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Miloš Duduković, COO, Right

The Essence Of PR Remains Constant, Even With Rapid Technological Advancements

The professionals at the Right agency gladly accept new communication tools and channels, but they do not forget the basic function of public relations, which involves establishing and nurturing positive relations between the communicator and the target audience

Trends in PR are changing faster than ever before. PR professionals are constantly embracing change, all with the aim of making the most of them to improve their communication strategies and achieve better results.

The Right Agency is known for many years of successful work with a large number of clients and cooperation with the media. What is the secret of your success?

As an agency with two decades of tradition, we have a responsibility to ourselves but also to our clients, the media and the public to always keep up with the news.

We achieve this with the help of our expert teams, made up of PR professionals with rich experience from various spheres of our profession, who lead Right to new business victories. For successful business nowadays, we must possess one of the most important skills of the 21st century – adaptability. On the other hand, good and timely communication is necessary for success. For this very reason, maintaining and upgrading relations with the media and clients is the foundation of our agency’s business.

Digitalisation has brought you new tools, communication channels, new target audiences, speed, interactivity… How much more challenging, exciting, creative does all this make your job…?

New communication tools and channels give us a handful of new possibilities in terms of creative expression, diversity and precision in communication with target audiences.

Artificial Intelligence brings new challenges in the function of public relations, but also opportunities in terms of the automation of routine tasks

Today, information is distributed through digital channels at an unfathomable speed, and in this regard, expectations from agencies are high and imply expediency and precision in response and reaction, but also enable more intensive adoption of trends necessary to realise various PR activities. In short, digitalisation has brought numerous new opportunities for PR and requires us to constantly evolve, which makes our already dynamic profession even more interesting.

The PR industry is changing at such a speed that it is difficult to predict in which direction it will develop. Are there, however, any trends that you would single out?

Trends in PR are changing faster than ever before. PR professionals are constantly accepting change, all with the aim of making the most of them to improve their communication strategies and achieve better results. As one of the trends, I would single out Artificial intelligence, which brings new challenges in public relations, but also opportunities in terms of automation of routine tasks. All this allows PR professionals to focus on creative and strategic activities.

I would also add that the basic function of public relations involves establishing and nurturing positive relations between the communicator and the target audience, so with all the changes that technology brings to us the essence of PR remains unchanged.

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