Focus Conference
Octobar 17 and 18, 2019
Terme Tuhelj
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 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 an 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 1st of December 2018 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. Meantime, due to the great interest, the FOCUS Conference was held in the countries of the region, on 16th of March 2018 in Sarajevo and on 5th of June 2018 in Belgrade. The fourth, two-day edition of this educational platform was held again in Terme Tuhelj, on 13th and 14th of September 2018. All four conferences together had a significant response from around 500 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.


08:15 - 08:45

Registration of the participants

08:45 - 09:00

Ceremonial opening

  • Danijel Koletić, President of the Organizing Board
  • Žarko Simović, Member of the Organizing Board for Serbia
09:00 - 09:15

Dražen Maravić, Director of the National Academy for Public Administration of Serbia: "Strategic Guidelines for the Activities of the National Academy for Public Administration"

09:15 - 11:00

Panel discussion "Digitalization of Public Administration and Public Companies"

  • Moderator: Gabrijela Petković Jovanović, PR Manager at The Serbian Business Registers Agency
  • Participants: Lea Stoiljković Medved, Head of Media Relations and Online Communication Service of the City of Rijeka, Nataša Krstić, Professor at the Faculty for Media and Communications, Amela Odobašić, Dip. CIPR, MCIPR, EACD, Head of Public Affairs at the Communications Regulatory Agency of BiH, Dragomir Petronijević, Member of the City Council of the City of Belgrade
11:00 - 11:30

Coffee break

11:30 - 13:00

Panel discussion "Communication Transformation of Public Administration - Expectations and Opportunities"

  • Moderator: Goran Pejčić, Editor-in-Chief of Local News Program at Radiotelevision of Vojvodina
  • Participants: Vlatka Vučić-Marasović, Assistant to the Head of the Zadar County Prefect's Office and Information Officer at the Department of Public Relations, Melita Pavlek, General Secretary of the Croatian County Association, Mak Kapetanović, Communications and Political Policy Officer at the Embassy of the Netherlands in BiH, Ivan Radak, Public Relations Advisor at the National Alliance for Local Economic Development
13:00 - 14:15


14:15 - 15:45

Practical examples

  • TBA
  • Aleksandra Tijanić, Head of the Information Department of the City of Kragujevac: "Examples of Communication of the City of Kragujevac"
  • Danilo Burnač, Director of Maribor Water Distribution System Company: "Communication Strategies in the Maribor Water Distribution System Public Company"
15:45 - 16:00


16:00 - 17:30

Panel discussion "What Does Media Expect from Public Administration and Public Companies in a Two-Way Communication?"

  • Moderator: Jovana Važić, PR and Communications at the National Academy for Public Administration of Serbia
  • Participants: TBA

Closing of the Conference

  • Awarding the Certificate of participation

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

Prices and Terms

The registration fee with VAT included is 12,000 RSD. Admission fee includes all lectures, lunch, and coffee break. The filled applications are to be sent via e-mail to After that, the organizer will issue a quotation which is to be settled within 7 days. The deadline for applications is February 22, 2019, which is also the deadline for settling the invoice in order to participate in the seminar. In case of cancellation until February 1, 2019, the organizer will return paid funds. After that date, all delegates who are not able to attend the conference can send their replacement, with written notification. Exceptionally, the payment after the conference can be approved with a prior written request.


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