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Marina Čulić Fišer
Episode · #220

KUKA Marina Čulić Fischer

Guest Marina Čulić FišerMay 3, 2026
About this episode
What you'll hear in this conversation

Marina Čulić Fišer has spent decades at the intersection of business, politics, and society, navigating the ever-shifting landscape of public relations. As the head of one of Croatia's leading communications agencies, she understands that while the tools of influence constantly evolve, the core principles of effective communication remain steadfast. She challenges the notion that new technologies redefine the entire discipline, arguing instead that they are simply new channels for an enduring practice. Her insights reveal how moments of crisis, like the recent pandemic, can reshape public expectations of brands and influencers, demanding a new kind of authenticity and solidarity. You will hear how these pressures are not only changing what we say, but also how we say it, even as the fundamental task of understanding an audience and crafting a message endures.

Insights from the conversation
What to take from this episode
01
Marina Čulić Fišer observes that while digital transformation has profoundly changed communication channels and tools, the fundamental work of PR—understanding the audience, the topic, and how to frame a message—has remained constant. New technologies alter the delivery, not the underlying craft; mastering the medium is secondary to mastering the message.
02
Asked if social media are 'the new PR,' Marina Čulić Fišer firmly states they are merely new channels. PR, she argues, is a professional discipline with a century of theory and practice. Conflating a communication channel with the entire discipline risks underestimating the strategic depth and historical context of public relations.
03
While social media offers unprecedented reach, Marina Čulić Fišer points out that traditional media still hold a credibility and reputation that social platforms, designed for personal expression, often lack. The power of direct influence through social media is real, but it doesn't replace the established trust and professional standards inherent in traditional journalistic outlets.
04
During the lockdown, people reacted with anger to influencers posting 'unrealistic photos' from archives, demanding solidarity and real-world relevance. Crises amplify public demand for authenticity and empathy, rapidly exposing brands and personalities who fail to align their communication with the collective sentiment.
05
Despite platform algorithms pushing video and external perceptions of its dominance, Marina Čulić Fišer notes that very few influencers have actually shifted to video formats due to higher production costs and infrastructure needs. The perceived adoption rate of new content formats can be misleading; real-world implementation is often slowed by the practical and financial demands of production.
06
Facing a 15% drop in media investment in Croatia, including digital advertising, Marina Čulić Fišer identifies innovation as the critical factor that keeps communications agencies, and all industries, viable. In a contracting market, especially when even digital channels see a decline, the ability to innovate moves from a competitive advantage to a fundamental requirement for survival.
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