Finding the theme that interests the world outside.
Expertise becomes news when it meets a question that matters to readers. The work combines analysis of the topics, preparation of the content and editorial relationships, to give knowledge a public voice.
Science at the service of families.
The story of Genitore Informato begins with the vision of Claudia Denti and Severino Cirillo, who transformed the parenting experience into a science-based educational mission, moving beyond outdated folk wisdom. Today, Genitore Informato is a complete ecosystem: guides, courses (including the acclaimed "Sonno Felice", which has helped over 11,000 families), personalized consultations, and a community of over 500,000 active parents.
The book "Impara a dire No", published with Rizzoli in 2024, introduces the groundbreaking Disciplina UMAMI method. Claudia Denti is an IACSC-certified Sleep Consultant and a leading figure in evidence-based parenting in Italy.
In this day and age, being a parent is no longer enough: you need real skills. Our goal is to fight misinformation and give mothers and fathers scientific tools to raise happy children and be confident parents.
Claudia Denti, Co-Founder, Genitore Informato
The challenge: rising above the noise.
Between 2024 and 2025, the parenting market was saturated. Blogs, influencers, and private groups offered advice that was often contradictory or lacked scientific basis. The challenge for Genitore Informato and Deep Marketing was not simply to increase visibility, but to build unassailable authority: transforming the brand into the primary source for journalists and institutions when discussing education, infant sleep, and child safety.
In a fragmented media landscape where anyone could self-proclaim as a parenting expert, the strategy needed to build verifiable credibility, not mere visibility.
The strategic triad: PR, Press Office and Copywriting.
The winning strategy emerged from close collaboration between Deep Marketing's PR, Press Office, and Copywriting departments. We didn't limit ourselves to sending press releases: the copywriters analyzed social trends to create sharp, provocative news angles, such as critiquing "friendship parenting" or highlighting the risks of "overly gentle discipline", providing the Press Office with stories ready for publication.
This approach allowed us to intercept the media agenda (newsjacking) on hot-button topics such as infant sleep safety (SIDS, a story that led to a video appearance on RaiNews) or minors' use of social media. Every media placement was the result of teamwork combining data analysis, persuasive writing, and journalist relations.
Media dominance and high-profile partnerships.
The results of the PR and Press Office strategy were extraordinary, positioning Genitore Informato across Italy's most prominent media outlets:
National Newspapers: Corriere della Sera, La Repubblica, La Stampa, Il Messaggero, Il Mattino, Il Sole 24 Ore, l'Avvenire, Milano Finanza, RaiNews.
News Agencies: ANSA, Adnkronos.
Lifestyle & Vertical Outlets: Vanity Fair, Nostrofiglio, Fanpage, Donna Moderna, ioDonna.
Radio: Radio 2, Non è un paese per giovani, Radio 1, Radio FsNews.
Two milestones stand above the rest. First: the publication of "Impara a dire No" with Rizzoli, which cemented the founders' position as authoritative authors in the Italian publishing landscape. Second: the selection of Claudia Denti as an official expert for Meta's "Genitori Connessi" campaign (September 2023), alongside prominent figures such as Francesca Barra, Diego Passoni, Adriana Volpe, and Nicoletta Romanoff, guiding families in the responsible use of social media.
The collaboration with Deep Marketing has transformed how the media perceives our brand. Today we are the first call when a journalist needs a parenting expert.
Severino Cirillo, Co-Founder, Genitore Informato
A brand that sets the agenda.
The strategy didn't just drive traffic: it changed the perception of the brand. Today, when the media need to discuss new educational methodologies or comment on news stories related to childhood, Genitore Informato is the go-to voice. This consistent, authoritative presence fuels the trust of over 500,000 parents in their multichannel community.
With over 256,000 Instagram followers, a rapidly growing TikTok channel, and an annual growth rate of 30%, Genitore Informato has become the undisputed benchmark for evidence-based parenting in Italy. The collaboration with Deep Marketing has proven that an integrated strategy of PR, Press Office, and Copywriting can transform a niche brand into an authoritative national voice.
