In anticipation of the upcoming conference Snaga komunikacije, in partnership with the Woman.Comm Club, we present an interview with Krešimir Macan, one of Croatia’s most prominent communication consultants and lecturers, specializing in crisis and strategic communication as well as digital social media.
As the owner and founder of Manjgura, one of Croatia’s first PR agencies established back in 1997, he has been shaping the domestic and regional communication scene for nearly three decades. Throughout his rich career, he has led communication for numerous domestic and foreign investments, successfully participated in election campaigns in Croatia and the region, advised two Croatian prime ministers, and built the reputation of many brands.
For his contribution to the profession, the Croatian Public Relations Association (HUOJ) awarded him the Grand PRix Lifetime Achievement Award in 2019. On that occasion, it was stated that “Krešimir Macan in Croatian PR is what Digitron is among calculators – one of the first associations when public relations in Croatia are mentioned.”
How would you describe the current state of the communication industry in the region, and what are the biggest changes you have noticed in recent years?
We follow global trends and adopt them very quickly – in fact, we even export some of them, as shown by the growing number of the world’s most prestigious awards for marketing and communications coming to our region (Cannes Lions, IPRA Golden World Awards, and many others).
The media landscape is drastically changing through digital transformation, which has accelerated further with the application of artificial intelligence. We must therefore adapt rapidly to these changes. More and more original content is being produced; clients and agencies alike are becoming small newsrooms – media entities of their own.
I myself have become a podcaster, following the trend of a large segment of the audience moving away from mainstream media and seeking information on alternative platforms such as podcasts – which is yet another confirmation that we keep pace with global developments.
Which communication trends do you consider key for the future – what will shape the industry in the next 5 to 10 years?
There is a strong pressure of digital transformation on the media, which will continue to evolve – and as the media offering changes, our services will also change. Artificial intelligence puts pressure not only on the media but also on the creative industry.
In the next few years, not even five or ten, it will become normal for an entire marketing campaign to be created with the help of AI, leading to a complete change in the way this part of the industry operates: from design to sound, from photos to videos.
We will have to fight for our place, someone will have to manage that artificial intelligence, and those who master it smartly and early will have the advantage.
How much is the communication industry today facing challenges of trust and authenticity, and how can we overcome them?
Distrust in traditional media is greater than ever, and artificial intelligence has enabled the creation of perfect fake documents, photos, and videos. At times, it will be difficult to distinguish what is fake and what is real, and this will be a major global problem. Media should remain the guardians of accuracy – primarily public broadcasters, which we all fund in the EU, so they don’t need to chase ad revenue and clicks as much, but they must remain relevant. Who, in the sea of information, will determine what is true and what is quality – that’s a big question. And will truth even matter to some people anymore? That is what personally worries me the most.
Your topic at the conference is titled “The Art of Losing Trust – How Politicians Build a Wall Between Themselves and Citizens Through Their (Non)Communication.” Why is it especially relevant today, and what do you want the audience to take away from your lecture?
The war in Ukraine, Donald Trump’s second term, and the pandemic before them have completely shaken people’s trust in politicians and mainstream media, but it seems politicians are still unaware of that. They continue as they always have, not realizing that citizens are losing patience when their everyday problems remain unresolved. That’s why we shouldn’t be surprised by the rise of populist options, mostly right-wing, that tell voters what they want to hear, even if they don’t have real solutions to their problems. But voters will still give them a chance, even if the experiment fails, as we’ve seen for example in Brazil.
Changes are also happening in Europe, look at the Czech Republic and Slovakia. The situation in the Western Balkans region isn’t much better either – it’s more unstable than ever, and politicians can no longer automatically count on the votes that have kept them in power for years. Politicians here and beyond have “lost touch” with the people, and when that happens, changes come fast, much faster than ever before.
How important are events like Snaga Komunikacije for the development of the communication industry and the strengthening of the professional community?
It’s always good to meet colleagues and check how the industry, and the market, are breathing. To see if we’re grounded and keeping up with what’s happening around us. If you’re a beginner, it’s especially important that more experienced professionals inspire and motivate you to contribute creatively to the industry. For more seasoned professionals, it’s a chance to compare where they stand relative to their peers.
What matters most is that the exchange is honest and professional – that’s when everyone benefits in the long run. It’s a big deal when you get validation from your peers that you’re doing well; it can truly motivate you to keep improving.
The Woman.Comm Club connects leaders in the industry – what does such a network mean for the advancement of individuals and the industry as a whole?
This is one of the rare industries today where women dominate at all levels, including leadership positions, and that’s something to be applauded. The Woman.Comm Club allows them to connect across all levels, to meet leaders they look up to, and to approach anyone at conferences and gatherings without hesitation.
Believe me, even a seemingly small encouragement can have a significantly positive impact on an individual’s career, especially when it comes from more experienced colleagues or as praise for previous work. That collegiality and support, I would say, are perhaps the greatest value we take away from these gatherings.
