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PUBLIC RELATIONS

Public relations is a field that I love, admire, communication as two sides of the same coin,
teach and of which I think that if we all hone- although today we should say „as two halves
stly dedicate ourselves to it, the world would of the same banknote“, whose borders are inc-
be a better place for living. I‘m even such a big reasingly eroding. Both are part of the organi-
fan that I dare to say that virtually everything zation‘s communication with the public.
we do creates our public relations, our image, This is unfortunately also evidenced by the
our reputation and also the way how others fairly common tendency that public relations
perceive us, our brand, our product. And it is are not only presented to clients by some
up to the parliaments, governments and pre- agencies but also processed as indirect or co-
sidents we elect to build the reputation of our vert advertising. At the same time, the best
countries with the same care, not leaving it public relations projects are usually almost in-
only to athletes, artists, inventors, chefs and visible, people do not perceive them as a pur-
winemakers. poseful tool of persuasion, even though their
It‘s amazing to see how PR works, if it is im- action changes the image of the subject in
plemented correctly and inventively! their minds.
Just like almost everything in the world, it
EVERYTHING YOU DO OR SAY depends on the method of use and dosage. PR
IS PUBLIC RELATIONS can shape public opinion positively or negati-
To learn what PR means, read one of the vely, both towards the future but also how we
dozens and hundreds of publications on the remember what happened in the past. When
subject. If you choose the right one, you will I start a new semester with new students,
not regret it. However, this publication is not I show them Wag the Dog, a film produced and
a place for theoretical lessons, don‘t look for directed by Barry Levinson and starring Dustin
definitions here. Hoffman, Robert De Niro and Willie Nelson.
Let‘s stick with wine and the trade with I recommend it to everyone. It‘s a perfect
it. I perceive public relations and marketing example of what PR can do when abused.
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