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„ PUBLIC RELATIONS

On the contrary, there are a lot of less at- ,bDOZD\V NQHZ
tractive stories where the right PR helped the WKDW 1DSD 9DOOH\ KDG
positive acceptance of a new product, the po- WKH VRLOV WKH FOLPDWH DQG WKH
pularity of a certain personality or the solution
of a complex critical situation. JUDSH YDULHWLHV WR PDNH ZLQHV
Sometimes you can read that the difference WKDW UDQNHG ZLWK WKH ɮQHVW LQ WKH
between PR and advertising is that advertising ZRUOG %XW RQFH ZH DFKLHYHG WKDW
is paid and PR is free. Forget it; it only works
this way in theoretical books. A far better de- TXDOLW\ SXEOLF UHODWLRQV SURJUDP
finition is that you fully control and manage DQG SXEOLFLW\ ZHUH FUXFLDO LQ WHOOLQJ
the wording of the ad you pay for, while PR is WKH ZRUOG DERXW RXU ZLQHV DQG
a butterfly, a light thought sent out into the
world. If it is well thought out, if it is full of ideas, WKH DSSURSULDWH SODFH RI ZLQH LQ
it can turn into a small ball, a large ball and in RXU OLYHV :H LQYHVWHG ODUJH VXPV
the end it can trigger an avalanche. However, LQ WKDW HGXFDWLRQDO HɭRUW
we no longer control it. PR lives its own life. DQG ,bNQRZ WKDW LW SOD\HG
And it‘s not free. It‘s just not directly paid.
PR agencies get their projects and ideas paid DbPDMRU UROH LQ RXU VXFFHVV
well. And even those bottles of wine, manne- ,Q P\ RSLQLRQ SXEOLF UHODWLRQV
quins and dinner together that you spent with DUH ULJKW DɸHU WKH TXDOLW\
a journalist who now writes positively about
you cost something. And because in business RI ZLQH WKH PDLQ DQG PRVW
money comes first, you may more and more LPSRUWDQW IDFWRU IRU
WKH VXFFHVV RI YLWLFXOWXUH
Robert Mondavi

often come across the media offer for a „PR ar-
ticle“ that will look like an editorial but where
you will pay the production costs and maybe
more.
PR has many advantages but in my opinion,
the biggest is the fact that through them you
can address those groups that are not interes-
ted in advertising, groups that are distrustful
and suspicious but willing to pay attention to
an independent expert, comparison of quality
of products in a test or public opinion polls.
PR has many faces but for now we will be
content with the one that is most often menti-
oned: To offer the media interesting informati-
on in an interesting way so that the media are
attracted to it and send it to the world. And
there it could spread virally.
And now, watch out! Let‘s avoid the most
common mistake! Course by course, lecture
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