Lena Bošković’s professional path developed through economics, journalism, and corporate communications, connecting diverse experiences into a career built on understanding the public, business, and strategic reputation management. From covering economic and political topics, through professional training in leading international media houses such as CNN and BBC, to her current role as Director of Corporate Communications at Vezuv Group, her professional development demonstrates how media experience and market understanding can evolve into a serious communications and management role.
As this year’s recipient of recognition at the PRO PR Globe People Achievement Awards as part of the 23rd edition of the PRO PR conference, Lena Bošković belongs to a generation of communication leaders who understand that public relations has long surpassed the boundaries of traditional PR. Her experience encompasses journalism, marketing, socially responsible campaigns, and corporate strategy, with a particular focus on responsible communication within strictly regulated industries, where reputation, trust, and social impact become just as important as business results.
In this new interview, Lena Bošković discusses the transformation of journalism in the era of digital platforms, the boundaries between information and marketing, the development of the PR profession in Montenegro, the communication challenges of the political and corporate sectors, as well as the role of socially responsible initiatives in modern business. At the same time, the interview opens broader questions of professional ethics, European integration, and long-term trust, confirming why communication today is increasingly becoming a matter of strategic responsibility, not just visibility.
Your studies in economics led you to topics related to economics, but you also had the opportunity to learn and train in leading media houses. How would you evaluate journalism today – has it turned into marketing, and does investigative journalism still exist at all?
Journalism today is developing in a highly dynamic environment, under the strong influence of digital platforms, the speed of information, and changing audience habits. This has brought changes in format and content distribution, but the fundamental role of journalism remains the same – to inform the public in an accurate, responsible, and credible manner.
In that context, the question of the boundary between traditional information and communication forms closer to marketing sometimes arises, especially in the digital space.
From my experience as an economics editor and journalist specialized in economic and political topics, quality investigative journalism still exists, but it requires more time, resources, and professional dedication, alongside the challenges of the modern media environment. It most often develops through the work of smaller teams or individuals focused on investigative stories.
In a broader context, the journalism profession continues to demonstrate a high level of professionalism and resilience, while editorial standards, fact-checking, and professional ethics remain crucial for preserving media credibility.
My experience working in international newsrooms further confirmed the importance of editorial independence and consistency as the foundation of all serious journalistic work.
Despite major legal restrictions within the company you represent, it has found a unique way to raise public awareness about safety measures and socially responsible campaigns. What motivated you to publicly promote these initiatives?
In an industry that is clearly and strictly regulated, communication carries an additional level of responsibility and requires a very careful and thoughtful approach. Precisely because of this, I believed it was important not to view communication solely through an informative or marketing function, but also through the broader social context in which it can have a real impact.
Our approach from the beginning was based on the idea that if public visibility already exists, it should be used in a way that contributes to education, prevention, and raising awareness about socially sensitive and important issues. This particularly includes a highly responsible approach to responsible gaming.
Socially responsible campaigns are therefore a natural part of our strategy, not a separate communication activity. They represent a way to build long-term trust with the community and contribute to creating a more responsible environment, which I consider essential for any industry that has direct contact with the broader public.
How would you assess the state of public relations in Montenegro – do organizational managements, and especially the political public, understand the role of PR experts?
Public relations in Montenegro has had over two decades of development continuity, and today we can speak of a formed and quality professional community, with experts who possess the knowledge, experience, and understanding of modern communication models. PR as a profession matured alongside the market and institutions, and in that sense, significant progress has been made.
However, there is still room for stronger strategic positioning within organizations. In certain systems, PR is still perceived as an operational function or support in crisis situations, rather than as an important part of the management process and decision-making.
When it comes to the political scene, communication is often used as a tool for short-term effect, while its full potential in building long-term trust and credibility remains underutilized. This is precisely where I see room for further development in strengthening the understanding that public relations is not merely a message, but a continuous and responsible relationship with the public, built through persistence, transparency, and expertise.
Montenegro is moving toward the European Union. Do you believe citizens truly understand the identity of Europe, and in what way can they realize its benefits?
Citizens’ understanding of European integration is gradually developing, but there is still room to bring that process closer to everyday life. Through my experience in journalism, particularly in reporting on economic topics, I learned how important it is to make complex processes accessible to citizens in a clear and understandable way.
It is important not to speak about Europe exclusively through administrative or political frameworks, but through concrete examples that show how changes affect people’s lives and work. European values primarily imply standards that impact quality of life – from legal security to greater opportunities for personal and professional development. When such topics are communicated clearly and continuously, citizens more easily recognize the benefits and ways they can achieve them.
If you were not involved in public relations, what would you pursue in your professional career, and which option would you choose?
I would probably have remained in the field of economics, finance, and the stock market, which was my original professional direction. However, journalism is an area I could always return to, but in the form of specialized reporting, particularly on economic and political topics. Given the experience I have gained, it is difficult to imagine a career without communication as a key element, so my choice would certainly remain within professions that connect analysis, strategic thinking, and the public word.
Which moment in your career has left a special mark, aside from the recognitions you have received?
It is difficult to single out one moment, but particularly significant are those in which the results of a long-term and responsible approach to communication become visible – through projects that required high precision, trust, and consistency, and which left a recognizable professional and social contribution.
Still, the deepest mark is left by moments of professional development – working in international media houses, encounters with different professional standards, and the responsibility carried by the public word. It is precisely these moments that shaped my current approach to communication.
