The European Union will need to do more, investing even more political, financial, and administrative resources to ensure that existing sanctions are actually respected.

Although the title might lead some to believe this is yet "another theoretical recommendation," I promise you it's not. Nor is it an attempt at a pseudo-manual on how to acquire all the necessary knowledge for effective crisis communication in two or three minutes. So: keep calm and keep reading.

In one of our previous blogs, we already discussed recommendations and rules for preparing for a radio interview. This time, we move to radio's younger sister – television. The legendary British journalist, television, and radio host Alistair Cooke once said in one of his famous quotes that he prefers radio to television because the pictures on the radio are much better.

"Tell me, are you successful?" the first person asks. "Define success, and I will answer," replies the second. Definitions are important, as is evaluating events with at least somewhat similar scales and preferably considering the broader context.

A lot has been written about euthanasia already. For years, we've been discussing it, and the public, as confirmed by opinion polls, is generally in favor. Now, a referendum awaits us on the matter. As a society, we're probably ready for this step, but the question is, is Slovenian politics ready? Will they be able to present all aspects of this ethically delicate decision?

The word RADIO contains the Slovenian word RADI, which means LOVE in English - and because we truly love radio (both listeners and radio creators, as well as of us who want our news to reach a large audience on radio), we are once again talking about how to communicate on the radio.

We live in a time of strongly emphasized individuality, highlighting the uniqueness of each individual, yet we can argue that some things and qualities are common to all, universal. Happiness is among them. And the idea of happily ever after, whatever it may be (there should be no limitations here, as the criteria for happiness are unique to each individual), is romantic.

Radio has been a faithful companion to humanity for over a hundred years. In May 1897, the Italian technological pioneer Guglielmo Marconi sent the first transoceanic radio message to the world using the "telegraphy without wires". Nowadays, of course, we call this the radio. From the first successful attempts to broadcast messages using radio waves to the present day, radio as a medium has come a long way and the way has been incredibly successful.

The paradox is evident: never before in history have companies had access to so many tools and approaches to communicate with target groups, yet despite this, corporations and organizations are facing increasingly greater challenges in how to approach corporate and strategic communication. Where to start and how to ensure (and measure) communication effectiveness in an environment that is changing so rapidly, where yesterday's strategies are obsolete tomorrow? If so, wouldn't it be better to adopt the logic of a purely reactive approach and respond (preferably as quickly as possible) to business and communication challenges as they arise, abandoning attempts at strategically planned, directed, and proactive approaches to addressing key target groups?