When Zinaida Babović moved from journalism into public relations in the 1990s, the profession was only beginning to take shape in Bosnia and Herzegovina. Today, she has more than 30 years of experience in the media, institutions and companies, from leading public relations at Bosnalijek and the Communications Regulatory Agency of Bosnia and Herzegovina to her current role as Corporate Affairs & Communications Manager for Bosnia and Herzegovina and North Macedonia at JTI. She is the recipient of the PRO PR Globe People Achievement Award for her contribution to the profession.
Her professional path also includes communication in industries where every message must be carefully considered. We speak with Babović about how legal restrictions shape the daily work of communications teams, what changes when decisions are made under pressure, and why public relations requires more than knowledge of channels and tools.
Artificial intelligence has added a new dimension to these questions. It can speed up research and content preparation, but someone is still responsible for the accuracy, context and consequences of a published message. Babović discusses the line between useful assistance and a shortcut, the need for clearer rules, and the knowledge she seeks to pass on to younger colleagues, including through mentoring women in Bosnia and Herzegovina.
We could say that you are one of the pioneers of public relations in Bosnia and Herzegovina. Like many of today’s professionals, you began your career in public relations by moving from journalism. How would you assess public relations then, and how do you see it today?
First of all, thank you for the opportunity to be interviewed and for your interest in topics that matter to our profession. I see public relations as a challenging but exceptionally valuable and responsible profession, both nearly 30 years ago and today. When I moved from journalism into communications, public relations in Bosnia and Herzegovina was only beginning to develop as a professional discipline. Much was learned through practice, through understanding relations with the media, the social context, the business environment and, above all, responsible, two-way strategic communication with stakeholders.
I do not think the essence of the profession has changed. At its centre are still relationships with people, understanding, listening, observing, researching, analysing, anticipating, planning, conversation and two-way communication. The tools, the speed of communication, the number of channels and public expectations have changed, but what forms the foundation of the profession has not. Strategic thinking, speed, precision and responsibility remain the most important. Reputation is built through continuity, trust and consistency in building relationships with different publics, not just through individual campaigns or messages. That is why I believe the fundamental task of the profession has remained the same: to understand the environment, connect different interests and create communication strategies that support business goals while also respecting the public interest, ethics and responsibility towards the community.
Drawing on your knowledge and experience, you developed communication strategies and managed the public relations department of one of the leading pharmaceutical companies in Bosnia and Herzegovina, while taking ethical standards and legal regulations into account. Today, you also work in the highly regulated communications field of the tobacco industry. What do communication processes look like in industries where the possibilities for communication are restricted by law?
Communication in highly regulated industries requires a high level of discipline, responsibility and understanding of the broader context in which a company operates. Restrictions most often concern how products can be communicated, but that does not mean there is no communication or that it is simple. On the contrary, communication processes are often more complex because they require a careful balance between legal frameworks, internal rules, business interests, public expectations and responsibilities towards different stakeholder groups.
Companies, regardless of the industry in which they operate, are part of society and the business environment. They communicate with employees, regulators, institutions, investors, partners, the media, local communities and the wider public. Carefully considered, verified and aligned messages are extremely important, but that is certainly true in any industry. Close cooperation between communications, legal, regulatory and marketing teams is also necessary. In any case, there is ample room for high-quality, transparent and strategic communication.
That is precisely why I believe people working in public relations in regulated industries need a broader understanding: they must understand regulations, the market, public policy, reputational risks and the needs of different publics. Rules exist, but so do solutions. Well-planned communication does not circumvent restrictions; it understands them and builds trust, credibility and long-term relationships within them.
We are witnessing technology change public relations, while artificial intelligence represents not only a challenge but, in some people’s view, a potential threat to the profession. Do you believe artificial intelligence can replace public relations professionals, and how do you see its impact on the future of the profession?
Today, discussion of artificial intelligence in people’s daily lives, companies and professions is inevitable, and I think it is good that we are having that conversation. We are all adapting almost as we go, and it is still difficult to grasp all the effects of the rapidly growing use of artificial intelligence. In public relations, AI can offer many advantages, especially in the analytical part of the job: research, processing large amounts of information, comparing data, monitoring trends and preparing various communication materials. It can speed up processes and help us work more efficiently.
Still, I do not believe artificial intelligence can replace a skilled public relations professional. It can be a valuable tool, but it cannot take over a person’s understanding of context, experience, intuition, ethical judgment, ability to listen or ability to build relationships. As I pointed out at the beginning, very human communication lies at the heart of our profession, and the most important kind is often direct, face-to-face communication. To understand one another, we need to meet, listen to one another and build trust. AI can help with preparation, but it cannot replace the responsibility of the person who makes decisions and stands behind a message.
That is why I see the greatest challenge not in the technology itself, but in how we use it. If we use artificial intelligence as an aid, alongside knowledge, experience and critical thinking, it can improve our work. If we use it as a shortcut, without understanding or responsibility, the results will be poor. Even a good prompt requires a foundation, knowledge and a clear communication intent.
Bosnia and Herzegovina still does not have a comprehensive law on artificial intelligence that would clearly regulate its use and the protection of individuals, including in journalism and public relations. On the one hand, such an environment creates opportunities for technology companies; on the other, it brings certain risks for individuals and professionals in the communications industry. How do you view this challenge?
I believe regulation is necessary, but establishing it quickly and effectively enough to keep pace with the development of technology will be a major challenge. As with social media, and digital media before that, one of the greatest challenges is understanding that content must not be taken at face value. We need to develop critical thinking, media and digital literacy, as well as clear rules on responsibility for creating, using and distributing content produced with the help of artificial intelligence.
It would be good for the use of AI to be accompanied by appropriate education for users, as far as possible, because technology is neither good nor bad in itself; what matters is how we use it. In public relations, and especially in journalism, it is important to protect authors’ work, the credibility of sources and the integrity of information. If the public loses trust in what is authentic, verified and responsibly created, the consequences could be serious not only for the communications industry but for society as a whole.
You have received the PRO PR Globe People Achievement Award for your many years of professional work and contribution to the profession. What does this recognition mean to you?
I am grateful to the colleagues who recognised my work and gave me this award. It is a particular honour and pleasure when recognition comes from within the profession and from an international community, because it means that it reaches beyond the local context and affirms values that are universal to our profession. I was pleased to read that the award recognises contributions to the development of the communications industry, with a focus on public relations, adherence to ethical standards, creativity, a strategic approach and practice.
For me, this award is above all a recognition of continuity, professional consistency and my belief that communication must be built on trust, knowledge and responsibility. In our work, the easier path is rarely a good option. Reputation takes years to build and can be damaged in a moment. That is why I still believe it is essential to act every day with ethical and professional standards in mind. I also see this award as recognition of all the people, teams and organisations with whom I have had the opportunity to work and learn, because no professional achievement happens in isolation. It matters especially to me if my experience can encourage younger colleagues to remain curious, responsible and courageous in this profession.
