Can communication excellence ease the crisis of trust?

Co-organized by the Split Tech City association and the Vrh komunikacije agency, with the support of the Croatian Public Relations Association, the 5th Mini PR conference was held in Split on April 15. Among other topics, discussions focused on trust in the digital environment, public attitudes toward influencers, and the impact of artificial intelligence on the authenticity of communication.

Context is king

In a fireside chat with Luka Šipić, our director Marina Čulić Fischer spoke about changes in the communications industry, credibility, crisis communication, and the role of PR professionals in the AI era. She emphasized that the key strength of communication consultants lies in their ability to think deeply about communication and understand context, which leads to solutions that support organizations in addressing their business challenges. She also reflected on the role of artificial intelligence in communication management, highlighting that AI can be a valuable tool, but it is not a complete solution without the human touch.

Trust matters in influencer marketing as well

We also presented the results of the DIABLOG research, with the audience showing the greatest interest in findings related to content monetization and relationships with audiences. To recap, the largest share of respondents (46.4%) stated that they earn more than €1,000 per month from influencer marketing, even though their social media engagement is not their primary job. Followers most often react to sponsored content neutrally (53.6%) or positively (38.1%) when the content is relevant, well-designed, and naturally integrated into communication. Most influencers primarily use Instagram for communication, but TikTok is experiencing the fastest growth. Video content has become the dominant communication format. Key factors in audience relationships are trust and authenticity, while the biggest challenges for content creators are algorithms and negative public sentiment.

A new phase, a new recipe for success

During a panel with content creators Anthony Vilanca, Petra Čolak, and Šime Elez, a range of current topics were discussed. All of them highlighted that they carefully choose brand collaborations and that authenticity is their most important currency in building trust with their audience. Opinions on labelling sponsored content are divided, with the conclusion that it will take more time for this practice to be widely adopted among content creators. They do not plan too far ahead and are building parallel businesses to “stay afloat” in case income from influencer marketing declines.

In conclusion, the 5th Mini PR Conference once again confirmed that the communications industry is entering a new phase of development in which success is no longer determined solely by reach and visibility, but by trust, authenticity, and the quality of relationships with audiences. Whether it is brands, content creators, or organizations, long-term value is created by those who communicate consistently, transparently, and relevantly.