The Croatian Public Relations Association (HUOJ) is further expanding its network beyond Zagreb by establishing a new branch for Central and Southern Dalmatia, continuing the process of decentralization and strengthening the profession at the regional level.
The new organizational structure comes as a response to the increasingly evident need for the professionalization of communication practices, stronger networking, and continuous education of professionals in the field. The former Dalmatian branch, which covered the area of Lika and the entire Dalmatia under the leadership of Vlatka Vučić Marasović, is now being divided into two entities, the Lika and Northern Dalmatia Branch and the Central and Southern Dalmatia Branch.
The newly established branch will be led by Luka Šipić, a Split-based PR expert and owner of the agency Vrh komunikacije, who sees this move as an important step in the further development of the profession.
“The establishment of this branch is another step towards the professionalization of the profession in Dalmatia. The goal is to bring together communication experts, decision-makers, and students, from Split to Dubrovnik, so that we can continue to grow and develop the Dalmatian PR scene,” said Šipić.
The focus of the new branch will be on active participation in relevant industry events, as well as the organization of its own initiatives, with a particular emphasis on connecting with the academic community in Split and Dubrovnik. In this way, HUOJ further strengthens the link between education and practice, which is one of the key prerequisites for the long-term development of the communications industry.
The first concrete steps have already been announced. On Wednesday, April 15, a mini PR conference Komunikacijska izvrsnost will be held at the Technology Park in Split, organized by the association Split Tech City and the agency Vrh komunikacije, with the support of HUOJ. The following day, April 16 and 17, HUOJ will also participate as a partner at the conference PEP konferencija in Dubrovnik, marking an active program start for the new branch from the very beginning.
In addition to the two Dalmatian branches, HUOJ currently operates through the Primorje-Istria branch led by Ermina Duraj, as well as the Continental branch headed by Ivana Gusak Galić from the agency IGG komunikacije. This kind of territorial division enables communication trends and professional standards to develop in line with local specificities, while maintaining a shared framework of professional values.
In this context, the role of the branches remains clearly defined, connecting PR professionals from agencies, companies, the non-governmental sector, and public administration, organizing educational activities, and continuously raising the standards and visibility of the communications profession.
