Vít Hofman

What matters is to communicate nonetheless

Text: Martina Hošková and M. Zisso; Photo: Archive

How did you decide to become a spokesperson?

It’s a long story that probably started back in high school, where we had subjects like media education and rhetoric. Even then, I realised that this was the direction I enjoyed and wanted to pursue. I gradually started hosting various events in my hometown, and at the age of eighteen I became the spokesperson for a project supporting vocational education in Prague. I continued on this path, successfully managing a campaign in the municipal elections in my hometown.

Then, thanks to a bit of luck that seems to follow me through life, and by chance, I ended up at the Prague City Hall. Here, I must thank my two current friends, with whom I wasn’t very familiar at the time, for their trust. They gave me the opportunity to start as the spokesperson for the City of Prague at just 23 years old.

Are you from Prague?

Like a true spokesperson for the capital city of Prague, I actually come from the Central Bohemian Region (smiling). I live in a small town called Nové Strašecí, which has about 5,500 inhabitants. It’s where I was born, went to both elementary and secondary school, and where I still have friends and family.

The connection to Prague is great – it takes me only an hour from my front door to my office door by bus and metro. I can get some work done on the way… or take a quick nap. I also believe that not living in Prague helps me stay neutral in my job – not least because I don’t vote in municipal elections there.

Do you remember the first moment you came to the municipality?

Yes, I was 23 years old when the then-head of the department, Vladimír Řepka, took me to be introduced to the mayor at the time, Adriana Krnáčová. I had always looked a bit older than I actually was, but for that meeting I had freshly and carefully shaved, which made me look noticeably younger. The mayor turned to Vladimír and said, “Well, if you say so, Vladimír… ” That was probably the moment Vladimír himself realised just how young I really was.

Now, it’s been ten years since I became the spokesperson for the City of Prague, and for nearly seven and a half of those, I’ve also served as head of the media department. That makes me – for some time now – the longest-serving spokesperson, and also the longest-serving head of media since the founding of the Czech Republic.

I sincerely hope I haven’t disappointed the trust that Vladimír and Karel placed in me when I started.

This happened ten years ago. Can you briefly walk us through some distinctive highlights of what followed?

Over the years, I’ve worked under three different mayors and with three very-politically-different coalitions. I’ve driven a tram, rode up in the front operator cabin of the metro, stood on scaffolding above the roof of the Old Town Hall tower during its reconstruction, filmed a spot with Chris Hemsworth (who plays Thor in the Marvel movies), and generally had the chance to enjoy some great moments, visit many fascinating places, and meet a lot of amazing people.

Of course, there were also some tough times – the refugee crisis caused by the war in Ukraine, the COVID-19 pandemic, the collapse of the Troja footbridge, floods, and taxi driver strikes that blocked the airport. But there were also major milestones like the launch of the Lítačka transport card, the introduction of residential parking zones, the opening of the Blanka Tunnel Complex, and more.

Over the years, you have worked under three mayors from different political parties. How did you manage to make it work?

In my opinion, the work of a spokesperson is largely based on diplomacy. I consider myself someone who can get along with everyone, and can talk to anyone about virtually anything. On the other hand, I try to treat everyone equally, show no favouritism, and resolve potential conflicts before they escalate. I also try to separate the political aspects from the administrative functions of the office. My role is simply to remain apolitical, fair, and to do everything I can to contribute to the city’s positive image – and I believe that’s the right approach.

What is the most difficult part of being a spokesperson, in your opinion?

The hardest part is learning how to cope with constant stress, and the fact that you’re always on call. As a spokesperson, you don’t really have fixed working hours – things are always happening, and they can happen at any time.

Can you tell us about the best adventure you have ever had?

The best adventure? If we’re talking about work, then it’s definitely those major crisis situations that suddenly arise and need to be handled immediately. For example, imagine you’re spending a quiet Saturday at home, slowly and lazily getting ready for an evening ball, and then, just after noon, you get a text message saying the Troja footbridge has collapsed. Suddenly, your plans completely change, and you have to react.

In my personal life, I constantly try to keep creating new adventures. My most recent experience was water skiing, or last year’s via ferrata climb in Austria.

What is the most unexpected challenge you have faced?

Sometimes I joke that after ten years in this job, I’m still surprised that things can surprise me. Sometimes it’s strange letters from citizens, but more often it’s various administrative hurdles, or new laws that don’t always make practical sense and seem disconnected from reality.

However, I do remember one particular letter – or maybe it was an email – from a citizen reacting to a TV interview I had given. To this day, I’m still trying to decode that message (smiling). But I eventually clarified the situation with the gentleman, and, in the end, he said, “Well, to be fair, we have bigger idiots in our city.”

In the event of a crisis, you are at the front line. How do you address the public?

Every crisis and situation is unique and requires a slightly different approach. But the key is always to provide clear, simple, and understandable information. Even if I don’t have all the details yet, that’s not necessarily a problem – what matters is to communicate, nonetheless. Being transparent and present builds trust, which is absolutely essential, especially in uncertain moments.

What do you do in your free time?

In my free time, I enjoy spending time with friends and family, or doing some kind of sport. I like running, cycling, playing football, floorball, and beach volleyball. I also enjoy going to the theatre, the cinema, or to a concert – ideally with my girlfriend or friends. I’m not very good at going to places on my own (smiling). You have successfully completed ten years in your career.

Where do you see yourself ten years from now?

At the moment, I don’t have a specific plan. Ten years may seem like a long time, but I’m sure they’ll pass just as quickly as the last ten did. What I do know is that I want to keep doing work I enjoy, and I definitely want to stay in front of the TV camera.

Can you give a piece of advice to the next generation of young spokespeople?

My advice is to learn from and be inspired by more experienced colleagues, not be afraid to take the initiative, and always approach things with thoughtfulness and sensitivity.