it should be open for feedback.
“SB is not just a magazine but a project of communication for the Salesian family,” said Flavia and continued to compare it to the solar system. According to her, SB is like the solar system where so many activities revolving around, such as education, sports, accompaniment, empowerment, and various other initiatives revolve around it. The members of the Salesian family are the primary users and sponsors of the Salesian Bulletin. We need to build it as a unique brand keeping in mind all these elements.
Speaking about Cross-media, Flavia indicated the process of Ideation, production, distribution, and promotion. It becomes increasingly necessary to do 360-degree promotion. Flavia outlined some of the ideas for building the Salesian Bulletin as a big brand, which was the crux of her presentation. She spoke about the importance of presenting stories, not with self-referentiality, but stories that touch the audience. She spoke about the importance of presenting the stories of the young that happen in the oratories rather than some static information about the Salesian houses. These stories should be written from the perspective of the people about whom we write.
Flavia spoke about the importance of “Networking.” The Salesians are spread across the world, and we have the possibility of narrating stories of the young across the globe. She pointed out that “You must tell the stories of the young people, their artistic expression, sensitivity to the environment, and, of course, write about the poor and needy and the experiences of the Salesian missionaries.”
Talking about the cover page, she insisted that the editors of the bulletin must use live photos instead of stock images. Every picture has something special to communicate to the world. She also suggested that every cover should anticipate the content inside.
Regarding the visual identity, Flavia commented on the importance of bringing some evolution in visuals, logos, and design while keeping up with the signs of the times. Cliché designs and visual elements should not make the bulletin a distant product without any current relevance. She suggested that photos like ‘a priest smiling with the boys in the oratory, a boy dancing, a girl playing a musical instrument’ can be more appealing than some images of a building or other static realities.
Flavia also spoke about the importance of writing in today’s context. She told the editors that they cannot take for granted the audience for whom they are writing.
One of her insights that triggered attention from the audience was when she spoke about ‘marginality and pride.’ We tend to hide the vulnerability and imperfections of people and only celebrate a few who are successful. We need to celebrate the vulnerabilities of people and take pride in them.
She concluded her speech by saying that communication is in constant flux, and we need to evolve constantly without compromising our charismatic identity.