Gaius Julius Caesar, a Master of Political Marketing. Political promotion Then and Now

U tekstu se, u svjetlu spoznaja današnjega političkog marketinga i vještine odnosa s javnošću, nastoji razjasniti način na koji je Gaj Julije Cezar utjecao na javno mnijenje Rima u doba kasne Republike. Daje se kratki pregled povijesti političke promidžbe i osnove metoda promidžbe danas. Potom se usporedbom glavnih elemenata današnjih promidžbenih strategija s političkim djelovanjem Cezara te usporedbom promidžbenih sredstava koje je koristio s onima koje se koriste danas dolazi do zaključaka. Spoznaje se da je Cezar, vrlo učinkovito i po današnjim mjerilima, baratao dostupnim mu promidžbenim sredstvima (opisuje se njih osam) i posebno učinkovito vodio odnose s javnošću, na način u mnogočemu sličan onome suvremenom.In light of our understanding of contemporary political marketing and public relations skills, this article seeks to clarify the manner in which Gaius Julius Caesar influenced public opinion in the late Roman Republic. A brief historical survey on political promotion is given, as also an outline on fundamental promotional methods used today. Furthermore, a comparison is drawn between the main elements of contemporary promotional strategies and Caesar\u27s political activities, as well as between promotional tools used by Caesar and those used today. The author thereby concludes that Caesar handled the promotional tools (they are eight in number) at his disposal very effectively, even by today\u27s standards. Also, he was very effective in dealing with public relations issues in a way very similar to methods used today