Tihana Ela Kružić graduated from the Faculty of Political Science, University of Zagreb. Currently she is holding the position of the Head of Media Analysis Department at Press clipping in Zagreb. Together with the team of experts, she is dedicated to the development of efficient methodologies for media analysis and PR evaluation, as well as pinpointing the importance of overall evaluation process. The quest for the best measure is a mission she and her team take very seriously. She sees major challenges in the content analysis as well as setting up standards in measurement regarding different types of media. Constant changes in technologies, reporting and content making are making this process even more challenging. Occasionally she is a guest lecturer at schools and conferences and her work was published as integral part of one scientific study in Edward Bernays conference proceedings. Before full commitment to analytics, she served as an Assistant Director at Press clipping. Love and interest for the media came a long time ago while she was working with the National Democratic Institute for International Affairs on the development of democratic institutions, political programs, political communication and freedom of the media.
