When it comes to strategic communication of national priorities—especially in the areas of security and foreign policy—those in power must not indulge in reckless, populist, and domestically motivated statements. Statements that have immediate consequences the moment they are uttered. Yet that is precisely what Prime Minister Robert Golob did when, in response to the referendum initiative of an “unprincipled” left-right coalition regarding increased military spending, he floated the idea of a counter-referendum—on Slovenia’s membership in NATO.

If we judged communication by quantity, we could undoubtedly say we live in a golden age of communication. Every day thousands of campaigns, posts, slogans, press releases, and media mentions are born. From companies that “are committed to sustainability” to political parties that “believe in people.” It seems like everyone is communicating. But the fact is, very few actually say anything meaningful.

In an era where attention is measured in likes, it’s hard to break through with serious, complex topics. Especially when it comes to something as systemic and long-term as establishing a system for long-term care.

This year’s SKOJ theme, “Above All, a Human. A Human Above All Else.” resonates deeply with me. For years now, I’ve been saying that we’re in the business of human relationships. Not just when it comes to our end customers or consumers, but also (or perhaps especially, since we often engage with them one-on-one) with our colleagues, business partners – the consultants we hire, suppliers, journalists and editors... Sure, AI can help draft an email, but it is still sent by a person to another person. And that person on the other end reads it.

In recent weeks, there has been renewed optimism that we might be closer to serious peace talks between Russia and Ukraine, which could lead at least to a ceasefire, if not a long-term peace. With the active (and key) role of the new U.S. administration and Trump personally. Yet even a brief look at the developments reveals that we are still (unfortunately) very far from the true path to peace.

Very often, when I tell someone that I work at a company focused on strategic communication, I get that classic look – slightly furrowed brows and the question: “Oh… and what exactly does that mean?”

There are some places in the world so special that we want to preserve them for future generations. In Slovenia, one of these places is Triglav National Park. More than two thousand people live within its boundaries, and many more visit. As the managing authority, our main communication goal is to help people understand the importance of preserving the country’s only national park. The highest level of respect for nature, cultural landscapes, and residents—who are the bearers of a rich cultural heritage—is observed when people can experience or emotionally connect with the uniqueness of the area or with the challenges we face in managing it.

If every euro spent on lengthy, "wooden" social media posts by Slovenian politicians yielded proportional communication value, we'd have the most informed electorate in Europe. But we don't.

Today, communication happens constantly and everywhere – through screens, in meetings, between the lines, and, ultimately, even through silence. It’s becoming increasingly clear that the way organizations communicate should no longer be considered a “soft” topic. It’s a business issue. And it’s a strategic one.