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 regarding the management of the crisis resulting from Pandoro-gate and the millionaire fine imposed on the influencer by the Antistrust: “It’s not a blow deadly, but Chiara Ferragni needs to quickly lower the aggressiveness of the users who comment on her social profiles, otherwise the impact on her brand and career will be high. Ferragni and her team are trying to understand what works or what doesn’t work and then define a more precise plan. The crisis has been addressed poorly so far, from an image point of view, better in terms of mitigating hatred. The rather unscrupulous use of children in recent days has a clear objective, to bring positivity. Leone and Vittoria are two splendid children and no one would ever dream of attacking them for what is happening to their mother.”
“I believe, unfortunately, that – explains the prof. Flora – is looking for an enemy. It is a good strategy when you have to deal with an external problem, but in this case the earthquake is internal. It is a plan, therefore, that cannot work.” The expert continues his analysis: “The escape of the sponsors weighs heavily. I think there are many more companies that have suspended or terminated relationships than those that have done so publicly. Everything Ferragni is doing has the aim of mitigating the aggression of the public, she is not interested in people forgiving her, but in stopping yelling at her. There has never been a lack of criticism regarding his profile, but what worries sponsors now is the density, no one wants to be associated with Ferragni at the moment.”
“What should Ferragni do to recover?”, the question of the Tuscan newspaper to Flora, who closes the interview thus: “Admit that he was wrong. He didn’t understand what he did and, above all, he didn’t understand the consequences. Apologizing comes later. He won’t get out of it until he apologizes even to those who are not part of his audience. People must be convinced that he will not repeat the mistake, full acceptance of responsibility is needed.”
