Communication experts have to pay close attention to target groups and the interests of those groups, to ensure their messages are formulated clearly, delivered appropriately, and reach the right audience
Despite changes, journalism and communications remain inseparable. Media outlets continue to rely on additional sources of information, while PR depends on stable channels to disseminate news. This is emphasized by our interviewee, a journalist and the founder and director of both a traditional PR agency and a digital agency, who possesses extensive communications expertise.
Are you surprised by the speed at which your industry is evolving? What does your experience tell you about the future of PR?
— I have nearly 35 years of active work behind me, half of it in journalism and half in PR, which is why I continue to closely monitor developments in both fields. There is a strong bond between them that remains unbroken, but this is not the only element that should be immune to change.

The first is the truthfulness of the information you share. Unfortunately, this is often disregarded, as if the PR code of ethics is being forgotten, particularly in dealings with the influential public and in political PR, which includes fake news, out-of-context quotes and falsehoods spread deliberately.
The second crucial aspect is the clarity of the message, while the third is a strong, innovative idea that must extend beyond routine practices.
What is subject to change are the tools we use and the channels through which we deliver truthful and clear messages, packaged in great ideas.
This brings me to believe that PR will continue to thrive because the art of communication is becoming increasingly important, both professionally and personally. Those who can recognise the right moment and choose the best channels will prevail in PR—be it daily newspapers or a TikTok influencer. Our role is to prepare and tailor content for both.
How connected are digital communications, which have growing influence, with traditional communications that remain irreplaceable?
— They are deeply connected. For instance, I’m giving yet another traditional interview to a classic print medium like yours, but I also expect to see it featured on your digital platforms. Likewise, you expect us at the agency to share it on ours.
Digital communications have opened new doors for traditional media and accelerated their processes. Press releases, analyses and interviews still exist, but we are shifting focus from longer formats to quicker ones facilitated by our devices and platforms.
Customers are increasingly present on digital channels, but the emerging trend is precise targeting and more direct communication with them
Of course, communication experts must consider their target audiences and what they follow.
“Customers” are increasingly present on digital channels, but the emerging trend is precise targeting and more direct communication with them. This creates more opportunities to be specific and to deliver messages to the right recipients.
Numerous experiences from the developed world suggest that artificial intelligence is like fire—a good servant, but a poor master. What’s your perspective on this?
— I still can’t gauge how much change AI will bring to our daily lives and profession. For now, it helps and speeds up processes, but I believe that AI should be used by experienced professionals who are able to utilise it as an assistant and correct its mistakes or overly artificial outcomes. After all, the first computers were a marvel to some generations, who feared them. It’s better to accept its existence and harness it in the best possible way.
Along with two other women from Serbia, you are a recipient of the PRO PR Globe People Achievement Award. Congratulations! Could you tell us more about the award and what it means to you?
— I honestly don’t like to boast, but I must emphasise that I was nominated by my colleagues, and PRO PR is truly an award given by peers to peers… and that makes me immensely proud.