Karel Schwarzenberg, former minister of foreign affairs, presidential candidate and descendant of a famous noble family, died on 12 November 2023, leaving the Czech Republic without one of the few publicly and politically active figures of whom it could be proud in an international context.
It was not very well known, but Karel VII of Schwarzenberg, like his ancestors, was a proud member of the Sovereign Order of Malta. It is a Catholic order whose main mission has been to help those in need for 900 years. In the Czech Republic, the knights carry out charity work through Maltese Aid, a publicly beneficial organization that AMI Communications has been helping with communication pro bono for 10 years.
The moment the family of Karel Schwarzenberg approached the Sovereign Order of the Knights of Malta about the public part of the farewell taking place in the order’s church in Prague, it was clear that such an event would become the subject of huge media attention. And because the Knights of Malta are focused on charity rather than media relations, they needed a partner to help them make things happen in an organized and dignified manner, to everyone’s satisfaction.
Therefore, the order’s representatives approached our agency with a request to provide a complete press service, which included keeping the media informed, organizing them on site, representation on camera, creating information panels and many other activities.
In just a few days, AMI learned the fascinating history and family ties of the Schwarzenberg family, as well as its centuries-long association with the Knights of Malta. And because no mistakes can be made in such an event, we went full speed during the pre-Christmas period. This time, however, the biggest challenge was not to get the information to the media, but to protect some of the information and give it to the media at the right time.
However, guiding the media and public through such an important (and sad) event was, above all, a huge honour and we will never forget the three days spent in the Church of the Knights of Malta.
Professional and well-organized communication with media and partners, commensurate with the importance of the event.
Complete press service including representation on camera.