Michal did his PhD in 2012 in social psychology, analysing consumer decision-making process as influenced by messages differing in linguistic content and form. In his line of applied research, he investigates the phenomenon of fake news sharing, as influenced by various individual and group-level variables (e.g., motivation for processing information, collective narcissism) as well as approaches and subjective definitions of the truth concept. He is also interested in comparing advertising and PR messages to identify how both types of communication work in unison to produce the most favourable attitudes and influence attitudes. In a related experimental-based track he analyses promotional communication’s impact on a societal level, with particular emphasis on gender portrayals’ influence on consumers’ perception of stereotypical gender roles. He is also interested celebrities’ public image and ways in which it can be repaired as a means of crisis management techniques. 

As a Public Relations practitioner, Michal has more than 13 years’ experience in successfully incorporating social psychological evidence into PR and communications projects for multinational companies and public figures. After being involved in several political campaigns, including a 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 top-notch advisory to major British financial companies. After this formative episode, he joined Procter & Gamble as an Associate Public Relations manager and became responsible for the company’s feminine products portfolio as well as the Polish hub’s CSR policy. Michal’s profile also includes a position of a Managing Director of a communication agency and a strategy consultant role in the music and entertainment industry, which broadened his expertise with music videos production and artists’ careers management.