The founder of the georgian pr (euripides)
Emzar Jgerenaia
2400 years ago, standing on the Apon mountain, the greatest tragedian of the mankind and an incomparable PR maker for Georgia – Euripides looked at the sun for the last time.
On the verge of life and death he for the last time remembered Colchis and Medea. He died and left the most famous Georgian – Medea’s Georgia to the mankind. Since then the humankind knows Georgia as Medea’a homeland. However, at that time Euripides did not realize that he was the greatest PR maker for Georgia.
Long live the power of PR! It has more megawatts than all turbines of Inguri power station. Besides, the modern PR is an astonishing phenomenon, it greatly differs from the old classical one.
For instance, you can hire a person, impart some charm to him – beard, spectacles, and then, like Ostap Bender, with a composed air proclaim him or her the father or the mother of democracy and economics, depending on what you need. Then promote him on all TV channels and make him appear with senseless “presentation” at all meetings and suddenly you will get a newly-fledged giant, a giant of thinking, and an ordinary nonentity will become a great scientist, politician or expert. What are you grieving over?
He is a real treasure! Let us say you want to bring some lame idea to people and convince them that the Earth has a shape of a rugby ball. Or if the things done by you in politics or in management that have collapsed were not that bad, or you are not a very sanguinary businessman as the public thinks and not very foolish and brainless, then you will put in action your weapon and he will appear in all available media and lead the people convincing them that a certain Chkhirichamiashvili is a defender of the nation and that nothing worries him except for Georgia’s prosperity. It does not matter that he is uneducated, that is still better! Where have you seen an educated person be good to anybody? They are very stubborn and that is why they are burnt in fire like Giordano Bruno. But Mr. Chkhirichamiashvili is an honest and plain man. He would agree to everything if only he had money and fame. He can tell lies hundred times a day and then correct it thousand times.
He has big eyes and humble look like a lamb before immolation, though he is so thick-skinned that can do any loathsome thing. He is a personage, he thinks of spirituality, but what else can he do, he has no soul at all. After such lecture people are sure to believe him. People think that this bearded expert is a bigwig. They do not know that he is a demagogue and Chkhirichamiashvili’s image will suddenly improve and again he will walk over people as ever. This bearded person was created as a result of PR and thanks to it he acquired a halo of grandeur. Do you understand now?
No? It is difficult, but it so. Everything is wrong side out.
Eh, PR is a great power. It is good that Euripides is not alive or he would not learn about this tragedy and would not bear it. The genius’s methods have become out of date – both the time and PR have changed. The society has become divided into PR makers and PR consumers, everything has become simpler. What else? O! There are still people who remember the 2400th anniversary of Euripides’s deaf, the beginning of PR’s epoch, and still believe that that
Centuries are formed into millenniums,
Medea is still treating the sick,
She calls to herself those stray by PR
Always leaving us lonely
And lays a laurel wreath
On cursed PR magicians.
Eh! What a time it was, do you remember Euripides’s PR epoch?!
Then PR was not an economic category, but, probably, there were Chkhirichamiashvilis, since they always exist as jesters in the king’s court.