Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
The lively and creative spirit of Danijel Koletić keeps him launching new PR ideas. The latest one is the government’s public relations. On December 1st, in Tuheljske Toplice, Daniel is organising a first conference on public administration PR. Since the focus of the PR profession should be on this field, he named the conference The Focus.
The PR profession in Croatia has been having issues with the government since the PM Zoran Milanovic prohibited all the ministries and public companies by a decree to engage any professional agencies and communicators for PR services.
We talked to Danijel about the conference mission statement and goals he hopes to achieve, and the target audiences.
Media Marketing; The Focus is an interesting idea, useful topic in PR. How did it start, and what started it.
Danijel Koletic: The transitional period is behind us. New media platforms enable and require transparent communication from the government. We all need the government and the government employees in PR are sometimes secretive, now is the time for all of us to sit together and exchange opinions and ideas, and get better insight and understanding. The public administration PR has much better status abroad as you can see whilst travelling and working with foreign companies, institutions and agencies. I believe that the Focus will start off strategic questions. I dare say that with PRO PR we achieved a lead position in connecting the PR experts, and from there I launched this idea which should lead to better perception and give us all a chance to be more efficient communicators in different projects.
Media Marketing: What is your assessment of the present situation in public administration and public companies public relations?
Danijel Koletic: At regional level, people got jobs in public administration PR exclusively through political connections. That used to be the attitude of politicians and some foreign budget organisations towards the PR and its importance. The employment criteria are slowly changing. Nowadays, all serious governments, government agencies and public companies are not looking for political affiliation but professionalism. The status of the profession and the professionals in the governmental PR sector depends on their love and passion for the job and readiness to continuously learn new things. Unfortunately, a lot depend on their bosses, the politicians. The clever ones are aware of the importance of public relations. One can judge a king, a head of state or a prime minister by their advisers and who runs their public relations. Unfortunately, the public administration and institutions do not engage outside agencies and consultants enough. I truly believe that the Focus will change this in years to come for the good of the profession, at the end of the day we all belong to the same profession.
Media Marketing: You have chosen very interesting speakers. Who will be attending, and who is the conference aimed at?
Danijel Koletić: The conference is aimed at all people working in PR, public institutions and companies and those wishing to work with them.
Media Marketing: What is it, in your opinion, that people attending the conference can take away with them?
Danijel Koletić: This is a private initiative and we didn’t have enough funds to organise two days. The conference is not supported by any of the political parties. The aim is to achieve a two way communication, because for me there are no barriers in PR profession and through communication we can open up new possibilities. Who will appreciate PR profession more than PR professionals themselves. Connecting, knowledge and information sharing is the Focus’ vision.
Media Marketing: Is the programme you published the final one, or are there any last minute surprises?
Danijel Koletić: We are still expecting some changes and additions, because anything new is being judged at national and political levels. Some people are not sure about their place in the big scheme of things. Maybe not because of their knowledge but their ego; not realising that this conference is making the people working in public PR look better, that this is a chance to learn something new and to synergically network and bring about an improved perception.
Media Marketing:Is this conference going to become a tradition, or could it rely on PRO.PR?
Danijel Koletić: This is going to be an independent conference with different aims. Organising the conference was a big challenge. It comes from knowledge and necessity and my love for public relations. We need each other. The PR profession in public administration has not got the status it deserves. The Focus is a solution because it is organised by the non affiliated professionals. We are not from that sector but we want to give it importance it deserves. There is lot to do in public administration because of different standards of communication, but, I am certain that with tenacity and good will we will succeed.