PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Seven tips for staying in the saddle

Redefine your goals, Keep in mind the bigger picture, Be careful about investments, Shift priorities, It's time to consolidate your communication efforts, Listen to expert advice, Adjust your agendas

21/09/2021
in Featured, Opinion
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Marina Čulić Fischer, Managing Partner, Dialog Komunikacije

Do you still remember the recession that began in America in 2008, and the following years, that like wildfires, engulfed the whole world? It was then that we first really understood the meaning of the global village syntagma.

Global economy decreased, investments in the lease of media space (source: HURA, Media AdEx) in Croatia in 2009. fell by 18%, compared to 2008, and didn`t cease for the next five years. The first modest growth (of 1%) was recorded in 2014, after which we had a total of four years of further growth, but never returned to our investments from 2008. An additional punch to the Croatian media market was the fall of Agrokor, whose media investments averaged between 8-9% of the total market, which is why 2017 was another negative year for the Croatian media industry.

Television, all though declining from 2009-2014 (and then again in 2017) continues to take up most of the media investments in Croatia and this is a trend that will continue for some time.

The third group of media that is very important to PR’s is print. Unfortunately, the press has been continuously declining for the past 10 years and there is no indication of any immediate recovery. In fact, the year of the Great Pandemic will mean an additional decline in print media and my estimation is that many of them will not experience the second half of 2020.

And what is going on with the public relations industry that is so dependent on the media market?

Television marketing of business topics has always been problematic due to the very narrow space that broadcasters provide in this field. The space in print media has also been narrowing in recent years, and now that print is struggling for life, it will narrow even more. It is also certain that the space we had in the online media segment will be reduced by the disappearance of small portals.

So what is the real situation and what should communication professionals do:

  1. Forget about the targets that predict any growth in the reach or value of the given media space. The second quarter is sure to see a fall due to the freezing of business activities and the fall in communications investment, ie shifting business sector priorities. We will not be able to make up for this drop by the end of the year. Redefine your goals.
  • Moving communication budgets online and producing content cannot adequately replace other media investments. Money invested in content is not the same as money invested in media space or media relations or reaching a target audience. Keep in mind the bigger picture.
  1. Be careful about investments in conferences or other types of events or sponsorships. First, such investments may not give you an adequate return in terms of media value or reach, and second, it is irrational to expect that the (hopefully) autumn recovery of the event industry will have the same effect on communication goals as if the events were evenly distributed throughout years.
  1. Shift priorities – topics such as Employer Branding or environment protection, which have been trending until recently, have now given space to business sustainability, sales and efficiency making them the focus of management decisions.
  1. It’s time to consolidate your communication efforts – it’s completely inefficient for one agency to create content for you, another to run PR campaigns, a third to promote on social networks, and a fourth for influencers marketing, because you don’t have the time or money to do it. Give the helm to the partner who has the resources to manage the overall communication and who can get the most out of the “new normal” for you.
  • If you are investing in content creation for your own channels, you must also adequately invest in promotion, otherwise you will not reach your target audience. A budget of a few thousand kunas a year is not considered an optimal budget. Listen to expert advice.
  • Think carefully about institutional partnerships. Many public institutions, including non-governmental organizations, have completely changed their priorities and if you don`t follow these changes, you will become irrelevant. Adjust your agendas to theirs.
Tags: Croatia
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