– What are public relations? It is a skill to achieve the greatest possible effect with 0 kuna, to create topics that are gladly shared and talked about – said Gordan Turković, co-owner of CTA komunikacije at his first student lecture organized by the non-profit association eSTUDENT.
On Tuesday, June 6, Gordan held a lecture on the topic ” Achieve desired goals with a good strategy – what is hidden behind successful campaigns? where he explained how CTA komunikacije managed to place several campaigns in all Croatian media without any budget.
At the beginning, he explained the significance of the campaign “This truly matters“, which aimed to change the law on the transport of island children with disabilities. A free ferry ride would make it easier for parents and children to go to therapy on land.
Gordan explained to the students how to keep the topic alive in the media and make viral content with the help of social networks. He emphasized that the public was of the greatest importance in this project, independently creating content and sharing it on all platforms.
The campaign was a great success and won six awards, both domestic and international. In addition to being able to change and expand the law, their success encouraged the construction of the Centre for Early Intervention for Children with Disabilities in Supetar so that citizens could get their therapy on the island.
The pandemic has changed the narrative of the campaign
In another example, Gordan showed how to transform a multi-month campaign into one event. Namely, the Croatian Mountain Rescue Service celebrated their 70 years of presence and due to the coronavirus pandemic, all events were cancelled. With the help of innovative ideas, they designed the first Croatian exhibition of tweets “Trending #HGSS70“, which was visited by over 600 people within a week.
An entertaining and informative gallery of physical tweets was shared on social networks, thus gaining its popularity and visibility on television, radio, newspapers and internet portals.
Use your knowledge and skills for social change
The students listened carefully to the lecture and at the end asked questions about the challenges they faced during the campaigns, other projects in which the agency participated, political communication and how to choose the right path after college.
– Be as creative as possible in the work you do and learn from the beginning how to use public relations for topics that are really important in society. I would like each of us, current and future communication experts, to use part of our knowledge to help people who do not know how to fight a hard battle – concluded Gordan Turković.
