In the dynamic world of communications, where the lines between traditional and digital media are constantly shifting, embracing new technologies alongside critical and strategic thinking has become essential.
Our interviewee has spent more than a decade building a career in public relations and, since 2016, has been part of Grayling, one of the first international PR agencies in Serbia. Over the years, she has worked on campaigns for global brands and now, as Account Director in Grayling’s Belgrade office, manages projects for major brands in the local market. In addition, she is responsible for coordinating marketing activities across Grayling’s network in Central and Eastern Europe.
With Nada Purešević, we explored how current developments are shaping the PR industry, what Serbian media landscape looks like today, and which skills are critical for success in this profession.
- We are witnessing “turbulent” events in Serbia. How does this affect the PR industry, and what do you see as the biggest challenges for you and other PR agencies?
The events we are witnessing today worldwide, ranging from the energy situation in Serbia and the region, to armed conflicts around the world, and the introduction of U.S. tariffs, leave no one indifferent. They impact all aspects of life and bring constant uncertainty. These changes are felt on a daily level and directly affect the communications sector. Companies are now much more cautious when making business decisions, which directly influences how they plan operations, shape communication strategies, and choose the messages they send to the public. No one wants to appear insensitive to the social context, while at the same time it is essential to balance business objectives with responsibility toward the community.
The biggest challenge for PR agencies today is precisely that balance – how to remain relevant and proactive while being careful and responsible. However, under such circumstances, the role of communications professionals becomes crucial. Companies seek proven experts with impeccable credibility who can guide them through crises, help protect their reputation, and ensure clear, transparent communication. An unmistakable trend is the rising demand for strategic consulting and crisis management, as brands increasingly seek stability and trusted partners to navigate uncertainty.
In line with these developments, we have also noticed an increasing need among companies for support and advice in the area of public affairs (PA). Grayling globally, but also on a regional and local level, has a long tradition of providing comprehensive PA support to clients alongside public relations. Our strong regional presence and global network give us the credibility and resources to deliver best practices, expert advice, and innovative solutions, even in the most dynamic environments.
- How would you assess today’s media landscape in Serbia? Is the number of digital media outlets growing? What is the market’s attitude toward print media? Are there enough media reporting on the economy in a transparent way?
Serbian media landscape today is dynamic, yet highly fragmented. As in other markets across the region, digital media are increasingly taking the lead over other formats, particularly print. This is a pity, as print outlets often provide deeper context and analytical insight, but the trend is clear – the audience has long since moved online. We are seeing strong growth in online portals, social networks, and video platforms, especially specialized and lifestyle media that shape brand perception and public opinion, particularly among younger generations.
Traditional media, primarily television, still hold significant influence and remain the dominant source of information for the broadest audience. However, digital channels offer flexibility, rapid content distribution, and precise targeting. In the quest for quick updates and real-time coverage, audiences increasingly turn to digital platforms. At the same time, the expansion of the digital space brings challenges – most notably the spread of misinformation, clickbait content, and media polarization. In Serbia, this polarization is particularly pronounced, with a clear division of outlets along political and ideological lines, which further complicates transparent reporting.
For brands and PR professionals, it is crucial not only to carefully choose communication channels and build strong relationships with credible media, but also to continuously monitor the entire media landscape. Only by doing so can we identify risks and opportunities in time, because today transparency and the quality of information matter more than ever.
- In your opinion, what skills should a person have if they want to work in public relations?
Anyone who wants to work in public relations must, above all, be curious, analytical, and willing to learn continuously. PR is a profession that requires openness to new trends, technologies, and communication channels. Critical thinking and the ability to accept constructive feedback are essential and highly valued in this field.
Today, communication professionals are expected to know the brand they represent down to the smallest detail – often better than the client themselves – because they are the first line of communication with the media, consumers, and other stakeholders. This calls for constant curiosity, proactivity, and readiness to advise the client, even to point out when an activity may not be appropriate for the market or the current context in which the client operates. This is precisely what we have found clients appreciate most.
Key skills also include strategic thinking, excellent written and verbal communication, understanding of digital tools and trends, and the ability to respond quickly in crisis situations. A professional who combines expertise, integrity, and confidence – someone capable of making sound decisions and taking responsibility – will always be highly valued in this industry.
- How do you see public relations in the context of artificial intelligence development?
Artificial intelligence (AI) can be a powerful ally or a significant challenge, depending entirely on how we use it. The key lies in finding the right balance between the efficiency AI brings and maintaining human responsibility and ethical standards. AI significantly speeds up processes that once required hours of research (such as gathering information and sources, identifying key influencers, and even drafting initial content) freeing up time for deeper analysis and creative idea development. However, the information obtained through AI requires verification and a critical approach, meaning the human factor remains essential for accuracy and relevance.
What AI cannot replace is human creativity, strategic thinking, and the ability to make context-driven decisions. That’s why integrating AI tools with human creativity, analytical skills, and ethical judgment is crucial for meaningful use.
- The public relations industry is evolving alongside new technologies. Do you use artificial intelligence at Grayling – if so, to what extent, and in which areas? Can AI replace PR professionals?
Staying ahead of trends and investing in advanced technologies is a cornerstone of our approach at the global, regional, and local level. At Grayling, we actively use AI tools to streamline everyday processes and create an advantage for our clients. Our goal is to leverage technology for efficiency while dedicating the time saved to what AI cannot replace – strategic thinking, creativity, and relationship building.
Artificial intelligence will never fully replace PR professionals, as the human element remains essential for decision-making. Today, AI serves as a valuable digital assistant and may evolve into an advisor for specific tasks in the future. Yet, critical thinking, empathy, and creative energy will always be irreplaceable.
