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NEW NORMAL

by lecture I encounter the same mistake. Peo-
ple think that they will fulfill their commitment
to PR by preparing and distributing a press re-
lease to the newsrooms once in a while. But it
is not so!
Just one paragraph is enough to explain:
You need to think more than thoroughly
about your message. Only the one who will
be the first, the most creative, the best,
the most interesting, the most imaginative
and the funniest has a chance! You have to
do something worth writing about. If you ma-
nage that, write a press release and invite the
media! Although that still doesn‘t achieve the
goal, not even when articles about you are pu-
blished and interviews broadcast on radio and
television. Public relations fulfilled their role
only by influencing the perception of you
or your product by the public and ideally
by your target groups.
Some examples?
I like Prosecco. A few years ago, I was fascina-
ted by a small helicopter, spraying a protecti-
ve spray on the vine on the steep slopes of
Cartizze. That‘s when I wrote about it enthusi-
astically. Today, similar attention will be given
to the winery, which will be the first one in the
country to start treating vineyards with a dro-
ne. What effect it is going to have? The pu-
blic will think it‘s a modern winery and that it
probably has a lot of money. People don‘t like
it that much. So, what result can we expect?
It‘s probably not the best PR but an industrial
drone in winegrowing can be an advantage
anyway.
Bohemia Sekt is the largest producer of
sparkling wines in the Czech Republic; each
of the 10.5 million inhabitants drinks at least
one of their bottles a year. Bohemia sekt (fill When Bohemia Sekt launches a new (paid) adver-
in any manufacturer here) hired a world-fa- tising campaign with Top Model Tereza Maxová
mous model Tereza Maxová (fill in any famous for its sparkling wines, it is advertising and mar-
name - Naomi Campbell, Kate Moss, Emily Ra- keting communication. When it publishes news
tajkowski, Cindy Crawford ...) as the paid face about a new advertising campaign, which the me-
of its advertising campaign. Advertisements dia passes on, it‘s PR.
and TV spots with Tereza Maxová are adver- The news does not concern sparkling wines, but the
tising, part of marketing communication. The campaign with Tereza Maxová.
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