In a world where communication increasingly shapes the reputation of organizations, Tina Cipot holds a distinctive position as one of Slovenia’s most recognized communication experts. With nearly twenty years of experience in public relations, sustainability, and corporate communication, Tina currently serves as a Communication Expert and Corporate Operations Officer at o28 Communication Group, where she develops strategic communication processes, leads crisis communication, and manages complex projects.
As the President of the Slovenian Public Relations Society (PRSS), she actively contributes to the professional development of more than 300 members, organizes national conferences, and enhances the industry’s educational programs. Before her current role, she spent ten years leading corporate communications and sustainability at Lidl Slovenia, where she was responsible for media relations, campaigns, and the development of notable CSR initiatives, including the award-winning “Stvarajmo bolji svet” campaign.
You have dedicated your professional career to public relations (PR). Today you serve as the President of the Slovenian Public Relations Society. How would you describe the role of PR in Slovenia?
The Slovenian Public Relations Society has been active for more than 35 years. During this time, the profession has evolved remarkably, focusing in the last decade on gaining its seat at the decision-making table. Some organizations already understand this, others are aware that PR must be involved, and some still have a long way to go. The pandemic gave communicators a moment to show the value and expertise of our work, but it feels as though we have slowly moved back to the “back seat” again. A great deal of work still lies ahead if we want communication to become a truly strategic – not merely supportive – function.
PR is constantly evolving. What are the current trends in the industry in Slovenia?
Several clear trends stand out, though they vary by industry, organization size, and communication maturity. Internal communication is becoming a strategic priority, as the need for connection and inclusion has grown significantly in recent years. Digital transformation goes hand in hand with content-driven communication; we give our attention only to what genuinely brings added value. With information overload shaping our daily reality, attention disappears quickly if content does not offer something extra – a feeling of being understood, a solution to a problem, or at least a small “aha” moment. Otherwise, we immediately switch channels.
Measuring communication impact is becoming increasingly important, as PR must be tightly linked to business goals and performance indicators. Noise alone does not work – and communicators must be aware of that.
Artificial intelligence is, of course, part of the landscape. Some embrace it more readily than others, but it undeniably brings enormous value. We need to experiment with it, understand it, and learn how to integrate it – only then will it truly serve us.
And the most prominent trend, reflected in strong interest at our conferences, is crisis communication – or even more importantly, crisis preparedness. In an unpredictable world and an environment of constant turbulence and rapid (mis)information, we must remain agile, alert, and ready to anticipate the unexpected.
As a leader in the PR industry, how do you anticipate the profession will develop in the future?
Looking ahead, I believe PR in Slovenia will continue moving toward a more deeply strategic role, with communicators directly involved in shaping key decisions. We will certainly face increasing ethical challenges, especially as artificial intelligence, misinformation, and deepfake content become widespread. Credibility will matter more than ever.
This is why communicators must invest in developing their competencies, even though many tell me how difficult that is alongside demanding daily work. Still, if we want to remain credible and professional, we must be willing to set boundaries. Perhaps we will even need to learn how to say “no” more often.
What does the PRO PR Globe Awards recognition and the conference where you will speak represent for you?
The PRO PR Globe Award and the accompanying conference represent an important international platform for sharing knowledge, ideas, and best practices. For me, this recognition is both an honour and a responsibility – a chance to offer my perspective and experience, while at the same time learning how others work.
Do you believe that a few individuals have a significant influence on the PR community?
Global trends certainly shape the field, but real progress comes from people – through their experience, convictions, knowledge, and integrity. They move the profession forward through mentoring, education, collaboration, and leading by example. Yet lasting change happens only when the broader community acts together.
In Slovenia, we have a strong professional community within the Slovenian Public Relations Society. Through conferences, sections, and student programmes, we build a network of knowledge and trust. I’m especially glad to see different generations connecting – seasoned experts working alongside young communicators who bring fresh perspectives.
Everyone is talking about artificial intelligence. Will it change the PR industry?
There is no doubt that artificial intelligence will influence our profession. But I believe it will strengthen – not replace – our role, provided we know how to use it wisely. AI will increase efficiency, offer deeper insights, highlight behaviour patterns, support risk detection, and enable stronger personalization.
At the same time, it brings significant ethical challenges. Professional competence becomes essential: from content authenticity to privacy concerns and algorithmic bias. We must stay mindful. It would be naive to assume AI outputs are automatically high-quality or appropriate.
Human judgment is what gives communication warmth, context, and credibility. That’s why communicators must remain the guardians of these qualities.
What are the ethical principles in the PR industry in Slovenia?
Ethics is the foundation of our profession. In Slovenia, we follow the principles of honesty, truthfulness, and responsibility. The Ethics Code of the Slovenian Public Relations Society requires us to be transparent in our intentions, avoid any form of deception, and act with integrity whether communicating for businesses, public institutions, or NGOs.
Respecting privacy, protecting data, and maintaining professional independence are equally important. In practice, this means knowing when to pull the brake – when communication risks crossing ethical boundaries or compromising integrity.
Conversations about ethics have become more prominent in recent years. My hope is that this reflects not only more discussion, but more awareness and consistent action aligned with the principles we stand for. This matters especially in areas touching sustainability, internal culture, and digital content, where responsibility must be clear and present.
For our profession to thrive, we must uphold these principles in practice – not just talk about them. Only then will society see us as credible, trustworthy advisors and strategists.
What is the level of management culture in the PR industry? Is there professional respect?
In Slovenia, the level of management culture in the PR industry differs greatly. In environments where leaders understand the strategic importance of communication, communicators are treated as trusted partners in decision-making, not just executors of tasks.
Elsewhere, PR is still perceived primarily as an operational role, which naturally limits the professional respect it receives. This is less about individuals and more about organizational cultures that have yet to recognize the broader impact of communication.
Still, I believe the situation is improving. New generations entering the workforce expect healthier work environments, more transparency, and greater mutual respect. And because communication as a profession is inherently tied to ethics, relationships, and culture, communicators play a significant role in shaping these standards. Professional respect grows when we bring consistency, integrity, and genuine value to the table — and when we show, through our work, what this profession can really achieve.
