I started out 15 years ago, almost by chance. At that time I would never have thought that it would become my life job.
Today the field has almost become trendy, but at the time In Italy there was no standard definition of public relations: everything had to be more-or-less invented along the way. Organising events as an ‘event manager’, as they’re now called, was an activity that I built on my own. The effort required was constant, and I put my heart and soul into it. In order to realise the objectives I had set for myself, I tried to focus my attention on human relationships, making a genuine effort to overcome the inevitable difficulties, to stick with it and keep going, being careful never to let my professional feelings or likes or dislikes affect my professionalism. Professionalism, in the end, is what should shine through, always and in every situation.
I first began to feel a vocation for this type of work when I became active as a volunteer in a number of solidarity projects. I loved helping others, so I started to collect funds to sponsor all sorts of charitable initiatives. Now, as I was helping others, this activity was also doing something for me in return. I have not abandoned this charitable dimension of my past life, so even now that I am doing something quite different, I still make it a point to solicit our clients and the people I meet to make donations to various causes.
My ethic is to give a soul, a personality, to the various products and events I advertise. I also try to do things in an original way. I look for new ideas, even though they may be risky, because in our competitive world if one wishes to succeed one must have the courage to dare.
What is the most important quality that a public relations consultant should have?
First of all, you’ve gotta have heart! What’s more, you need to have the kind of personality that’s often called ‘outgoing’ or ‘other-oriented’; you’ve got to be able to make yourself understood and appreciated.
A PR consultant worth her salt has to respect professional ethics above all else: avoid engaging in gossip, take care to protect others’ privacy and confidentiality, keep your outlook moderate, don’t allow yourself to make harsh judgements, and keep your mind on your work. What goes around comes around in life, and knowing how to behave in a way that’s proper and straightforward, without being swayed by backbiting or envy, always pays off in the end.
Your work brings you into close contact with the gossipy world of high society and celebrities. Does high society contain anything authentic at all in it or is it really just an empty shell?
That’s the million dollar question. The people I represent are always under the limelight, and this places particular stresses and demands on them. However, celebrities are people just like us and, as in any social circle, you have friendships that begin or terminate, jealousies, envies, incompatibilities, etc. But this world can also offer moments of great personal and work satisfaction.
In any case at work I am always myself; I never pretend to be what I am not, and I try to bring my personal values into the work I do. If in our circle anyone pretends to be what he or she is not, they will always be unmasked in the end.
I have made many warm friendships with a number of famous people, friendships that continue well beyond the event that I organised for them. Personal honesty and a simple, straightforward attitude are by far the best policy when it comes to public relations because real life is something quite different from those few moments when one is under the spotlight. So the best strategy when you work in the field of public relations is sincerity and ethics. This is also what I teach my public relations students who attend my communications courses at the Cinecittà Campus in Rome.
Of all the celebrities you have met so far, which is the one who has inspired you most?
Maryl Streep, beyond doubt. She is a woman of the heart, but intelligent, balanced and modest at the same time. She has a happy family life with four children, and a beautiful relationship with her husband. Her children are nice and not spoilt. It is extraordinary how she manages to retain her class and dignity in all circumstances.
She has taught me a great lesson: that to have success in life it is not necessary to trample over your competitors or put up a front. She is a very ethical person, she is kind and professional, and respects the work of others. I have great admiration for her as an actress and as a person.
What do you like about yourself?
My great strengths are that I never give up and that I have an enormous store of energy and genuine passion for my work. I do my best not to get caught up in feeling sorry for myself or playing the victim, doing what I need to do with professionalism instead.
Moreover, I like to think of myself as a generous person, and I like thinking that others can learn from my experience. In any event, I have faith in my abilities, in the ‘personal’ touch that I bring to everything I organise or create, and so the risk doesn’t worry me. On the contrary, it’s an inspiration!
Your work is very demanding. You have three young children and a husband who is a film director. How do you manage to combine work and family?
I’m not an isolated example. Practically all mothers nowadays are struggling to reconcile the two. However, I’m a perfectionist, so I try to be as professional as possible in my work, and a caring mother at the same time, but this is by no means easy and, quite frankly, sometimes I feel at the end of my tether!
My family, however, is behind me, and they strengthen and sustain me in my difficult moments. We are a closely-knit group; we help each other. For example, I sustain and encourage my husband in his projects. Our motto is: all for one and one for all!
In any case, no matter how important my work and that of my husband, our children, Cristina, Vittorio, and Valerio, always come first! I can organise a lot of things from home using my cellular phone, and in any case work always comes second place in emergencies.
I personally look after all their needs, what they eat, where they go, what they desire. Saturdays and Sundays are set aside almost exclusively for them, so I usually turn down any work engagements during the weekend. With my husband and children we go to the seaside or to the cinema or to a picnic, or we just spend the time together. Naturally, every Sunday we attend Mass together.
Last year we had to attend the Venice Film Festival. The event coincided with Valerio’s birthday, who was born on the same day as me. We could not miss out on both, so I brought along the party decorations, and made sure he would not miss out on his birthday party because of our work.
Which programs do you allow your children to watch on TV?
I don’t allow my children to see much TV. We direct them more to certain types of films. Vittorio in particular has always felt drawn to the cinema. He can remember to the last detail the plot and the lines of many films. I choose those films which transmit certain values. I find that many of the latest cartoons are quite suitable for children, and enjoyable.
How do you live your faith within your family?
We share it with our children. Giulio, who is a strong Catholic, has brought me closer to the Church. He has also mentored Cristina during her reception of the sacraments. Our children never go to bed without having first said their prayers.
For a number of years now you have been helping us to organise the Saint Anthony International Awards, whose purpose it is to bring to the public’s attention those who are distinguishing themselves in an area of solidarity, evangelisation or human rights. This year it will take place in November. What can you tell us about your involvement in the Awards?
I feel honoured that the friars of the Basilica of Saint Anthony turned to me to organise such a spiritual event. My participation in it is a source of great satisfaction for me, as I have always felt great pleasure in working for charitable initiatives. Our profane society needs events such as these in order to send the message that there are many people and initiatives in the world inspired by the Gospel. It is great that in these highly entertaining evenings one may, at the same time, talk freely and openly on topics relating to our faith and religion.
You have strong devotion for Padre Pio. How did you become devoted to him?
I’ve always been devoted to him. One day, however, I was in France, where Padre Pio is very popular. I entered a shrine where there was this magnificent statue in his honour, and I asked him for a special favour. After a few months my desire was fulfilled. Since then the rosary of Padre Pio is always with me. He always manages to reassure me during difficult moments, and I try to remain focused on him during the day.
What is your image of God? How do you experience him?
Since I married my husband, Giulio Base, my relationship with God has been renewed, and it has become a lot stronger. Through my husband I have also rediscovered the Gospels.
For me God is primarily a Father figure. He is someone who comforts us even when we make mistakes. He is always close to us, He never leaves us, and He has sacrificed Himself to atone for our sins. He is a presence who sees us through in difficult moments, and makes us understand that He will never leave us.
What advice do you have for young people desiring to start a career of public relations?
If you want to grow in this profession you can’t wait for someone to hand you a job. You’ve got to try to give your utmost at all times, and be available for any kind of work, your fatigue notwithstanding. It’s the only way for your efforts to be rewarded: only when we’re capable of doing what’s most difficult do we become truly good at doing what’s easier and more fun. Never forget: one thing leads to another!
BORN IN POZZUOLI, Naples, August 30, 1966, Tiziana Rocca holds a Master’s degree in Economics from the University of Geneve, Switzerland. Her firm T.R.C. Tiziana Rocca Comunications has established itself as one of the most important agencies Italy in communication, creation and organization of events, television and radio programmes, previews of films and dramas, campaigns for the launch of important products, sports events, fashion shows with designers of the highest rank.
She is married to successful actor and director Giulio Base, and has three children, Cristina, 11, Vittorio, 5 and Valerio, 4.
Tiziana teaches How to Organise a Successful Event, a course in the master’s program in communications at the Cinecittà Campus in Rome.
She is the author of A Practical Guide to Organising Parties, Suppers and Cocktail Parties, Sterling & Kupfer, 2004; The Communication Book, Gremese Editore, 2007; and Communicating Success, IPOC, 2007.
Because of her work in favour of charitable causes she was inducted into the Papal Order of Saint Gregory by the Vatican in 1997, and in 1999 she was recognised by UNHCR, the United Nations High Commissioner for Refugees.
ACCLAIM FOR TIZIANA
I have had the pleasure and fortune to meet Tiziana for working reasons. Therefore I have become a sincere fan of this great professional beautiful woman.
– F. Murray Abraham
It’s nice to see Tiziana, after so many years in this business, still enthusiastic and full of energy. As time goes by she hasn’t changed at all: she’s still the spirited, charismatic girl we met at the beginning of her stellar career. We love her personality: she’s strong and positive!
– Eva and Roberto Cavalli
Never visit Rome without Tiziana’s help!
– Kirk Douglas
It’s been a pleasure to know and work with Tiziana Rocca. She’s not only a first-class publicist, but a very charming and warm person.
– Dolph Lundgren
Tiziana is at the top of her profession and knows exactly how to promote to perfection.
– Sylvester Stallone
Nobody has more connections in Italy than Tiziana… from the Vatican to the designers.
– Keisha and Forest Whitaker
To our new friend Tiziana Rocca, a splendid woman and an extremely talented person.
– Treat Williams
Updated on October 06 2016