Ivan Klarić is an experienced communications professional with more than 20 years of combined experience in media and public relations. For the past four years, as a Senior Communication Consultant at Komunikacijski laboratorij, he has advised clients from the public and private sectors across the EU, with a focus on media relations, crisis communication and strategic planning. Before joining the PR agency Komunikacijski laboratorij, he spent 17 years in journalism, working for leading Croatian print, TV, and online media, covering political and economic topics.
What are the biggest challenges in the public relations industry today?
The biggest challenge is the fact that audiences are extremely fragmented and communication takes place across many different platforms simultaneously. Additionally, trust in information has never been lower, making credibility-building a crucial part of the job. Another major challenge is speed—crises develop within minutes and fast yet thoughtful reactions are expected. At the same time, we are overwhelmed with massive amounts of content, so only relevant and authentic messages manage to reach the audience.
There is also the importance of ethics and transparency, which can no longer be bypassed. The public expects honesty, even in difficult situations. And given that a single social media post can affect the reputation of an individual or a company, managing social media communication has become essential.
All these changes require communicators to be fast, adaptable and strategically clear, while continuously monitoring trends and maintaining open, responsible communication.
What are the trends in the public relations industry, and will artificial intelligence replace PR professionals?
Several clear trends have been emerging in the PR industry for some time now. For example, there is a strong shift toward personalized content, especially on social media and in short, fast formats that demand high creativity. At the same time, brands are increasingly investing in authenticity and values, because audiences expect organizations to take a stance on important social issues.
There is also increasing focus on employer branding and internal communication. Employees are seen as “ambassadors” of the company—real-life witnesses who send clear messages about what the company is like, making this an extremely important tool for attracting new talent.
As for artificial intelligence, it is already changing the way we work. It speeds up everyday research, content suggestions and operational tasks. However, I don’t believe it will replace communications professionals. The reason is simple: our job is not just to convey information, but to understand people, context, emotions and social dynamics. This requires human judgment, ethical responsibility, and strategic thinking.
AI is certainly a powerful tool, but PR experts will remain the ones shaping strategy, setting the tone of communication and making decisions that require empathy, experience and an understanding of reputational risks.
What is the status of PR professionals in Croatia? Do organizations understand the importance of the profession?
The question and the answer is complex. I would say that individuals, companies, public institutions and government largely understand the importance of PR professionals, but their strategic potential is still not universally recognized. The profession is progressing, but more work is needed to strengthen the position of communication professionals at the top of organizational hierarchies and to include them in key decision-making processes.
What is the relationship between the media and PR agencies in Croatia? Is all information paid for today, or do media still recognize what constitutes real news?
The relationship between media and PR agencies in Croatia can be described as dynamic and collaborative. PR agencies try to provide the media with information that represents the interests of their clients, while the media retain the right to assess what is in the public interest and what deserves publication. Journalists and editors still recognize the value of authentic, journalistically relevant news and choose to publish content that offers real informational value for the audience.
What does today’s media landscape in Croatia look like—do social networks, digital or print media dominate? Is there any interest among young people in news content?
The current media landscape in Croatia is marked by a strong presence of digital platforms and social networks, while traditional print media still play a role, though smaller than before. In fact, those with strong print editions combined with strong digital platforms continue to perform well.
Social networks have become one of the main channels through which the public gets its information, primarily due to the speed and accessibility of content. Digital media are at the center of the information ecosystem, while print media face a long-term decline in readership but still retain their loyal audience.
When it comes to young people, interest in news content does exist, but it most often appears in formats adapted to the digital environment: short posts, video content and information available through social networks. Although young people turn to traditional sources less often, this does not mean they are not interested in news—it simply means they choose different channels and shorter, faster formats. Ultimately, traditional media must adapt to this reality.
