The PR Arena 2025 conference was held on June 5 at the ASA Institute in Sarajevo, once again bringing together leading communication and marketing professionals from across the country and the region, along with representatives of corporations, institutions, media, the academic community, and more than a hundred young enthusiasts eager for knowledge and inspiration.
This year’s PR Arena, organized by the Inntera Association, offered a dynamic and content-rich full-day program filled with lectures, panels, workshops, and networking opportunities. The program opened with welcome speeches by representatives of the Association, followed by the introductory session titled “Innovations Changing the World of Insurance” by Maher Al-Osta from ASA Central Insurance.
Throughout a series of thematic segments and lectures, participants had the chance to hear from distinguished speakers such as Senad Zaimović from Fabrika Agency, Emina Džafić from Akova Group, Hamdija Pašić from Communis Agency, and Anisa Fetahagić-Otanović from Sparkasse Bank. A particularly engaging session titled “ABC of Communication” was presented by Jurica Belle from Podravka, focusing on innovation in communication and sales.
The conference also emphasized topics in modern digital communication, with a notable lecture by Senad Alibegović from KENSHO Communications titled “Synergy of Success: How Influencers and Brands Build Powerful Connections.”
The panel discussion “Digital Dialogue – AI in the Service of Communication” began with an introductory speech by Haris Bjelevac from Ministry of Programming. Moderated by Fahreta Djedović from Orbico d.o.o., the panel gathered experts from diverse fields: Nađa Lutvikadić-Fočo (BH Telecom), Amila Akagić (UNSA), and Nedim Sadović (Microsoft). This session raised essential questions about the role of artificial intelligence in shaping the future of communication.
The event was further enriched by the announcement and presentation of the Student Awards, as well as an inspiring talk by Haris Jusović (JUSA) on creative expression in the digital age.
The conference concluded with closing remarks from the organizers, delivering a strong message that PR Arena remains committed to education, connection, and the promotion of modern trends in marketing and communications.
′PR Arena has become more than just a conference – it’s a platform for knowledge exchange, inspiration, and the creation of new business opportunities. This year, we showed that authentic, honest, and strategic communication is not just desirable but essential in all segments of society and business′, said Adisa Velić, President of the Inntera Association.
