Danira Orešić (Light Communications): Authenticity and Acceptance of Change are Prerequisites for Long-Term Success

Creativity, authenticity, expertise, precision, emotion, and a clear vision are key to success, according to the opinion of the Executive Director and Founder of Light Communications Danira Orešić. Her agency provides services in the fields of marketing, public relations, strategic consulting, and event organization, for which, she said, openness and readiness for constant change are certainly necessary.

What changes have you witnessed in the last twenty years in public relations?

– Given the period in which I have been engaged in public relations, as well as colleagues with similar years of experience in this or related fields, we witness many changes. And not only do we witness them, we are part of these changes. I believe that the dynamism of this profession and many changes have contributed to the fact that I still enjoy doing this job today. First and foremost, I am a creative person, and it is precisely changes that stimulate our creativity; new clients, new topics we address, new media, and new generations that come, which also inspire us. All of this makes this job dynamic and interesting.

To endure in the profession, we must be ready for new concepts with ease and an open mind. The combination of experience and the vision that young colleagues have, along with collaboration across generations, certainly brings quality to clients and professional and personal well-being to the team. Rigidity and a backward-looking perspective are certainly not what defines Light Communications or my standpoint. Having core values, being authentic, and maintaining standards – that is what I strive for.

What do changes motivate you to do?

– The changes we witness every day motivate us to constantly learn and explore. Of course, everything happens incomparably faster today than in the decades before us, but that is why this job can never bore me. New technologies, globalization, new communication channels, the exceptional importance of visuals, and the use of new media are positive challenges that further motivate us. Of course, experience and good risk assessment, as well as many completed projects, provide a good foundation for successful business. As a team, we operate in the field of integrated communications, we do not separate marketing from PR, we combine them to achieve the best results.

Since we work long-term with clients, I have realized that it is necessary to provide a complete service, from strategic communication, event organization, media placement, social media management to advertising, as well as photography and video production, which has become essential for modern communication. I create long-term and quality collaborations with clients, together we introduce changes in branding, communication style, channels, and visual identity.

Why have you focused primarily on gastronomy, enology, tourism, and healthcare?

– Throughout my career, I have dealt with public relations for many areas. If I had to highlight dominant areas, they would be selective cosmetics brands, many international pharmaceutical companies, associations, as well as private specialty hospitals and clinics. These are complementary areas, and I find these topics interesting. It is essential for quality work to have a good understanding of the area you are working in. Health tourism and promotion aimed at the visibility of destinations are logical additions to our project list, and I must highlight that we work on the visibility of the destination and achieve very measurable results.

I started working in public relations in enology almost twelve years ago, and I see significant progress in raising client awareness of the importance of our profession in this segment. We are also conducting a visibility project for one of the five regional competence centers in tourism and hospitality, which requires knowledge of all the aforementioned areas.

What are the current challenges?

– One of the challenges is writing projects with a consultant for European Union funds, and I am glad that we are managing to secure funds for promotion and branding in third countries. With the experience I have and the discipline I have trained, I have found myself in the challenge of securing funds for these projects for both the company and clients, as well as their precise implementation. In this way, we grow together, and the collaboration becomes even more qualitative.

Content created in collaboration with Light Communications.