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Michal completed his PhD in social psychology in 2012; analysing consumer decision-making processes as influenced by messages differing in linguistic content and form.
In his line of applied research, Michal compares advertising and public relations messages to identify how both types of communication work in unison to influence buying behaviour and produce the most favourable attitudes.
Michal analyses the societal impact of advertising and public relations communication, with particular emphasis on the influence of gender portrayals on consumers’ perception of sex roles. He is also interested in celebrity public image and ways in which it can be repaired using crisis management techniques.
Previously, Michal was Lecturer in Social Psychology at the University of Kent, (where he was also responsible for applied psychology courses on public relations, media relations and public speaking) and Research Fellow at the Jagiellonian University in Krakow.
The latter position included responsibilities of a Programme Director in Marketing and Public Relations Communication for a Psychology course.
As a public relations practitioner, Michal has more than 13 years of experience in successfully incorporating social psychological evidence into public relations and communications projects for multinational companies and public figures.
After being involved in several political campaigns, including at presidential level as an MSc student, he started his professional career in London working for Hurlstons Consulting Lobbying and Media, a consultancy dedicated to providing senior advisory to major British financial companies.
Michal joined Procter & Gamble as an Associate Public Relations Manager, where he was responsible for the company’s feminine products portfolio as well as the Polish hub’s Corporate Social Responsibility Policy (CSR).
Michal’s experience also includes a spell as a Managing Director of a communication agency and a strategy consultant role in the music and entertainment industry, which broadened his expertise with music video production and artists’ careers management.