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This presentation focuses on two main topics:
1. Development and establishment of one’s own image: effectively steering public perception with ease and psychological tools, while supporting your personality at the same time.
2. Playing with the public: public relations, or dealing with media and journalists in a goal-oriented and successful way.

Public perception and public opinion:

• How do I define success?
• How do I want to be perceived?
• How do I recognize my USP?
• What is a professional photo? How does it differ from a private photo?
• How do I write a biography that distinguishes me from my peer group and competition?
• Networking: how do I make contact? How do I get remembered? 

PR and press work – goal-oriented communication, or how to convince multipliers of my own worth:

• How do I reach the media? What are journalists interested in?
• How do I approach people in general who support my career?
• What is the right way to communicate? How do I reach the target groups I am interested in?
• How do I give an interview? What is the difference between an interview and a private conversation?
• What do authenticity and strategic communication have to do with one another?
• Body language: Why does it make a difference where and how I sit and how I stand?

To sum it up:
You will learn how to consciously deal with information on which advancement and success rest

VORTRAGENDE
Born in Wels, Ulla Kalchmair has cultivated a career that bridges the fields of communication, music, and cultural management. After completing her secondary education at the Academy of Business and Foreign Languages in Salzburg, she began her professional journey as a team leader at Digital Equipment Corporation in Linz and Vienna.
Three years later, she pursued studies in Communication and Musicology at the University of Salzburg, including an eight-month academic stay in Rome. From 1997 to 2001, she served as an assistant in the press office of the Salzburg Festival. In 2001, she became Head of Press and PR for the inaugural Ruhrtriennale in North Rhine-Westphalia and also acted as the personal assistant to Artistic Director Gerard Mortier. Subsequently, she took on the role of Head of Arts, Development & PR at the International Centre for Culture and Management (ICCM) in Salzburg, where she helped establish an international summer school featuring faculty from the United States, Europe, and Asia.
She later founded IMAGORA, a strategic communications consultancy, and launched the magazine Vision Salzburg. In 2006, she served as Press Officer for the Vienna Mozart Year, under the artistic direction of Peter Marboe and the executive leadership of Franz Patay. Alongside her professional commitments, she has been a lecturer at the Danube University Krems and, since 2015, at the Music and Arts Private University of the City of Vienna (MUK).
Since 2007, she has led the Press and PR department of the Salzburg Festival, managing international communications and collaborating with a network of 2.000 journalists worldwide.