In the first days of April 2025, specifically from April 3rd to 6th, all roads lead to Selce, a small town on the Crikvenica Riviera with the best microclimate in Europe and some of the purest drinking water in Croatia. The best microclimate, the best water, and the best current PR stories create a unique cocktail that Danijel Koletić and his team have prepared for everyone who sees public relations as their profession, passion, inspiration, or livelihood.
Do you want to listen to top speakers from Croatia, the region, and the world, gain new knowledge, establish contacts with media representatives and potential business partners, socialize with them, and, on top of all that, have a great time? If so, start packing your bags and head to Selce for the PRO.PR conference. Before that, just in case, check if there are still available spots.
In the days leading up to the conference, we spoke with Danijel Koletić, its “father,” a man who lives PR 24/7 and has been striving for 22 years to spread his love for the profession. It is contagious, but it works. Trust me, I’ve tried it.
Media Marketing: The PRO.PR conference will feature 32 speakers from eight countries. How do you manage to secure so many interesting speakers from different parts of the world for each event? Has the conference gained an international reputation that attracts even the most selective speakers? Or is it due to your membership in IPRA, your negotiation skills, persuasion, or something else?
Danijel Koletić: This year, three global organizations are supporting our conference:
- IPRA (The International Public Relations Association), which was the first to recognize the PRO.PR conference,
- PRCA (The Public Relations Communications Association), where I currently serve as President for Southeast Europe, and
- ICCO (The International Communications Consultancy Organization), the global association of PR consultants, which is supporting us for the first time this year.
We have consistently worked on developing the conference despite changes in the communication landscape, from branding and internal communication to digital communications, artificial intelligence, and green communication strategies. From the first conference to today, I have remained focused on public relations, and I am proud to bring this community together. Step by step, PRO.PR has built its reputation by adhering to ethical standards.
Although staying neutral often puts me on the edge of profitability, I aim to provide participants with knowledge and ensure they are not just a number but can connect and communicate. I do not organize the conference for the sake of prestige or personal gain, and the international community recognizes, appreciates, and understands this.
Media Marketing: Who are the key speakers at this year’s conference, themed “Leadership in Communication”? Who are you personally most excited about?
Danijel Koletić: I am honored that participants will, for the first time, hear insights from five business leaders who understand, respect, and actively support communication directors and agencies in managing their corporate reputation:
- Gordana Kovačević, President of Ericsson Nikola Tesla
- Jože Mermal, Chairman of the Board of BTC d.d. Ljubljana
- Branko Mitrović, CEO of One
- Ghassan Karian, President of Ipsos Karian & Box (UK)
- Gergely Abraham, Director of Corporate Relations for Eastern Europe at Diageo (Hungary)
I would also like to highlight that representatives from ICCO and CIPR, the leading global organizations for PR certification, will also attend the conference.
Media Marketing: Besides top-tier lectures, what does the 22nd PRO.PR conference offer its participants?
Danijel Koletić: Although the conference’s thematic focus is “Leadership in Communication,” PRO.PR has been creating business connections and media relationships for 22 years. This year, representatives from 27 media outlets will cover the conference.
We create a magical blend of knowledge and networking, and since we traditionally travel across the region, we give participants the chance to explore new cultures and traditions.
Media Marketing: You have extensive experience in PR and interact daily with top executives, not just in the Adriatic region but worldwide. How do you see the PR profession today?
Danijel Koletić: It’s true that Apriori World operates in strategic consulting, working with clients from the U.S., Japan, and, more recently, Saudi Arabia, as well as Croatia, Bosnia and Herzegovina, and Slovenia. This gives me and my team the ability to understand different cultural standards and approaches.
Public relations has always been, and will continue to be, essential for strategic networking. Today, the dominant topic at almost every conference is artificial intelligence, which is already transforming media and communication industries. However, the key to successful PR remains a deep understanding of the local market, language, national and local habits, and demographic structures. No matter where you work, these factors are crucial in achieving successful PR outcomes.
Media Marketing: Are you satisfied with what you have achieved after so many years of experience and effort in organizing events dedicated to PR development? There is no doubt that the PR profession in the region carries your strong imprint.
Danijel Koletić: Unfortunately, as the saying goes, “It is hardest in your own backyard.” In PR, honesty is crucial. My intelligence does not allow me to conform, nod along, and tell people only what they want to hear.
In 22 years, the lowest number of conference participants has come from Croatia. This used to worry me, but in recent years, it saddens me that they don’t take advantage of the opportunity to create new collaborations and successes. You know well that I always emphasize that PRO.PR is not about LED screens and parties (though they are welcome), but rather about knowledge-sharing and experience exchange. That is the path I follow when preparing the program.
Of course, things can always be improved, but since nothing is perfect, neither does PRO.PR strive for perfection. What I am proud of is that through PRO.PR, I have changed international perceptions of PR professionals from our region.
Media Marketing: Humanity is facing major crises – wars, economic pressures, blackmail between states, and media operating on the principle of “the worse, the better.” There seems to be little positivity left in the world today. Can PR do anything about this? Who should lead the industry to offer the best and most useful contributions?
Danijel Koletić: In recent months, I have written to all global PR organizations, urging them to support the Roman Declaration of Green Communication Responsibility, initiated by the World Innovation and Change Management Institute.
Our profession lacks unity, both nationally and globally, so those who should be initiating important messages and communication strategies, unfortunately, cannot do so, as certain individuals continue to create crises just to later solve them.
People have become mere numbers globally. We witness this daily. That’s why I emphasize that we should focus on delivering the best for our clients and changing what is within our power. On a global level, we lack the influence to drive major changes, as powerful interests are at play.
Media Marketing: Large conferences are typically held in big cities, yet you take us to Selce. Why?
Danijel Koletić: Selce is a historic town on the Crikvenica Riviera, known since the Austro-Hungarian era as the location with the best microclimate in Europe. This makes it a combination of a natural health retreat and a place of healthy living.
Media Marketing: If you had to invite Media Marketing readers to attend PRO.PR in Selce in one sentence, what would it be?
Danijel Koletić: “Wherever you are and whatever you do, find time for education, fight for it within your organization, because the PRO.PR conference is a unique opportunity for all PR professionals.”
