Focus - The purpose of this conference is to gather communication experts who work in public administration and public companies to discuss strategies, tactics and communication processes.

Focus Conference
September 13-14, 2018, Terme Tuhelj, Croatia
Closer to people

The purpose of this conference is to gather individuals who work in public administration and public companies to encourage them to discuss strategies, tactics and communications processes.

About the conference

Countries in the South-East Europe have faced many changes during their transition. Today, due to the increasing influence of technology, communication is depending on numerous digital platforms. Furthermore, different generations perceive and use communication tools differently. In such environment, the public sector is exposed to criticism caused by the bureaucratic barriers and insufficient communication with the public.

Therefore, a public discussion on effective communication is needed more than ever, and some of the questions that should be addressed are: how to inform the public in a simple way, do politicians understand the importance of the transparent communication, what is their role and what should communication experts do in a public sector.

The International Focus Conference on innovation and communication in public administration and public sector companies presents the platform for connecting, exchanging knowledge and experience, and defining guidelines for new communication processes.

The motto of the conference is closer to people and it brings together representatives of both the public and the private sector. The mission of the public sector employees is to be closer to people by implementing simple and transparent communication with the purpose of working together for the better future.

One of the key elements is functionality which is based on exchanging knowledge and encouraging development through participation at the Focus. The initiative's wish is to gather all those who consider communication as a basis for information and its exchange, as well as an opportunity for creating new values.

The first edition of the conference was held on December 1, 2017, in Terme Tuhelj, and it represents a historical educational event as it is the first of its kind for its content and the target group of public relations experts that it has gathered. The second two editions of this educational platform were held on March 16, 2018, in Sarajevo and on June 5, 2018, in Belgrade. All three conferences together had a significant response from over 300 participants who had the opportunity to attend lectures by prominent regional and foreign public relations experts. The conferences discussed strategies, tactics and communication processes within institutions operating in the service of public administration.



The mission of the conference is to connect and educate individuals who work in public administration and public companies about the importance of communication processes.


The vision of the conference is to become a central event which will gather individuals from public companies and public sector from South-East Europe.


09:00 - 09:30

Registration of the participants

09:30 - 09:45

Ceremonial opening

  • Danijel Koletić, President of the Organizing Board
  • 09:45 - 10:45

    Practical examples

    • Charles Skinner, Director of Your Reputation Matters United Kingdom: "Ethics & Excellence in PR"
    • Marcus Chrysostomou, Senior Account Director at Westco Trading: "TBA"
    10:45 - 11:05

    Simon Ferjuc, Director of Tetida: "Perspectives of Development through EU Funds"

    11:05 - 11:30

    Coffee break

    11:30 - 11:50

    Lecture: TBA

    11:50 - 12:10

    Lecture: TBA

    12:10 - 12:30

    Introduction to the debate

  • One of the goals of this year's FOCUS conference is to achieve active communication between the participants. Therefore, we decided to begin the program content of mutual communication with six topics that will be covered by debate clubs. The debates will include a 30-minute introduction to the current state of affairs, issues and disadvantages in the public relations sector, followed by a debate between moderators and participants. Suggestions and ideas are noted, conclusions are drawn up and a joint presentation is prepared which will be presented from 16.30 to 18.00 pm to all other participants depending on the topic they chose to participate in. The debate should result in recommendations and guidelines on what should be covered by communication strategies for each area. We have come to the conclusion that, due to the transformation of communication, communication strategy documents need to be upgraded at all levels of public administration, where such do not exist.
  • 12:30 - 13:45


    13:45 - 14:30

    Debate clubs - 1st part*

    14:30 - 14:45

    Coffee break

    14:45 - 16:15

    Debate clubs - 2nd part*

    16:15 - 16:30


    16:30 - 18:00

    Presentation of conclusions of debate clubs

  • Moderators of the debate clubs will present recommendations on the content of communication strategy documents.
  • 16:30 - 16:45 Ermina Duraj (Media Relations)

    16:45 - 17:00 Vlatka Šelimber (Digital Communication)

    17:00 - 17:15 Melita Pavlek & Iva Saraga (Transparency and Finance)

    17:15 - 17:30 Jo Kempen & Rajko Šebek (Internal Communication)

    17:30 - 17:45 Ivana Đurić (International Relations)

    17:45 - 18:00 Mirela Holy, Ph.D., & Eleonora Albijanić (Education)



    21:00 - 23:30

    Guitar moments - Terra Lounge cafe

    *Debate clubs:

      "Media Relations"

    • Ermina Duraj, Head of the Public Relations and Protocol Department of Primorje-Gorski Kotar County
    • "Digital Communication"

    • Vlatka Šelimber, Advisor at the Office of the Prime Minister of the Republic of Croatia
    • "Transparency and Finance"

    • Melita Pavlek, General Secretary of the Croatian County Association, & Iva Saraga, Head of Business Communications and Marketing at the Croatian Bank for Reconstruction and Development
    • "Internal Communication"

    • Jo Kempen, Executive Director of the Office for Corporate Communications of the Croatian Post, & Rajko Šebek, Executive Director at the Montenegrin Electric Enterprise
    • "International Relations"

    • Ivana Đurić, Head of Communications Department at the Ministry for European Integration of the Republic of Serbia
    • "Education"

    • Mirela Holy, Ph.D., Head of Specialist Graduate Professional Study Business Communication Management at VERN' University, & Eleonora Albijanić, External Communication Specialist at the Montenegrin Electric Enterprise

    NOTE: Please indicate the name of the debate club in which you want to actively participate. Make sure you bring good ideas and positive energy with you.

    09:00 - 09:30

    Tihana Ela Kružić, Head of Analysis Department at Press Clipping Croatia: "Media Evaluation – How it Got so Complicated and How to Get out of It!?"

    09:30 - 10:00

    Danilo Moriero, Director of Communications at the Association of Italian Cities: "The Evolution of Communication in Italian Municipalities"

    10:00 - 10:30

    Krešimir Macan, Communication Expert: "Strategic Public Relations Messages in Public Administration"

    10:30 - 11:00

    Coffee break

    11:00 - 12:45

    Panel Discussion "Destination Branding"

    • Moderator: Katarina Miličević, Ph.D., Croatian Institute for Tourism
    • Participants: Mladen Baričević, Head of Jasenice Municipality and President of the Association of Municipalities in the Republic of Croatia, Božidar Antolec, President of the LAG Zrinska gora-Turopolje, Željko Burić, Mayor of the City of Šibenik (TBC)
    12:45 - 14:15


    14:15 - 15:15

    Practical examples

    • Amela Odobašić, Dip. CIPR, MCIPR, EACD, Head of Public Affairs at the Communications Regulatory Agency of Bosnia and Herzegovina: "Competencies of Communication Experts in Public Administration"
    • Prof. Nataša Krstić, Ph.D., National Academy for Public Administration of Serbia: "Integrated Communication in Public Administration"
    • Urban Kramar, Senior Public Relations Advisor at the Slovenian Municipality of Novo Mesto: "Everything Comes Back"
    15:15 - 15:30


    15:30 - 15:50

    Jelena Pavićević, CEO of Benefit Communications: "Why Should Lobbying be a Necessary Part of the Communication Strategy?"


    Digital hour

    • Josip Bukal & Nikola Ivančić, Code Vision: "My Digital City - Innovative Approaches to Achieving Sustainable Development"
    • European Directive on Digital Accessibility

    Ceremonial closing of the conference

    • Awarding the Certificate of participation

    *Note: the organizer reserves the right to change the program.

    • TBA - the name of the lecture will be announced later
    • TBC - confirmation of participation is expected

    Prices and Terms

    The price for one day participation is 792,00 HRK + VAT, and for two day participation 1584,00 HRK + VAT. Admission fee includes all lectures and lunch. The filled applications are to be sent via e-mail to After that, the organizer will issue the invoice which is to be settled no later than September 11, 2018. Exceptionally, the payment after the conference can be approved with a prior written request and explanation. In case of cancellation until September 1, 2018, the refund is possible. After that date, all delegates who are not able to attend the conference can send their replacement, with prior written notice. All participants of the FOCUS conference are also insured special accommodation rates on a half board basis at the hotel Well (4*) in Terme Tuhelj. Accommodation can be booked directly through hotel booking via the following link:


    Apriori World

    Florijana Andrašeca 18a, Zagreb

    T/F: +385 1 3099 526