banner Profile Mobile

Case Study on Demaclenko
The Curve of Newsworthiness

In the course of my activities in the launch of technological products, I have repeatedly encountered parallels between Gartner’s hype cycle and media reality. The hype cycle is a curve that represents the phases of public attention that a new technology goes through. It is one of the foundations of any company involved in the communication of hi-tech companies, whether they are international corporations or start-ups. The visibility of innovative approaches or products first experiences an immediate high – the “Peak of Inflated Expectations” – before entering a phase called “Trough of Disillusionment”. This is followed by another slow rise, usually as soon as the product is actually launched on the market: from this very moment, the communication strategy must be supported by a medium-term editorial plan in which the product itself becomes the medium.



Therefore, the period between the “Technology Trigger” – the first phase of the hype cycle – and market entry must be kept as short as possible – which is particularly difficult for start-ups seeking capital. Otherwise, you run the risk of saturating media attention before the innovation has even entered the market. A kind of eternal expectation forms which inevitably leads to disappointment.

A best-practice example in this sense was the launch of the road disinfection system with snow cannons from Demaclenko, a snow-making systems company from Vipiteno/South Tyrol belonging to the Leitner Group. The news was picked up by all important national and numerous international media, including “The Guardian”, “The Indipendent”, “ABC News, “Die Welt”. The communication strategy, in which Blum was particularly involved with media relation, ran parallel to the implementation of the project, whereby the whole process was characterized by constant exchange. The first press release and the first video were produced in the course of testing the disinfection system that the company provided free of charge to the communities of South Tyrol. The second step was initiated with the commissioning of the system in Val Gardena. Demaclenko gained international attention with an internally produced, emotional video, which was distributed through various channels. The sensation that was caused at international level led to the third step and made national headlines, in which the millions of video views around the world were the core of the coverage. This extended the visibility peak of the curve, which otherwise tends to fall relatively quickly. This “plateau” is carried by the reporting that an already operational system brings with it.

Three prerequisites were necessary for a successful operation: a competent partner where communication and strategic management closely work together; an understanding of the dynamics of the media system and the right approach to it; and the correct assessment of the prevailing mood in the media at the very moment. Prerequisites that were necessary, but are not sufficient on their own to achieve a good communication result.


Luca Barbieri
Co-founder, Blum

Tell us your innovation story
banner newsroom desk
banner newsroom mobile

What we do

Blum is a communication company skilled in innovation. We generate business and open innovation opportunities by combining three fields of action:

1. Corporate communication, strategy and tools
We analyse our clients’ potential and build tailor-made editorial plans. We create contents by extracting value from their stories. From magazines to blogs, from videos to social networks.

2. Press office & media relations
We are information professionals, part of a continuously developing international network of contacts. Web, print media, radio and TV: we transform our clients’ stories into news.

Events & lead generation
We project PR strategies and online, onlife and face-to-face events. We rely on professional skills and expertise in the exhibition and event industry.


What we can do for you:
media relations, press releases, press conferences, editorial plans, press tours, podcasting, blog posting, newsletters, event management, event concept, webinars, innovation villages, startup competitions, communication for equity crowdfunding campaigns, live events coverage, books, online and print magazines, social media management (Facebook, Instagram, LinkedIn, Clubhouse, Twitch, Twitter…), ADV planning, press coverage analitycs, debate moderations…


We are a multidisciplinary team with specific competences in the fields of communication, event planning and business matching.

Luca Barbieri

Founding partner
Journalist and co-founder of Blum, passionate about innovation, entrepreneur, TV presenter, teaches journalistic language at the University of Padua. Worked for over 10 years at RCS, contributing to the creation of Corriere Innovazione. Consultant for companies and institutions operating in the field of research and technology transfer. His mission is to build bridges and connections. By all means necessary.

Domenico Lanzilotta

Founding partner
Journalist and co-founder of Blum, years of experience in print media. For over ten years, has been helping organizations to leverage their communication to stimulate business. Through training and research, he accompanies professionals and companies to improve themselves through communication strategies and practices that generate tangible results.

Francesca Ponzecchi

Founding partner
PR professional and co-founder of Blum, dealing with the planning and execution of networking events and strategies for more than twenty years. Worked for ten years in the marketing management for RCS. Passionate about innovation, contributed to the creation of Corriere Innovazione. Believes in the value of relationships and synergies to develop sustainable businesses.

Massimiliano Cortivo

Head of content & media relations
Journalist, at Blum since 2017, coordinates the editorial operation, carrying out strategic consultancy work for clients as well as media advisoring. Devises cross-media editorial plans and manages media relations at national and international level. For thirteen years an editor for the Corriere del Veneto (RCS). Degree in foreign languages and literature.

Content & media relations

Enrico Albertini

Content & media relations strategist
Journalist, at Blum since 2014. Creates, elaborates and coordinates cross-media editorial projects. Has worked with numerous newspapers, including Il Mattino di Padova and Corriere del Veneto (RCS). Is also the spokesman for the rector of the University of Padua. Holds a degree in communication and a master’s in journalism.

Silvia Pagliuca

Content & projects strategist
Journalist, in Blum since 2018, coordinates cross-media editorial projects and carries out media advisoring for companies. Writes about innovation, work and sustainability for newspapers and magazines in the relevant fields. A graduate in communication, with a master’s in social, political and institutional communication management and master’s in journalism.

Giulio Todescan

Content & media relations strategist
Journalist, at Blum since 2015, coordinates cross-media editorial projects and carries out media advisoring, press office tasks and media relations. Contributed for ten years as a freelance to numerous publications, such as Corriere del Veneto (RCS). Is among the promoters of the “Working Title Film Festival” and has directed two documentaries. A graduate in communication.

Giulia Cimpanelli

Innovation content specialist
Journalist, carries out media advisoring, content creation and social media management. Expert in innovation, startups and economy, has contributed to the Corriere della Sera for ten years, mainly on L’Economia and Corriere Innovazione. Has written for numerous titles: Startupitalia, Millionaire, Donna Moderna, TTG Italia, Glamour, Myself, Iodonna and others.

Valeria Costa

Media Relation Specialist
Press officer and communicator. She manages relations with national and international media, dealing with press office and communication strategies. She has worked for important companies in the fashion, automotive and financial sectors and collaborated with relevant marketing and communication agencies. Graduated in Foreign Languages and Literatures, she has a Master’s in Corporate Communication.

Alessandro Di Stefano

Innovation content specialist
Freelance journalist, expert in innovation, startups and tech, carries out contents, news and social communication. Since 2018 editor at StartupItalia. Experience in environmental journalism: editor in Rivista BC and social media manager and editor at FIAB. A graduate in history and a master’s degree in journalism.

Andrea Fasulo

Content & media relations specialist
Skilled as freelance journalist and copywriter, he is responsible for content strategy, content production and media relations. Worked in the field of cultural heritage, contributed as a freelance to numerous publications, such as Il Sole 24 Ore, and gained experience in media relations as a freelance and working for communication agencies. A graduate in contemporary history.

Denise Faticante

Media relations specialist
Journalist and communication specialist. She deals with media relations, press office, and communication strategies. For 20 years, she has worked for several publications, ranging from the printed press to the web and press agencies. Her main experiences include the publishing group E Polis and the agencies LaPresse and AdnKronos. She has a degree in classical literature.

Caterina Longo

Content & media relations specialist
Communicator and copywriter creates, elaborates and coordinates cross-media editorial projects and carries out media advisoring, press office tasks and media relations. She has extensive experience as a press officer in the contemporary art field. She has a degree in Modern Literature and a qualification in economics and management of museums and cultural services.

Andreas Inama

Content specialist
Skilled in media analitycs. Former live-team-supervisor and editor at the sports news platform, then marketing manager at Pro-Tec Italia before working as a freelance journalist at Degrees in translation studies as well as media and communication.

Susanne Pitro

Content specialist
Journalist, all-rounder in print, TV and internet, focus on business and science journalism. After many years of editorial experience in local media such as Dolomiten, ff - Das Südtiroler Wochenmagazin,, she works in the press office of the Free University of Bozen-Bolzano and creates content for various editorial products and TV reports. Holds a degree in business studies and a master's in journalism.

Roberto Rafaschieri

Content & social media specialist
Journalist, copywriter, specialised in Diversity & Inclusion communication. At Blum since 2021, he works as a press & media relations officer, social media manager and multimedia content creator. He is a freelance contributor also for the newspaper il mattino di Padova, and a consultant for companies and professionals for inclusive communication and digital accessibility. He has a degree in Philosophy.

Lead generation, event, operations

Nicola Maioli

Graphics & operations strategist
Communication consultant specialized in graphic design. Since 1999 he has been involved in communication projects developing online and offline tools as well as organizing events. He collaborated to launch local projects and products of RCS and worked for 20 years with Fondazione Città della Speranza.

Mara Scotto

Lead generation & event strategist
Project Manager, coordinates projects and events and develops new business matching opportunities. For over ten years was a product manager of the Campania and Puglia editions of the Corriere del Mezzogiorno (RCS). She lives and works in Milan. Holds a degree in humanities.

Sara Menaldo

Lead generation & event specialist
At Blum since 2018, she scouts the entrepreneurial landscape for events connected to innovation, then takes care of their PR. Passionate about event management, cultural projects and storytelling. Holds a degree in languages, literature and modern culture and a master’s in creative development and management of cultural activities.

Erika Zaniolo

Administration & operations specialist
At Blum since 2019, mainly looks after the administrative aspects of the company and provides secretarial support to the newsroom and event organisers. Worked for twelve years in a travel agency in Padua. Holds an high school diploma of accountancy.


logo Leitner
logo infocamere
logo Niederstatter
logo Enovia
logo dolomitisuperski
logo Unicredit
logo Delcon
logo Zanze
logo Rai
logo Cisco
logo Repower
logo Prinoth
logo Rentmas
logo Letwind
logo Demaclenko
logo Pohl
logo Maico
logo Kalawy
logo EZ Lab
logo Akiflow
logo Yape
logo Fybra

logo Verona Fiera
logo PadovaFiere
logo Fiera Bolzano
logo Noi
logo Unismart
logo Smact
logo Area Science Park
logo IDM
logo Veneto Innovazione
logo Festival del futuro
logo Fraunhofer
logo Confindustria
logo Issnaf
logo Venetwork
logo Regione
logo Assindustria
logo Bolzano
logo CNA
logo Venisia

logo Ca Foscari
logo Unipd
logo Unive
logo Azzurro Digitale
logo Azzurro Digitale
logo tree
logo Aquarium
logo Noonic
logo Auxiell
logo Kaizen
logo Bering
Logo Sace
logo Adecco
logo Forema
logo Irecoop
logo Ascom Pd
logo Guerini
logo Forbes


Drop a line!!

Leggi la policy completa

Eventi accessibili

Eventi accessibili: linee guida per speaker

Al fine di garantire una quanto più ampia fruibilità dei contenuti degli eventi, i relatori possono adottare alcune semplici misure di accessibilità durante panel e interventi frontali.


1. Eloquio
Parlare in modo chiaro, rivolgendosi verso la platea, senza coprirsi la bocca con le mani o con il microfono, che può essere tenuto a 10cm (utile a persone ipoacusiche, sorde – che eventualmente possono leggere il labiale – ma anche persone con disabilità cognitive che beneficiano della chiarezza dell’eloquio).


2. Linguaggio
Usare un linguaggio lineare, limitando per quanto possibile l’uso di figure retoriche (utile soprattutto a persone neurodivergenti, con difficoltà nell’interpretazione del linguaggio figurato).
Esplicitare/spiegare sigle e termini molto tecnici utilizzati (utile a tutti).


3. Tempi
Evitare di sovrapporsi mentre altri relatori parlano, durante un panel, per non creare confusione nell’audio (utile a tutti ma soprattutto persone neurodivergenti o con disabilità cognitive).
In assenza di un moderatore, ripetere ad alta voce per la platea eventuali domande che vengono poste senza microfono (utile a tutti, in particolare a persone ipoacusiche).

CES 2023

Empowering the Italian innovation worldwide

Blum joins forces with Digital Dynamic to support the Italian expedition at CES 2023


In partnership with Alberto Mattiello’s US-based digital agency, Blum will carry out PR and media outreach activities for the Italian Trade Agency (ITA) and the Italian exhibitors at CES® 2023 – the most influential tech event in the world, that will take place in Las Vegas, NV from January 5th to January 8th.


PR activities will channel media coverage on the Italian expedition at CES, highlighting the added value of ITA’s work in selecting the most interesting projects to represent the Italian innovation ecosystem at the most relevant showcase in the world – generating interest both in the Italian and the international media, while multiplying business opportunities for exhibitors.


CES is the gathering place for all who thrive on the business of consumer technologies. A high-level business event that touches all industries, it is the place where business gets done.


A platform for innovators of all sizes to build their brands, CES is where every major technology company on the planet participates in some way — by exhibiting, speaking, sponsoring, attending or holding business meetings.


Owned and produced by the Consumer Technology Association (CTA)®, CES features every aspect of the tech sector. CES 2023 will take place in person in Las Vegas, and digitally, Jan. 5-8, 2023.


For inquiries:

Privacy e Cookie Policy

Policy Privacy e Cookie

Informativa ai sensi dell’art. 13 del Regolamento UE 2016/679 (GDPR)


Blum Srl raccoglie e tratta i dati personali dei propri Utenti e Clienti nel rispetto di quanto previsto dal Regolamento UE 2016/679 (GDPR).
Titolare del trattamento

Blum srl
CF Partita IVA 02837820212
Piazza Fiera n. 1
39100 Bolzano
Dati personali raccolti

I dati personali trattati dal Titolare possono essere trasmessi direttamente dall’utente ovvero essere raccolti in modo automatico tramite gli strumenti utilizzati per accedere al sito.

Dati tecnici di navigazione: sono tutti i dati indispensabili per la fruizione del servizio e vengono raccolti in modo automatico.

Dati identificativi: sono dati forniti direttamente dall’utente, ad esempio nome e cognome, indirizzo email, numero di telefono.
Il Titolare non tratta direttamente dati di profilazione a
scopi pubblicitari. Tuttavia utilizza alcuni servizi che permettono la fruizione di contenuti esterni (Youtube, Vimeo, Facebook , Twitter) che potrebbero, se autorizzati dall’interessato, raccogliere questo tipo di dati.
Finalità del trattamento e base giuridica

I dati personali raccolti verranno utilizzati per le seguenti finalità:

1. Gestione delle comunicazioni su richiesta degli utenti. Il trattamento si basa sul consenso dell’interessato.

2. Analisi e gestione del traffico del proprio sito web, effettuato in modo anonimo. Il trattamento rappresenta un legittimo interesse del Titolare, il quale intende offrire la miglior esperienza di navigazione possibile ai propri utenti.

3. Promozione e marketing diretto. Il trattamento può avvenire su consenso dell’interessato, che abbia richiesto di ricevere informazioni e novità da parte del Titolare.
Categorie di destinatari dei dati personali

I dati personali non sono oggetto di diffusione.

Potranno essere comunicati ad alcune categorie di destinatari, quali dipendenti e collaboratori del Titolare, professionisti incaricati, se necessario, quali responsabili esterni del trattamento.
Trasferimento di dati all’estero
I dati personali saranno trattati all’interno dell’Unione Europa. Qualora per ragioni tecniche dovesse essere necessario il trasferimento extra UE, il trattamento sarà sempre conforme a quanto previsto dal Capo V del GDPR.
Periodo di conservazione

I dati saranno conservati per tutta la durata del servizio richiesto, salvo diversi obblighi di legge e per eventuale tutela dell’azione.
Diritti dell’interessato

L’Interessato ha il diritto di chiedere al Titolare del trattamento l’accesso ai dati personali e la rettifica o la cancellazione degli stessi o la limitazione del trattamento che lo riguardano o di opporsi al loro trattamento, oltre al diritto alla portabilità dei dati, alla revoca del consenso e il diritto a proporre reclamo a un’autorità di controllo.

Questo sito utilizza cookie tecnici che permettono il corretto funzionamento del sito e l’analisi statistica in forma aggregata ed anonima.

Su consenso dell’interessato, alcuni servizi esterni utilizzati per permettere la fruizione di contenuti esterni, quali Youtube, Vimeo, Facebook e Twitter, potrebbero installare cookie di profilazione, secondo le proprie specifiche policies alle quali si rinvia.
L’utente può, in qualsiasi momento, cancellare i cookie installati ed impedirne il futuro utilizzo.