Eliza Rogalski: Advertising without PR is advertising of the 80s

Cristina Blanaru Creativity

Eliza Rogalski, CEO Tempo Group Romania and president of the PR Jury at Golden Drum 2010, said, in an interview, that Advertising without PR is advertising of the 80s and explained she considers both “the expressions of one communication idea”.

Regarding the way of judging the works and what the jurors should look for, Eliza Rogalski said her criteria for a good PR campaign are “to clearly formulate a problem or an opportunity, to creatively exploit it and to effectively solve or exploit it”. “I think my criteria are most PR people criteria. They are not new”, she added.

About the way the campaign should be submitted in festivals, Eliza Rogalski said that “a good presentation is the extension of a good campaign”.

“My personal advice is to present the campaign as they present to their clients: don’t over exaggerate, don’t overlook, don’t get into details too much, stay interesting, generate curiosity”, she said.

This year’s PR Jury at Golden Drum is headed by Eliza Rogalski, CEO Tempo Group Romania, former Managing Partner of Rogalski Grigoriu Public Relations, Carola Purtscher, Managing Director kobza integra public relations & lobbying GmbH Austria, Dejan Verčič, PhD, founder of Pristop agency and Associate Professor of Public Relations at the University of Ljubljana, Vladimir Bystrov, Strategic Planning Director Bison & Rose Prague, and Ulrich Proeschel, Brand Director Europe TBWA Germany.

Eliza Rogalski is currently CEO of Tempo Group Romania and, before, she was the Managing Partner of Rogalski Grigoriu Public Relations Romania. She started her career as a journalist in 1999 and entered PR in 2001. Since 2004, Eliza has worked at Tempo Creative Group, where she developed the PR business that later became a PR agency of its own, Rogalski Grigoriu Public Relations.

Eliza was the first PR professional to have graduated from the Berlin School of Creative Leadership (in 2009), with a thesis that explored Leadership 2.0, both conceptually and practically, and analyzed its implications to the present and the future of communication.

Rogalski Grigoriu Public Relations was the first Romanian PR agency awarded with Golden World Award – the Oscars of PR industry – by the International Public Relations Association (IPRA) for a product launch (2007) and double awarded for “the best ePR campaign” and “PR on a shoestring” in 2009 – a performance unique in Europe.

In 2008, Rogalski Grigoriu Public Relations was awarded the PR Agency of the year in Romania. In 2009, Eliza Rogalski was the first Central and Eastern Europe professional who served in Cannes as a PR Lions juror.

This year’s PR competition categories at Golden Drum are Internal communication, Corporate branding, Marketing PR for products (consumer goods: automotive, foods and beverage, fashion and beauty, household products, etc.), Marketing PR for services (Healthcare Services; Transport, Media, Arts and Entertainment; Travel, Tourism & Leisure; Best use of Sponsorship; Retail and e-commerce incl. Restaurants), Change & Crises communication, Public engagement & participation, (Corporate) social responsibility, On-line and off-line media relations, Financial communication, Government relations and public affairs, International (including regional) communication, Integrated & holistic communication, Unconventional communication (buzz, guerrilla, viral…), PR events, Corporate PR, Business to business PR, PR agency initiative, Digital PR and Publishing PR.

All registrations and all material should arrive at the Festival Office by September 1st 2010.