Marina Bolanča Radunović
Episode · #354
KULTURA KOMUNICIRANJA Marina Bolanča
Guest Marina Bolanča RadunovićHosted by Boris ŽivkovićMay 3, 2026
Marina Bolanča Radunović
About this episode
What you'll hear in this conversation
When the COVID-19 pandemic first hit, communication agencies faced a freeze: clients canceled, events vanished, and the future was uncertain. Yet, Marina Bolanča Radunović, director of Abeceda Komunikacije, describes a different experience for her firm—one of growth, deeper client relationships, and strategic expansion. She argues that during the crisis, communication channels didn't fail; rather, the messages themselves became confusing and inconsistent. This conversation explores how her agency navigated extreme uncertainty by prioritizing clear guidance and adaptability, offering a candid look at what truly matters when the world shifts beneath your feet.
Insights from the conversation
What to take from this episode
01
In March 2020, as 'cancelation emails' flooded inboxes, Marina Bolanča Radunović recalls a moment of paralysis for the communication industry. Her agency's response was not to halt, but to adapt rapidly, understanding that 'we simply had to stop for a moment, but not too long, because our business didn't allow it.' When the world shifts, your business model needs to be agile enough to pivot, not just wait.
02
While many client-agency relationships strained during the pandemic, Abeceda Komunikacije saw theirs 'improve and deepen.' This happened because clients sought new solutions, and the agency provided them, brainstorming and strategizing together. A crisis doesn't necessarily break client trust; it often deepens it for those who can offer reliable guidance and partnership.
03
Marina Bolanča Radunović argues that during the pandemic, 'communication channels didn't fail; I believe communication messages failed first.' Confusing and inconsistent messaging from official sources eroded public trust, despite the availability of platforms. People don't just need channels; they need a consistent, reassuring voice to guide them through uncertainty.
04
During the crisis, Abeceda Komunikacije not only survived but grew financially and in employee count, strengthening its position by operating from one office across three markets: Slovenia, Croatia, and Bosnia and Herzegovina. This model, using local employees rather than partner agencies, offered a 'flexibility and different pricing structure' that proved resilient. When facing market disruption, centralizing operations while maintaining local presence can create a more resilient model than relying on external partners.
05
Asked if the crisis made people 'better or worse,' Marina Bolanča Radunović suggests it 'just showed our true colors.' The rise of social media, allowing 'everyone to be a kind of media,' amplified disparate opinions, leading to confusing messages and misplaced trust. Crisis doesn't change human nature; it merely reveals it and provides new platforms for its expression.
06
Early in her career, Marina Bolanča Radunović had two computers on her desk: one a functional terminal, the other an unused box, while a secretary transcribed documents for faxing. This 'time before email' highlights how rapidly communication tools evolve. What was once a manual, human-dependent process quickly becomes an invisible utility, demonstrating the relentless pace of digital transformation.