We live in a time of unprecedented opportunities, but also unprecedented challenges for communicators. Editorial decisions, texts written by AI, fake news, and super elections are just some of the topics of this typically atypical festival.
Is editorial work mostly determined by format or media policy? What does technological advancement mean in the context of political campaigns? How do PR professionals operate in the era of artificial intelligence? Does native advertising deceive users or help them find more tailored content? What financial and technological obstacles do media face in the age of content hyperproduction? These are just some of the questions that will be addressed in engaging discussions at DK2024, which will be held for the first time in four festival halls in Rovinj on 11—14 April in its tenth edition. The schedule has already been published, and take a peek at what we’re up to this year!
[DK SPOTLIGHT] SECRETS OF THE EDITOR’S PICK
If you want to find out who or what controls editorial decisions, how objective they can be, and especially how much influence viewers or readers (read: clickbaits) can have, join us at DK2024. You know we don’t sugarcoat anything. Is editorial work mostly determined by format, ownership, politics, or advertisers? Why don’t new generations trust the media (and editors), and why did none of the current editors want to participate in this discussion? Damir Ciglar (designated driver, Imago Ogilvy; HURA and IAB Croatia Member) and Boris Trupčević (consultant, TNT Media Lab) will discuss these (and other) topics in an intriguing segment [DK SPOTLIGHT] Secrets of the Editor’s Pick.
SUPER ELECTION FEVER BY CROATIAN PUBLIC RELATIONS ASSOCIATION (HUOJ)
The parliamentary, European, and presidential elections of 2024 and the local elections of 2025 have certainly sparked voter frenzy in Croatia, becoming the main topic in the media and public discourse, bringing along with them political campaigns. Artificial intelligence, fact-checking, social media, manipulation — these are just some of the concepts PR professionals are grappling with. Bojana Božanić (CEO, Lider Media, IAB Croatia Member), Nina Išek Međugorac (Executive Director, Val grupa, HURA and IAB Croatia Member) with the moderator Kristijan Sedak (HUOJ, Postdoctoral Researcher, Catholic University of Croatia, Lecturer, Umjetnost komunikacije) will share their experiences on the HUOJ panel.
PURSUIT OF AUTHENTICITY: GOING NATIVE
The main element is interesting and relevant content that successfully attracts attention and loyalty: native advertising has taken an important position in the market in recent years. What is the boundary between editorial content and promotional material, which can lead to consumer deception? Experienced panelists Ema Huskić (Marketing Manager, Mastercard, IAB Croatia Member), Dina Hrastović (Head of TG Studio, Telegram Media Grupa) and Martina Srnec (Director of promotion and advertising division, Croatian National Tourist Board) moderated by Krešimir Macan (Business and Communications Consultant, Manjgura, HURA and IAB Croatia Member) will reveal how native advertising truly affects consumer experience and in what ways it reflects the industry’s tendency towards authenticity.
PR 2030: THE UNRAVELING OF PUBLIC RELATIONS
The world of public relations has been flooded with new technologies, innovative trends, and progressive strategies in recent years, inevitably leading to significant changes in this dynamic field. In the discussion PR 2030: The Unraveling of Public Relations moderated by Ankica Mamić (Owner, IMC Agencija, HURA and IAB Croatia Member), who will be joined by Dunja Bua (Founder and CEO, Pragma komunikacije, HURA and IAB Croatia Member), Vladimir Preselj (CEO, Millenium promocija, HURA and IAB Croatia Member) and Sanja Petek Mujačić (CEO and Partner, Hauska & Partner, HURA and IAB Croatia Member), where they will collectively peer into the future of PR and explore whether they see virtual press conferences, AI-written press releases, and influencers as a reality in 2030 — and whether crisis communication with the help of AI will ever truly come to fruition.
DIGITAL DIALECTICS: LOCAL VS. GLOBAL SUBSCRIPTION TRENDS POWERED BY HUDI
The key role of the media in providing reliable information has been recognized in various global challenges, including concerns for human rights, ongoing conflicts, and economic changes. The advent of generative artificial intelligence has further transformed the journalism industry, marking a significant shift in technology. What financial and technological obstacles do media face, and what does the introduction of digital subscriptions mean for their future? With a special emphasis on digital strategy, representatives from HUDI, Maja Maldini (PhD, Senior Manager, Operations and Knowledge Management, WAN-IFRA Women in News, HUDI Digital subscription Taskforce Member) and Vanja Prahić (Director of Digital Development and Performance at 24sata, HUDI Digital Subscription Taskforce President) will share their experiences, while Matej Lončarić (Chief Digital Business Officer, CME Adria, President of HUDI) will moderate the discussion.
All creatives, marketers, digital professionals, media representatives, and other communicators who wish to join national and global market leaders this year can find information about participation at https://danikomunikacija.com/tickets.
Featured photo: Luka Stanzl/PIXSELL