You must have seen your fair share of interesting and innovative communication stunts in your career. What are your thoughts on Vodafone’s controversial marketing campaign this Christmas?

To be totally frank, I wasn’t initially aware of the controversial campaign of Vodafone and its reindeer. If any PR event or idea enhances the brand, reaches their target audience and increases its sales while operating within commercial law, it must be good.

What is the most memorable PR stunt you’ve heard about or perhaps even initiated?

In the Czech Republic, the most memorable has to be the “virtual” opening of a hypermarket shopping center which turned out to be nothing more than a massive billboard image of a supermarket.

Thousands of people attended the opening to discover the bad news — amusing and disturbing indeed. The event was so memorable that a film was made about it called Czech Dream.

Why have so many companies turned to PR as their principal tool for marketing? Is it because of reduced costs or is it something more fundamental?

It is true that PR can act as a costeffective means of marketing, especially when compared to advertising and other components of the marketing mix. But I think there is certainly more to it than that.

Companies need to act as responsible corporate citizens and need to communicate to their shareholders, customers, trade partners and regulators in a transparent and effective manner (especially post- Enron). As more companies list on the stock exchange, by law they need to communicate their news and decisions. To stay ahead of their competition, PR is proving to be an effective means of communication.

You are now one of the oldest and most established PR firms operating in the Czech Republic. Can you tell us what it was like starting out here in the early 1990s? How did your experience then compare with now?

What remains for the PR industry in the Czech Republic in the future?

The industry is certainly growing, as APRA [Association of Public Relations Agencies] can testify to. The challenges ahead will be to keep abreast of new developing media, emerging technologies, and a public with more access now than at any other time to information and news. Challenges include: how to make your clients’ voices heard correctly among the “noise” created by the Internet explosion and mass-media communications and the emerging prevalence of the blog. How also can you respond to unfair accusations made over the Internet with unnamed sources or Web addresses? Does the law sufficiently protect the individual or entity from such media?

What makes a good PR person?

Surveys of top public relations executives show that their communication skills, knowledge of the media and management, problemsolving abilities and intellectual curiosity are needed for success. Moreover, the single most important key to success is a reputation for bringing value and results to your clients. Hard work and effort are not enough.

Which politician do you believe is most successful at communicating with the media?

I think President [Václav] Klaus and [Prague Mayor Pavel] Bém have been outstanding recently in difficult political circumstances. However, [former Prime Minister Miloš] Zeman has to be the punter’s favorite for the one-liner.

You were responsible for bringing Speakers’ Corner, a think tank about social issues, to the Czech Republic. Has it been a success?

Yes, hugely. It is now used frequently by the entire cross section of society to express their opinions. It’s been a real contribution to civic life and grassroots democracy.

I understand that former President Václav Havel and Jack Straw, the leader of the British House of Commons, have now become patrons of your Speakers’ Corner Trust. What are your plans for it in 2007?

Yes, we are very fortunate and grateful for their patronage. We hope to open up a number of Speakers’ Corners, accompanied with educational programs, in Europe, Africa, Asia and the Americas. I look forward to updating you with our news on this front.

Last, but certainly not least, have you made any New Year’s resolutions this year? If so, what are they?

I have a new habit of reading the obituaries first thing in the morning, and, if I am not in them, I get up.

Want your top manager to answer our 10 Questions? Send a message to František Bouc at fbouc@praguepost.com