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I want us to be good in a highly developed market, in conditions of strong competition and awareness of the responsibility of communication

12/29/2020   •   Blog
I want us to be good in a highly developed market, in conditions of strong competition and awareness of the responsibility of communication
How would you rate the year behind us in the field of market communications in Serbia? What did the crisis of 2008 teach us and what the one of 2020?
Considering what the year was like, and especially the circumstances in which we worked and created non-stop, I think the profession really showed its finest. There are many examples. From the point of view of the Chapter 4 agency, the year was filled with solidarity and extraordinarily creative projects designed in, literally, the most difficult circumstances. This year, we also won the DSOJ Award for the best PR agency in the category of small and medium-sized agencies, which is an additional, independent confirmation of how I see our work, even in times of great challenges. Due to the global financial crisis in 2008, we learned to be creative with much smaller budgets. The year 2020 was a kind of RESET, a return to essential values.

The phrase "Make the LOGO bigger" is well known in our profession. When you look at our industry in the years behind us, how would you replace the word LOGO?
This year I would definitely replace the word LOGO with RESPONSIBILITY. We and our clients have demonstrated responsibility on a daily basis, on a personal and professional level, but also towards society, through support to the health system and the most vulnerable. After all, the Marketing Network is also a great example of responsibility, especially this year, and it deserves all the praise.

How would you assess interpersonal relations in the PR industry in Serbia? In your opinion, is there solidarity in the profession?
Solidarity is not a matter of profession, but of individual awareness. Here’s how I think: if we already aim to be the best at what we do, then we should live those attributes, not demonstrate them selectively. In addition to the DSOJ Recognition, this year we received the award of the Serbian Philanthropic Forum and the B92 Fund for assistance during the pandemic. I am extremely proud that the Chapter 4 PR team has been so engaged and dedicated to both society and clients.

On the other hand, I am looking forward to someone else's success, because I want to be good in a highly developed market, in conditions of strong competition and high awareness of the importance and responsibility of communication.

On a scale from 1 to 10 - how much is the PR profession valued in Serbia today?
In my opinion - 10. We work with clients who highly value the public relations profession - they understand the importance and count on our support in their business plans. The pandemic  confirmed this only further.

From 2021 I expect…
Good health, responsibility, solidarity and progress.

The interview was initially written for the BUSINESS AND TRENDS 2020 series of texts initiated by the Marketing Network.