Are you ready for changes?

05/23/2023   •   Agency news
Are you ready for changes?

It is no longer enough for brands to support corporate values. It is expected of them to demonstrate those values clearly and loudly on a daily basis. The expectations of consumers and users are increasing, as is their awareness of the environment. That can be an opportunity for companies and brands to stand out, and a big risk if they do not notice it in time.

Social responsibility is an area that has experienced great expansion and growth in significance, and today it includes the big trio: CSR (corporate social responsibility), ESG (environmental, social & governance), and DEI (diversity, equity & inclusion). And no, that is not social responsibility rebranding, but fundamental change that for PR teams in companies and agencies, represents an earnest field of learning and understanding complete framework and cooperation with other teams. Only in this way can we expect tangible results and real and transparent support for a positive impact on the environment and communities. Awareness and consistency in the topics that companies advocate and supported imply authenticity and a strategic approach.


The pandemic was an accelerator of ever greater integration of internal and external communication. We know that the principle of silos does not contribute to efficiency, and we see that „mixtern“ communications are indeed justified business-wise, as a strategic partnership of teams that ensures consistent narrative and prompt communication through all channels and with all target groups.

Mixtern communication contributes to business plan realization and has a large potential for dialogue, which is crucial for the existence, success, and growth of companies. Similar to the pandemic, closer cooperation of internal and external communication teams is expected during the recession. And our vote goes to mixtern communication to become and remains the new normal.


No, we are not (only) referring to their visibility and promotion in front of companies, expert articles, and thought leadership. More and more CEOs and top managers are involved in PR strategies and results. That shows the growth of the credibility of the profession and the significance of the reputation of companies and brands for business performance.

Based on experience, we are glad that times are over when PR was thought of only after an issue or crisis occurred. Today, we are involved in a strategic dialogue with top management, we launch projects, initiatives, and topics, deliver creative ideas, analyze potential risks and measure results precisely.


We live in a dynamic world. Whether it is social, economic, political, or ecological challenges, they all influence PR campaigns. The evolution of technology has opened the door to new communication channels and information exchange. Digital PR is in full swing, as consumers, both current and potential, use social platforms more than any other channel. In order to remain relevant and ahead of the competition, brands use social media as a tool to enhance their brand story and create an emotional connection with their target audience.

Successful brands connect with consumers, support their activism, and contribute to issues that matter. That is how brands essentially connect people with the same or similar interests and stances. It is important for consumers to feel that brands track their needs and create products in accordance with those needs, but differences as well.

In terms of communication, content that humanizes the brand is attractive to consumers. Consciously or not, they want to see the people behind the company or brand, in direct communication. For example, if a CEO or an employee regularly use social platforms, the audience has more trust and connects more easily with the brand, sensing that there are real people behind it.

On the other hand, to connect with consumers, brands have to understand and use their target audience’s language. To achieve this, they listen – literally, but also through analytics. It’s up to communicators to create strategies and direct the communication of brands and companies to be understandable, attractive, and in accordance with the feelings, desires, and needs of the users, and towards platforms where users are located, so that the dialogue is established and endures.


We are witnessing an increasing challenge for companies, from all industries, to retain employees. A company needs to take care of its role in the world, be inclusive, adhere to ethical principles and communicate transparently, and actually do everything it promises. Employees’ trust is acquired through internal, but also external communication.

New generations are arriving. Gen Z is born in a digital world, they have a different attitude towards life, environment, and business, which means that companies have to make their working surroundings attractive, to attract and retain them. And they are the ones bringing change, the ones who will run not only a business but the world as well in the following years.

This article is written by Tamara Bekčić and Milena Avramović Bjelica, CEOs and Co-Founders of the Chapter 4 PR agency, for the first issue of Marketing mreza magazine.