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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

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    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home 3 questions for

3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

Although the world is connected globally, that doesn't necessarily mean that it is ready or willing to cooperate for a better future, locally or globally

21/09/2021
in 3 questions for, Featured
2 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Svetlana Stavreva is the President of IPRA (International Public relations association) and certainly the right person to talk about how, and to what extent the COVID-19 pandemic has affected PR industry. Svetlana talks about the connection of the world we have been dreaming about for years, and the impact that pandemic had on spreading those connections. What will be characteristic in the years to come is the fact that we won’t be returning to normal that we have had. The normal, that we know from our recent past is gone forever, claims the President of IPRA.

1. How has the pandemic changed the global public relations industry?
Answer: 2020 has been a year like no other. It proved us all wrong in the last few years when we were trying to answer the popular career question: “Where do you see yourself in 1-2-3 years from now?”. This is true for everyone and for the PR industry.
Imagine, just a few years ago the PR practitioners were dreaming about a connected world where it would be easier to digitally connect with millions of people at once. Today, this dream has become a reality: the number of all connected devices worldwide – that interact, communicate and generate data is expected to reach more than 10 times world’s population or 75 billion by 2025. This “info-demic” has been strongly accelerated by the COVID-19 pandemic. And one of the key learnings from the “combined” experience will not be the reflex of keeping distance, wearing face masks, or meeting online, but the fact that there will be no going “back to normal”. In fact, the “normal” we know from our recent past has gone forever.

2. What transformations are expected in the field of public relations and why?
Answer:In pandemic and “infodemic” timesour role – the role of the PR practitioner – is quickly evolving.
Just recently the PR excellence has often been defined by top-down communication approaches aiming at general awareness and connection. Today, in the globally connected world, where everyone with a smart device and social media account can potentially reach millions of people at once, this is no longer sufficient.
Today people expect personalized approach, demand purpose at work that goes beyond commercial results. Today people care about the way organizations are behaving and require that they “walk the talk” (i.e. do what they say they will do). Or, in other words, they demand a strong connection between organization’s doing and the telling. Luckily, we as a profession “live” at the intersection between “doing” and “telling”. Hence, we can directly influence and reinforce the connection between organizations’ “doing” and the “telling”.

3. We are all part of the transformation, but what values should we think about in our communication as PR experts, as PR agencies and as people working in functions within different PR departments, companies, and institutions?
Answer: As discussed, while the world is globally connected this does not necessarily mean that the world is ready, or willing to collaborate – locally or globally for a better future. This need is a chance for us in the PR industry.
PR practitioners are those that are best equipped with the right mindset, skills, and experiencethat can turn any connection – physical or digital – into a real collaboration, reinforcing the connection between organizations’ “doing” and “telling” with communications based on purpose, trust, and ethics.
For the better future that we all need.

Tags: Svetlana Stavreva
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