Angela Scalese is media spokesperson for Senevita, a provider of nursing care to the elderly. Since September 2022 she’s been working closely with open up. In this interview she reveals what’s important to her when collaborating with an agency and where she sees the challenges.

Angela, why did you choose to work with an agency?

It was primarily a matter of resources. During the Covid pandemic we needed more resources for PR because we were getting a lot more media enquiries. Since Senevita had already been working with an agency before the pandemic, we knew the value external support of this type can bring.

So why did you choose open up?

We wanted to systematically outsource certain tasks and at the same time get results. We knew from the rankings that open up is in good standing with the media. And we needed media relations know-how and resources. The human component was also important to us.

What do you mean?

It’s very important for our partner companies to have a certain affinity and identify with the topics we work with. For constructive cooperation, you should also be sympathetic to each other and get along well, but without always having the same opinion. I also expect an agency to take a critical stance.

„Their consultants are less involved emotionally and can assess things objectively.“

What precisely is open up’s role?

We see our two consultants, Andrea and Livio, as members of the team, and also communicate this internally. They’re there to advise us on media relations and are important sparring partners when it comes to making decisions. They give input on content on issues that could be exciting for the media. They’re also responsible for our external media relations. They look after the media office when I’m away and take care of sending releases. In PR unplannable things also happen, and in these cases we’re glad to have someone to support us.

Where do you see the benefits of working together?

The agency has more distance to the issues and none of the tunnel vision that automatically arises within the organisation. Their consultants are less involved emotionally and can assess things objectively. But they’re close enough to know what Senevita needs. Another advantage is that agencies bring a lot of experience and know what works.

Are there challenges?

It’s not always easy to assure the flow of information. Internally things often happen at the coffee machine, so to speak. I have to make sure open up nevertheless gets all the information.

Do you see trends in the communications business that are influencing the way companies and agencies work together?

What I’ve noticed is that there’s hardly any such thing any more as the classic career path for communications specialists. Younger people often bring very broad technical knowledge but sometimes lack an understanding of the big picture. Thanks to their experience, older generations can think more holistically in conceptual terms. I think even more effort should be made to pass on this overarching knowledge so that it doesn’t get lost. Another thing is that these days it feels like there’s an agency for every issue and every channel. So it’s all the more important for agencies – like the organisations they work for – to retain their independence and authenticity.

From a client’s point of view, where could agencies be giving even greater support?

As a client I expect the agency to always be up to speed on the Swiss media landscape, new channels and technical developments. And they should know where each of these factors should be located in corporate communications as a whole. Open up has its finger on the pulse in this respect and we’re grateful to you for that.