Instead of boring blurbs about the authors, we bring you objective, not-in-the-least arranged interviews. The authors interviewed each other.
An introduction, where we explain whence this book and where we’re heading; why a witch of your own is useful, and do you too need a communications strategy – i.e. magic
… where you get to find out how common business plans are in Croatia, and why it is important to have a business plan, rather than a general idea and a burning desire to get things moving… and when the kamikaze flies – woohoo!
… where we describe our experience with the other extreme: how the bad experience of transition and the long, noxious period of recession paralyse sensible business projects backed by hard capital
… where we enlighten you on the ways of life in this age of extreme communication; how information leads to success or failure, and why is a business plan without a communications plan therefore a lousy plan; and finally: not all communication is media communication
… where we reveal how to devise a successful business-communications project, starting with the idea, and following through with its development, opinion and market surveys, focus groups, target groups, analyses of trends and future needs, as well as the adequate communications “package” of both the project itself and whatever the project sells
… where we attempt to advise on communications tailoring and answer what came first – the chicken or the egg. Should you start a business first, and then communicate; should you build a reputation first, and then start a business; or is it best to do both at once?
… where you find out how to build a magical relationship with a politician or a journalist; what never to do when communicating; what the hell is crisis communications; how to communicate in the savannah of politics and the quagmire of political parties; is ecology still hot in business. And you get to learn that people are always ready to play.