Ermina Duraj

Head of the Public Relations and Protocol Department of Primorje-Gorski Kotar County

Ermina Duraj graduated at the Faculty of Law in Rijeka and postgraduate Public Relations studies at the Faculty of Political Science at the University of Zagreb. She worked as a journalist at the Croatian Radio-television and on regional television Kanal Ri. Today is Head of the Department of Public Relations and Protocol of Primorsko-Goranska County.

She is the author of the first book dealing with media relations of the local and regional self-government in Croatia. She has been awarded PRO PR AWORD for contributing to the public relations profession.  For the communication campaign of the Independent Theater Festival in Opatija, she received the Grand PRix Award from the Croatian Public Relations Association.

She is also an associate and a lecturer at the Faculty of Law and the High Business School PAR in Rijeka. She is member of the Board of Directors of the Croatian Public Relations Association, and at the recent elections she was elected to the Supervisory Board of that Association.

Presentation title: Media relations

Abstract

Understanding media and collaborating well with them, is one of the cornerstones of successfully organised institutions. Public relations experts agree that the media represent an important channel of communication. It is precisely through media that the information reaches the target public in a short period of time. Media are to be understood, their system, work techniques and rules they follow are to be familiarized with. Media are to be respected as associates or assistants in the mission of conveying information.

Although media relations are just one part of public relations, given the impact they produce and the fact that they guarantee visibility, we can say that they are one of the most important parts of the public relations process. Planning relations with the media is an indispensable element in every successful campaign and every serious public relations programme.