Public relations are techniques, methods and tools by which a company or a society creates, maintains credibility relationships and awereness with its surroundings (the public, partners, suppliers, customers, politicians, and others). Studying individual attitudes of target groups and seek to influence them. The basis of public relations is to provide information to the public and selected target groups. At the same time obtaining feedback on the impact and effect of the information provided. An important aspect of Public Relations is two-way communication (eg, unlike the advertising).

In the communication and media section, we focus on communication comprehensively and from all angles from the employee to the top management, but also inside the company and outside. Here you will find instructions, training and useful tips on how to practically improve communication.


In corporate practice, we often come across reactive communication. When a situation arises, the manager looks for the best way to respond and what to communicate. From our point of view, it is too late. In particular, many situations are already unchangeable. Inappropriate information has taken root in the minds of employees and the corporate environment. Company management, or just a project, requires active communication. You prepare the necessary information in advance, prevent inappropriate situations and, most importantly, manage the situation communicatively. You are not just in the tow of inappropriate events.


Specialists from Own way help managers and employees improve their communication skills. Long-term practical training is the most effective, because very often it is necessary to recognize natural communication habits and use them, expand them for new habits. Own way provides:

  • webinar - online training to obtain basic information about communication in general or with a focus on a specific part of communication (communication of change, crisis communication, communication of masters, ...). The webinar is not suitable for communication training.
  • communication training - usually it is a 1-2 day practical training, where participants solve their own communication needs and train various communication situations. They leave not only with their own experience, but they know their natural communication strengths and weaknesses. Training often takes place using a camera and other technologies. We also train how to manage meetings through video conferencing.
  • knowledge line COMMUNICATION FOR MANAGERS - Own way has a specific elearning portal, where we create knowledge lines for the development of communication skills in connection with training (or before training). The line itself can also be adapted to a trained group or individual. In addition, throughout the study, participants are checked by the author of the line and he decides on when students can proceed to the next steps of the line. More.
  • communication workshops - the workshop is ideal if you need to find the best communication solution or prepare an internal / external communication plan for your specific situation. Then we will put together the best specialists who will prepare everything with you. The result is a specific material, a solution that you can use the very next day.
  • individual counseling (coaching) - not everything can be solved in a team. Sometimes a change in communication habits is very sensitive or you need to work with sensitive information. Then we provide for owners, managers, executives and other individual training according to what is the most appropriate if it is counseling, mentoring, coaching, or other…


A presentation is a more demanding form of communication, where the presenter often stands in front of a larger group of listeners and has to engage them, even to get excited about the main message he has prepared for them. The main message should be taken away by the listeners and remembered for a very long time. The presenter not only must master the preparation of verbal communication, but must also master nonverbal communication. He should simply control his behavior and body expressions enough to support the meaning of the whole presentation, taking into account the needs and style of the listeners. This part of communication cannot be handled flawlessly without training.


This is an even more challenging stage of presentation. The presenter must correctly estimate the attitudes, opinions, style of the listeners and correctly choose such elements that purposefully draw the listeners into the action in order to increase their interest and experience.


Negotiation is the effort of two or more parties with different views. The goal is to agree on a common position, conclusion or matter. The result should be a mutual agreement useful for all parties involved. It is an active exchange of information for decisions. It is usually a long process where you address the needs, motives, benefits of the negotiating parties. It is very appropriate to have a negotiation strategy and a quality negotiation team. Quality information is a necessary basis.


Communication is not just about communicating information to the listener. Communication influences behavior, actions, decisions. Managers communicate in order for employees to do their job properly, be successful and, most importantly, the manager does not have to constantly check them. The communications manager influences and creates the right attitudes so that employees can make the right decisions on their own in situations where the manager is not around. Communication techniques need to be used properly for the benefit of the company, the team and the employees. It is also crucial here that we always manipulate communication and we should keep in mind that we are also responsible for everything we do and say.


It has a major impact on the crisis situation. The crisis usually affects entire teams, the company, the citizens of the village, the city or even the entire state. This means that all those affected by the crisis must behave in a certain way and act in such a way that the crisis can be managed. If the information is not communicated correctly, everyone decides for themselves. Chaos and confusion are easily created. The purpose of crisis communication is to properly involve others in stopping, resolving the crisis. Crisis communication is very demanding because security or even life is endangered and people want to survive. Mostly it is a communication under strong stress. The basic principles of crisis communication can be found HERE.


These are soft skills, skills that help people to communicate effectively with each other, to communicate. It is a matter of using verbal and nonverbal elements of communication correctly. This also includes proper work with the content of communication, i.e. the information that we communicate. The content must be accompanied by the correct form. The form consists either of graphics or in the spoken expression of non-verbal communication.


Once an employee becomes a manager, it is his responsibility to be able to communicate properly. Communication is the first and basic tool of a manager. All the talk about the fact that I can't do it, I don't know how to do it, it will never work for me - there are only excuses and unprofessionalism for the leading position. Communication can be largely observed and taught. Since we will get into a leadership position for the first time, we also do not know what it means to communicate as a leader. It also means a change of mindset. You no longer communicate only for yourself, but your words are the law and determine your image, credit and authority. In other words, you can no longer say what comes to mind. The HR department should send each beginning manager immediately for communication training. Communication errors that you make can never be undone. Communication must be trained! To think I can say that is a mistake. Communication really requires being able to stand in front of a team and talk. Get to know if your thoughts and information are so-called jumping, how your body behaves, etc.


An online communication webinar or communication training will only help you supplement some of the knowledge, but will not reveal your natural communication skills (strengths and weaknesses). Here, communication training is irreplaceable and the supervision of an experienced lecturer as well. Never go to a communication training organized for only 1 day. In communication, you change your established habits and create new ones. Effective and efficient communication training begins with a two-day training session and must be followed by either individual training sessions or subsequent training sessions with monthly intervals. It is also important to train situations from your corporate environment.


The knowledge line is specialized online training, e-learning of Own way. Step by step, you are guided to the basic goal - to learn to communicate effectively as a leader, company manager. In addition, the author of the Communication for Managers line helps you to understand the individual knowledge correctly. You can consult your own specific cases at any time. You can find the introduction of the knowledge line here - Communication for managers.


Non-verbal communication is communication by all our means of expression, but without words and sounds. Above all, this includes eye contact, facial expressions, gestures, body position and more. You can find what is included in non-verbal communication HERE. Through non-verbal communication, people communicate information as well as attitudes to the topic being listened to or communicated. It can be conscious or unconscious. This is based on how the person knows the manifestations of nonverbal communication and can control them.


Verbal communication is communication with the use of words (language), voice. It focuses on what we say and what tone of voice we use. It says a little about our knowledge and attitude to the topic, but also about the way we are used to communicate.


Communication will be effective if the speaker follows the main principles, such as:

  • Communication preparation - content and form
  • Understanding the needs of students
  • Respect the listener's style
  • The right dynamics of communication
  • ….


Public Relations are techniques, methods, and tools that a company uses to maintain credibility, relationships, and desirable awareness with its environment (the public, partners, suppliers, customers, politicians, and others). It studies individual attitudes of target groups and tries to influence them. The basis of Public Relations is the provision of information to the public and selected target groups. At the same time obtaining feedback on the impact and effect of the information provided. An important aspect of Public Relations is therefore the two-way communication (eg: in contast to advertising).