Strana 13
11
Even success at prestigious
events such as Cannes
Lions is not just about big
budgets or flashy advertising
stunts. Strategic planning,
careful research, reliable
measurement, and clearly
documented results make
the real difference. This is
where media intelligence
can help, as it allows for a
better understanding of the
dynamics of the information
environment and enables
content to be effectively
targeted to resonate with
even the most demanding
audiences.
Positive framing is proving
to be the key to effective
communication, for example,
in the area of climate change.
Long-term appeals to the
public through warnings
and moralizing have not
proven effective; on the
contrary, years of negative
messages have led to a
sense of helplessness and
apathy among the public. In
a situation where political
rhetoric often downplays the
impacts of climate change,
a change in approach is
necessary.
A real shift can be brought
about by linking data
with human-centered,
hopeful stories. PR has the
opportunity to shift the
narrative from pessimism to
proactive action and inspire
real change. Strategically
managed communication
can not only explain complex
topics, but also influence
attitudes and long-term
behaviour, with PR taking
the lead in transforming
concerns into concrete and
constructive actions.
The panel discussion
highlighted the need for
transparent and verified
sources, honest storytelling,
and the use of tools for
validating information. The
Media Trust Initiative was also
presented—a framework for
continuously monitoring and
strengthening the credibility
of media communication.
This approach also calls
on agencies to take greater
responsibility for shaping the
public sphere.