Send RSS Feeds

PR is a business science that faces an accelerated evolution. According to Bozidar Novak from SPEM Communication group, PR was firstly limited to media relations and press clipping activities, and then it continuously grew with the demand for advanced communication knowledge within variety of industries. To put it simply, in the past the Public Relations agencies did 80% of their work directly managing contacts with media and supplying them stories, nowadays well over 50% of expert communication consultancy time goes to educating and leading the top management of the client.

The businesses a modern company is involved to, effects much larger scope of interested parties that have more communication powers than ever, so the client’s of today’s Public Relations agencies need more communication consultants than in the past. Public Relations people like Bozidar Novak have are in a role of strategic partners with client’s executive board, making client’s life easier once a crisis situation happens. They are needed as prevention experts more than for cleaning up after the crisis already occurred. Public Relations, where issue management, crisis communications and lobbying are represented, are not in vane called “relations”.

Bozidar Novak like many other key issue management experts worldwide, strongly supports the idea of Public Relations becoming more integrated into highest management structures, because that is the only way to timely navigate the client through different communication pitfalls. The reputation has a “best before” date, and this date is just before the crisis happens. There is too much on stake for a responsible company to gamble with its international image, and there are good financial reasons why not to do it as well. Communication errors are simply unacceptable. In era where a single bombastic piece of story circles the world several times in a second, the reputation is a fragile capital.

Bozidar Novak SPEM of SPEM Communication group helped several companies in SE Europe to realize how important is to always keep a watchful eye on one’s reputation, however urgent other business fields may be at the moment. A simple but strong recognition, stated in Bozidar Novak book called “Crisis communications and issue management”, is that if a company, socially strongly integrated, loses its image, it loses all. Well over two decades of professional involvement into Public Relations and issue management, made Bozidar Novak one of the most respected PR professionals and lobbyists in SE EU.