Luciano Luffarelli

Luciano Luffarelli

In addition to his current role as head of external communications and institutional relations at aircraft manufacturer Piaggio Aerospace, Luciano Luffarelli is also an adjunct professor of issues and crisis communication at the Milan-based Università IULM. Luciano started his professional experience as a business and financial journalist in Milan. After being appointed international press officer at Olivetti, he served as head of communication in Autogrill, Allianz-Ras and Banca Monte dei Paschi di Siena. He has also worked as a consultant: his latest job was at Edelman Italy, where he had been appointed vice president, financial and corporate communication.

When the Morandi Bridge in Genoa collapsed in August last year, killing 43 people, the bridge’s managing company was quickly blamed for its lack of maintenance and haphazard media response. However, there is more to the story than a case of mishandled crisis communications. Italy’s populist government used social media to amplify negative reactions not only towards the bridge builders but also at the heart of corporate Italy.

A t 11:36am on August 14, 2018, the Morandi Bridge in Genoa collapsed, dragging with it 48 cars and heavy vehicles. Forty-three people died, 16 were injured and 10 were pulled alive from the rubble.

It soon became clear that this tragic...