The owner and director of the PR agency Manjgura introduced final year public relations students to agency practice.
As part of the teaching of the Public Relations Agency course, which is being conducted at the undergraduate Public Relations program at VERN' University, Krešimir Macan , one of the most successful Croatian public relations experts and director and owner of the Manjgura agency, was a guest speaker.
The prominent communicator and one of the most successful so-called Croatian spin doctors introduced the students to key aspects of the practice of agency business in Croatia in correlation with the theoretical knowledge acquired in the course. The students thus had the exclusive opportunity to get answers to all their questions through the staging of everything they learn about in the course, from real projects and success stories that Macan has worked on throughout his career.
Some of the main topics covered in the lecture are: segmentation of strategic and tactical public relations, approach to clients depending on their specialization, niche and needs, and analysis of the hierarchy and structure of employees in public relations agencies. As part of the lecture, the renowned PR man presented some of his projects to the students and, through their analysis, vividly presented individual techniques and tools of public relations in real use, such as guerrilla methods, the application of legal aspects in public relations, election campaigns and others. The attractiveness of this lecture was also contributed by the fact that the students were well acquainted with Macan's work, so they could ask him a number of concrete questions, challenges and creative solutions in the profession.
Students were also told that it is important to follow communication trends and adapt to new technologies and communication channels. The part of the lecture that discussed the reputation of the public relations profession and the relationship between clients and agencies was particularly interesting.
The students themselves were convinced during the lectures that Krešimir Macan is an exceptional communication expert, since his communication style was tailored specifically to them, and with this long-standing approach, he undoubtedly contributed to the quality of education in this field in Croatia.
(collaborator: Marita Čatić)
