In the rapidly developing PR and event industry in Montenegro, which follows dynamic global trends and creates added value through quality events, the audience does not only remember the production and form, but the essence, which is why events with a real purpose that have clear values and build a long-term relationship with the community stand out and are remembered.
Public Relations Advisor, Nemanja Boljević, emphasized the importance of media and business events for the development of Montenegrin society and economy.
"First of all, I would like to highlight 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 a better life to our economy, and ultimately to our citizens. The celebration of the event itself was of high quality and rounded off this great step forward in the best way," said Boljević.
When it comes to events that marked the year, Boljević pointed to the 15th anniversary 2BS forum.
"Montenegro is hosting an event that is recognized in a broader context in the field of global security and issues that shape our everyday lives. We are proud to have hosted a forum for 15 years that has a reputation and status at the European and global level. I hope that next year will bring greater systemic and state support to this event, which is of immeasurable importance for the realization of vital national interests," said Boljević.
He also highlighted the CIM Forum conference in Kotor, which this year celebrates the fifth anniversary edition of the creative industries festival, stating that this event brings together the best in the creative industries segment.
"Among the more important events of last year was the Adriatic TV & Film Awards in Porto Montenegro, which brought a nice dose of glamour and quality television and film production to Montenegro," said Boljević.
He assessed that events should not be an end in themselves, but rather an opportunity to discuss values and challenges that are significant for the community.
"Smaller formats, which are a trend in the world today, are often very attractive because they allow for quality interaction, especially in a time when the audience's attention span is significantly reduced. Events must be an integral part of a broader strategy and campaigns in order to maximize their value," believes Boljević.
He also pointed out the importance of the role of professionals in communications.
"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 the state administration and business. Communications professionals must be involved in policy-making and decision-making from the very beginning, because quality communication and PR are key to the success of many initiatives," said Boljević.
He believes that, with recognition of the importance of the communications industry from the top and adequate resources, budgets, human capacities and continuous education, Montenegro can achieve significant progress and added value through quality events and communication strategies.
PR Center Director and NEXUS PR founder Milena Kalezić said that last year's events followed trends well in the fast-paced PR and event industry, but that the trend of high production and strong visual aesthetics will remain in 2025.
As a significant event, Kalezić highlighted the Rule of Law Forum, held at the end of November.
"This event had a reform character and brought together the most important representatives of the executive branch, the European Commission, the judiciary and the judiciary. What sets it apart is the effective role of the moderator. It is precisely through leading the discussion and managing the narrative that the panels moved from the zone of repeating already known results to clearly articulating the next steps and specific obligations within the next phases of the negotiation process," said Kalezić.
"This conference has once again confirmed that, regardless of the strength and visibility of the speakers, the role of the moderator is of crucial importance in shaping the quality of the public debate. A good moderator not only maintains the structure of the panel, but also actively influences the depth of the conversation, shifts the focus from general messages to specific policies, and makes the event leave a real political and reform mark," said Kalezić.
She also particularly highlighted the conference of the Association of Women Leaders, which focused on gender politics and community building.
"This event is very significant for the gender policy of Montenegro. This event brought together many women leaders from different sectors: public administration, civil society, business, including small businesses. The organizers have achieved what is not easy, and is already presenting itself as one of the most demanding trends for 2026, which is building communities, not audiences, which can be a strong and long-term resource for real change. I was in the audience of that conference and witnessed not only the creation of a community but the power of a movement," said Kalezić.
She also pointed to the event of the Ministry of Culture and Media to mark Njegoš Days.
"It was an intimate event at the highest level, with performances by authors Stefan Bošković, Relja Ćupić and Miloš Pejović. The event was held at the Montenegrin Academy of Sciences and Arts, but was also broadcast via RTCG streaming, making it available to a wider audience. This example shows how events can have a strong artistic note and evoke deep emotion in the audience," Kalezić said.
Speaking about trends in the PR and event industry, Kalezić believes that they are moving towards smaller, intimate events.
"The challenges facing the PR and event industry include organizing smaller events in intimate locations, which bring a stronger connection to the community. Participants should be connected to the panelists and the topic, and the event should also include the media to tell the audience's story. The key elements are building community, evoking emotions, and using follow-up tools to bring stories to life," Kalezić assessed.
She added that artificial intelligence continues to expand opportunities in the PR & event industry, but that it is community building, meaningful connections, and purpose-driven events and experiences that will mark a shift towards deeper and more thoughtful engagement.
Kalezić pointed out that experts recommend engaging participants through surveys, sudden changes to the agenda, and allowing them to speak from personal perspectives.
"The more intimacy and personal stories in focus, the better the outcome of the event, which leaves a strong impression on both the audience and the community as a whole," concluded Kalezić.
Television Vijesti journalist and Forbes Magazine editor Danijela Lasica assessed that the beginning of last year was marked by the tragedy in Cetinje, which left profound consequences for Montenegrin society, but also exposed the weaknesses of the system's institutions.
"January 1st is a tragedy that has marked us all. In addition to the fact that many people died, an additional feeling of helplessness stems from the fact that institutions, even more than a year later, have done almost nothing to resolve the causes that led to it or to instill a sense of security in citizens," said Lasica.
According to her, society and institutions "failed miserably" in that exam and deserved a "failing grade."
As another negative example, he singles out the months-long public controversy surrounding the monument to Pavle Đurišić, assessing that it was a topic that should not have been the focus of the public, media, and society, but which nevertheless dominated throughout the year.
Speaking about positive developments, Lasica highlighted the signing of a contract with the airline Wizz Air, which will have a base in Podgorica and a larger number of airlines starting this year.
"This is something that we as a society and a country lack, the ability to travel more easily and cheaper," Lasica said.
She also particularly highlighted the celebration of Europe Day, with a concert by the Montenegrin Symphony Orchestra at the Music Center, conducted by Ivo Marcano.
"We heard the Montenegrin anthem and the Ode to Joy. It was a beautiful and educational event, something that should happen more in Montenegro," Lasica believes.
Commenting on the situation in the media, she pointed out that the journalism profession is under great pressure due to social media and expectations of speed.
"The media should 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 doing," Lasica said.
She warned that some media outlets are trying to "flirt" with social networks and anonymous accounts, often bots, that impose topics and directions of reporting, which she sees as one of the negative sides of modern information. However, she reminded that research shows that Montenegrin citizens still have the most trust in traditional media, primarily television.
"I'm not against social media, 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 criticized, everyone knows someone else's business better than those who do it," Lasica said.
Speaking about the daily work of the editorial team, Lasica emphasized how important it is for the media to provide timely and accurate information about events.
"When we know in advance what is happening, who the speakers are and what we can expect, we can plan our work. Wrong or inaccurate information takes up our time and makes our work more difficult," concluded Lasica.
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