The panel featured Sandra Križanec from N1 Television, Aleksandra Orlić from Cosmopolitan, and Tea Romić from Grizli Communications.
As part of the course on Media Relations and Public Relations Techniques , experts from the media and communications industry held a mini-panel on the topic of "cooperation between journalists and PR experts" for VERN's undergraduate students in Public Relations.
The panel featured N1 television journalist Sandra Križanec , Cosmopolitan editor Aleksandra Orlić , and PR senior specialist from the Grizli communications agency Tea Romić . Lecturer Marija Slijepčević explained that the goal of this panel discussion was to show PR students how to create and maintain a relationship between two parties, what mistakes occur, and how to be proactive in your work.
Aleksandra Orlić emphasized that the foundation of a good relationship between journalists and PR professionals is open problem-solving and honest communication, especially when it comes to news with negative connotations.
Sandra Križanec pointed out trust as the basis of good relations, but added that PR professionals of the new generation should teach their clients the difference between free and paid publicity.
The guests also gave the students useful advice on strengthening cooperation between these two professions.
"If a journalist meets PR's needs several times, then they expect the same in return." - Sandra Križanec.
"Even well-written press releases need to be adapted to the medium they are written for and supplemented with our own insights, discoveries, and interpretations in order to differentiate ourselves in the market and offer the reader extra value." – Aleksandra Orlić.
"The job of PR professionals is not to explain to journalists in depth about a certain topic, but they are expected to be at least minimally informed about the topic they are writing about." – Tea Romić.
At the end of the panel, the guests told the students that they should always be different, persistent and noticeable, proactive, ethical and up-to-date (especially with media contact lists), and try to gain practical experience while still studying.
(collaborator: Matea Marasović)
