Eleonora Albijanić, PR Adviser at the Chamber of Economy of Montenegro
Eleonora Albijanić on the evolution of PR, the challenges of digital communication, and why credibility remains the profession’s greatest strength
At a time of increasingly rapid communication and constant public exposure, reputation is becoming one of the key assets of every organisation. PR is therefore no longer merely a support function for business, but an important part of strategic management, built on trust, credibility and responsibility.
With more than three decades of experience in communications, Eleonora Albijanić, Public Relations Adviser at the Chamber of Economy of Montenegro, has witnessed the profound changes the profession has undergone – from traditional media to real-time communication and the new challenges posed by digital platforms, artificial intelligence and disinformation.
In an interview with Diplomacy, she discusses reputation, crisis communication, strategic PR and the future of the profession, as well as something that, despite all the changes, remains constant – trust as the foundation of every successful relationship with the public.
How would you describe your professional journey in the field of public relations and institutional communication?
My professional journey began immediately after I completed my economics degree, a little over three decades ago, at a time when there was far less awareness of everything that PR entailed, and it has been focused precisely on this complex and demanding, but above all rewarding, profession. I have been fortunate, through my work in tourism, telecommunications and energy, and in both domestic and international companies, to learn, practise and strategically manage communications across all areas of PR, from internal communications, media relations, research and analysis, crisis communication, event management, sponsorships and corporate social responsibility, to various types of production, writing, editing, and the development of PR strategies and plans, among other things. I am particularly proud of the CEPI PR School, which has produced ten generations of PR professionals, and which I co-founded and where I was part of an excellent team of lecturers. In addition to my professional engagements with the National Tourism Organisation, Telenor, Electric Power Company of Montenegro (EPCG) and now the Chamber of Economy, I am also a certified PR and CSR trainer. I would say that my professional journey has been very dynamic, and somewhere around the halfway point, I complemented my practical experience with a Master’s degree in this field. PR is my passion, and I enjoy the way it combines creativity, strategic thinking and the daily process of establishing new relationships and maintaining existing ones with various publics. Public relations is diverse, multidisciplinary, creative, dynamic and analytical; it requires knowledge of every sphere of social life and offers no single formula for resolving challenging situations. You can always expect a new challenge, which is why you have to keep learning and adapting.
What, in your opinion, are the key factors in building credibility and recognition in the PR sector today?
Trust is the key word when it comes to building credibility. Actions first, then words – your actions must substantiate what you say. That is why good internal communication, where all communication processes begin, is the fundamental starting point for any effective external communication. The messages being communicated must be aligned with actions, because reputation is built precisely by ensuring that what an organisation says is consistent with what it does. A strategic approach to communications is crucial to building and maintaining an organisation’s image. It involves analysing the current situation, defining the vision, mission and core values, setting communication objectives and defining target publics and messages, selecting communication tools and channels, and finally, monitoring and evaluation. Throughout this process, adherence to professional standards and ethical principles goes without saying. As does the fact that, on this challenging journey, no steps can be skipped.
‘ACTIONS FIRST, THEN WORDS.’
Reputation is not built on what an organisation says about itself, but on the relationship between its messages and what it actually does. That is why good external communication begins with good internal communication, while a strategic approach, consistency, professional standards and trust form the foundation of a lasting reputation.
‘Although artificial intelligence may take care of the “technical” aspects of our work, strategic thinking and creativity remain our greatest strengths.’
How has the role of PR professionals changed over the past decade, particularly in the context of digital communication and social media?
When I compare the beginning of my career 30 years ago with where we are today, I can say that the PR profession in Montenegro has undergone a significant transformation and experienced some seismic changes. Over the past decade, the PR profession went through a genuine ‘revolution’ during the COVID-19 pandemic, which, in a very short period of time, changed the way organisations communicate with their publics, accelerating processes that would otherwise have taken years to develop. If I were to try to systematise the changes that have taken place over the past decade, in brief, they primarily concern the speed of communication, in the sense that communication now takes place in real time; digital platforms and social media are taking precedence over traditional media; the public is now an active participant in communication, creating, sharing and commenting on content; crisis situations require an immediate response; tools for measuring the impact of communication have become more sophisticated; reputation is much more vulnerable; the development of artificial intelligence presents us with new challenges; combating disinformation is a new reality; PR today is no longer merely a support function for other areas of business, but an important part of the business decision-making process; and the PR profession has become more widely recognised, with an increasing number of people pursuing education and training in communications. A study of the PR profession in South-East Europe found that the following areas had gained in importance in recent years: digital/social media, internal communications and reputation management, indicating a clear increase in online engagement and organisational cohesion. The greatest threat to the industry is poor practice when it comes to measuring and evaluating our work. However, this also represents an opportunity to demonstrate our contribution and impact by improving evaluation tools. Yet, regardless of these changes, the essence of the PR profession has remained the same over time and is rooted in two words: trust and credibility. The ability to establish a strong, open and credible relationship with the public remains the foundation of successful public relations.
Crisis communication is the most demanding challenge in PR. Does the new era bring new rules in this area as well?
Agility is one of the key characteristics of modern public relations today, as PR no longer operates in predictable, slow-moving cycles, but in an environment that is dynamic, fast-paced and often unpredictable. Information spreads in real time, publics react immediately, and organisations are under constant pressure to respond accurately, transparently and promptly. New technologies and communication trends require continuous learning and adaptation. As the saying goes, ‘It is easy to be good when times are good; true heroes reveal themselves in adversity.’ Everything we (do not)know comes to the fore in a crisis. If sufficient attention is paid to communications and they are managed strategically when there is no crisis, crisis communication itself will be easier to manage. If, in times when there is no crisis, a company develops a crisis management plan and, based on it, a crisis communication plan; if it anticipates and considers potential crisis situations in advance, has scenarios prepared and conducts crisis communication exercises, then a crisis can be viewed as an opportunity rather than as a danger and a threat. A crisis usually erupts when you least expect it and always brings a certain degree of stress, while in PR there is no ready-made solution that can simply be applied to a particular situation. Every crisis is therefore a new adventure and a valuable testing ground for validating and assessing the way you manage communications. And the lessons learned after each crisis represent the greatest added value for PR work.
How important is strategic reputation management in the work of the Chamber of Economy and similar institutions?
A strategic framework must be followed in any institution when building and maintaining its reputation. In the work of the Chamber of Economy, this is particularly important because it represents and protects the interests of the entire business community in Montenegro, which makes its role exceptionally important and multifaceted. In its work, the Chamber communicates with numerous and diverse target publics, both in Montenegro and abroad, and it is therefore important, yet at the same time highly complex, to align all objectives and messages and select the appropriate tools and channels for each target public, so that our communications remain consistent at all times and aligned with what we actually do. One example is the Chamber’s active participation in shaping the legislative and regulatory framework, where efforts are focused on removing barriers to business and improving the business environment. This entails continuous communication with the relevant institutions, submitting specific proposals and comments on regulations, as well as analytical initiatives that address issues of importance to the economy. Through its continuous communication with companies, the Chamber identifies the challenges they face in their day-to-day operations. Through the work of its boards, associations and other bodies, initiatives from the business community are gathered and advocated before the relevant institutions, while solutions are proposed that can contribute to reducing administrative barriers, improving the regulatory framework and strengthening the investment climate. The Chamber also provides direct support to companies through training, expert consultations, conferences and programmes aimed at human resource development, digital transformation, innovation and sustainable business practices. The Chamber plays a particularly important role in the internationalisation of business. By organising joint appearances by Montenegrin businesses at international trade fairs, as well as business forums and trade missions, domestic companies are connected with potential partners from the region and around the world, creating new opportunities for exports, investment and business expansion. An important aspect of the Chamber’s work is informing companies about support programmes. In cooperation with the relevant institutions and partners, presentations of support programmes intended for micro, small and medium-sized enterprises are therefore organised on a regular basis. The Chamber promotes and supports dual education, recognising the importance of linking education with the labour market, as well as the need for a workforce equipped with specific practical knowledge and skills. Promoting the economy is one of the most important areas of the Chamber’s work. Various activities and campaigns are implemented to support domestic producers and raise awareness of the importance of buying domestic products. Recognising the importance of showcasing domestic quality, the Chamber established the collective trademark GOOD FROM MONTENEGRO, while the Strength Lies in All of Us campaign is conducted on an ongoing basis, together with the BUY LOCAL prize competition.
How does personal professional development contribute to success in institutional PR?
I have been with the Chamber of Economy for two years now, and I can say with confidence that managing public relations in this institution requires extensive knowledge, experience and a strong sense of responsibility. What I do today in institutional PR represents the culmination of three decades of work and diverse experience in public relations, which I am now able to apply to the fullest extent within the umbrella institution representing Montenegro’s business community.
How do you see the future of the PR profession in the region over the next five to ten years?
Today, PR is part of an organisation’s integrated communications. It is one piece of the puzzle that contributes to the overall picture. I believe this will remain the case over the next decade, while PR will continue to grow in importance. According to the latest research in this field, the role of PR and communications is still not sufficiently valued within organisations’ management structures, and even where it is valued, there is a constant need to justify its existence. We can therefore say that we continue to face the challenge of ensuring PR has a sustainable influence within the organisational context, and I hope we will succeed in demonstrating just how important our profession’s contribution is to an organisation’s success. Although artificial intelligence may take care of the ‘technical’ aspects of our work, strategic thinking and creativity remain our greatest strengths.
Is there a communication practice or project that you are particularly proud of?
It is difficult to single out just a few, but I will try. Establishing the PR department at Promonte is something I am particularly proud of, as are the corporate social responsibility projects we implemented, such as Old Phone, New Life, a forerunner of proper electronic waste disposal, followed by Mobile Phones for Pupils Who Walk to School. During my time at the National Tourism Organisation, I was particularly proud of every good article published in the international media following study visits by journalists to our country, as well as of my involvement in producing the first travel guide to Montenegro following the sanctions, the Bradt Travel Guide. I am also proud of the communication campaigns accompanying the introduction of smart meters at Electric Power Company of Montenegro, as well as the campaigns for the Golden Team loyalty programme and Let’s Share the Burden. At the Chamber of Economy, I am proud of the BUY LOCAL prize competition, which we organised as part of the overarching Strength Lies in All of Us campaign. I am proud of the CEPI PR School, but also of the first study of the PR landscape in South-East Europe and, in particular, the study focusing specifically on Montenegro, which we secured through the PRCA association. And I almost forgot – as part of the communications team, I am proud to have contributed to the development of the Public Information Strategy on Montenegro’s Accession to the European Union 2014-2018.
What advice would you give to those who are just entering the world of public relations?
At a time when communication plays a key role in shaping public opinion and building trust, the role of public relations professionals is more important than ever. Above all, I would tell young people who want to pursue a career in public relations and communications that this is a multidisciplinary profession that requires continuous learning and a great deal of responsibility. If they want to pursue this profession, they must be curious and stay informed about everything that is happening in society, because a good communicator must understand the context in which they operate. They must be patient and persistent. A good PR professional should have excellent communication skills, be empathetic, organised and creative, be able to work under pressure and think strategically, be a team player and a diplomat, and be digitally literate and agile. Credibility and integrity go without saying.