From Media to Industry
www.posiv.cz ǀ 87
WOMAN
in Paris or London, so a spokesperson
needs strong nerves. I recently joined
VSB–Technical University of Ostrava,
where communication and marketing
have their own specific features, but even
there, efficiency and strategy should
remain the top priorities.
You’re a certified interim manager.
What led you to that, and how does
this role overlap with your work in PR
and communications?
I’m constantly in touch with top executives,
and I’ve also led several projects
and smaller teams myself. Management
is a very complex discipline, and that’s
greatly enriching. Interim management
is also about experience, flexibility,
and a high working tempo. I enjoy that,
I’m action-oriented and able to work
under pressure with strong commitment.
Young people don’t always understand
it today, but I sometimes work at night
if something really matters to me. I also invest
in my own development: I’ve completed
an MBA, attend conferences and seminars,
and sometimes train others. I’m learning new
things such as AI and ESG. Building a brand
and PR is, of course, a long-term endeavour,
but the experience gained from interim
projects and from interim managers helps
me think in a comprehensive and strategic
way, and to recognise connections,
opportunities and risks that others might
overlook.
You were named one of the Top 5
Private-Sector Spokespeople of 2024.
What do you think helped you to reach
the finals?
The selection was made by a professional
jury of media representatives and PR
experts, though I don’t know the exact
criteria. I was recognised as the
spokesperson for Vítkovice Steel for
communicating the difficult issues that
accompany the steel industry. What’s
more, spokespeople based in regions far
from Prague face tougher conditions and it
takes more effort to break into the national
media. At Vítkovice Steel, several major
events took place, including a change
of ownership, and it was anything but easy
to communicate them in a way that
avoided negative publicity; on the contrary,
we managed to strengthen our position,
and we succeeded. I have also long been
committed to promoting and developing
PR and communications as an important
tool of strategic management, which likely
played a part in the assessment as well.
What advice would you give to young
women considering a career in PR
and communications, especially
in traditionally “non-female” sectors such
as industry?
I never saw it as a career path, but rather
as work focused on helping companies
not only become more visible,
but also communicate as transparently
and strategically as possible. I believe it’s
meaningful to maintain good relationships
between people, companies, institutions
and journalists — and to support one
another at the regional level. I always prefer
the approach, “Let’s find an agreement.”
It all comes down to people. I’ve
encountered reluctance, egoism, envy
and pettiness many times. The key is not
to be discouraged but to keep going with
a sense of what truly matters and what’s
important for the company or institution,
as well as for the region and society. Those
who want to seek that will achieve it.
Thank you for the interview.
“Let’s nd an agreement.”
It all comes down to people.