A Discussion on International Sustainable Communication by Blaž Ferenc and Iris Koleša at PR Theatre
Assist. dr. Iris Koleša from CIR and Blaž Ferenc, corporate communication and sustainability director at A1 Slovenia and Serbia, discussed international sustainable communication at this year's PR Theatre (orig. PR teater) – a conference on public relations organised by students from SS PRSS. In their conversation, they touched upon corporate sustainable projects, their efficient communication, and the adaptation of communication practices to the turbulent international environment.
Mr. Ferenc stressed that effective and efficient sustainable communication focuses on awareness raising regarding societal and environmental issues and achieving positive change rather than on visibility and recognisability of businesses or individuals. He highlighted several A1 projects following this principle, including the project 'The World as you wish it to be' that established community decision-making on allocation of funds to various socially responsible projects in the fields of education, ecology and health in Serbia. He also presented the ‘Cyber smarties’ project (orig. Spletne brihte) conducted by A1 and the Safe Internet Institute (orig. Zavod Varni internet) in Slovenia aimed at educating pupils on hidden traps of the Internet. Within the latter, 15.225 pupils achieved a Guinness World Record by filling out an online quiz – and many more joined the classes.
The speaker also shared experience with crisis management during the Covid-19 pandemic, rebranding of Slovenian and Serbian firms, and adjustments to new technologies such as artificial intelligence by communication specialists.
Photo: PR Theatre