The case of Chiara Ferragni seen by the expert. Matteo Flora, entrepreneur and professor of crisis management at the University of Pavia, was interviewed by La Nazione about how to deal with the crisis resulting from the Pandoro Gate and the million-dollar fine imposed on the influencer by the Cartel Office: “It's not a fatal blow, but Chiara Ferragni has to Quickly curb the aggressiveness of users commenting on their social profiles, otherwise the impact on their brand and career will be great. Ferragni and his team try to figure out what works and what doesn't, then develop a more detailed plan. The crisis has so far been addressed poorly from an image perspective, but better in terms of mitigating the hatred. The rather unscrupulous use of children in recent days has a clear goal: to generate positivity. Leone and Vittoria are two great children and no one would ever think of attacking them because of what happened to their mother.”
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“Unfortunately I believe that – explains Prof. Flora – is looking for an enemy. It's a good strategy if you're struggling with an external problem, but in this case the earthquake is an internal problem. So it's a plan that can't work.” The expert continues his analysis: “The flight of the sponsors is serious. I think there are many more companies that have interrupted or terminated business relationships than those that have done so publicly. Everything Ferragni does is aimed at tempering public aggression. She's not interested in people forgiving her, but in getting people to stop yelling at them. There has never been a lack of criticism of his profile, but what worries sponsors now is the density, no one wants to be associated with Ferragni at the moment.
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“What should Ferragni do to recover?” the Tuscan newspaper asks Flora, who concludes the interview with: “Admit you were wrong. He didn't understand what he was doing and, above all, he didn't understand the consequences. The apology will come later. He won't come out until he also apologizes to those who aren't in his audience. People must be convinced that he will not repeat the mistake, full acceptance of responsibility is required.”
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