The central theme of the ninth edition of the international scientific and professional conference in public relations, integrated communication, and media—PR, Media & Sports Days University of Mostar—held at the University of Mostar, is the "Psychology of Communication and Ethics in Public Relations, Media, and Sports." This three-day conference emphasizes the importance of understanding psychological and ethical aspects in contemporary communication processes. The event was inaugurated with welcome speeches by the Rector of the University of Mostar, Prof. Dr. Zoran Tomić, and the conference's Organizing Committee Chair, Dr. Marijan Primorac.
During the official opening of the PR, Media & Sports Days University of Mostar conference, Rector Tomić highlighted the importance of properly understanding public relations in today’s society and the need to modernize knowledge in this field. "Every day, I witness the misinterpretation of public relations and the dissemination of outdated knowledge. This conference aims to provide new insights and to place this knowledge within an interdisciplinary context, as it converges and is not an isolated field," said Prof. Dr. Tomić. He emphasized that the conference plays a key role in the pursuit of excellence in public relations research, especially for students who are its primary audience.
The conference is organized by the Department of Public Relations and the Department of Journalism at the Faculty of Humanities in Mostar, with co-organizers including the University of North from Croatia, the Public Relations Association in Bosnia and Herzegovina (PRIBA), and the Association of Public Relations Students of the Faculty of Humanities, University of Mostar—PRUMO.
The program includes five main sections: public relations, media, sports, a student section, and poster presentations. The conference aims to strengthen interdisciplinary collaboration between academic and professional circles, with a focus on the importance of psychological insights in public relations, media, and sports.
"Our goal is for this conference to continue to grow as a hub for innovative ideas. Our vision remains the same—we want the conference to become the leading platform in the region, setting standards in communication practices. We hope that this edition, like previous ones, will contribute to the development of ethically and psychologically aware communication strategies that will shape future generations of professionals in public relations, media, and sports," said Dr. Marijan Primorac, Chair of the Organizing Committee.
The first day of the conference featured a series of interesting presentations and panel discussions on ethics and psychology in communication processes, with a particular focus on public relations and media. In the student section, which brought together student groups from Bosnia and Herzegovina, Croatia, and Serbia, projects and research on the impact of ethical aspects on communication and digital media were presented. This year’s award for the best student presentation went to students from the University of Mostar's Public Relations program, Barbara Damjanović, Laura Soče, and Lucija Rakušić, for their topic "Perception Manipulation: Astroturfing and Ethical Aspects of Communication in the Tobacco Industry."
The official opening and program were preceded by a panel titled "Public Relations Between Influence and Trust: Experiences and Challenges from Practice," which opened an important discussion on the challenges of maintaining trust in today’s communication environment. Alongside the panel, presentations were held on ethical, psychological, and strategic aspects of public relations.
The working part of the conference began with introductory lectures: "The Digital Age and Psychology of Communication in the 21st Century," which addressed the impact of digitalization and new technologies on the way we communicate, and "Is Ethics in Public Relations and Journalism an Oxymoron?" which posed a challenging question about ethics in professions facing commercial interests and the need for quick, often sensational information.
As in previous years, the conference's Organizing Committee awarded distinguished individuals who have significantly contributed to the promotion and development of the profession. Plaques for outstanding contributions to the development of public relations, integrated communication, and media in Southeast Europe were awarded to Prof. Dr. Iva Rosanda Žigo and Prof. Emerita Jadranka Lazić Lasić from the University of North and Manlio Napoli from the University of Mostar.
This year's conference, held over three days, will gather over 70 participants and feature more than 30 presentations. The conference program runs for three days, with a livestream available on the University Television's platform.
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