Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The participants at the opening ceremony were welcomed by the President of the Board of DSOJ, Jelena Šarenac: “New trends and new communication influenced by rapid technological progress significantly shape the PR profession and force professionals in this area to constantly adapt to changes. It’s a great honor to have with us people from the world and the region who will share their valuable experiences and offer answers to questions as to the best way to face this kind of challenge.”
Lecture on telling the global stories and building a global PR strategy was held by Nadav Avian, Global PR Lead at the company Viber. Arun Sudhaman, president and chief editor of the Holmes Report, spoke about the trends that we expect by 2020, particularly stressing the importance of reviewing the strategies, content, channels, creativity and measurements, while Brian Lot, Executive Director of Communications at Mubadala, explained the functioning of the PR industry in the Middle East. Brian believes that teams and communications agencies should be prepared for an all-day news cycle, from content and reactions to events, emphasis on video and interactive content, especially on social media; all with the purpose of locating the team that corresponds to the location of the business.
Anđelko Trpković, CEO of Publicis One Serbia, told an interesting story about disruptive innovation, a phenomenon thanks to which many companies throughout history gained a competitive advantage in the race for consumers. Ana Šimunović, PR of the Film Festival in Pula, spoke about how to attract and retain the attention of target audience at a time when all research shows that our interest in various content lasts less than eight seconds. Regional Director for South East Europe at agency Grayling, Nataša Trslić Štambak, gave conference participants concrete advice on how to win prestigious international awards, such as the Eastern European Sabre.
The audience in Belgrade also had the opportunity to attend a VR presentation, which was held by Milica Marković from Direct Media and Vitomir Jevremović from the Digital Mind agency. An interactive workshop about the power of networking was held by Kristina Ercegović, founder of the regional project Business Café, which is aimed at networking and educating small business owners, followed by a panel on the topic of ethics in informing the public, which included: Dragana Roter (Court of Honor, DSOJ), Tamara Skoza (Vreme, Press council), Jelena Spasić (Kurir, Press Council), Aleksandar Sale Jovanović (Telegraf), Peđa Mihailović (Blic) and Marina Savić (Atlantic Group).
Tamara Bullock, partner at Altitude Strategies and Director of Hanson Search, closed the first day of the conference with a lecture on the balance between digital and analog, the importance of education for all generations about the benefits of communication through new technologies and the use of digital communication in order to improve customer service.
The second day opened with a lecture by Maxim Behar, President of ICCO and founder of M3 Communications Group, which was followed with an interesting lecture by Ana Mirković, Executive Director of the Institute for digital communication on the theme of trends and user behavior on social networks. Lazar Džamić, Xoogler and lecturer at the Faculty of Media and Communications, spoke about the necessity of unification of marketing, PR and digital, while Predrag Milićević, Head of Business Development and Marketing at RNIDS, stressed the importance of the construction of reputation management through a unique company domain.
In the panel moderated by Ekrem Dupanović, Editor in Chief of the portal Media Marketing, dedicated to the state of the PR profession in the region, opinions were given by Ilarija Bašić (PR director of Mita Group from Sarajevo), Marina Čulić Fischer (CEO of DIJALOG agency from Zagreb), Barbara Krajnc (consultant for corporate communications from Ljubljana), Branka Conić (PR director of the regional agency New Moment New Ideas) and Jelena Šarenac (Director of corporate communications at Henkel and President of DSOJ).
Participants also had the chance to hear how the first emoticon came to be from Scott E. Fahlman, a longtime researcher in the field of artificial intelligence and robotics. The workshop on the evolution of PR in the digital age and the absence of boundaries of creativity was held by Teodora Migdalovici, brand therapist and founder of the alternative school of creative thinking from Romania. The conference was closed by Barbara Krajnc with a lecture on risk management on social networks.
More information about the conference and the speakers is available on the DSOJ website.