Olivera Stefanović Stanković, Managing Director, Proglas Public Relations

Communication Is The Present’s Foundation In The Future

Proglas PR applies everything new that yields results, while simultaneously remaining true to tradition. They say that they’re big enough to be able to successfully implement complex tasks and small enough to apply an individual approach to each client in order to create a model of cooperation that ensures the best result

It is necessary to maintain part of the traditional approach to communication, but also to continuously introduce something new, because practise shows that it’s necessary to be informed in order for communication to be adequate for the client, the agency and society as a whole – advises Proglas Public Relations MD Olivera Stefanović Stanković.

How much are current events influenced by directions in the development of communications?

The time in which we live is woven from the information that we need, with an emphasis on receiving that information at the right time, in order to exploit it adequately. An inevitable topic of the last two years relates to the pandemic and the essential receiving of information at the right time, in order to overcome operational obstacles, i.e., for work to carry on in continuity.

As one of the most complex and dynamic segments, communication requires the “whole person”, 365 days a year. The burden on people in this field has never been at such a high level, and someone wanting to reduce the flow of information can also reduce the effects of their operations. It could be said that we are grateful to IT, while on the other hand we also have lots of superfluous material that burdens everyone.

As one of the most complex and dynamic segments, communication requires the “whole person”, 365 days a year

As the younger generations would say, “you live and work on social media networks and portals”, but when it comes to the current situation, we hope that the further direction in the development of communication will move a few steps backwards, because the exchange of energy and the presence of the human factor completes the whole picture of operations. It is necessary to maintain part of the traditional approach to communications, but also to introduce something new continuously. Proglas PR applies everything new that proves to be applicable in practise, while simultaneously remaining true to tradition. Young people who work in the communications sector don’t read the news, but rather gather information from social media to create their own picture, which isn’t good.

Are the new trends in the field of modern communications acceptable?

The most innovative approach possible is naturally sought in modern communications, but expectations are like that too. Many innovations are accepted in practise and adopted, but there are unfortunately many segments that remain without success due to their complexity and are applied less. We definitely need to work on new trends and making them fit the needs of clients and society as a whole. There’s been lots that’s new over the last two years, but unfortunately just online communications as a whole aren’t sustainable, and testifying to that are hybrid meetings, which confirm the need for the presence of the human factor. Modern communications as much as possible, yes, but also personal physical contacts.

How applicable are PR tools in the modern digital world?

There were once lectures insisting that text that’s literate is not required for social networks, while the picture is the most important element. That gradually changed. A picture or video together with a text are today seen as a package, and that’s simply implied. It is necessary to teach younger generations to strive for perfection by applying all PR tools in communication through the digital world, because it is necessary for them to be part of it. One of the important segments is also the distribution of information that needs to be conducted in a way that’s targeted, and not random. It is necessary to use PR tools as much as possible in order to posit the required information, and truthful information is essential in order for communications to be at a high level.

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