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Ankica Mamić
Episode · #233

KULTURA KOMUNICIRANJA Ankica Mamić

Guest Ankica MamićHosted by Boris ŽivkovićMay 3, 2026
About this episode
What you'll hear in this conversation

The pandemic didn't just bring a health crisis; it exposed a global communication vacuum. With no historical precedent for a complete economic halt, established playbooks became irrelevant, leaving room for both vital information and widespread misinformation. Ankica Mamić, owner of the leading communication management agency EMC and a pioneer of PR in Croatia, observed this shift firsthand. She found that while the initial response in Croatia was surprisingly adept, the subsequent months revealed a rapid decay in credible, consistent public messaging. She argues that instead of recognizing the heightened need for clear communication, many companies defaulted to cutting PR budgets — a move that she believes jeopardized trust and future stability. Mamić's insights offer a stark look at how communication strategies either make or break an organization during times of unprecedented uncertainty, and what it truly means to manage a message when no one has all the answers.

Insights from the conversation
What to take from this episode
01
Mamić highlights that unlike wars or the Spanish Flu, the pandemic brought a total halt to economic activity, a 'completely new challenge' unprecedented in history. When there's no historical playbook to guide action, the vacuum of official clarity is quickly filled by informal messages and what is now called 'fake news.'
02
While Croatia's communication during the initial lockdown was 'relatively good,' Mamić notes it quickly deteriorated as 'that point of trust' was lost. Effective crisis communication relies on a single, credible voice; when that consistent authority dissipates, public confidence erodes rapidly.
03
Despite the heightened need to retain customer and client trust during the crisis, Mamić observed that Croatian companies still reflexively slashed PR and advertising budgets. Cutting communication budgets in a crisis is a false economy; investment in internal and external communication becomes most critical for long-term trust and stability.
04
Mamić recounts how her voluntary third-pillar pension savings significantly decreased after the crisis began, yet her fund provided 'absolutely no attempt at communication.' Even sophisticated financial institutions often fail at basic client communication during market turbulence, missing a critical opportunity to explain complex situations and reassure members.
05
Using the proverb, 'in the cobbler's house, the shoes are the worst,' Mamić describes how the PR profession in Croatia has 'failed to build its own reputation,' focusing instead solely on clients. An industry dedicated to shaping the public image of others can neglect its own standing, leading to a public perception of PR professionals as mere 'spin doctors.'
06
Mamić points out that Croatia is one of the few countries where communication experts are rarely members of company management boards, unlike a brief period of economic growth in the 2000s. When communication strategy is not represented at the highest decision-making levels, it remains a tactical function, limiting its ability to influence overall business direction.
07
As an employer, Mamić observes vastly different levels of student competence and notes a 'general phenomenon of superficiality,' with some communication directors (especially in the public sector) being 'functionally illiterate.' Despite the proliferation of formal PR education, a significant gap persists in fundamental literacy and communication skills among professionals.
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