Author Archives: Dragana Djermanović

About Dragana Djermanović

Ja sam Dragana Vujović Đermanović. Rođena sam 29. aprila 1981. godine u Odžacima. Živim i radim u Novom Sadu. Udata sam i majka dve devojčice. ********************************************* Filozofski fakultet Novi Sad, odsek za srpski jezik i književnost. Zaposlena sam u bankarskom sektoru. ******************************************** Lično - F.M. Dostojevski, akustična gitara, komunikacija, emancipacija, ljudska prava i slobode, Zagorovi stripovi i ukupan opus dečijih pesama i Walt Disney crtaća. *******************************************

Politicians (on Facebook) do not communicate with the citizens

The other day I spoke to Marija Dragić, a reporter from Tanjug, on the topic of on-line activities of domestic political parties.

I  would have a couple of remarks in the part of interpretation, but given that I was talking too fast, being focused on some other topics as well, I do consider the interview below authentic enough. As far as I heard, this interview was also published in the daily newspapers Večernje novosti and Blic.


‘The parties in Serbia use the new media in the old-fashioned way and are not ready to use all the potentials the Internet carries, since almost 80% of them use Facebook the wrong way. This is not good for the on-line community who got speakers from the politics, but not the way they wanted’, says  Mrs Đermanović, the author of ‘Strategy for the use of the social media’.

‘Political parties should, with the help of the Internet and Facebook, enter an open dialogue with the interested citizens and show their readiness to hear what people have to say about their work’, she suggested. ‘This possibility of interaction’, Đermanović added, ‘is what makes the new media different from the classic ones since it gives the opportunity of more diverse and modern forms of communication.’

Although most of the pages are being regularly updated, they all look alike and contain mainly the same information about the parties and their leaders, showing them in the media, on photos from the partys’ events, actions they take… However, the sole existence of profiles and pages on Facebook is not enough for citizens who want to communicate with their representatives.

‘The new media, which implies the interaction and dynamics and quite transparent relationship with the user, is being used in a traditional, old-fashioned way by the parties. They simply ‘throw’ in the information refusing to involve themselves in the dialogue. What’s more, they do not want to hear what the users have to say to them.’, says Đermanović.

Nevertheless, she did point out that it is a good thing that politicians realized just how great a number of 2.200.000 users of Facebook in Serbia is, which was confirmed to Tanjug by the vice-president of Nova Srbija (the New Serbia), Dubravka Filipovski and the spokesman of Demokratska stranka Srbije (The Democratic Party of Serbia), Petar Petković.

‘It is normal for the politics to be represented through Facebook as the most numerous and widest social network on-line’, Petković said and added that the youth of DSS (Demokratska stranka Srbije) maintains the party‘s pages and that he himself at times uses his personal profile to show significant party activities.

Filipovski too uses her personal profile for the promotion of party’s activities and her profile is being updated by the people from the party. “I hold nothing against the use of Facebook as a contemporary means of communication with our electors and interested citizens. Let me remind you that Obama won the elections thanks to this social network and good organization.”, she concluded.

However, it is hard to determine just how much the politicians are actually present in this social community, since some of them have more than one profile, most of them, as they say, being fake. In that manner, you can find the President of Serbia, Boris Tadić, on Facebook, the leader of the Party of the United Pensioners of Serbia (PUPS), Milan Krkobabić, Liberal Democratic Party (LDP) leader,  Čedomir Jovanović, Tomislav Nikolić from SNS (Srpska napredna stranka- Serbian Advancement Party), Vojislav Koštunica from DSS, Velimir Ilić from NS, etc.

There are also some of the ministers, like Ivica Dačić, the Minister of Internal Affairs, Dragan Šutanovac, the Minister of Defense,  Žarko Obradović- Education, Rasim Ljajić- Work and Social Politics,  Jasna Matić- Telecommunications, and so on.

As you can see, the situation is still ‘confusing’ since the pages and groups are being formed by the party members, fans, sometimes even opponents. Besides the official ones, all parties on the most visited social network have also the pages of their civil and municipal boards and their number is increasing with each day.

Our president has most ‘fans’ on Facebook- 43.775 and it is interesting to note that more likes than the president goes to the former, at his time life-long, president off the Socialist Federal Republic of Yugoslavia, Josip Broz Tito- 47.066.

The speakers from Tanjug believe that during the information era, the Internet represents a welcome and legitimate means in the promotion of political parties, their beliefs and actions, and that in the future parties will turn to Facebook and its potentials even more, especially when taking into account the current political situation.

‘Since we are in the year of pre-elections, it is expected that all political parties will dynamically use  the Internet for communication, and this is something that the internet community in Serbia, now counting almost half of the total number of inhabitants, expects from them.’, Đermanović concluded.

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DDJ’s Latest

I love the Internet. The Internet is a promise of freedom and sense fulfilled. I have abandoned the classic PR and social web is my main concern now. This is because I love people.


I established ‘PRpepper’ agency less than a year ago. Throughout the year, I worked fifteen hours a day on average. I tried to implement everything I thought I knew. That was important. I have worked in politics (Slovenia, Serbia), for NGOs (Bosnia and Herzegovina, Serbia), for companies (Croatia, Slovenia, Serbia). The names, topics and how-to’s will be used to create case studies. I reluctantly use blog for advertising. Things are as they are. That’s the spirit I like to show. Do not claim- demonstrate! Therefore, I intend to demonstrate all this at conferences, soon.

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Do you know how to be a PR?

Carl Gustav Jung, a psychiatrist and the founder of the methodology of analytical psychology (among other things), stated that in order to understand psychology you had to possess knowledge in the following fields: philology, history, archeology, mythology, folklore studies, ethnology, philosophy, theology, children psychology and biology!

Which knowledges do we have to possess in order to understand communicology and our (humble) PR? An which skills…

Talking to my fellow colleagues, we realized that not many PRs have good knowledge in, let’s say, general culture, linguistics, economy, management, politics, psychology, art, history (of business, communications and society as a whole).

Wide education – better focus in doing business!- (DDj, sometime, somewhere)

When it comes to skills necessary to make a good PR manager out of you, I would emphasize the development and perfection of learning abilities, listening, reading, problem solving and creative thinking, group productivity, negotiation, organizational and leadership skills in general.

With this base, our profession is just like the media and the public present it: we are mere operators of promotional activities aiming at the additional product or (in best case) brand promotion.

With the knowledges and abilities of that kind – it is no wonder that we are seen as chatters in stead of the wise, direct communicators to all target publics and the most wide community.

Pay no attention to me, I’m just thinking out loud…

Your  DDj

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Burson-Marsteller 2010 Global Social Media Check-up

How and for what do Fortune 100 companies use Social Media

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The world in the next decade?

At the end of August, the city of Bled was a host to a chosen circle of political and business representatives of Europe.

In addition to the numerous guests of the Ministry of Foreign Affairs of the Republic of Slovenia- the host of the Strategic Conference 2010, in those days Bled was visited by the Prime Minister of Belgium, Secretary General of the United Arab Emirates, Minister of Foreign Affairs of India, assistant to Minister of Foreign Affairs of Brazil and many others.

DDj was very honored to be a part of this, thanks to the friends from the American Chamber of Commerce in Slovenia and the invitation from the Slovenian Minister of Foreign Affairs, Mr Samuel Žgobar.

After the excuisite experiences I had after the lectures and conversations with professor Wilcox, Michael Porter, Al Gore, and Bill Clinton, in Bled I was  also attending the lecture of the key note speaker, general Colin Powell.

General Colin Powell is the former Secretary General of the United States of America (2001- 2005), as well as the former Secretary for Security of the USA (1987- 1989).

The topic of the lecture was the future of the European Union in the next decade and the role of small countries in the process of general stabilization. A topic wide enough to see just how precise the speaker is.

At the beginning, Powell pointed out that after his military career of almost four decades, it was hard not to notice things from a perspective of a soldier and that the road we were heading to should have been seen from a perspective of the past.

Foreseeing the future through the past perspective is the key.- C. Powell

On China…

He is fascinated with the country which owes its global growth primarily to the middle classes. Further progressive growth of the Republic of China is more than evident, as is its potential for domination in the global economy on all levels. As opposed to the strong development, Powell showed his personal discontent  with the system which doesn’t allow its citizens to use that potential. The external expansion is in opposition to the internal control in the aspect of rights, possibilities and citizens’ freedoms, and according to Powell, this causes a serious threat to the stability within the country’s borders.

On terrorism…

Powell was the Secretary General in the USA in the year  September 11th happened, so he was very subjective on this topic, even in this public performance. ‘Nobody is immune to terrorism’, he pointed out, ‘and terrorists do not tear down buildings and kill people for the sake of tearing down buildings and killing people – they do it to terrorize us- make us scared and insecure.’. In the end of this personal interpretation of terrorism he emphasized: ‘However, they, be them 10, 100, 1000… cannot make us different than we are- devoted to freedom and democracy. We can only do that to ourselves.’

Look where you were before- look where you are now- in order to know where to go!- C. Powell

On tomorrow…

In the next decade, Powell sees the world finally moving on the bases that are not connected to war, but to healthy creativity and innovations. Stable economy in the first place, then (with the rules of cause and effect) stable politics will be the distinctive elements which will tell apart successful from the unsuccessful ones.

Give people jobs. This is the only way they can bring dignity to their homes once they come back from work. – C. Powell

On ecological sustainability and climatic changes…

A topic you cannot omit… Powell made a very rational point that ‘ it is not important whether the scientists or Al Gore were right. It’s simply not good to send this amount of poison into the atmosphere.’

On the Internet…

A 73-year-old soldier was very passionate when he said: ‘In the next ten years, we will all be talking about the Internet!

The Internet is fascinating! Everything is there! And everyone is there. I can no longer communicate with my grandchildren unless I’m on Twitter or Facebook. No, you cannot ignore this phenomenon. You have to comprehend the strength and the opportunities the Internet Era carries with itself.’ – C. Powell

In the end, did I learn about something completely new or unfamiliar? I wouldn’t comment on that. But, to hear very personal observations on highly global topics by someone such as Collin Powell was more than a memorable experience. Given that there were no reporters on the event, we are sharing this, nonetheless, on blog- in the spirit of general Powell’s understanding of the Internet.

Above all, in the spirit of an era of civil reporting which we are lucky to be a part of.

Your DDj ;)

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Communicating with Customers

A systematic scientific work permanently applicable to doing business on the Serbian market.

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A Century of Spin

A great book about the things in PR of which few will tell you. Because of they don’t know, or just won’t tell. How did the profession (mis)develop in the XX century.

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DDj lecture at the E-trgovina 2010

TOP Serbian companies on the Internet

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#Twittosfera – DDj lecture on Twiter

Sarajevo_Banja Luka 2009-10 by PRime agency

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2010 Trust Barometar

Edelmanova studija o potrebama i očekivanjima građana sveta u 2010   godini. Šta nam je kod kompanija najvažnije, i da li nam je uopšte ono   što kompanije (jedino) nude važno…

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