As part of the PRO PR conference at Plitvice Lakes on May 4, director of Smart Kolektiv, Neven Marinović, held a lecture “Sustainability is not option, it is the only solution” . 

The lecture was related to various aspects of sustainable, ethical and responsible business, with the focus on professionals from the field of communications. Neven Marinović presented the importance of sustainable and responsible business from the perspective of communication management, the positive aspects of such an approach, but also the potential challenges and problems that can arise when a company does not behave responsibly or tries to present itself more responsible than it actually is. 

Under the program motto: “Green public relations, green responsibilities”, a three-day international conference for public relations took place from May 4 to 7 at Plitvice Lakes. More than 200 participants from 13 countries and 28 public relations experts participated through 17 lectures and 2 panels at this year’s 20th anniversary PRO PR conference. “The profession of public relations has experienced a digital operational transformation in the last 10 years, and now it finds itself in a new role, the role of one of the “guardians” of planet Earth. Every corporation, institution, event, every individual should have a greater responsibility toward green communication, education and implementation. We, the experts in public relations, will have to use our advice to influence and bring closer the importance of green responsibility through projects,” said the president of the organizing committee, Danijel Koletić, at the opening.  

Some of the lecturers were: Martin Nesirky, Director of the Information Service of the United Nations from Austria, Khaled AlShehhi, Executive Director of Marketing and Communications in the Government Media Office, from the United Arab Emirates, Mai Anh Le, regional manager for Global PR Hub from Vietnam, John Shield, Director of Communications of the BBC from the United Kingdom, Carlos Chaguaceda, Director of Communications of the Museo Nacional Del Prado from Spain, as well as numerous local and regional experts. As part of the PRO PR conference, the PRO PR Globe Awards were also given to the winners.