At the beginning of February 2018, Dorota Manicka assumed the role of new PR Manager at Valkea
Dorota Manicka is responsible for creating and implementing communication strategies for clients. She supports projects carried out across the entire group and oversees both external and internal communication for the company. In her new position, Dorota will also be responsible for developing the PR department and acquiring new clients.
Who is Dorota Manicka?
Dorota Manicka graduated in Management and Marketing from the Warsaw School of Economics (SGH). She gained her experience over a long period working for Polish and international clients such as Lay's, Pepsi, Ikea, Green Caffe Nero, and Unilever, for whom she implemented and developed communication strategies.
What does the Valkea group do?
VALKEA is a media group that has been helping brands communicate with audiences online and offline for 15 years. It builds strategies and turns them into campaigns based on high-quality content (text, photo, video) and, based on that content, creates custom magazines, portals, websites, events, and social media profiles. Valkea is also a publisher: Aktivist, Gaga, Warsaw Insider, Warsaw Business Journal Observer.
Key terms from the article
PR — Public Relations. Activities that build an organization's reputation and relationships with its environment: media, clients, employees, partners, and communities. PR encompasses press releases, media relations, crisis management, events, and brand narrative.
Why it matters: It builds what no advertisement can buy: credibility through someone else's voice. Editorial coverage and a well-managed crisis carry more weight than a campaign — because a third party is speaking, not the brand about itself.
When it is used: Continuously: media relations, press releases, interviews, events; especially during a crisis and during company changes.
Risks of omitting it: Without media relationships, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.
Summary
Dorota Manicka joined the Valkea media group as PR Manager. A specialist with experience working for brands such as Lay's, Pepsi, Ikea, and Unilever, she will be responsible for client communication strategies and the development of the PR department. Valkea, operating on the market for 15 years, creates campaigns based on high-quality content and is the publisher of titles including Warsaw Insider and Aktivist magazines.
An interesting note is that the new manager combines competencies gained in the FMCG and foodservice sectors with the needs of a publishing group, which may help support synergy between commercial and editorial content in the company's portfolio.
