KULTURA KOMUNICIRANJA Ana Tkalac Verčić

Guest Ana Tkalac VerčićHosted by Boris ŽivkovićMay 3, 2026

Ana Tkalac Verčić

About this episode

What you'll hear in this conversation

The world is currently navigating not only a health crisis, an economic crisis, and potentially a political one, but fundamentally, a communication crisis. The effectiveness of public relations in such moments moves beyond mere image management; it becomes a critical function in mitigating long-term societal consequences. Ana Tkalac Verčić, President of the Croatian Public Relations Association and a Professor of Marketing at the Faculty of Economics in Zagreb, brings a distinctive perspective to this, having traversed a career from psychology to marketing, and finally to a doctorate in communication. She challenges the conventional understanding of PR, arguing for its ethical core, its two-way nature, and its strategic breadth beyond media relations. This conversation will prompt you to reconsider the true scope and responsibility of public relations, especially in times when clear and credible communication is paramount.

Insights from the conversation

What to take from this episode

The current global situation, encompassing health, economic, and political challenges, is fundamentally a communication crisis. Ana Tkalac Verčić observes that "good, smart, and credible communication from politicians and experts" has significantly helped mitigate potential problems and long-term consequences. This reframes public relations as an essential function for tangible societal outcomes, not just perception management, especially in critical times.

As a professor, Ana Tkalac Verčić insists that "only two-way public relations make sense," even if some practitioners might find real-world application challenging. She emphasizes that long-term success in communication depends on dialogue, a willingness to listen, and the readiness to adapt behavior. Presenting an image without an openness to change is, in her view, a strategy doomed to fail.

The guest argues that the quality and transparency of public relations are directly influenced by the audience's demand for information. She states that "the more informed voters, consumers, and users we are... the better those brands, products, and politicians will be" in their communication. This suggests that a discerning public is a powerful driver for more ethical and informative PR practices.

While natural talent in communication is beneficial, Ana Tkalac Verčić highlights that PR also demands strategic thinking and research, which specialized education provides. She notes that many experienced professionals come from diverse backgrounds like psychology or journalism, but for new generations, a structured education is crucial for navigating ethical complexities and managing challenges like misinformation.

Drawing from her discussions with journalists, Ana Tkalac Verčić firmly believes that "media cannot be manipulated." She rejects the notion of PR as a tool for mass manipulation, asserting that the most effective way to influence media relations is by consistently performing good work, which will organically be reflected in media coverage.

The guest points out that her public relations textbook dedicates only one of its fifteen chapters to media relations. This specific detail underscores that the discipline of public relations extends far beyond just interacting with journalists, encompassing a much broader range of strategic communication functions.

Journalists often express frustration with young PR professionals who fail to research a reporter's specialization before sending pitches. The guest suggests that "quality PR professionals and quality journalists build quality relationships" based on mutual understanding and respect for expertise. Effective media relations, therefore, stem from informed and targeted engagement, rather than a broad, undifferentiated approach.

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