At this year’s edition of Grand PRix, presented by Croatian Public Relations Association, the awards did not remain confined within the industry. Alongside the best campaigns, the focus once again shifted to a question that goes beyond professional boundaries: what does it mean to communicate responsibly in the public space, and what happens when that responsibility is absent.
Across nine categories, a total of 20 awards were presented, including three golds, four silvers, and 13 bronzes. The Agency of the Year recognition went to Millenium promocija, while the award for contribution to the profession was presented to Marijana Grbeši-Zenzerović, whose academic and public work consistently emphasizes the connection between communication, responsibility, and social context.
Communication as a system, not a tool
Jury president Velibor Panić highlighted that the submitted projects clearly demonstrate how communication has become an integral part of both business and social processes. It is no longer just about supporting results, but about creating measurable impact.
“Principles of clarity, truthfulness and empathy are not abstract communication virtues,” is a message that runs throughout this year’s edition. In an increasingly fragmented public space, communication can no longer be viewed as form, but as a system that directly influences trust in institutions, media, and society as a whole.
The awarded projects confirm a shift toward integrated approaches that move beyond campaign boundaries and enter a broader social context, from IT and healthcare to public initiatives and complex event management.
Between recognition and warning
Two recognitions that traditionally attract the most attention, Communicator and Anti-Communicator of the Year, once again opened a broader question of public communication standards.
The title of Communicator of the Year was awarded to Vedrana Pribičević, whose public appearance in “Nedjeljom u 2” demonstrated how a personal story, when communicated with clarity and responsibility, can trigger wider social dialogue. By addressing stigma and online abuse, her statement moved beyond individual experience, generating public response and raising awareness.
“The real question is whether we are ready to take responsibility for what we make visible,” a message that directly addresses one of the key challenges of contemporary communication – the relationship between visibility and responsibility.
Also shortlisted for this recognition were Marijan Gubina, Ranko Rajović, and Severina Vučković, further confirming how communication influence extends beyond traditional industry boundaries.
When communication causes additional harm
On the other hand, the Anti-Communicator of the Year award was given to Dalibor Matanić, with a clear explanation that opens the question of ethics in public communication during sensitive situations.
The absence of empathy, a clear and unambiguous apology, and accountability, combined with a focus on personal perspective, were identified as key issues in his communication. In a public context, such an approach is not neutral, it can deepen harm and retraumatize those already affected.
The role of education in communication standards
The special award for contribution to the profession was presented to Marijana Grbeši-Zenzerović, whose work highlights a frequently overlooked fact: communication standards do not emerge spontaneously, but are systematically built through education.
Her career connects academic work, public engagement, and mentorship, directly shaping generations of professionals who today influence the communication industry and public policy. In that sense, the award carries broader meaning – as a reminder that the quality of public discourse begins with education.
More than awards
Although Grand PRix remains the highest professional recognition in Croatia, its relevance today goes beyond the industry itself. The Communicator and Anti-Communicator of the Year awards function as a public signal – where communication contributes to society, and where it becomes part of the problem.
At a time when every statement has the potential to shape perception and trust, the line between professional and irresponsible communication is becoming increasingly visible. That is precisely why such recognitions serve not only to acknowledge excellence, but to set standards.
This conversation does not end with the awards ceremony. It continues in November at KOMferencija in Split, where the industry will once again address the questions it can no longer ignore.
