At a time when the boundaries between personal and professional identity are increasingly blurring in the digital space, communication becomes a matter of responsibility, authenticity, and context. This is precisely the theme brought into focus by PR Arena 2026, which will gather students and professionals from the fields of communications, marketing, and public relations in Sarajevo on April 10.
This year’s edition introduces a conceptual framework that goes beyond traditional lectures and enters a broader discussion on how identity shapes the way individuals and brands communicate. Through lectures, panel discussions, and case studies, participants will have the opportunity to understand how communication adapts to different social and professional roles, as well as where the boundaries lie between relevance and ethics.
Among the international guests, Jon Gerlis, a representative of the Chartered Institute of Public Relations, stands out. Through his lecture, he will open the question of global standards in the PR industry, with a particular focus on inclusion, ethical principles, and responsible communication. His participation further positions the event within a broader professional context and brings a perspective beyond the local market.
The program also brings together a number of local speakers from different sectors, further confirming that communication today is not limited to a single industry. Their experiences will be shared by Nađa Lutvikadić – Fočo from BH Telecom, Anisa Fetahović- Otanović from Sparkasse Bank, Mirsad Mehmedović from Teleperformance BiH, and Džerald Letić from Repubblica Media.
Alongside them, representatives of the creative industries, entrepreneurship, and sports will also participate, including Dalila Fejzagić from Studio Zidovi, Minela Jašar – Opardija, founder of MJO and Zvekir, as well as Amina Kajtaz, Nejra Bećirović, owner of Nejra Beauty Studio, Husein Terzić from Agencija za zapošljavanje BiH, and Aida Nikšić, owner of Katkus Shop. This diversity of experiences opens space for a broader understanding of communication as a discipline that permeates all sectors.
One of the key segments of the program is Student Awards 2026, a competition that allows students to develop and present their own communication strategies in front of a professional jury. In addition to awards such as paid internships and IT equipment, this segment plays an important role in connecting young people with the industry and real business challenges.
As highlighted by Danijel Koletić, President of the Organizing Committee, PR Arena 2026 was created as a response to the gap between theory and practice: “During their studies, students receive a strong theoretical foundation, but often lack the opportunity to hear what the job actually looks like in practice. PR Arena is a platform that enables this – through direct contact with industry professionals and real examples from the business environment.”
A similar focus is emphasized by Adisa Velić, President of the Inntera Association and event organizer, who underlines the importance of identity in today’s communication environment: “Today, the way we communicate directly shapes our personal and professional identity. Through PR Arena 2026, we want to bring students closer to the real challenges of the industry, while also showing which skills are key to success, such as authenticity and strategic thinking.”
Participation is free of charge, and more than 100 participants are expected. PR Arena 2026 thus further emphasizes the importance of accessibility of knowledge and inclusivity in the development of future communication professionals, positioning itself as a platform that actively connects education and industry.
