KUKA Sandro Baričević

Guest Sandro BaričevićHosted by Boris ŽivkovićMay 3, 2026

Sandro Baričević

About this episode

What you'll hear in this conversation

Sandro Baričević has lived through a seismic shift in how organizations speak to the world. With 26 years in corporate communications, including 17 at Coca-Cola, he’s seen the field evolve from the relatively predictable landscape of 1994 to the fragmented, social-media-driven ecosystem of today. He calls the difference 'almost unrecognizable.' Now leading his own consultancy, Equestris, Baričević offers a perspective sharpened by both global corporate experience and the hands-on realities of an independent advisor. He argues that while the core principles of communication remain constant, the methods for reaching audiences, influencing opinion, and measuring impact have changed fundamentally. This conversation explores what it takes for communicators to earn a seat at the leadership table, why 'two-way communication' is often an unachievable ideal, and how the strategic craft of narrative building has become more crucial than ever. You will walk away with a clearer understanding of how to navigate the complexities of modern communication, whether you're building a global brand or shaping a local message.

Insights from the conversation

What to take from this episode

The difference between public relations in 1994 and 2020 is 'almost unrecognizable,' as Sandro Baričević puts it. While the underlying principles of communication endure, the channels, audience fragmentation, and overall ecosystem have changed so profoundly that a constant re-evaluation of how to reach people is essential.

For PR professionals to earn a seat at the leadership table, Baričević says they must move beyond craft expertise and 'know how to discuss KPIs, metrics, and impact on business results.' Credibility with boards stems not from communication skill alone, but from demonstrating tangible contributions to the business strategy.

Bruning's theoretical model of two-way communication, though an ideal, is 'almost impossible to achieve paradigmatically' in practice. Public relations is inherently asymmetrical because an organization always represents a specific position, making the practical goal to manage that asymmetry to a tolerable level, rather than to eliminate it entirely.

Viewing public relations as merely a part of marketing communication is 'technically okay, but that's not what PR is.' Sandro Baričević defines PR's distinct role as establishing the core narrative and 'crucial set of messages' that resonate with a specific 'swing population' — making it a foundational element that precedes and informs marketing efforts.

Integrated communication, or '360-degree communication,' is the 'only correct path' because it is 'multifocal and multidimensional.' It demands addressing audiences and opportunities through every possible touchpoint, from traditional PR and marketing to the actual point of purchase or service delivery.

Despite the trend of shortening news and communication formats, the core challenge for communicators remains what it was in 1994: distilling your message into a clear, strategic 'soundbite.' This short, precise evidentiary statement is what truly ensures a message is conveyed effectively through any medium.

Sandro Baričević's transition from 17 years at Coca-Cola to running his own agency highlights a fundamental shift: from managing global systems and leveraging existing materials to owning the entire communication process. Leading an agency requires becoming a strategic advisor who ensures proper identification of purpose, audience, and desired outcomes, along with rigorous message testing and evaluation.

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