LORENZO BRUFANI

Twenty years ago, together with my wife, I founded Competence, a communication & reputation management agency. Since then, we’ve grown into a mid-size agency offering a mix of integrated services: PR, Social Media, Internal Communication, Crisis Management, Training, and Creativity—while always keeping a very clear and simple focus: people first. If you want to learn more, check out our website: www.competencecommunication.com After more than ten years in international PR agencies where I held senior roles, today I share with my 40 professionals not just what we do, but how we work and why we believe in it. This is where Casa Competence was born. It’s not just a slogan—it’s a concept that reflects our values and mission. A pleasant place where people feel welcomed and respected, no matter their role, where competence, flexibility, and a smile matter—even in stressful situations. I see myself as a mix of entrepreneur, advisor, communicator and trainer. After my graduation with laude at LUISS University, I wanted to be journalist. I even did internships at CNN and Mediaset—but maybe it just wasn’t my destiny. I was very frustrated but later I realized I was lucky considering today how many media are shutting down... What drives me is a passion for new projects, the willingness to change course boldly and a mindset that sees change as an opportunity. I believe in alliances with trustable people, in complementary business partnerships, and in cross-pollination between different skills and cultures. At the same time, I feel the need to give back what I’ve learned, training executives, middle managers, and young graduates with passion and commitment. Teaching is always a unique experience that challenges you and enriches you. Over the past 20 years, I’ve trained more than 2,500 people. I’m an expert in crisis management and defending brand reputation in an age overwhelmed by misinformation. That’s why I started RepTalks, my YouTube channel where I talk about companies that act recklessly, lose face, and end up damaging their reputation. I believe in the ethics of our work, against the arrogance of those with impressive business cards but little ability to listen. I believe in the value of helpful relationships, in the Trust Economy, and in positive psychology. I often say: prepare for the worst, so you can handle it at your best—with clarity and a smile. I’m fully aware—and grateful—that I’m a lucky person, both as a human being and as a professional