Public Relations (PR) and Communication Working Group Meeting

On 3 September 2025, the PR and Communications Working Group of the AHK Azerbaijan held a session titled “Media Relations: Hearing from German Practice.” 

The session commenced with opening remarks from Aytaj Mukhtarzada, Chair of the PR Working Group who welcomed participants and Prof. Wolfram Winter, CEO and Founder of Three Winters and Professor at Macromedia University of Applied Sciences who shared valuable insights from German media relations practice. 

During the session Mr. Winter shared his professional insights on key aspects of modern communication. He outlined how a background in journalism contributes to developing effective communication strategies and highlighted the role of internal communication in fostering transparency and trust within organizations. 

Communication is not just about speaking to the outside world – it starts inside organizations. Only when people, cultures, and structures are aligned can a brand’s message truly resonate, Prof. Winter emphasized.

He also addressed the broader impact of communication on public perception and decision-making, emphasizing the importance of strategic and consistent messaging. In this context he discussed branding in PR as a critical tool for building and maintaining a strong identity. 

The session brought together communication professionals and business representatives, offering them practical knowledge and international perspectives on effective PR and media relations strategies.