Nataša Pavlović Bujas, President of the International Public Relations Association (IPRA) for 2024/25; Owner of Blumen Group, Belgrade

Since its establishment in 1955, IPRA has consistently emphasised accountability, ethics and trust—values that are today more relevant than ever. These values were reaffirmed through this year’s selection of winners of the world-renowned IPRA Golden World Awards, and by IPRA’s work

Belgrade recently hosted the IPRA Golden World Awards ceremony, a prestigious event celebrating global excellence in public relations. “The IPRA Gala for communications excellence is rightly dubbed the World PR Oscars—not only for its glamour, but for the messages that continue to resonate in our communication worlds long afterwards,” says Nataša Pavlović Bujas, IPRA President for 2024/25 and owner of Blumen Group, Belgrade. We spoke with her about how the world of communications is changing and how that, in turn, changes the world around us.

What would you identify as the key messages of this event?

— The first message is that CHANGE IS POSSIBLE. For years, we’ve been witnessing an increasing number of communication campaigns making concrete changes in societies and countries, and this trend is only gaining momentum. Organisations, companies and agencies that use communications as a powerful tool for implementing change are highly valued. One such organisation, Vital Voices USA, received a special award this year: the IPRA President’s Award, the oldest award of its kind, which has been awarded since 1977. This honour was presented to Vital Voices in recognition of the impact it has made over 25 years through the power of communication, directly supporting over 20,000 women leaders in 185 countries, in their personal missions to improve their communities.

The second message is that COOPERATION WITH INSTITUTIONS IS IMPORTANT. We emphasised IPRA’s active support for the United Nations. With its consultative status at the UN, which it has held for four decades, IPRA upholds all the principles of the global compact. In this time of significant crises of trust, growing conflicts and increasing uncertainty worldwide, we must understand that our institutions also need support, as they comprise people who are not omnipotent, despite our often-unrealistic expectations. It’s sometimes good to pause and thank them. At the Gala in Belgrade, we highlighted the work of UN Women Serbia and supported their efforts to combat gender-based and domestic violence by collecting personal donations for the Safe House in Pančevo.

How difficult is it to select companies that stand out for their innovation, professionalism and commitment to the communities in which they operate? Are these values indispensable for companies today, or are there still too few that truly adhere to these principles?

— It is challenging, of course, because we evaluate the very best at the IPRA competition. However, there are clear criteria that the 40+ IPRA jury members use to assess each campaign’s results, and once finalists have been chosen, we hold an in-person judging (Zagreb hosted this year’s event), where the jury debates the final entries before selecting the winners. Yes, companies and organisations that want to operate successfully must shoulder the responsibility of social welfare—of improving the quality of life and working conditions for both their employees and the community they serve. The level of commitment varies from country to country, depending on levels of economic and social development, but the trend is present. On the other hand, institutions are also increasingly aware of their responsibility to citizens. Among the award recipients in Belgrade this year were representatives of the Nigerian Customs Service and the Indonesian Ministry of Finance. This was particularly surprising for colleagues from Serbia and the region, as our institutions are still learning about transparent communication and citizen collaboration in pursuit of mutual progress.

This year’s ceremony was held in Belgrade, and this is something you’re particularly proud of, partly due to Belgrade’s own potential in this field. What are our strengths and where can we draw inspiration from the global examples seen at the event?

— Belgrade has long had remarkable individuals in communications and public relations, but we have struggled to come together as a profession and, even after three decades, it has yet to reach the level of an established profession, let alone an industry. There is a lot of room to learn and grow— we must understand that the value of the profession depends on us, regardless of market conditions, which are never ideal.

Among the recipients of awards in Belgrade were representatives of the Nigerian Customs Service and the Indonesian Ministry of Finance, which surprised colleagues from the region, as our institutions are still only learning about transparency and collaboration with citizens

When we join forces and work to establish our field and its value, our personal and collective worth increases. Yes, I am proud that Belgrade successfully hosted the IPRA Gala and hope that this event, along with the PR Summit held on the same day, will contribute to our profession collaborating and developing more effectively in this region. Our role, responsibility and value are expanding worldwide, and this progress is vital for our young colleagues.

The IPRA president’s role provides ample opportunity to make a personal impact on the selection of award recipients and to guide the organisation’s work. What would you consider your biggest contribution to IPRA this year?

— I must clarify that, as IPRA President, I have no influence over the award recipients; I participate in the jury’s work like any other member, and my vote carries the same weight—I’ve even been outvoted! The President’s privilege is to grant a special award: the IPRA President’s Award, which, as I mentioned, has been awarded for almost half a century. It’s an honour and a significant responsibility to select an organisation or individual that has made an exceptional contribution to global understanding by promoting principles of peace, social justice, cultural understanding and the role of public relations.

In terms of organisational work, I’m very grateful to my team at the IPRA Secretariat and to the board members for supporting many changes that I’ve initiated in a short period. We’ve intensified our work (which means more work for everyone!), strengthened our internal structure with dedicated sectors and are now focusing on the work of the IPRA office at the UN in New York. I am a manager as well as a communicator, so the changes I wish to see are measurable and concrete—and I must say, very successful so far!

We’ve increased membership within the first six months, and our members have intensified their efforts to fulfil our mission: “Leading trust and ethics in global communication.” I am especially proud of the recent establishment of the IPRA Alpe-Balkan-Adria Chapter, with founding members from Serbia, Slovenia, Croatia, Bosnia and Herzegovina, and Montenegro. We share the mission of “Connecting the Region” (regional magazine by CorD parent publisher), in the belief that it is the only sustainable model for our economies and societies.

As the board of a somewhat conservative organisation, which will celebrate its 70th anniversary next year, it was challenging for my colleagues initially to adapt to my very transparent and direct communication style, which is often informal—both with members and in public. However, they now willingly follow my lead—and you can see our organisation’s top representatives active on all social media platforms. I frequently remind them that institutions are composed of people, and people work with people.

After the grand awards ceremony in Belgrade, will your mandate enter a more tranquil phase, focused on consolidating achievements, or will you continue at the same pace?

— Believe me—I can’t predict this myself. This year has been dynamic, wonderful, and somewhat demanding; I’m extremely pleased, as is everyone at IPRA, with what we’ve achieved. Early in November, I’ll be meeting with members of HUOJ (Croatian Association for Public Relations) at their conference in Split. The IPRA Board has unanimously extended my presidential term for 2024 to include 2025, the year of IPRA’s jubilee, so calmer waters may have to wait for another time.

Since the first IPRA awards ceremony in 1990, your organisation has set global standards for excellence in public relations. What golden rules have endured since IPRA’s founding; and what new standards have emerged with the changing times?

— Accountability, ethics, trust—these have been IPRA’s priorities since its founding in 1955. As an organisation, we bring together individual PR professionals, educating and empowering them to uphold these principles in practice. These values do not change; in fact, they have become more important in modern societies. Naturally, the circumstances in which we work evolve, but we’re ready to respond. IPRA was the first to publish guidelines for the use of artificial intelligence in communications, and we are this year working with the global academic community to prepare an updated version of ethical principles for the use of AI in communications.

Despite it seeming until recently that we were on the road to strengthening and increasing respect for women’s rights in many fields, occurrences like the reopening of debates over abortion rights remind us that the fight is never truly over. From your position as a woman who heads a globally significant organisation, how do you view the current status of women in your profession?

— Communications and public relations are generally considered a “female profession” in our region, but that’s not the case globally, as demonstrated at the awards ceremony in Belgrade. Unfortunately, gender differences in positions and influence persist—even in our field. Women are often more hesitant to take on high-level roles and responsibilities, even when they have the opportunity. I’ve never been an advocate of waiting for someone to grant us our rights, recognise our accomplishments and “allow” us a position. Public relations is a strategic function within management, not merely a service to it. Our place is among decision-makers, as no company or organisation can thrive without this strategic role—or rather it can, but it will surely lag in development. We must make our accomplishments visible and assert the position and influence we deserve. However, we must also learn to handle the responsibility that comes with these positions and influence.

I’d like to mention the regional platform for women in communications, Woman.Comm Club, which I am a member of and whose founder is also an IPRA member. We plan to expand this idea and proven networking practice globally. Struggles are a normal part of life—the important thing is to turn every “battle against” into a “battle for…” a clear and attainable goal.