Ten years ago, we introduced Danijel Koletić as someone who creates innovative ideas. Despite the fact that his agency, Apriori World, is among the smaller agencies in terms of staff, it leaves a significant mark on the PR industry by continuously connecting it. So far, this connection has been regional, but the region has become too small for Danijel’s ideas, and his vision for the PR profession has long since become global. Through his new project, the PRO PR Globe Awards, this global connection is becoming operational.
Media Marketing: You’re launching a new global awards program in the public relations industry. Why?
Danijel Koletić: After analyzing global awards programs in the communication industry, I noticed some shortcomings. These typically arise when those awarding global recognition focus on their own interest markets or on global recognition within existing memberships. While this may be acceptable as part of a strategy, it limits opportunities and accessibility for everyone within the industry. Every award has its value, enhancing the perception of the recipient and the profession in general. Whether the award is truly transparent or granted based on interests is another matter.
Like any initiative or business, this project involves significant risk, considering that we are not supported by any membership-based factors or obligations, nor are there any interests securing our survival. This is an investment that may or may not succeed. There’s always the risk of something like a new COVID-like crisis, which could make our time and financial investment a loss. But that’s the magic of any idea—you never know how it will end. We spent a year preparing before the official launch, which starts this month. Our budget isn’t large, so we’re focusing on online opportunities and our own databases. The motto of our agency, Apriori World, which we’ve built over 35 years of experience, is: “Supremely connected.” More precisely, we’ve built this over the past 15 years through international networking, and now we’re putting it into action. We believe that, for the first time, we’ll offer a neutral platform for all agencies and organizational teams to apply. This awards program is not tied to any membership. We don’t have to meet any quotas for specific agencies due to membership obligations, meaning no agency is guaranteed an award. Everything is acceptable and understandable, but sometimes it comes down to double standards.
On one hand, we talk about ethics and transparency, yet sometimes our actions are operationally the opposite, which I understand. Some actions are for survival, while others, as I’ve said before, are interest-based. Public relations have been somewhat overlooked globally. One of the reasons for this, which I’ve spoken about many times, is the ego within the industry and organizations. At the national level, there are always different perceptions and influences from larger agencies compared to smaller ones. This is particularly evident in the distribution of national awards. In our region, it’s understandable that everyone in the industry knows almost everyone, and people go where they will have influence. I’m referring to the major players, from those leading corporate communications to the agencies advising those corporations. I see nothing wrong with that, but we should not allow ourselves to talk about and write ethical principles we don’t follow. That’s why we decided to be different, as we’ve always been in our projects—original and unique. I believe that this will ultimately result in the success of this awards program, and I have no doubts about it. It will take time and patience, although even before its launch, I believe this program has already surpassed all other global awards programs.
Media Marketing: What sets the PRO PR Globe Awards apart from other global awards programs?
Danijel Koletić: After 10 years of the international PRO PR conference, which has been recognized by global organizations like PRCA (Public Relations and Communication Association), IPRA (International Public Relations Association), and CIPR (Chartered Institute for Public Relations), I decided to launch a unique global awards program aimed at individuals in the public relations industry. This is the only awards program focused on those behind an organization’s projects. It’s also the only award that requires no financial fee for entry—former winners nominate future recipients. After following global awards programs, I realized it was time for a new brand architecture for the PRO PR Globe Awards. It now consists of the PRO PR Globe Awards and the PRO PR Globe People Communication Achievement Awards, which are focused on communication industry projects. For me, analytics is always key. My team and I realized that globally, categories supporting the PR industry – individuals, teams, and agencies – have been overlooked. So, for the first time, we’ll be awarding not nationally or regionally but globally in 10 innovative categories: National Parks, Agriculture, Music Production, Winemaking, Universities, Automotive Industry, Museums, Real Estate, Green Industry, and Cultural Heritage. We’ve also included 11 additional categories, which we selected because there are many great projects in these areas, but few opportunities for recognition.
Media Marketing: How do the PRO PR Communication Achievement Awards differ from others?
Danijel Koletić: Every award has its value. In global award processes, of which there are few, organizations apply, and the same will be true for us. The public, private, and NGO sectors will all be able to submit their projects. The biggest difference lies in the fact that we’ll have 63 judges from all continents. Additionally, according to publicly available rules, through a “Wild Card” system, we will directly invite organizations from certain countries with strong projects that might not be able to afford the application fee. A special committee will decide on this, and we have jury members from all continents to avoid bias. We’ll also offer, for the first time, what marketing calls a “two-in-one” package: all organizations submitting their projects will receive a ticket to the PR Roman Forum conference on Green Communication and Green Responsibility ESG (Environmental, Social, and Governance) sustainable heritage.
Media Marketing: How did you select judges from six continents, and what methodology did you use?
Danijel Koletić: Our goal is to give importance to the public relations profession. Using publicly available information and persistence, I met people whom I invited and explained the mission of the new awards program and why it can support and add a new dimension to the PR profession. People are always interested in innovations, especially when they have meaning and impact on social or organizational change. The reputation of the judges supporting the PRO PR Globe Communications Achievement Awards is impressive. Today, time is a scarce resource, and all these individuals have obligations. Being a judge requires knowledge, concentration, and time. I am grateful to each of them who accepted my invitation. However, you should know that being a judge also allows you to learn by drawing inspiration from the projects of others.
Media Marketing: What’s your view of the global public relations industry?
Danijel Koletić: When you look at annual financial reports or financial media, and read columnists’ texts, you’ll often find fields showing advertising and digital marketing revenues, but rarely will you see a field for public relations, as if this industry doesn’t exist, despite its crucial daily role in building and maintaining an image that drives profits. Despite different interests, program directions, initiatives, and conferences, we as a profession must unite and present a common stance on some key global issues. I am happy that key global players, particularly associations, have recognized the initiative undertaken by the World Innovation and Change Management Institute, of which I am the Secretary-General. This institute has a communications board, led by Dr. Ajit Pathak, which accepted my initiative and is now implementing the “Green Communication Green Responsibility Declaration.” This declaration brings together key figures from global communication associations and organizations, all of whom understand the importance of green communication responsibility. Through discussions with key global association leaders, we’ve concluded that issues of coexistence on our planet, green communication, and green responsibility are topics on which we can send a stronger collective message, showing that the PR industry is united. In the end, without this unity, there will be no significant prosperity, as PR doesn’t just advise but also initiates ideas and collaborates in processes of green communication. We witness daily the communication messages every organization sends to all its audiences during this green transition, especially now when environmental, social, and corporate governance standards (ESG) are at the forefront.
Media Marketing: You said a lot, but where and how can people participate?
Danijel Koletić: The PRO PR Globe Communication Achievement Awards ceremony will be held in Rome on September 24, 2025, the day before the PR Roman Forum conference. All additional information can be found on the official websites. I believe that projects from this region will be submitted. In this way, we’re giving new significance to every hour spent on project implementation, because PR projects are the most visible and bring about the most societal changes. We are all connected by creativity, the key word. Communication messages and tactics, along with months of preparation for each project and the involvement of multiple stakeholders targeted by this awards program, should provide an additional platform, not only for large global agencies but for all organizations around the world.
Together, we can always achieve more. That’s how it’s done in other industries, so believing in the good, we can do the same.
Interview by: Ekrem Dupanović
