Chapter 6 and PR tactics

• The exhibition of Greg Rama...

“The arrows are not merely words than can cause harm, but thoughts and memories
stored over the years,” this is how the artist Greg Rama has described his artworks
displayed in his exhibition “Fidem” (Faith), opened in one of Ioannina’s galleries in
Greece. The exhibition conveys to the art-loving public an open communication and
affinity marking a personalized territory for the new artist, Greg Rama. Artist Greg Rama
comes back different this time on the art trail presenting an impossible communication
of chaotic inner monologue that is not directly shared but camouflaged through the
language of art. Present at the opening of the exhibition curated by Vladimir Myrtezai
was the mayor of Ioannina, Moses Elisaf, artists as well as art-lovers. In his remarks at
the opening ceremony, Greg explained how he came up with the idea to open an
exhibition entitled “Fidem” where the arrows, its symbol, are not merely words that can
cause harm, but thoughts and memories stored over the years. The exhibition, which
will stay on display in the neighboring country until January 31, had its debut in
September 2018 in Albania.

PR tactics:

1. Staging an Event. Create news worth covering by staging an event. In this case, is
held an exhibition, the first from Greg Rama, the son of the Prime Minister of
Albania, and for art lovers or many other people this event says a lot.
2. Going Where the Cameras Are. If you use a news tie-in, you don’t need to create a
news story from scratch and then attempt to get the media to cover it. As the event
is already happening, it won’t be on your dime to create it.
3. Using Viral Marketing. Viral marketing is a term used to describe techniques that
harness the power of the Internet and existing social networks to produce
exponential increases in brand awareness. How it works is quite simple: one person
sends it to everyone, then in turn they do the same. It’s organic, not manufactured,
so there is no list of names that the marketer can access. This tactic is popular
because, compared to other tools, it’s relatively inexpensive. Anyone can do it.

Worked by: Amarilda Almeta.

• Sushi and Asian night at Opium...
Set just off Leicester Square, OPIUM London is a restaurant that's the definition of
boujee. Opium has a lavish set-up and will make you feel like royalty. OPIUM describe
the food as Pan-Asian, as they have a gigantic range of incredibly extra sushi - they're
worth getting just for the presentation - the salmon sashimi comes out on a mountain of
crushed ice! They also have a great selection of Spanish-themed dishes, and plenty of
steak - there's a sharing steak which is an entire KILOGRAM for just under £100. OPIUM
London has an incredible range of sushi. It's slightly on the pricier side, but it's worth it
for a payday treat or a special occasion. The eatery also has an adjoined nightclub if you
fancy heading for a boogie on the dance floor to burn off those calories you've
consumed.

PR tactics:
1. Spotlighting the Product. As we all now, sushi is the characteristic food of Asia, it
has an incredible range of sushi and at Opium is presented with a gigantic range of
incredibly extra sushi, accompanied with the music of night club to have fun as
much as you want besides the food.
2. Going Where the Cameras Are. Look for creative ways to tie in your product with
current news or trends. If you use a news tie-in, you don’t need to create a news
story from scratch and then attempt to get the media to cover it. As well, Asian
night at Opium is the perfect way to promote sushi and its variety.
3. Making Them Laugh. Don’t overlook humour as a source of PR inspiration and
ideas. If you can play off something familiar in a fun and different way, you can get
people smiling. Many editors and producers look for light material and filler to run
between harder news stories, and you can gain a lot of media coverage by providing
material for this feature. For example, doing together food and dancing in a funny
way, makes the product easily promoted.

• The opening of the negotiations with the EU

The European Commission welcomes the Council's decision to open accession
negotiations with Albania and North Macedonia, subject to final endorsement by the
European Council members. Following the decision, President of the European
Commission Ursula von der Leyen said: “The European Union delivers on its promise.
North Macedonia and Albania did what was asked of them and they have continued
making progress in the reforms needed. Today marks the start of the journey to a bigger
and stronger European Union. And this decision is in the European Union's geostrategic

Worked by: Amarilda Almeta.

 interest.” Commissioner for Neighbourhood and Enlargement Olivér Várhelyi
commented: “Opening of accession talks sends a loud and clear message not only to the
two countries, but to the Western Balkans as a whole. It reaffirms and delivers on the
EU's commitment to the European perspective of the region: its present is with the EU
and its future is in the EU. The Commission will move quickly and propose soon the draft
negotiating frameworks with the two countries integrating the elements of the revised
methodology. Today's decision confirms the geostrategic importance of the Western
Balkans and demonstrates that Europe is willing and able to take geopolitical decisions
even in these trying times of corona virus pandemic.” The Commission will continue to
monitor the progress and continued compliance of both countries in all areas of the
conditions identified by the Council in June 2018 related to the opening of negotiations
and to carry out and complete the process of analytical examination of the EU acquis
with the two countries, starting with the fundamentals' cluster.

PR tactics:
1. Working for a Worthy Cause. In this case, this worthy cause for us is membership in
the EU, which is so much important for Albania. That’s why promotion of the
opening of the negotiations with the EU is such an important topic.
2. Waging a Trade-in Campaign. Trade-ins can catch the media’s attention if you do
them in a clever way. As well, the opening of the negotiations with the EU is a good
opportunity of waging trade with the European states.
3. Creating a Tie-in to a TV Show or Movie. In this case, this topic is perfect for a
political TV show, and analyse everything about the membership in the EU.

• Balkan jazz festival

For music lovers, Tirana is one of the best destinations in the Balkans. The capital city of
Albania is home to Jazz in Albania, a music festival dedicated to jazz music. It is hosted in
Rogner Hotel, one of the most famous hotels in the country. Every July, many bands
from Albania, China, Israel, USA and across Europe play their songs and entertain the
international audiences in Tirana.
International Jazz Festival to be held in Albania. These days, the main cities of Albania
will be filled with jazz sounds. Albania will host the International Jazz Festival in this fifth
edition. According to producer Valmir Xoxa, one of the novelties of this edition of Jazz
and World Music International Festival is that seven music groups from different
countries of the world will perform in Albania the music created by themselves. Another
element of this jubilee edition, according to the artistic director, Genti Rushi, is Albania’s

Worked by: Amarilda Almeta.

 representation with three musical groups and their young age. The festival will be held
from today until 23 July in Tirana, Saranda, Shkoder and Fier. The participants will come
from Austria, Holland, Spain, Italy, Turkey, Switzerland and Israel.

PR tactics:
1. Staging an Event. The international jazz festival is held in Albania and this event is
really a great news for the media who’ll be there to broadcast live the event.
2. Going Where the Cameras Are. For this special festival held in Albania, media of
course is interested to do an article news and attract a lot of people by it. And this is
a good opportunity to do that.
3. Using Viral Marketing. This event also is promoted in social media and had a lot of
virtual viewers. Sharing the event with each other have reached a large number of
people quickly.

• Viennese ball in Tirana...

After a successful first edition of the Viennese Ball in Tirana last year – packed with
amazing music, artistic performances and culinary delights – we organised the second
edition of the Viennese Ball in Tirana. The ball took place on Friday, 12 April 2019, at
the Palace of Congresses and brought together Albanian, Austrian and international
guests including dignitaries, business people, artists and all citizens who have a weak
spot for high-level entertainment, classical music and dance à la Viennese. Under the
patronage of the City of Vienna and the Municipality of Tirana, we are convinced that
the 2nd edition in Tirana consolidated this wonderful tradition, present in many
important cities around the globe.

PR tactics:
1. Staging an event. The Viennese ball is organised for the second edition in Tirana,
and of course you can create news covering by staging this event.
2. Going Where the Cameras Are. For this special ball held in Tirana, media of course
is interested to do an article news and attract a lot of people by it. And this is a good
opportunity to do that.
3. Using Viral Marketing. This event also is promoted in social media and had a lot of
virtual viewers. Sharing the event with each other have reached a large number of
people quickly.

Worked by: Amarilda Almeta.

• Culinary week in Korça
Beer Fest. One of the best ways to cool down from the scorching August sun, is to head
over to Korça’s own Beer Fest. Held a bit earlier than in most other cities around
Europe, this has been a tradition in Korçafor the past 12 years. The festivities include a
nice variety of the best local beers, of which Korça’s own breweries top the list. Keep in
mind that the southern town is known for its delicious cuisine so this is your chance to
try some!
Lakror Fest. At the end of every July, Korça honours its most iconic food called lakror, a
moist pastry pie with a variety of fillings. The aim of the fest is to celebrate and preserve
the rich culinary tradition of the region, perfectly illustrated by the elaborate process of
preparing and baking larkor. Using a covered, large and shallow pan (saç), the pie is
placed on top of an open fire which gives it the specific smoky flavor. It is so uniquely
good that Albanians from all over the country visit Korça only to get a taste of this local
specialty!

PR tactics:
1. Spotlighting the Product. You can use many products as props or devices to add
visual and tactile interest to PR and promotional campaigns. This is both a better
way to connect with your target audience and leave a lasting impression on viewers.
In addition, you’ll increase the number of placements that you get. In this case,
traditional products of Korca, like beer, lakror, etc, are promoted by this culinary
week.
2. Tying in to a holiday or to an event. Relating your campaign either to a holiday or
to an event works because it increases your odds of getting coverage. And this
event increases a lot of people.
3. Staging an event. Create news worth covering by staging an event. But first, you
must decide what your goal is for the event. Is it all about awareness or sales? Do
you want to get a thousand people in attendance, 5 million to read about it, or
5,000 to buy? And if you don’t get any ink, but you get 1,000 people to show up, is
that enough exposure for the price of the event?

• Bike-touring organized by the Municipality of Tirana in collaboration with

the FFL...
CYCLING TOUR. Day 1. Tirana, the capital of Albania. The meeting with our guides will be
at the hotel in which we will be accommodated. It is a comfortable hotel near the centre
of Tirana.

Worked by: Amarilda Almeta.

After the introduction with the group and a short description of the itinerary we will
take a city tour starting with a walk on the broad boulevards to proceed with a visit at
the monumental mosaic that decorate the National Museum walls, the glory of Albanian
Independence. Our tour will be continued with a small deviation toward the Block zone,
referred to the previous nomenclature of the communist regime in Albania and to be
concluded with a visit in the house of the ex-dictator Enver Hoxha. This is the most
vibrant area in the city, with many bars, clubs, restaurants, etc. Day 2. Cycling course:
Qafe Thane - Pogradec city. After a two - hour drive from Tirana we reach our
destination in Qafe Thane where our cycling tour toward Pogradec city starts. Pogradec
is a city and municipality in central Albania, situated on the shores of one of Europe's
deepest and oldest lakes, the Ohrid lake. It preserves a unique aquatic ecosystem of
worldwide importance, with more than 200 endemic species. The importance of the
lake was further emphasized when it was declared a World Heritage Site by UNESCO in
1979. Known for its famous writers and poets, whose works are a crucial part of
Albanian literature, Pogradec possesses also a rich folklore. Many songs and dances,
which have been created throughout the centuries, are based on the beauty of the lake
and the love for nature. Accomodation will be provided in a comfortable hotel that the
warm welcoming city of Pogradec offers. Day 3. Cycling course: Pogradec city - Korca
city. We leave Pogradec with the new day rising to proceed with our next destination
the city of Korça otherwise known as the “Serenade City” which offer a magic
atmosphere. Korça, a place of great natural beauty, featuring the renowned Ohrid and
Prespa Lakes, mountains and national parks. It is like a gold mine which offers diversity
for every visitor. Famous for its Carnivals, Masked Balls and cobbled paths, Korça offers
as well a wide variety of delicious and traditional culinary. In the afternoon we will enjoy
a walk through Korca, Albanian Cradle of Culture. Here we are given the opportunity to
visit the Orthodox Cathedral, which is considered the biggest and the most important in
Albania because of its size. A visit to the first Albanian School will not be forgotten,
already converted into the National Museum of Education. Dinner will be served in a
restaurant in which local specialities will be tasted. Accommodation in a city hotel. Day
4. Cycling course: Korca - Farma Sotira. The next morning we leave Korça with an aim to
reach Farma Sotira. On the way to Farma Sotira we will enjoy the cycle through
immense valleys and ride up on winding paths through dense and wide forests. Barmash
is the village we will be cycling along to progress with the village of Germenj. A cycling
which will take place on the side of the Gramoz mountain range where we will behold
the natural magnificence finish our daily tour in Farma Sotira. Situated in the heart of
the forest, 15 km away from Leskovik, Farma Sotira is a natural beauty which offers
immense tranquility and inner peace. The landscape is magnificent, especially in spring
when the dazzling view of blossoming diverse flowers is breathtaking. A sleepover on
the farm’s log cabins. Day 5. Cycling course: Farma Sotira - Permet. Known as “The city
of Roses”, located in the southeast Albania, Permet is an attractive city with alpine
climate and affectionate residents. It is the synonym of a city with a hospitality rare to

Worked by: Amarilda Almeta.

be found, the flower city and traditional songs. It is distinguished for its vineyards, tree
plantations and wine present in every Albanian home, it is also known for the Permeti
raki - an alcoholic beverage. Part of the city of Permet are also Benja’s thermal waters,
situated 14 km away from the city, near Lengarica river. These are warm waters with
sulfuric base and curative effects. A big rock about 30 m high is the city symbol.
Accommodation in a city hotel. Day 6. Cycling course: Permet - Gjirokaster. We start our
cycling day toward the city of Gjirokastra. It is one of the most important touristic city of
southern Albania. The culture of Gjirokastra district is characterized by wealth of folk
and regional costumes, musical traditions. It is famous for its wood and stone carving.
This city of "a thousand stairs", with hundreds of ottoman-style houses with stone roof
and of wooden balconies, can be called a magical city with a glorious past. The city of
Gjirokastra was included on the list of World Heritage UNESCO in 2005. Gjirokastra lies
downhill from the 13th century castle. In the afternoon we will enjoy a walk through
typical cobbled streets to continue with our visit in Gjirokastra’s castle, undoubtedly on
of the most magnificent structures. We will be hosted in a locally arranged hotel. Day 7.
Gjirokaster - Porto Palermo Peninsula – Himara. After one hour drive we arrive at the
point from where our cycling day starts along the stunning itinerary of Riviera. This is
going to be relatively a long cycling day. This day’s itinerary is one the most beautiful of
this tour. The day’s course is definitely going to be memorable as we will cycle along a
road from which we will enjoy the stunning relief, with mountains and ridges on the
right and the boundless sea on the left. We will be cycling near numerous coastal
villages to arrive at our next stop, Porto Palermo, a peninsula in which the castle of Ali
Pasha is located. This castle was built to honor his wife, Vasiliqia, whose he gifted it. This
tectonic peninsula, situated not far from the village of Qeparo, has a triangular form.
During the communist regime Porto Palermo was a highly restricted military zone with a
naval base. Today it is surrounded by gravel trail which lead back to the asphalt road.
Accommodation in the coastal town of Himara. Day 8. Himare - Tirana International
Airport. This is going to be the final day of our tour. During our drive to Tirana airport, if
time allows, we will be visiting the ancient city of Apollonia. It is the largest in the
Adriatic basin and the most mentioned among 30 other cities with the same name, from
the ancient times. It was established around the beginning of the IV century BC.
Apollonia’s ruins were discovered in the early nineteenth century. After the visit,
transport to Tirana International Airport.

PR tactics:
1. Staging a Contest. Contests can generate an enormous amount of media coverage.
Public relations history clearly shows that making your contest new and different
from any others can yield great results.
2. Conducting a Survey. By definition, the news media are interested in news above
everything else. And it’s not always easy for PR people to come up with something

Worked by: Amarilda Almeta.

 that is news — or even new. In this case, survey can be for the participants in the
cycling tour or something else.
3. Staging an event. The cycling tour is an event to promote in media, for its healthy
benefits it has and more than that.

• Lierac and Phyto weekend

Marketing in Brief: Phyto Lierac
Phyto Lierac: Phyto Pro Intense Volume mousse Hold 12 and Ultra Brilliance creme
"hydrate and coat the hair, protecting it from styling abuse," according to the hair and
skin care company. Formulated with althea extract and hydrolyzed keratin, the mousse
will not "weigh down hair or create build-up," the company claims. Ultra Brilliance
creme "eases styling for dry and damaged hair," with rice bran oil and calendula extract,
the company said. Available at salons in December, a 2.5 oz. tube of creme will retail for
$15, while the 5 oz. mousse will sell for $17... Lierac Phytolastil Stretch Mark Correction
Serum is an innovative colourless serum that strengthens the skin's connective tissues
and corrects the appearance of existing stretch marks on particularly vulnerable areas
such as the breasts, abdomen, hips and buttocks. Formulated with a restructuring plant
complex that makes up 84% of its composition, this serum has been proven effective in
minimizing the depth and pigmentation of visible stretch marks during vulnerable
periods, such as pregnancy, puberty, or weight fluctuations. The lightweight formula is
easily absorbed for increased results, which are further encouraged by preventive and
regular use. Characteristics. Texture: serum; Skin issues: stretch marks; Time of
application: morning and/or evening; Age: 10+; Skin type: all skin types, including
sensitive; Main benefits: corrects the appearance of stretch marks on particularly
vulnerable areas such as the breasts, abdomen, hips and buttocks, minimizes the depth
and pigmentation of existing stretch marks, strengthens the skin's connective tissues,
lightweight formula is easily absorbed; Formulated without: fragrance. Main
Ingredients: A restructuring plant complex (84%) of Mantle, Ivy and Horsetail, which are
rich in flavonoids and tanoids, stimulates fibroblasts to produce collagen and elastin
fibers, therefore improving the structure and elasticity of the skin. How to use: Massage
Lierac Phytolastil Stretch Mark Correction Serum onto clean skin in the morning and
evening until fully absorbed. The treatment should be used continuously for 8 weeks.
Treatment may be extended after this period by using the product once a day, up until
the point where the skin is visibly improved. The regularity of use is essential for
obtaining optimal results and effectiveness.

Worked by: Amarilda Almeta.

 PR tactics:
1. Spotlighting the Product. You can use many products as props or devices to add
visual and tactile interest to PR and promotional campaigns. This is both a better
way to connect with your target audience and leave a lasting impression on viewers.
In addition, you’ll increase the number of placements that you get.
2. Waging a Trade-in Campaign. Trade-ins can catch the media’s attention if you do
them in a clever way. As well, the promotion of this product will raise its sales.
3. Using Viral Marketing. Viral marketing is a term used to describe techniques that
harness the power of the Internet and existing social networks to produce
exponential increases in brand awareness. And in this case affect a lot.

• Job fair (happens every May to promote youth employment)...

Tips for Getting the Most Out of a Job Fair.
Improve your job searching options and take some time to attend local job fairs. It may
seem daunting—the crowds are big and there’s competition for short attention spans,
but it’s worth your effort. You'll have the opportunity to meet with employers that you
might not be able to access any other way, plus job fairs and career expos often offer
networking programs, resume reviews, and workshops for job seekers. These tips will
help you get ready to attend and maximize your opportunities while you're at a job fair.
Dress for Success... Attend the job fair dressed for business success in your best
professional interview attire. Carry a portfolio, not a backpack. Your interview attire
should err on the side of the conservative: a neatly pressed, solid color suit, dark dress
shoes, and minimal jewelry, accessorizing and makeup. Make sure that all tattoos are
covered. Wear comfortable shoes, because you’ll be standing in line. Practice a Pitch...
You won’t get much time with any one person, so you to make a good impression
quickly. Practice a quick pitch that summarizes your skills and experience so you're
ready to promote your candidacy to prospective employers. A quick pitch is also called
an “elevator speech” because it should only be 30 to 60 seconds long, which is about
the same amount of time as a typical ride on an elevator. With your quick pitch, you’ll
be able to enthusiastically explain who you are, what your skills are, and describe your
career goals. So be ready—write up your pitch and rehearse it over and over. The more
you practice this pitch beforehand, the more confident you’ll feel delivering it at the job
fair. Bring Supplies... Bring extra copies of your resume, a few pens, a notepad, and a
bunch of business cards that include your name, your email address, and cell phone
number. You might also want to consider bringing "mini-resume" cards as an efficient
way to sum up your candidacy. Research Companies... Many job fairs and career expos
have information on participating companies on the job fair website.

Worked by: Amarilda Almeta.

 Get yourself prepared to talk to hiring managers by checking out the company's
website, mission, open positions, and general information before you go. If you
demonstrate knowledge about each company or manager you're talking to, you'll
certainly stand out from the crowd. You may also be able to come up with a couple of
questions to ask the hiring managers, which also makes a favourable impression. Arrive
Early... Keep in mind that lines can be long, so arrive early, before the fair officially
opens. You’re better off standing in line outside so you can get in right away than
arriving later and walking right in the doors but being stuck with long lines at each table.
Attend a Workshop... If the job fair has workshops or seminars, attend them. In addition
to getting job search advice, you'll have more opportunities to network. Be ready to
chat up the people you meet and hand out your business cards. Network... While you’re
waiting in line, talk to others and exchange business cards. You never know who might
be able to help with your job search. Along the same lines, remember to stay polite and
professional. Even if you're feeling discouraged in your job search, don't vent to other
fair-goers about your situation or about any specific companies. Stay positive and make
the most of the opportunity. Show Initiative... Shake hands and introduce yourself to
recruiters when you reach the table. Maintain direct eye contact. Demonstrate your
interest in the company and their job opportunities. This is where your research in the
companies will allow you to shine. Be Enthusiastic... Employer surveys identify one of
the most important personal attributes candidates can bring to a new position as
enthusiasm. This means that employers want to see you smile. Even if you’re nervous,
stay enthusiastic—after all, great things may come from this job fair, especially if you
keep a positive attitude. Ask Questions... Have some questions ready for the company
representatives that illustrate your knowledge of their organization. Employers are not
merely looking for the most skilled candidate for the job; they are looking for candidates
who are truly interested in their company. The more you engage them, focusing the
discourse upon their company’s needs, the better the impression you'll make. Collect
Business Cards... Collect business cards so you have the contact information for the
hiring managers you met at the job fair. Then immediately after you get home, compile
this information into a contact list and use it to send “Connect” requests on LinkedIn.
Take Notes... It's hard to keep track when you're meeting with multiple employers in a
busy environment. Jot down notes on the back of the business cards you have collected
or on your notepad, so you have a reminder of whom you spoke to about what. Say
Thank You... Take the time to send a brief follow-up thank-you note or email to the
company representatives you met at the job fair. This is another reason it’s crucial to get
the hiring managers’ contact information. Sending a thank-you note is a good way to
reiterate your interest in the company and to remind company representatives that
you're a strong candidate.

Worked by: Amarilda Almeta.

PR tactics:
1. Working for a Worthy Cause. For this topic, the worthy case is to promote youth
employment.
2. Conducting a Survey. By definition, the news media are interested in news above
everything else.
3. Waging a Trade-in Campaign. Trade-ins can catch the media’s attention if you do
them in a clever way.

Worked by: Amarilda Almeta.