
Lecture delivered by Ksenija Renko on “Anti-corruption campaign”, as means of a solution to prevent corruption in countries belonging to the region, meant the opening of the 6th Proactive Conference on Kozara, where numerous experts in communication and media from the entire region gathered. Corruption is a harmful social phenomenon which undermines basic social values and causes lowering of income per capita.
The fact is that Bosnia-Herzegovina is a country with high level of corruption, according to many indicators, which points to the importance of raising awareness about the necessity of changes. As a wholesome introduction served a short report concerning corruption in Croatia, and in countries determined to deal with this problem. Anti-corruption steps and the most significant campaigns aimed at raising awareness of this issue were presented. Number of Internet users is growing steadily day after day, which opens plenty of new communication channels. The Internet offers a string of amazing tools which enable realization of strategic goals.
“Usage of new media in political communication” was a theme of the second lecture at Proactive, presented by Krunoslav Vidić. Last year being elective year in Croatia, the presentation focused on a pre-election campaign organized in Croatia. Campaigns for twelve candidates for the Croatian President were presented, and they were realized through mediation of social networks, Web pages and new media, whereas advice was offered on how to achieve best use of possibilities provided by the Internet.
Then Dragan Varagić spoke of “The way to distribute announcements through the Internet”, and the Conference participants could learn about the essence of an Internet service for distribution of announcements PRobjave.com which exists in Serbia for over a year, how to improve the position of announcements on the search engine, and how important is optimization of key words in announcements for better positioning on search engines. Also anticipated was the first Internet service for distribution of announcements in BiH PRobjave.ba. About significance and possibilities provided nowadays by online media spoke Marko Rakar, sharing with the attendants experiences garnered through creation and realization of an online campaign for Ivo Josipović, President of the Republic of Croatia.
The first step in the campaign was branding, and then tools which would serve for reaching the final objective were selected. In an elective year spirit, the first day of Proactive was successfully completed in a panel discussion regarding political communication in Bosnia-Herzegovina and the region. This discussion was led along by Miloš Đajić,
Srđan Puhalo, Marko Rakar, Krunoslav Vidić and Peđa Ašanin.
The second day kicked off with a lecture by Dubravka Jusić about “Communication in times of crisis”. Each company can be found in a crisis situation, and the case study of a solid crisis communication was presented.
Drenislav Žekić made a premiere presentation of the project “My response”, a Web page where it will be possible to denounce media announcements. “My response” will enable quick reaction and to present “the second side” to a story, therefore the visitors of a Web page will acquire objective image of the situation.
Miloš Đajić presented the project “Regional actions and cohesions in the environmental field”, sharing with the attendants his experiences garnered during realization of this project, as well as tactics used in order to accomplish previously formulated goals.
Božo Skoko spoke about the importance of image in public relations departments within companies, countries and governments on international level, and about their efficiency. Skoko claims that poor knowledge of a culture is one of the obstacles in international relations, and in creation of a PR strategy for clients alike. It is very important to assess quality of information publicized, and pay attention to stereotypes, history and experience, when influence on public opinion in other countries is intended. The image of the Balkans is still stereotypic, and thus it causes trouble to certain countries to stand out and improve the image.
In order to be able to communicate with others, it is necessary first to be able to communicate with yourself – this was the theme of Miloš Ćirić’s lecture.
High quality establishing of a two-way communication in business is possible when thoughts and plans are sensible and optimistic. PR crew gained many tips on how to ease their work, but also how to fulfill the objectives.
At the end of Proactive’s second day, attendants were delighted by Dr Feelgood’s energetic lecture concerning a healthy lifestyle and healthy diet.
President of “Color Press Group” Robert Čoban made in his presentation an intersection of popular magazines, worldly and regional ones, which had been put out due to bad business and decreasing budget, while he also presented his experiences in conducting business in years of crisis.
Eldina Knez spoke about European issues of significance for domestic public. With an example of introducing vignette in Slovenia, participants were presented pressure and obstacles, as well as ways of efficient communication with the public.
Dragana Đermanović held a lecture entitled “Information in era of conversation” and thus closed the sixth Proactive. To participants she offered concrete advice regarding online communication.