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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
    daljinski-naslovnica

    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

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    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)

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    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Interview

Borislav Miljanović: We need to be the leaders in the digital transformation

At the upcoming PRO PR Conference on Zlatibor, Serbia, CEO of Represent Communications will talk about digitalization of a PR agency

14/03/2018
in Interview
3 min read
Borislav Miljanović: We need to be the leaders in the digital transformation

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

From 11 to 14 April this year, the international PRO PR Conference will be held at Zlatibor, Serbia, organized by the agency Apriori World. It’s an event that is born out of the idea of bringing together eminent PR experts to explore the newest trends, the specifics and the differences in the communication market, the innovations and expertise in the profession and exchange ideas and experiences

One of the trends that are defining the industry of the future today is digital transformation, a theme that occupies all industries, including PR. Borislav Miljanovic, a prominent Serbian communications expert and the owner of the Represent Communications agency, will treat this exact topic in his lecture at Zlatibor, from the aspect of digitization of a PR agency.

On the eve of the conference we decided to make a series of interviews with some of the PRO PR speakers, and we are opening this series with Mr. Miljanović.

Media Marketing: Is the importance of PR in the time of rapidly changing technology and abundance of communication channels greater or smaller than before?

Borislav Miljanović: We all see how the Internet has changed, not to say devastated, the press industry. The same will happen to the PR industry if we don’t change ourselves, and if we don’t adapt to changes. In terms of PR know-how we already have a good foundation, but we need to build upon it with new digital knowledge. Building good relationships with different demographics will continue to be of key importance in the future, but the tools will change, and that is something we need to advise our clients about. It means that we need to be the leaders in this transformation.

Media Marketing: Which channels will be the most important for PR in the future? Is there some emerging tech that you believe will have a profound impact on the future of PR?

Borislav Miljanović: PR has always rested on two-way communication, and now, with social networks, we are experiencing this at all levels. Now everyone understands that this is the only sustainable principle, and that the masters of such communication are more needed than ever. All channels of direct communication – communication in which there are no gate keepers – will be of immense importance in the further development of PR and us as PR specialists.

Media Marketing: Many considered social networks a godsend for PR, but today, with all the changes on these platforms, there are numerous challenges for PR in this space. How can PR adapt to these changes?

Borislav Miljanović: As we can see, Facebook has dropped its Explore Feed and is going back to its old model. Much bigger problem are fake news, and it seems to me that there is still no good solution for that. We need to be aware that social networks will change, some new will be born, while some will die out. Attention should be directed to owned channels, and there we should develop communication content.

Media Marketing: What is it that you want participants of PRO PR conference to take away from your lecture?

Borislav Miljanović: Digital transformation in the business of communication agencies is inevitable. PR without digital will die, and together they are the most powerful platform for successful communication in the years to come. It’s up to all of us to choose our own way.

Tags: Apriori WorldDigital transformationPRO.PRRepresent CommunicationsRepresent Communications
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