Razgovor vodila Ruzica Galac Popovic

Jedinstven u profesiji: Branko Zivkovic

KULTURA VAZNIJA OD POLITIKE

Jedini jugoslovenski strucnjak za personalni public relations, gospodin Branko Zivkovic, ekskluzivno na preko milion Internet adresa u svetu, i vise od dve stotine hiljada adresa u zemlji, salje vesti o licnostima koje profesionalno predstavlja u javnosti.

Punih sedam godina radio je na formiranju baze vaznih adresa kako bi po svetskim normama mogao da obavlja posao odnosa sa javnoscu. Danas za ime Branka Zivkovica znaju u preko sto trideset zemalja, gde njegove tekstove citaju na petnaest jezika, medju kojima su i portugalski, norveski, albanski, madjarski… - Po nekim americkim klasifikacijama postoji preko devet stotina podvrsta u okviru profesije odnosa sa javnoscu. To znaci da su razlike precizno definisane i da se od ozbiljnog predstavnika za stampu ocekuje da dobro poznaje sve nijanse ove zahtevne i zaista slozene delatnosti, za koju u svetu kazu da je danas neosporno profesija broj jedan – kaze Branko Zivkovic, diplomirani pravnik koji je u Brislu stekao status medjunarodnog slobodnog novinara za public relations.

Sve je pocelo pre desetak i vise godina u vreme kada se Branko Zivkovic bavio organizacijom konferencija i okruglih stolova u oblasti spoljne politike.

- U razgovorima sa ljudima iz sveta diplomatije tada sam shvatio da je za dobru prezentaciju jedne zemlje u svetu kultura daleko vaznija od politike. Tako sam krenuo u istrazivanje mogucnosti da putem rada na afirmaciji pojedinih autora uticem na stvaranje bolje slike o nama. Naravno znao sam da se tako upustam u jedan mukotrpan, ali zanimljiv posao koji na kratke staze ne daje rezultate.

Branko Zivkovic istice da je svoju bazu podataka poceo da gradi prema modelu koji odgovara stvaralastvu i velicini dela Milorada Pavica / http://www.khazars.com /, ciji je ''Hazarski recnik'' doziveo preko sto trideset inostranih izdanja. I imao je srecu da mu veliki pisac da potpunu slobodu u stvaranju strategije odnosa prema javnosti.

- Moje ciljne grupe predstavljaju mediji, networks, servisi, organizacije za medjunarodni umetnicki program, demokratsku promociju i multikulturni razvoj, zatim univerziteti, biblioteke, udruzenja, saveti, okruzi, fondacije, slobodne koalicije i fleksibilne grupe, studentske organizacije, kulturna drustva i naravno svetska citalacka publika. Kada je o Pavicu rec, ja sam kao njegov PR na ruskom trzistu prakticno predstavnik za stampu najpopularnijeg pisca ove velike zemlje, u Australiji sam tako predstavnik jednog od prvih pet pisaca. Slicno je u Johanesburgu, Brazilu, Kini, Japanu… Dakle, imam zaista veliku odgovornost prema brojnoj publici koja na svakom kraju sveta pokazuje specificne zahteve.

Branko Zivkovic je predstavnik za javnost i izraelsko-jugoslovenskog pisca i prevodioca gospodje Ane Somlo; dr Ileane Cosic, knjizevnog kriticara-teatrologa, knjizevnog prevodioca i eksperta za americki avangardni teatar; Silvije Monros de Stojakovic, argentinsko-jugoslovenskog knjizevnog prevodioca i pisca; Alesa Debeljaka, slovenackog pesnika i esejiste; Tatjane Cvejin, proznog pisca, pisca za decu, prevodica, knjizevnog kriticara i multimedijalnog umetnika; PR Multimedije kao i reprezentativnih izlozbi umetnika Tugomira Bruna Bruknera. Takodje kao PR pokriva i Salon dobre knjige na srpskom jeziku u Stokholmu, a priloge salje i moskovskom casopisu ''Nase slovo''. Kao clan Drustva za srpsko-nemacku saradnju Branko Zivkovic veoma dobro poznaje i prati kulturnu scenu Nemacke tezeci jacanju kulturnih veza srpskog i nemackog naroda.

- Kada je o knjizevnosti rec, posebno volim latinoamericku produkciju i iz profesionalnih razloga stalno pratim kako se javnosti prezentuju dela velikih svetskih pisaca kao sto su Markes, Borhes, Kortasar, Ljosa, Hars, Fuget, Burel, Viljor, Rejes, Mertinez, Saramaga, ali i oni mladji poput spanskog Havijera Marijasa… Kao PR imam jako dobro iskustvo i sa Turskom gde su svi Pavicevi romani prevedeni. Njihove mreze odmah distribuiraju sve vesti koje im saljem. Isto tako odlicne mreze imaju Francuska, Engleska, Rusija i Grcka.

I u Beogradu su poznate knjizevne veceri koje kao prave medijske dogadjaje ume za napravi Branko Zivkovic. Spomenucemo samo promocije u Francuskom kulturnom centru, u Ruskom domu, Britanskom savetu, Multikulturnom centru…, kao i ''Donel'' odelenju za strane knjige Biblioteke njujorske Pete avenije, ili Parizu, Geteborgu...

- Nastojim da to bude izvedeno elegantno, visoko estetski i intelektualno, da publika oseti da je sve uradjeno sa stilom i pravom merom stvari, jer stil je upravo ono sto najvise nedostaje nasim knjizevnim promocijama. Tu u stvari nema mnogo nepoznanica, treba samo raditi onako kako to cini razvijeniji svet. Jednom recju, biti public relations novinar, uvek znaci biti covek vremena koje tek dolazi.

• UMETNOST LOBIRANJA

- Poznato je da jedan dobar predstavnik za stampu moze da predstavlja veoma znacajnu podrsku dobrom piscu, ali ako lose radi moze biti i velika smetnja knjizevniku na javnoj sceni – kaze Branko Zivkovic. – Zato nije cudno sto danas mnogi teoreticari public relations vide i kao umetnost lobiranja. Prema tome, veoma je vazno da profesionalni PR ne trazi klijente, nego da bude odabran.

bzivkovic@sezampro.yu

Prema recima naseg sagovornika, svaki PR mora mnogo da radi na sebi, da neprestano uci i prati i one oblasti koje naizgled mozda nemaju mnogo veze sa njegovom osnovnom delatnoscu.

-

Unique in his profession: Branko Zivkovic

THE CULTURE IS MORE IMPORTANT THAN POLITICS

For seven years he has worked on forming of the base of important addresses in order to perform public relations according to world norms. Today, Branko Zivkovic is known in over 130 countries, where people read his texts in fifteen languages, among them Portuguese, Norwegian, Albanian, Hungarian…

- According to some American classifications, there are more than 900 subclasses within public relations as a profession. It means that differences are precisely defined and that a serious representative for the press is expected to know all shades of this demanding and complex profession, for which today in the world people say that it is undoubtedly profession number one - says Branko Zivkovic, a jurist who got a status of international free journalist for public relations in Bruxelles.

All started about ten years ago in the time when Branko Zivkovic organised conferences and round tables about international affairs.

- In talks with people from the world of diplomacy I realized that culture is more important than politics for a good presentation of one country in the world. Thus, I started an investigation of possibilities to make better picture of our country by working on affirmation of certain authors. Naturally, I knew that I started hard but interesting work that did not give results in the short run.

Branko Zivkovic emphasises that he began to build his base of data according to a model that suits creativity and greatness of Milorad Pavic's works / http://www.khazars.com /, whose Dictionary of the Khazars went through over 130 foreign editions. He was lucky that a great writer gave him full freedom in the making of strategy of relations towards the public.

- My target groups are media, networks, services, organisations for international art program, democratic promotion and multicultural development, universities, libraries, associations, councils, districts, foundations, free coalitions and flexible groups, student organisations, cultural societies and, of course, world literature public. When we talk about Pavic, I am, as his PR in Russia, practically a representative for the press of the most popular writer in this big country. In Australia I am a representative of one of the first five writers. Similar is in Johannesburg, Brazil, China and Japan. Thus, I have a great responsibility towards wide audience that, in every part of the world, shows specific demands.

Branko Zivkovic is PR of Israel-Yugoslav writer and translator Mrs. Ana Somlo; Ileana Cosic /Tchositch/ Ph.D., a literature reviewer-theatrician, translator and expert for American avant-garde theatre; Mrs. Silvia Monros de Stojakovic, Argentina-Yugoslav literature translator and writer; Mr. Aless Debeljak, Slovenian poet and essayist; Ms. Tatjana Cvejin, poet, prose writer, writer of children literature, a literary critic and a multimedia artist; PR for Multimedia as well as representational exhibitions by artist Tugomir Bruno Brukner. Also, as PR he covers Salon of Good Books in Serbian in Stockholm and he sends his articles to the Moscow journal Our word. As a member of the Serbian-German Society, Branko Zivkovic knows very well and follows cultural scene in Germany, aspiring towards the strengthening of cultural connections of Serbian and German people.

- When we talk about literature, I especially like Latin American production and due to professional reasons I constantly follow how works of great world writers, like Marquez, Borges, Cortazar, Llosa, Harss, Fuget, Burel, Villor, Reyes, Mertinez, Saramaga, and younger, like Javier Marias are presented to the public. I can say that, as PR, I have also good experience with Turkey where all Pavic's novels have been translated. Their networks immediately distribute all news that I send to them. Also, France, England, Russia and Greece have excellent networks.

Yet, literature evenings which, like real media events Branko Zivkovic can make, are famous in Belgrade. We shall mention only promotions in the French Cultural Centre, in the Russian Home, the British Council, Multicultural center…, as well as Donnel World Languages Collection The New York Public Library on Fifth Avenue, or Paris, Goetheborg…

- I make efforts to do it elegantly, highly aesthetically and intellectually so that public can feel that everything has been done with style and measure, because style is just what our cultural promotions miss. In fact, there are no many unknown things, you should only work as the developed world does. In one word, to be PR journalist, always means to be a man of the time which will come.

• THE ART OF LOBBYING

- It is known that a good representative for the press may represent an important support to a good writer, but if he works badly, he may be a great obstacle on the public scene - says Branko Zivkovic. - It is no strange today that many theoreticians see public relations as the art of lobbying. According to this, it is very important that professional PR does not seek clients, but to be chosen.

According to our guest, every PR must improve himself, learn constantly and follow those spheres which seemingly do not have many connections with his basic activity.