The development of the technical part of communication is reaching incredible levels and along with the psychological aspect, it is no doubt that the future of our industry and communications will be something interesting to be a part of
During her 17 years of public relations work, Nevena Kurtovic has collaborated with more than 200 international and domestic clients, covering all areas of communication, including crisis management, corporate communications, corporate social responsibility, strategic planning, social media and integrated campaigns.
In which communication segment are changes most likely to occur?
— I would have to say that change occurs in all communication segments and I suppose the logical answer is that digital is where we see the fastest change. The constant changes have most influenced the way that we communicate, and we see even generations that have spent most of their lives in the analog time, adopting behavioral changes. In that sense, upcoming generations are the ones setting the trends for the older generations. That in itself is a shift that is huge. I, however, think that regardless of the fact that the technological side of communications is growing so fast and strong, we as people need to work on the psychological side – we still need to learn and “upgrade” ourselves so that we can keep up with our surroundings.
What is the secret in successful communication? These days with the sea of information which the common person is exposed to.
— That is indeed a complex question. Yes, we have so much information coming in from all sides and it is indeed sometimes very hard to differentiate your message amongst all the messages and content. I would not say there is any exceptional secret or formula. I think the key is in the two way communication we can have with our target audiences. As in everyday life, if we do not hear the other side, communication leads nowhere.
What is your agency focused on? How do you fight for clients?
— We are focused on creating long term partnerships with our clients with whom we work together to create the best possible solution for all of their communication needs. Working with dedication, constant involvement, continuous learning and two-way communication, the time has proved that this is the recipe that is in line with our clients’ needs.
How do you imagine the communication of the other half of the 21st century?
— I see every day as a new starting point from which changes in the way we think, communicate and act occur. The development of the technical part of communication is reaching incredible levels and along with the psychological aspect, it is no doubt that the future of our industry and communications will be something interesting to be a part of.