At the 23rd international PRO PR Conference, one of the most significant regional events dedicated to communication management, special recognition is awarded each year to leaders whose vision, knowledge and professional dedication leave a strong mark on the business and communication environment.
Among this year’s recipients of the prestigious PRO PR Globe Vision Manager Award is Branko Mitrović, CEO of One Crna Gora. The award is presented to leaders whose vision, professional integrity and understanding of communication as a strategic tool contribute to the development of organizations and the broader business community.
With more than 25 years of experience in the telecommunications industry, Mitrović today leads one of the leading companies in Montenegro. His professional journey has been marked by continuous learning, strategic thinking and the belief that people are the most important resource of every organization, while his leadership approach is based on creating an environment in which employees can develop their potential and contribute to shared success.
On the occasion of the recognition he will receive at this year’s conference in Podgorica, the interview with Branko Mitrović touches on the role of public relations in modern business, the importance of transparent communication within companies, and the skills that leaders must possess today in the dynamic telecommunications sector.
- You are the recipient of the PRO PR Vision Manager recognition, having been recognized as a leader who understands public relations. What do public relations mean to you?
For me, public relations are much more than communication with the media, as they are often perceived. They are the foundation of trust between a company and all of its publics. In the telecom industry, which is one of the most dynamic and technologically advanced, companies make decisions every day that directly affect people’s lives, from network quality and digital services to the new technologies we introduce. That is precisely why it is important to communicate those decisions clearly, responsibly and transparently.
At One Crna Gora, we view communication as a strategic tool that helps us explain our decisions, present the values we bring and demonstrate how we contribute to society. I believe that this dimension, building long-term trust, is the most important one. When people understand what you do and why you do it, a genuine connection is created between the brand and the community.
That is why the PRO PR Vision Manager recognition has special meaning for me. I see it as confirmation that communication can be approached strategically, responsibly and with a clear vision, but also as a great recognition for the entire team that works every day to build the reputation of our company. For that reason, this award represents a kind of culmination of that shared work and an additional motivation to raise communication standards even further.
- People in leadership positions, like yourself, either understand communications or they do not. Why is transparent communication important and what would be your message to directors and managers?
Transparent communication today is no longer a matter of choice, but a necessity that makes a clear difference in the relationship between companies and the publics they communicate with. In a time when information travels extremely fast, those who try to avoid open dialogue with the public or with their employees ultimately lose trust in the long run. In the telecom sector, where users expect reliability, innovation and quick response, transparency is an imperative. When you communicate openly, whether about successes, challenges or plans, you build credibility and long-term trust.
My message to directors and managers would be not to view communication as an additional activity, but as a strategic part of managing a company. Every decision you make has a communication dimension. If you explain it clearly and responsibly, people will understand and accept it more easily.
At the same time, I believe that the lack of quality communication is one of the most common causes of problems within companies and teams. When information is not clear, when decisions are not explained or when dialogue is missing, misunderstandings and loss of trust appear very quickly. That is why a leader is not only someone who makes decisions, but also someone who knows how to explain a vision, involve people in change and create a sense of shared purpose.
- Public relations are a complex concept that includes crisis communication, media relations, internal communications and public affairs. Do you believe that the employees of your company understand the role of public relations and how important are internal communications?
At One, employees clearly recognize the importance of public relations and understand that communication affects both the way the company functions and the perception of the brand in the public. In our company, communication does not relate only to one department. It is part of the organizational culture that we value greatly and to which we give significant importance.
In that sense, internal communications are just as important as external ones, and often even more important. If employees have timely and clear information, they feel more included, more confident in their work and they more easily understand the broader picture of what the company is doing. When the people who make up the company understand the strategy, the innovations we introduce and the values we represent, they become our most important partners in communicating with the public.
At that point, employees naturally become the best ambassadors of the company. That is why I do not see quality internal communications merely as a tool for informing people, but as a key factor in building trust, a strong organizational culture and the long-term success of the company.
- When people look at your title, they see that you are a director, but they are often not aware of how much you actually work and the level of responsibility that position carries. What skills must a Vision Manager like yourself possess today?
Today’s business environment requires much more from leaders than classic managerial skills. A Vision Manager must have the ability to understand the context in which the company operates, recognize changes in the industry and guide the organization in the right direction in time.
In addition to strategic thinking, communication skills, decision-making ability and an understanding of people are extremely important. A leader today must be open to dialogue, willing to listen and able to bring a team together around a shared vision, because no innovation can succeed without the people who bring it to life.
For me, leadership is first and foremost a responsibility, towards employees, customers and the society in which we operate. A Vision Manager must be open to new ideas, ready for change and aware that the development of a company also implies personal development. In a world that is changing rapidly, it is important to be ready to learn, adapt and reassess your own approaches. These are precisely the principles on which I try to build my managerial approach.
Finally, I believe that one of the most important qualities of every leader is authenticity. People quickly recognize when a leader speaks sincerely and truly stands behind the values they represent. It is precisely on that authenticity that long-term trust is built, both within the company and in relation to the public.
