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About the Conference Countries in South-East Europe have faced many changes during their transition. Today, due to the increasing influence of technology, communication is depending on numerous digital platforms. Furthermore, different generations perceive and use communication tools differently. In such an environment, the public sector is exposed to criticism caused by the bureaucratic barriers and insufficient communication with the public. Therefore, a public discussion on effective communication is needed more than ever, and some of the questions that should be addressed are: how to inform the public in a simple way, do politicians understand the importance of the transparent communication, what is their role and what should communication experts do in a public sector. The international FOCUS Conference on innovation and communication in public administration and public sector companies presents the platform for connecting, exchanging knowledge and experience, and defining guidelines for new communication processes. The motto of the Conference is closer to people and it brings together representatives of both the public and the private sector. The mission of the public sector employees is to be closer to people by implementing simple and transparent communication with the purpose of working together for the better future. One of the key elements is functionality which is based on exchanging knowledge and encouraging development through participation at the FOCUS. The initiative's wish is to gather all those who consider communication as a basis for information and its exchange, as well as an opportunity for creating new values. The first edition of the Conference was held on 1st of December 2018 in Terme Tuhelj, and it represents a historical educational event as it is the first of its kind for its content and the target group of public relations experts that it has gathered. Meantime, due to the great interest, the FOCUS Conference was held in the countries of the region, on 16th of March 2018 in Sarajevo and on 5th of June 2018 in Belgrade. The fourth, two-day edition of this educational platform was held again in Terme Tuhelj, on 13th and 14th of September 2018. All four conferences together had a significant response from around 500 participants who had the opportunity to attend lectures by prominent regional and foreign public relations experts. The conferences discussed strategies, tactics and communication processes within institutions operating in the service of public administration.
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O konferenciji Zemlje jugoistočne Europe tijekom tranzicijskog procesa suočile su se s brojnim promjenama. Danas, zbog sve većeg utjecaja tehnologije, komunikacija je ovisna o brojnim digitalnim platformama, a različite generacije različito percipiraju i koriste komunikacijske alate. U takvom okruženju, javna administracija izložena je kritikama zbog birokratskih zapreka i nedovoljne komunikacije s javnošću. Stoga javna rasprava o učinkovitoj komunikaciji potrebna je više nego ikada, a neka od pitanja koje se nameću su: kako na jednostavan način informirati ciljnu javnost, razumiju li političari važnost transparentnog komuniciranja, koja je njihova uloga i što trebaju raditi komunikacijski stručnjaci u javnom sektoru. Međunarodna konferencija Focus predstavlja platformu za povezivanje, razmjenu znanja i iskustva te definiranje smjernica novih komunikacijskih procesa. Moto konferencije glasi bliže ljudima, a okupit će predstavnike javnog i privatnog sektora. Misija zaposlenih u javnom sektoru približavanje je građanima putem jednostavne i transparentne komunikacije, a sve s ciljem zajedničkog napretka. Jedan od ključnih elemenata je i funkcionalnost koja se temelji na razmjeni znanja i poticanju razvoja kroz sudjelovanje na Focusu. Želja organizatora ovom je inicijativom okupiti sve koji smatraju da je komunikacija temelj informiranja i razmjene informacija, ali i prilika za stvaranje novih vrijednosti. Prvo izdanje konferencije održano je 1. prosinca 2017. u Termama Tuhelj i ujedno predstavlja povijesni edukacijski događaj budući da je prva takve vrste po svom sadržaju i ciljnoj skupini stručnjaka odnosa s javnošću koje je okupila pod motom bliže ljudima.