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„ PUBLIC RELATIONS

company informs the public about the adver- 7KH KLVWRU\ RI 35 LVǠ
tising campaign at a press conference and in DbKLVWRU\ RI DbEDɹOH IRU
press releases. When it publishes a report on ZKDW LV UHDOLW\ DQG KRZ SHRSOH
a new advertising campaign, it‘s PR.
Again, is there some effect? Yes, quite ZLOO VHH DQG XQGHUVWDQG UHDOLW\ Ǜ
a bit! Interest from the media which look for- Stuart Even
ward to paid advertising and attention from
potential customers. They are likely to think:
“I see a beautiful and famous woman drinking outputs of its activity, depending on its natu-
sparkling wine. There must be something about re, gives a reason to be evaluated by others.
it, she wouldn‘t drink anything bad”. So, again From this point of view, any action of people
what is the result? They will tell to themsel- and companies is actually part of the creation
ves: “I will taste it…“, subconsciously thinking of their public relations, whether purpose-
that perhaps it may make them more beauti- fully built, or arising just by the way from their
ful. Despite the tabloid headlines „Tereza su- other activities.
ccumbed to alcohol“ or „Does the model drink If so, then public relations has been here
sparkling wine for breakfast?“, the public reme- since time immemorial and their natural re-
bers Bohemia Sekt as a luxury drink that is also lations, unexplored and undescribed at that
chosen by the world‘s top celebrities. To world time, have worked objectively here since the
peace! time when the strongest warrior dragged the
On the one hand, public relations are the most beautiful tribe woman into his cave and
pinnacle of the art of communication, politi- by pounding his chest he regularly reminded
cal dexterity, understanding the situation and others not only about his strength but also
the feeling for forming interpersonal relation- this newly acquired exclusive advantage. The
ships. others accepted it.
Undoubtedly, the ancient form of PR was
YOUR RELATIONS „bread and games“, which the ruling elite used
On the other hand, they are just and literally to complete the people‘s view of them.
„relations with public, with stakeholders, with
your target groups as well with non-participa-
ting casual observer “. This will take away half
of the exclusivity from this term but it will be
easier for us to understand what this field is all
about. Generally speaking, public relations are
ways and techniques of creating and maintai-
ning public relations. Public relations and the
way the public perceives you are important to
your success.
I am convinced that these activities, defined
for example as „a set of techniques and activi-
ties of influencing opinion, which largely de-
termines how the subject is perceived“, can be
broadly conceived as any activity of a person,
institution, enterprise, company, corporation
or any subject which, by each of its acts, verbal
and non-verbal expressions, products or other
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