Teaching, copywriting and exploring social media in Milan: an update

It’s been a while since I posted anything here on the Milan English blog, so I thought I’d write an update on what I’ve been doing and what’s been happening here in Milan.

Well, the first thing is – I’ve been incredibly busy this year. As well as teaching I’ve been working on a social media project for a communications company here in Milan (more on that later). In terms of teaching, I’ve been focused mainly on the pharmaceutical sector. My main client is a NASDAQ-quoted American biopharmaceutical company with national offices here in Italy; but I’ve also been teaching at a much older manufacturer of pharmaceutical products with a production facility in the north of the city.

It’s been quite interesting to compare the two firms and their company cultures. While the American firm is a relatively new startup specialising in the research and development of hi-tech drugs for the treatment of rare forms of cancer, the Italian company (established in 1938) provides pre-filled syringes used to treat a range of conditions and also manufactures generic drugs and active ingredients for other pharma firms.

It’s always a challenge to design and deliver an English language course for people who work in a highly-specialised industry, especially where there is a lot of technical jargon to master and complex processes that have to be understood and explained. Personally, I find this is one of the most interesting and satisfying aspects of being a Business English teacher: going into a company where people perform a wide variety of technical and executive functions, talking to them about what they do and enabling them to do their job more effectively by helping them to master the English language.

In fact, it’s been as much of a learning experience for me as it has been for my students. The pharmaceutical industry has developed its own “sub-language” and procedures over many years. Obviously, people who research, manufacture and sell drugs have to use a lot of medical and scientific terms, as well as specialist marketing terminology. There’s an alphabet soup of acronyms to become familiar with (e.g. CRA – Clinical Research Associate, KOL – Key Opinion Leader and FDA – the American Food and Drug Administration, which is the de facto global authority for approving medicines in the world’s largest market for drugs).

I always find it fascinating to discover what other people do at work. In twenty years of teaching English to people in both Britain and (for the last three years) here in Italy, I have basically sat in classrooms or offices and been initiated into the mysteries of various professions, such as financial trading in the share and bond markets. I have also discovered how insurers (and re-insurers) operate; what problems engineers and architects face when executing a project; and what computer programmers and software developers need to know in order to carry out their work. Journalists, TV executives and media planners have discussed the finer points of their craft with me. And I’ve been introduced to the worlds of fashion, design, hotel management, diplomacy and the military. In fact, there aren’t many sectors or professions from which I haven’t taught people. I’ve also met countless researchers and academics, university students (at all levels) and teachers like myself who simply want to improve their English.

One of the most important things about teaching Business English is that whatever sector, industry or profession someone works in, they usually have a common core of needs in terms of the skills and general communication requirements their job entails. So, for example, everyone needs to be able to use the telephone, write emails and hold a meeting in English. Some people might need to do presentations (e.g. sales and marketing professionals or those who have to present data as part of their work); they might also need to be able to negotiate in English. Others (such as lawyers) may have to read huge amounts of material and be able to summarise the main points, or take detailed notes in meetings. And for a lot of students, their main priority might just be speaking – becoming more confident and fluent in a range of business as well as general situations, such as travelling, meeting new clients or socializing in English.

So, I’ve been very happy this year – and continue to enjoy living and working in Milan as a teacher and communications consultant. Northern Italy is indisputably one of the commercial power-houses of Europe, with firms operating in a wide diversity of sectors (including pharmaceuticals, banking and finance, fashion and design, media and advertising – and, of course, food, leisure and tourism.) I always look forward to meeting new people and finding out about their job and the linguistic challenges they face.

Well, that’s on the teaching side. I also mentioned earlier that I have been working on a social media project. This is basically a research and copywriting job in which I have to produce material for the web relating to technology. I am working as a consultant for OpenKnowledge srl, a company which helps clients by leveraging their social capital and specialises in developing social networks. The client for this particular project is a well-known consumer electronics company that wants to engage more closely with its customers via social media. This is definitely something I feel comfortable with – and, as with the pharmaceutical companies I have been teaching in – the project involves intellectual challenges as well as making potentially dull technical information more appealing to the target audience of the project. Although I have focused more on teaching than copywriting since I came to Milan, it’s nice having the two activities running side by side. I am also able to fit my online research and copywriting round my teaching – so, as you can imagine, I’m usually quite busy.

Social media has been in the news a lot this year. Not only have Facebook and Twitter featured heavily in the revolutions sweeping across the Arab world, but the speculation that a new dot.com boom is on the way has been fuelled by media interest surrounding the imminent stock market flotations of social networking sites such as LinkedIn and Facebook itself. Obviously, social media is an arena in which the written word plays a crucial role. It’s also having a major impact on the way people get their daily diet of information and news. So as a language teacher and a writer, I am personally affected by the massive changes that are taking place not only in the media environment but in the way individuals learn about the world and communicate with each other. I seem to spend increasing amounts of time “catching up” with the latest developments and experimenting (or sometimes just playing) with new platforms and social media tools (such as FriendFeed and Tumblr, which both pull together social media from across different sites; Popplet, an innovative and intuitive mind-mapping tool; as well as a plethora of social media sites and blogs, such as Mashable and 43things.com).

I’ve also been developing my own social and professional networks. The Milan Business English Network (MBEN) recently reached 100 members on LinkedIn. (There’s a parallel group with the same name on Facebook.) I took the opportunity to turn MBEN on LinkedIn into an open group. Although this disabled a lot of interesting discussions between members, I am looking forward to extending this group and connecting with even more people who are interested in learning, teaching or using English in a professional context. Although we weren’t quite able to find the time for live discussion groups, I am hoping that these will take place over the coming months. (If you haven’t already joined, sign up now and start taking part in the ongoing conversations around English at work, writing CVs, doing job interviews and using your English language skills more effectively.)

So, overall, it's been a hectic few months – but very enjoyable nonetheless. I'll be posting more updates shortly, so visit the Milan English blog soon for more enlightening and useful articles on learning English, British and Italian culture - and other subjects that grab my attention which I think you might also be interested in.

Regards,

Robert 

Life in Italy and in the UK: some differences (1) Appearance

I have now been living in Milan for almost two years so I’ve had many opportunties to compare life in Italy with that in the UK. Some of the differences are obvious (orange trams v red buses, for example), while some are more subtle and take a while to appreciate fully, such as the varying attitudes towards authority, public institutions and figures – and, of course, religion – between the two countries.

Living in a foreign country you become an observer of the people you see every day, a sort of amateur social anthropologist, so I suppose most of the differences between living in Britain and living in Italy are simply due to the fact that most people here are Italian. Consequently, it’s impossible to separate living in Italy from the fact of being surrounded by Italians (and, of course, not being Italian yourself).

The most obvious difference between the Italians and the Brits is their relative appearance. This is especially true in Milan, where your appearance counts for a lot (if not quite everything). When I first arrived in Milan I was inevitably struck by the fact that walking down the street in this city is the closest you can come to attending a fashion show. (Let’s face it, it actually is a fashion show). Even after two years I am constantly surprised by the level of attention and thought that some people have obviously put into the act of getting dressed to go out. And I’m not talking about over-the-top clubbers on their way to a Rocky Horror theme night; no, I mean someone who’s gone to the post office and is standing in the queue to withdraw some cash from their savings account, but before leaving the house has transformed themselves into Katherine Hepburn waiting in the lobby of the Cairo Hilton for a telegram from the Aga Khan. After a while it seems – if not quite normal, then at least commonplace – to see ladies of a certain age in fur coats (and matching fur hats) with elaborate candyfloss hair and enough gold to stock a small Bond Street jewellers. Or perhaps it’ll be a willowy, wannabe supermodel in white drainpipe jeans, leopardskin bolero and outsize Aviators (which always remind me of a fly) tottering along the pavement on six-inch heels, dragging the obligatory chihuahua in red PVC trimmed with gold piping – and this is simply someone coming out of a delicatessen clutching a plastic bag full of cheese and ham, on their way their home to have their tea.

Of course Milan is the global capital of fashion – or of the fashion industry, at any rate – and even people from other regions consider the Milanese ultra-stylish. But paying close attention to the way you look and dress is, of course, an essential element in the make-up of all Italians. As a Brit with virtually no interest in my own clothes, other than that they are comfortable and (generally) clean, the Italian obsession with appearance can sometimes feel like a pervasive and slightly indulgent neurosis; a shared hang-up that’s simply got out of hand, to the extent that it would now seem churlish mentioning to someone that in the quarter of an hour they’ve just spent picking lint off their jumper they could have read an Economist article on quantitative easing.

Every culture defines itself by giving greater weight to things that outsiders generally consider trivial or irrelevant. While it’s a cliché, for instance, that the British always talk about the weather and are obsessed with tea, it is nonethless true that a typical English conversation in the UK will include a consideration of the seasonality (or otherwise) of the snow or rain that we’ve been having recently. (And if you don’t mind, I’d much rather you put the milk in first. In fact, it always tastes much better if you make it in a teapot...) It would be odd, then, if only some Italians – the Milanese, say – were image-mad, while appearance was of little or no concern to other Italians; as it is, the brand horses trotting between the boutiques of Milan’s quadrilateral (the four streets that border the main haute-couture shopping district) are simply expressing in a somewhat exaggerated way a tendency that is present in all their countrymen (and especially countrywomen).

London South Central: Bermondsey Street and the South Bank

This is an article I wrote a few years ago for World Language Consultants Ltd, a language school in Bermondsey Street in South London. Some of the facts have changed (e.g. the Eurostar train terminal that connects Britain to the Continent is now at St Pancras), but most of the places referred to are the same. If you plan to visit the capital it might be a good idea to check some of the tourist websites (such as visitlondon.com) that contain current information on visiting times and prices, etc.

Exploring London South Central
Whether you live in London or are just visiting, you'll find there's plenty to see and do in London South Central. Explore the area's rich history and culture, hunt for bargains in its arcades and markets, and chill out at some of the trendiest cafés and bars in the capital.

London South What ?
London South Central is the new name for one of London's oldest districts. It includes Vauxhall, Waterloo, London Bridge, Bankside and Elephant & Castle. Traditionally, the area has always been seen as charming but dodgy. (In Shakespeare's day the South Bank was as famous for its brothels as its theatres). And in more recent times, taxi drivers have refused to go "south of the river" at night.

But all that is about to change. South London has been smartening up its act, and is attracting a new generation of artisans and professionals who have transformed some of its most run-down areas into thriving local economies. While the attractions of the South Bank are a must for visitors to the capital, there's also plenty to discover in some of the smaller streets tucked away behind the waterfront.

How to get there
The Eurostar terminal at Waterloo [now at St Pancras - and featuring the longest champagne bar in Europe] has brought the area within easy reach of the Continent, and there is also a good rail service to London Bridge and Waterloo stations if just you're coming in to town for the day. If you're already in London, hop on the tube (Jubilee and Northern Line trains stop at London Bridge, while Waterloo connects with the Jubilee, Northern and Bakerloo Line as well.) There are also plenty of buses, and there's even a river bus service, if you really want to arrive in style.

What to see
Go for a spin on the London Eye for a breathtaking bird's-eye view of the capital, and marvel at Sir Norman Foster's London Assembly building near Tower Bridge. Check out Tate Modern art gallery (formerly Bankside power station), Shakespeare's Globe and the Millennium Bridge. Relax in the precincts of Southwark Cathedral, then stroll down to Hay's Galleria and Gabriel's Wharf where you can shop and take in the view from one of the many waterside cafés or bars.

Step back in time
The Thames has always been London's gateway to the wider world, and you don't need to look far to discover Britain's maritime history. Visit Sir Francis Drake's reconstructed ship, The Golden Hinde, at St Mary Overie Dock, or explore HMS Belfast, which played a leading part in the Normandy Landings.

Shakespeare's Globe, a faithful reconstruction of the original theatre, stages open-air plays (take an umbrella just in case) and has a fascinating permanent exhibition about the building in Elizabethan times. To see the darker side of London's history, descend into the South Bank's medieval Clink prison (which is where the expression comes from). And if that's not grisly enough, the London Dungeons in Tooley Street will bring you face to face with the Black Death and Jack the Ripper. (Stick close to the guide, and don't wander off on your own, if you want to make it to the gift shop!)

Make a scene
Playing host to both the Royal National Theatre and the Globe, the South Bank is rightly regarded as the home of drama in London, with the West End having long ago given up any claims to that title. Plays are staged throughout the summer in The Scoop, a modern amphitheatre next to the London Assembly. Head for the Old Vic, where you can currently catch Kevin Spacey's production of Cloaca (until 11 December).

Make it new
If you're looking for Old Masters, you won't find them on the South Bank. (Try the National Gallery, or catch the regular boat service that takes gallery-goers from Tate Modern to Tate Britain). Tate Modern hosts installations and exhibits outsize sculpture in the massive Turbine Hall. It also has cafés, a superb restaurant and a well-stocked bookshop. Further down the South Bank, you'll find the Saatchi Gallery, which boasts Damien Hirst's shark and Tracey Emin's infamous unmade bed. The Hayward Gallery, behind the Royal National Theatre, has a fascinating exhibition, Eyes, Lies & Illusions (until 3 January 2005) which features optical illusions, magic lanterns and all sorts of visual trickery. And if that's not enough, why not pop into the Salvador Dali exhibition in County Hall. Or just enjoy the surrealist statues outside, including Space Elephant (an elephant with spider legs carrying an obelisk on its back.)

Handbags and Glad-rags
While most of London South Central's tourist hot-spots are along the river, there are also some great places to discover away from the South Bank. But Bermondsey Street must surely be the hottest spot of all. Once a desolate wasteland of derelict factories and disused warehouses, it's now home to design studios (including Kurt Geiger), loft apartments and some great restaurants.

Dominating Bermondsey Street is Zandra Rhodes's Fashion and Textile Museum. This striking building, a former warehouse painted bright orange, is also the home of the shocking-pink-haired designer, who lives in the penthouse (complete with palm trees).

Bermondsey Street's latest addition is World Language Consultants Ltd, one of London's longest-established business language schools, which specialises in teaching English and foreign languages to professionals. WLC is located directly opposite the Fashion and Textile Museum, adding a complementary splash of colour to the other side of the street with its distinctive blue door.

Food for thought
London South Central has more than its fair share of great restaurants and cafés.Bermondsey street boasts several superior eateries, including the Delfina Studio Café, the Bermondsey Kitchen and The Garrison, a gastropub with its own cinema in the basement. Other places to check out are Terence Conran's Blue Print restaurant and the Oxo Tower, which has stunning panoramic views. Vinopolis, the museum and temple to the god of wine rolled into one, has an excellent restaurant (with, needless to say, an outstanding wine-list). And fans of Bridget Jones will recognise Borough Market, even if they have yet to sample the unbelievably fresh produce from its specialist gourmet stalls, selling everything from game to white truffle oil.

What makes London South Central exciting and distinctive is its mix of the historical with the ultra-modern: you can find them side by side in its architecture its culture, and its diverse communities of long-established residents and those who have discovered more recently the charms of this unique area.

© Robert Dennis 2004