Importance of communications in strategic management

At the international PRO PR conference under the auspices of Primorje-Gorski Kotar County and the City of Crikvenica titled Leadership in communication, which was attended by more than 30 speakers and panelists from 12 countries, Gordana Kovačević, President of Ericsson Nikola Tesla, shared her experience as a visionary leader in the ICT industry and strategic management. PRO PR Talk with Gordana Kovačević was held by Ranko Petrušić, founder and director of the Banjaluka.com portal and the digital agency InfoARS, who has extensive experience in digital strategy, crisis communication and platform development.

During the conversation about her personal story from a scholarship holder to the president of the company, the complex projects she worked on, the functions she performed in the company and the global corporation, leadership challenges in times of crisis, how to build strong external and internal communication in a large system, the culture of innovation and talent development and the impact of new technologies on the PR industry, an insight was given into what authentic, effective leadership looks like in a rapidly changing world – and why communication remains at the center of every important decision.

She answered interesting questions asked by conference participants.

“We can all be leaders in our profession, the key is that you are responsible and love the work you do. True leaders are those who set standards, lead change, and continuously innovate,” said Gordana Kovačević and continued: “As a leader, you must demonstrate values and be part of the team, provide support, and get involved in solving complex situations. “Without open, two-way, clear and transparent communication towards all stakeholders, there is no leadership.” 

Speaking about the future of digital communication and the role of PR in the era of 5G networks, artificial intelligence, and modern technologies, Gordana Kovačević encouraged PR experts to respond quickly to changes and adapt to trends, and to use new technologies to create authentic and engaging stories.

“Always lead with your mind, but also with your heart because emotional intelligence is very important…and on your path of development, never forget the human component,” said Gordana Kovačević at the end.

President of the PRO PR Conference Organizing Committee Danijel Koletić thanked Gordana Kovačević for her participation as well as motivating and inspiring messages.