Podgorica, PR Press Service – In Montenegro’s PR and events industry, which is developing rapidly, keeping pace with dynamic global trends and creating added value through high-quality events, audiences do not remember production and form alone, but rather substance. This is why events with a genuine purpose, clear values and the ability to build long-term relationships with the community stand out and are remembered.
Public relations adviser Nemanja Boljević highlighted the importance of media and business events for the development of Montenegrin society and the economy.
“First of all, I would single out the event marking Montenegro’s entry into the SEPA payment system. This is a very significant undertaking by the Montenegrin banking sector, with the support of the Central Bank, which will bring new opportunities for business development and, ultimately, a better quality of life for citizens. The celebration itself was well executed and rounded off this major step forward in the best possible way,” said Boljević.
Speaking about the events that marked the year, Boljević pointed to the 15th anniversary edition of the 2BS Forum.
“Montenegro is the host of an event recognised more broadly in the field of global security and the issues that shape our everyday lives. We are proud to have been hosting a forum for 15 years that enjoys a reputation and status at the European and global levels. I hope that the coming year will bring stronger systemic support and state backing for this event, which is of immeasurable importance for achieving vital national interests,” Boljević said.
He also highlighted the CIM Forum conference in Kotor, which this year celebrates the fifth anniversary of its creative industries festival, noting that the event brings together the very best in the creative industries sector.
“Among the more important events of last year was the Adriatic TV & Film Awards in Porto Montenegro, which brought a welcome dose of glamour and high-quality television and film production to Montenegro,” Boljević added.
He assessed that events should not be ends in themselves, but rather opportunities to open discussions about values and challenges that matter to the community.
“Smaller formats, which are currently a global trend, are often very attractive because they enable high-quality interaction, especially at a time when audience attention has significantly declined. Events must be an integral part of a broader strategy and campaigns for their value to be maximised,” Boljević believes.
He also pointed to the importance of the role of communications professionals.
“PR experts and communications companies in Montenegro understand the market and have set industry standards. What we sometimes lack is stronger support, both in terms of resources and recognition from state administration and the business community. Communications professionals must be involved in policy creation and decision-making from the very beginning, because quality communication and PR are key to the success of many initiatives,” Boljević stated.
He believes that, with recognition of the importance of the communications industry from the top, along with adequate resources, budgets, human capacity and continuous education, Montenegro can achieve significant progress and added value through high-quality events and communications strategies.
The Director of the PR Centre and founder of NEXUS PR, Milena Kalezić, said that over the past year, events largely followed trends in the PR and events industry, which operates at an accelerated pace, but that the trend of high production values and strong visual aesthetics will continue into 2025.
As a particularly significant event, Kalezić highlighted the Rule of Law Forum, held at the end of November.
“This event had a reform-oriented character and brought together the most important representatives of the executive branch, the European Commission, the prosecution service and the judiciary. What set it apart was the moderator’s effective role. Precisely through guiding the discussion and managing the narrative, the panels were moved away from repeating already well-known results towards clearly articulating next steps and concrete obligations within the upcoming phases of the negotiation process,” Kalezić said.
“This conference once again confirmed that, regardless of the strength and visibility of the speakers, the role of the moderator is crucial in shaping the quality of public debate. A good moderator not only maintains the structure of the panel, but actively influences the depth of discussion, shifts the focus from general messages to concrete policies, and ensures that the event leaves a real political and reform-oriented impact,” Kalezić added.
She also emphasised the conference by the Women Leaders Association of Montenegro, which focused on gender policy and community-building.
“This event is extremely important for gender policy in Montenegro. It brought together many women leaders from different sectors: public administration, civil society and business, including small enterprises. The organisers achieved something that is not easy, and which is already being recognised as one of the most demanding trends for 2026 – building communities rather than audiences. Such communities can be a powerful and long-term resource for real change. I was in the audience at that conference and witnessed not only the creation of a community, but the strength of a movement,” Kalezić said.
She also pointed to the event organised by the Ministry of Culture and Media to mark Njegoš Days.
“It was an intimate event at the highest level, featuring a performance by authors Stefan Bošković, Relja Ćupić and Miloš Pejović. The event was held at the Montenegrin Academy of Sciences and Arts, but was also streamed by RTCG, making it accessible to a wider audience. This example shows how events can have a strong artistic dimension and evoke deep emotion among the audience,” Kalezić noted.
Speaking about trends in the PR and events industry, Kalezić believes they are shifting towards smaller, more intimate events.
“The tasks facing the PR and events industry include organising smaller events in intimate locations, which create a stronger connection with the community. Participants should be connected to the panellists and the topic, and the event should also involve the media in order to tell the audience’s story. The key elements are community-building, evoking emotion and using follow-up tools to keep stories alive,” Kalezić assessed.
She added that artificial intelligence continues to expand possibilities in the PR and events industry, but that community-building, meaningful connections, and purpose-driven events and experiences will mark a shift towards deeper, more thoughtful engagement.
Kalezić noted that experts recommend involving participants through surveys, sudden agenda changes and enabling them to speak from personal perspectives.
“The more intimacy and personal stories are at the centre, the better the outcome of the event, which leaves a strong impression on both the audience and the community as a whole,” Kalezić concluded.
Journalist and editor at Television Vijesti and Forbes Magazine, Danijela Lasica, assessed that the beginning of last year was marked by the tragedy in Cetinje, which left deep consequences for Montenegrin society and exposed the weaknesses of state institutions.
“1 January is a tragedy that marked us all. In addition to the loss of many lives, an additional sense of helplessness stems from the fact that institutions, even more than a year later, have done almost nothing to address the causes that led to it or to instil a sense of security among citizens,” Lasica said.
According to her, society and institutions “failed badly” in that test and deserved a “failing grade”.
As another negative example, she singled out the months-long public controversy surrounding the monument to Pavle Đurišić, assessing that it was a topic that should never have been at the centre of public, media and social attention, yet it dominated the year.
Speaking about positive developments, Lasica highlighted the signing of a contract with the airline Wizz Air, which will, from this year, have a base in Podgorica and more air routes.
“This is something we lack as a society and as a country – the ability to travel more easily and affordably,” Lasica noted.
She also particularly highlighted the celebration of Europe Day, accompanied by a concert by the Montenegrin Symphony Orchestra at the Music Centre, conducted by Iva Marcano.
“We heard the Montenegrin national anthem and ‘Ode to Joy’. It was a beautiful and educational event, something of which there should be more in Montenegro,” Lasica believes.
Reflecting on the state of the media, she noted that the journalistic profession is under great pressure due to social networks and expectations of speed.
“The media need to be fast, but above all, reliable, accurate and honest. I have the feeling that social networks have started to dictate what is news and what we should be dealing with,” Lasica assessed.
She warned that part of the media is trying to “flirt” with social networks and anonymous accounts, often bots, which impose topics and directions of reporting – something she sees as one of the negative aspects of modern information-sharing. Nevertheless, she reminded that research shows citizens of Montenegro still place the greatest trust in traditional media, primarily television.
“I am not against social networks – I use them myself, as do my children. Technology is inevitable, but I have the impression that it has taken a lot away from us. Everything is criticised, and everyone thinks they know someone else’s job better than those who actually do it,” Lasica said.
Speaking about the day-to-day work of a newsroom, Lasica emphasised the importance of timely, accurate information about events to the media.
“When we know in advance what is happening, who the speakers are and what we can expect, we can plan our work. Incorrect or imprecise information wastes our time and makes our work more difficult,” Lasica concluded.