The return of the PROACTIVE conference: Education and lifelong learning are the basis of the future of public relations
The role and responsibility of the PR practice of the future is to initiate and influence changes, but also to act towards social changes.
The education of communication professionals must be aligned with digital transformation, employer branding, the profession’s responsibility for populism and populism in political communication, cooperation with the media – traditional and new, but also media ownership and numerous other topics were the focus of the PROACTIVE 2022 conference, held in Jahorina from May 27 to 28. At the conference, the following contributed through lectures, panels and PROACTIVE world cafe workshops: prof. Dr. Dejan Verčić, prof. Dr. Ana Tkalec Verčić, prof. Dr. Alenka Jelen, prof. Dr. Asim Mujkić, prof. PhD Žaneta Trajkoska, PhD Dragana Đermanović, Vladimir Vulić, Voja Žanetić, Miloš Čirič, Robert Čoban, PhD Nela Kačmarčik, prof. Dr. Danijela Lalić, prof. Dr. Damir Jugo, Miloš Đajić, Jelena Kalinić, Šejla Ramović, Ksenija Renko, Pedja Ašanin Gole, Drenislav Žekić, Nejla Đonko, Hana Kazazović, Imran Šabanac and Ivan Ćosić.
During three days in May, PROACTIVE gathered the most eminent communication and business experts from Slovenia, Croatia, Serbia, Bosnia and Herzegovina, Montenegro and North Macedonia, in order to analyze the problems and the impact of dramatic changes in the past decade in the communication industry and help define new communication paradigms of strategic communication. The conference was realized with the support of the general sponsor Ascanuis media, as well as Coca-Cola HBC Adria and the Regional Chamber of Commerce of Banja Luka. Recordings of panel discussions are available on the playlist of the agency’s YouTube channel: .