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Introduction/Content:. This presentation covers two important periods in Polish history:Partitions of Poland (1791
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1. Ryszard Lawniczak Culture in Polish History:
King, Pianist, Pope, Presidents
and Strategic Communication
BledCom 2009
2. Introduction/Content:
This presentation covers two important periods in Polish history:
Partitions of Poland (1791 1918)
Post-communist Poland (1989 - present)
3. I. Culture as a communication tool in times of Polands partitions
4. Stanislaw August Poniatowski: the last king of Poland
Patron of artists, collector of coins and art objects
Advocate of political, economic, military, and cultural reforms
Co-author of the Polish Constitution of May 3, 1791
5. Communication strategy 1.Promotion of ideas of the Age of Enlightenment
2. Art and science cult
3. Applying culture and science for debates on Polish affairs
6. Tools initiatives: Monitor Journal (1765-1785)
The Warsaw Knight School (1765-1794)
The National Theatre (1765)
The Commission of National Education (1773)
The Elementary Books Society (1775)
The Thursday Dinners
7. The Thursday Dinners Organized since 1770, modelled by Paris literary salons
3-4 hours long, held every week at the Royal Castle
Artists met and discussed science, art and literature
Pleasurable and Useful Plays magazine (1770-1777) promoting Thursday Dinner Enlightenment ideas
8. Impact on Polish history King Poniatowskis reign ended in ignominious defeat occupation and partitions of Poland
Dissemination of the Enlightenment ideas, development of art, culture, education
Flourishing print media (Monitor, Pleasurable and Useful Plays, Warsaw News, Historical and Political Journal)
9. Ignacy Jan Paderewski: world famous pianist and diplomat Acclaimed composer and world-famous pianist
Politician
Great statesman
Generous philanthropist
Cunning PR-expert
10. Communication skills: A very well-paid virtuoso, performing for royals in Europe and in the most famous concert halls all over the world.
The fortune gained from his fame spent on numerous foundations and funds as well as on jobless American musicians.
The stuck record method: a fiery speech delivered before each concert for the sake of Polands independence.
11. Communication skills (2)
Enjoying a celebritys status
Extreme reverence and popularity among Poles
A strong network of political and artistic contacts
Extreme oratory talent
Perfect mediation and negotiation skills
Diplomatic skills
12. Communication strategy:
After the outbreak of I WW, largely involved in diplomatic activities for the benefit of Poland.
In 1917 submitted before President W. Wilson a memorandum on Poland, requesting support in regaining independence.
In 1918 his address in the Poznan Bazar Hotel marked the outbreak of the Wielkopolska Uprising.
13. Communication strategy (2) Taking advantage of his celebrity status to support the idea of Polands independence.
Financing cultural projects in various countries resulted in befriending many foreign politicians.
14. Communication tools:
Lobbying
Financing numerous international foundations.
Charity and social activities.
Fiery speeches for the sake of Polands independence.
Establishing organizations to support independence activities.
15. Impact on Polish history: Promoting Polish affairs in US after WW I
Starting the successful Wielkopolska Uprising.
Initialling the Treaty of Versailles the regions of Wielkopolska and Western Pomerania back in Poland.
In 1919 held the position of the foreign affairs minister for several months.
16. II. Culture as a communication tool in times of Polands political transition (1989 - )
17. It was not
the Fall of the Berlin Wall which marked
the end of communism
it had all
begun in Gdansk
owing to
20. John Paul II: the Polish Pope A Polish cardinal, elected the first non-Italian Pope on 16 October 1978 (died 20 April 2005).
Also a poet, actor, polyglot, playwright and educator.
21. Communication skills: Exceptional charisma and communication skills;
he communicated not only with words but resorted to non-verbal communication: his smile and gestures hence reaching anyone;
Communicated in several languages.
He was the only pope in the Churchs history so frequently asked and listened to by world audiences.
22. His skills included exceptional communication, media handling and sense of humour
23. Communication strategy: The first so-called media pope in the history of the Church, enjoying considerable press, TV and radio coverage;
The first pope to
cruise the world with
his papa mobile
24. Impact on Polish and world history
John Paul II was the first Polish pope and the first bishop of Rome of non-Italian origin for 455 years;
Electing pope from Poland largely contributed to abolishing real socialism in Central Europe and to structuring the new political and economic systems.
25. Lech Walesa: an electrician who abolished communism
26. The charismatic leader of 1988 co-organized the second strike at Gdansk Shipyard,
10 December 1983 awarded the Peace Noble Prize
1990 - 1995 President of Polish Republic
27. Communication skills:a charismatic leader A leader with a working class background
Leadership skills
Using a simple language to get the message across among workers
Referring to religious symbols of importance to Polish people.
28. Symbols as communication tools:
29. Symbols (2) An image of the Black Madonna of Czestochowa in his lapel
The Black Madonna of Czestochowa- Queen of Poland
Reference to Poles Christian values
30. (3) The huge
Ballpoint
bearing an image
Of the Pope...
31. Impact on Polish history: Polish affairs attract the international audiences attention.
Parliamentary elections in June 1989
Establishing the first non-communist government after WWII with Tadeusz Mazowiecki in lead
32. Aleksander Kwasniewski: the communist who defeated Walesa
33. Communication skills: A natural PR talent for building relationships
Command of foreign languages (English, Russian, German)
Network of international contacts from the times of university activities
A sense of humour
34. Appreciating advice from the worlds best PR scholars
35. Communication tools: Politics of rallies
Disco-polo music
Gadgets
The snowball effect
Contacts with the electorate
KWAK bus (outdoor)
120 cities and towns, 23 000 km
The only one to have used local media Efekt kuli snieznej Kwasniewski pokazywany byl w tlumie, by pokazac, jak wielu obywateli go popiera. Skoro oni go popieraja, to moze ja tez powinienem?
Poruszal sie autobusem, co odrznialo go od innych kandydatw, jezdzacych od miasta do miasta drogimi samochodami.Efekt kuli snieznej Kwasniewski pokazywany byl w tlumie, by pokazac, jak wielu obywateli go popiera. Skoro oni go popieraja, to moze ja tez powinienem?
Poruszal sie autobusem, co odrznialo go od innych kandydatw, jezdzacych od miasta do miasta drogimi samochodami.
36. Communication strategy: 1995 Presidential Elections Advisors
Jacques Sgul a French political marketing specialist
Kwiatkowski a strategy specialist
Kwasniewski wygral wybory, bo przekonal wszystkich niezadowolonych ze sposobu sprawowania wladzy przez Lecha Walese, ze to wlasnie on, a nie symbol "Solidarnosci", bedzie skutecznie laczyl Polakw.
Kwasniewski byl faworytem we wszystkich sondazach opinii publicznej od 1994 r.
Jako pierwszy kandydat skorzystal z pomocy specjalistw ds. wizerunku.Kwasniewski wygral wybory, bo przekonal wszystkich niezadowolonych ze sposobu sprawowania wladzy przez Lecha Walese, ze to wlasnie on, a nie symbol "Solidarnosci", bedzie skutecznie laczyl Polakw.
Kwasniewski byl faworytem we wszystkich sondazach opinii publicznej od 1994 r.
Jako pierwszy kandydat skorzystal z pomocy specjalistw ds. wizerunku.
37. 1995 Presidential Elections Lets choose the future
Niebieski w tamtych latach symbolizowal koniec komunistycznego chaosu i porzadkowanie rznych spraw, dlatego dzialal na wyborcw jak balsam.
Jasny plaszcz umozliwial szybka lokalizacje Kwasniewskiego w tlumie obywateli.
Efekt aureoli ludziom przystojnym przypisuje sie inne pozytywne cechy
Milosnik sportu Kwasniewski gral w tenisa ziemnego, mozna go bylo spotkac na boisku pilkarskim jak i na torze zuzlowym
Wypowiedzi: Gladkie, poprawne, sympatyczne, potoczyste
Dodatkowa informacja: Ubir polityka powinien byc wiec odpowiedni do sytuacji: ani nie niedbaly tam, gdzie wymagana jest powaga urzedu, ani nie przesadnie oficjalny podczas wizyt w terenie. Pamietal o tym prezydent Kwasniewski wybierajac sie na tereny dotkniete powodzia: "W helikopterze Kwasniewski przebiera sie: granatowy garnitur zastepuje jasnymi spodniami i koszulka polo" relacjonowal PAP.
Niebieski w tamtych latach symbolizowal koniec komunistycznego chaosu i porzadkowanie rznych spraw, dlatego dzialal na wyborcw jak balsam.
Jasny plaszcz umozliwial szybka lokalizacje Kwasniewskiego w tlumie obywateli.
Efekt aureoli ludziom przystojnym przypisuje sie inne pozytywne cechy
Milosnik sportu Kwasniewski gral w tenisa ziemnego, mozna go bylo spotkac na boisku pilkarskim jak i na torze zuzlowym
Wypowiedzi: Gladkie, poprawne, sympatyczne, potoczyste
Dodatkowa informacja: Ubir polityka powinien byc wiec odpowiedni do sytuacji: ani nie niedbaly tam, gdzie wymagana jest powaga urzedu, ani nie przesadnie oficjalny podczas wizyt w terenie. Pamietal o tym prezydent Kwasniewski wybierajac sie na tereny dotkniete powodzia: "W helikopterze Kwasniewski przebiera sie: granatowy garnitur zastepuje jasnymi spodniami i koszulka polo" relacjonowal PAP.
38. Debates The first debate with Walesa (12 Nov. 1995)
getting late
personal assets declaration
The second debate with Walesa (15 Nov. 1995)
Excuse me, you are threatening me
A hand-shake after the debate- Walesas
Reaction: You deserve my leg-shake rather than my hand shake. Spznienie w ten sposb od poczatku wyprowadzil Walese z rwnowagi
Oswiadczenie majatkowe wreczyl Walesie swoje oswiadczenie majatkowe, by udowodnic swoja uczciwosc i poprosil Walese o to samo
W trakcie calej debaty spokojny, usmiechniety, wypowiadal sie plynnie, co odrznialo go od kontrkandydata
Ja przepraszam, Pan straszy cytat Kwasniewskiego, ktry podczas calej debaty byl spokojny i opanowany
Podanie reki po debacie Walesa byl zaskoczony, skomentowal to stwierdzeniem, ze w koncu Kwasniewski zachowuje sie kulturalnie, bo wszedl jak do oborySpznienie w ten sposb od poczatku wyprowadzil Walese z rwnowagi
Oswiadczenie majatkowe wreczyl Walesie swoje oswiadczenie majatkowe, by udowodnic swoja uczciwosc i poprosil Walese o to samo
W trakcie calej debaty spokojny, usmiechniety, wypowiadal sie plynnie, co odrznialo go od kontrkandydata
Ja przepraszam, Pan straszy cytat Kwasniewskiego, ktry podczas calej debaty byl spokojny i opanowany
Podanie reki po debacie Walesa byl zaskoczony, skomentowal to stwierdzeniem, ze w koncu Kwasniewski zachowuje sie kulturalnie, bo wszedl jak do obory
39. Achievements: Successful foreign politics,
A non-aggressive political style, looking for compromises,
An ideal diplomat and lobbyist
Was the first on the Polish political arena to successfully apply PR.
40. President Lech Kaczynski:world champion in applying culture for strategic communication
He and his brother promoted Walesa for President in 1990.
Since 2006 President of the Republic of Poland
41. 1962Lech and Jaroslaw Kaczynski as two protagonists of a childrens movie A story about two boys who stole the moon
42. 2006
President
Lech Kaczynski
nominates his
twin-brother
Jaroslaw
as Prime
Minister
43. CONCLUSION 44 years back the Kaczynski
twin-brothers applied culture as a tool of long-term strategic communication in politics.
WORLD CHAMPIONSHIP ?
44. Thank you for your attention
r.lawniczak@ue.poznan.pl