Dr. Borislav Miljanović is the founder and CEO of the regional communications group Represent System, which operates in four countries and employs over 120 people. Recognized as one of the pioneers in the professionalization and innovation of the communications industry in the region, he has been active for more than two decades in media, communications, and business, from journalism and public relations to strategic consulting and the development of innovative communication solutions.
His expertise in PR and communications has been recognized through prestigious awards and accolades, and as a leading lecturer at the Mokrogorska School of Management and the University of Belgrade, he shares his knowledge with those entering the communications world. He is an active member of the Board of Directors of the Serbian Association of Managers, where he contributes to the development of the profession and leadership in Serbia.
How would you describe the current state of the communications industry in the region, and what are the biggest changes you’ve noticed in recent years?
In the region, we are witnessing accelerated market consolidation, the merging of PR, digital, and creative disciplines under one roof, and a strong shift from “campaigns” to ongoing communication platforms. The media landscape is fragmented, while the influencer and creator economy is becoming mainstream. Measurement has shifted from “output” (coverage, impressions) to “outcome”: reputation, recommendation, sales, and trust. Clients are looking for integrated teams that simultaneously understand AI, data, and narrative.
Which communication trends do you consider key for the future – what will shape the industry in the next 5 to 10 years?
- AI co-pilot in every process: from research and monitoring to real-time message personalization.
- First-party data and privacy: brands will build their own communities and data streams instead of relying on third-party platforms.
- Retail media and performance PR: earned + paid will be measured jointly through attribution.
- Corporate responsibility 2.0: ESG narratives will have to be verifiable, not just a “nice story.”
- Creators as editors: co-creation with community leaders, not just sponsorships.
- Regional planning, local execution: efficiency at the regional level with cultural nuances in each country.
How much is the communications industry today facing challenges of trust and authenticity, and how can we overcome them?
The trust crisis stems from an overwhelming amount of content, disinformation, and “instant” communication. The solution is simple but demanding: consistency + transparency + verifiability. This means: clear source policies, fact-checking, labeling AI-generated content, public communication KPIs, and rapid corrective cycles when mistakes are made. Authenticity is not a tone, it’s a system: standard operating procedures, good governance, and smart approval workflows.
Your topic/panel at the conference is titled “There will be no communication without AI, but also no AI without good communicators!” – why is this topic particularly relevant today, and what do you want the audience to take away from your talk?
AI dramatically increases the speed and scale of our work, but it doesn’t understand community context, reputational risks, or ethics, that’s where good communicators are essential. The message is clear: AI is the co-pilot, the human is the captain. I want the audience to take away three things:
- A practical set of AI tools for everyday work,
- An ethical framework — what should never be delegated to a machine, and
- How to adapt and how to face the coming AI storm with a smile.
How important are events like Snaga komunikacije for the development of the communications industry and the strengthening of the professional community?
Such gatherings accelerate knowledge transfer and create industry standards. Networking is not just about exchanging business cards; it’s about faster access to solutions when a crisis hits. The industry matures when we share case studies, mistakes, and metrics — not just awards. The conference helps us present ourselves as a region with a unified voice and raise quality benchmarks.
The Woman.Comm Club brings together and connects leaders in the industry, what does such a network mean for the advancement of individuals and the industry as a whole?
A network that actively connects female and male leaders delivers three effects: visibility, mentorship capital, and talent mobility. For individuals, this means access to knowledge and opportunities that would otherwise arrive slowly. For the industry, it brings diversity of perspectives, which directly increases creativity and resilience. When we empower more voices, we get better strategies and a healthier team culture.
