Mass immunization of the citizens of the Republic of Serbia began in January 2021. Information on the significance, manner, advantages and consequences of this process was intensively distributed through all communication channels, with the media playing a key role. According to the data of the official institutions for the public health of Serbia, by July 2021 the lowest percentage of vaccinated population was among those between the ages of 18 and 24—only 15% of this demographic had received the vaccine by this point. Given the low turnout of young people for vaccination, in this paper we investigated the general attitude of students in Serbia, as a special category of young people, towards the vaccine against the COVID-19 virus, as well as their attitude regarding information about vaccination in the media. Research was conducted on a sample of 345 students at the University of Novi Sad. The results of the research showed that 42% of students had not been vaccinated and did not plan to do so, 37.4% had received at least one dose of vaccine and 20.6% had not been vaccinated even though they planned to do so. Students who were vaccinated had more confidence in information provided through media channels than those who were not vaccinated. Therefore, it can be concluded that encouraging students to decide in favor of vaccination against the COVID-19 virus should come from the universities where they study as well as the media.

This paper examines the existence of the need and willingness of media companies in Serbia to organize professional training for their employees, with the aim of improving their knowledge and skills and for the sake of their career growth, analyzed in the context of business sustainability, as well as the sustainability of human resources in a very competitive media industry. The main purpose of the paper is to determine the relationship between professional training for media professionals and their career growth. It looks into the subjective assessment of the need for training, the subjective assessment of the usefulness of training, and organizational support related to training and development in order for media professionals to achieve career growth. A correlation study was conducted on a sample of 150 media professionals using three scales of a job training and job satisfaction survey questionnaire to determine the subjective assessment of the need for professional training, the subjective assessment of the usefulness of professional training and organizational support to training, while a modified organizational career growth scales questionnaire was used to determine career growth. Research results confirmed that employees believe that additional training has an impact on the development of their career, as well as that attending additional training has a positive effect on their career growth. This paper provides useful guidelines for company management regarding professional training and its implications on career growth, theoretical and practical implications, as well as suggestions for future research.

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Transformational leadership links creative thinking, persistence and energy, intuition and the sense for people's need for organizational culture. It strives for innovation and expresses the sense for vision and meaning. Literature analysis in this field is followed by the research that examines transformational leadership and its coherence with an organisational culture in the international service company operating in Serbia. The participants in his research have perceived the role culture as primary, particularly the culture of rules and procedures. This culture is suitable to people that expect security at work, which could be the main goal in the particular company, having in mind that work instability and insecurity have been a common denominator in the past three decades. However, if a company wants to be innovative, it would have to put more effort into transformational leadership that could not be thoroughly examined in this study. Suggestions for further investigation are given at the end of this study, lack of instruments for investigations are pointed out, with an idea for improvements.