Ahead of the 23rd PRO PR Conference, which for years has brought together some of the most relevant professionals from the world of public relations and communications, one key question once again comes into focus: what do relationships between agencies, media, and clients look like today, and what needs to change within them? These challenges will be at the center of the panel “What Agencies Find Challenging in Relationships with Media and Clients and What Should Change,” featuring Aida Salkić, founder and CEO of Beyond Consulting from Bosnia and Herzegovina.
Aida Salkić has nearly 15 years of experience in strategic communications and in working with major companies across a range of industries. She holds a degree in Public Relations from an International University in Malaysia, Department of Mass Communication, and through Beyond Consulting she continuously works on developing communication strategies that connect business objectives with the broader social context.
What is the current state of the public relations profession, and how do organizations, public institutions, and companies perceive PR today?
Today, PR is an integral part of every serious company. It is a fact that the market is maturing and that organizations are increasingly recognizing the need for communication strategies through which they build their reputation. Trust is no longer earned through campaigns alone, but through communication that has purpose and continuity.
The growing number of PR and marketing agencies is also a positive signal, showing that the industry is finally gaining weight and credibility. However, this should serve as additional motivation for those of us in the profession to approach every task responsibly, with a focus on ethics, measurable results, and long-term strategies, rather than short-lived trends.
How do you see the future of the PR industry, considering the development of new technologies and artificial intelligence?
As in any profession, the future lies in adaptation and a responsible approach. The availability of data is increasing, which means communication must be consistent and its results measurable. PR begins with a deeper understanding of the broader picture, including the market, media channels, political circumstances, proper timing, and the interconnection of these factors. Recognizing the target audience and the values a brand wants to communicate is essential.
I am not a strong supporter of trends; sometimes the essence is lost in the desire to impress by using too many AI tools. If the key message does not reach the audience, everything else becomes irrelevant. I believe the future of PR lies in balance — using advanced tools without losing the human ability to connect the dots and turn information into a story. Trends come and go, but trust remains, and trust cannot be generated by any algorithm.
Since public relations are often associated with commissioned and paid narratives, do you believe there are still positive topics that represent real news?
Paid content has its place, but PR has never been based on commissioned narratives. Its essence has always been — and remains — building reputation through stories that have value, purpose, and truth. While it is important to understand that paid content directly promoting products and services can have value, creating authentic narratives remains a key responsibility of both media and PR professionals.
I respect the work of the media and their role in this process, as well as the need to monetize their services. At the same time, it is important that these narratives are not purely promotional, but instead highlight a broader context and significance.
There are many positive topics that represent real news, such as sustainability initiatives, social engagement, and innovations that improve quality of life. These topics resonate deeply with audiences and contribute to building authentic relationships and trust between brands and consumers. It is crucial that companies and their management trust communication professionals throughout this process. There will always be room for sincere and inspiring stories that can drive positive change, while also enabling the promotion of relevant products and services through thoughtful storytelling. People seek honest and transparent messages, and trust in brands grows when values align with actions — especially at a time when content can easily be generated using artificial intelligence.
From the very beginning, Beyond has been recognized as an agency that builds trust and offers a different approach. This is the foundation on which we continue to grow today, guided by the trust of our clients.
Bosnia and Herzegovina is politically complex. Is there an understanding of public affairs activities in BiH?
Although there are initiatives, an increasing number of companies are realizing that without understanding the institutional framework, there can be no development. Challenges remain, such as political divisions, limited resources, insufficient education within business communities and civil society, as well as a lack of understanding of public affairs itself.
However, progress is being made. As the market develops and as both local and international companies face regulatory complexity, further growth in interest in strategic public affairs management can be expected. It is crucial to strengthen professional capacities and promote an understanding of the importance of public affairs in improving the business environment and social development in Bosnia and Herzegovina.
Have public relations in Bosnia and Herzegovina been reduced to event management? What activities does a PR agency cover today, especially those like yours that focus exclusively on PR?
Public relations are often perceived as being primarily focused on event management, but this is only one part of a much broader spectrum of PR activities. While events are important for relationship-building and brand promotion, the true essence of public relations goes far beyond that.
Agencies that focus exclusively on PR offer a wide range of activities, including strategic communication and the creation of comprehensive campaigns that combine creativity, narrative development, event organization, campaign management, and media relations. Most people notice the more “attractive” side of the job, such as travel, conferences, and meetings outside the office, but in reality, these are just the cherry on top.
When done properly, our work involves continuous exploration of new ideas, inspiration, and stories that shape the perception of an individual or a company. At the same time, it requires balancing the expectations of management or clients with realistic possibilities, which represents a significant challenge. At Beyond, we focus on all of these aspects, building both short-term and long-term relationships between organizations and their stakeholders.
