Two decades of work in strategic communications, event production, film, and theatre have shaped the professional path of Nina Redžepagić, one of the most recognizable communications professionals in Montenegro. As the founder of OR, a PR and production company based in Podgorica, a strategic communications consultant, film and theatre producer, and lecturer in protocol, communications, and event management, she has built a career that connects the creative industry, the business sector, and public institutions.
Throughout her career, she has worked on numerous communication strategies and projects for international organizations, companies, and institutions, and particularly distinguished herself by leading the communications strategy during the COVID-19 pandemic for the Institute of Public Health of Montenegro, which is considered one of the most successful PR campaigns in the country. She is the recipient of the PRO PR Award and a member of the Association of Managers and the Association of Women Leaders of Montenegro. At the same time, through lectures and educational programs, she actively contributes to the development of a new generation of communications professionals.
In an interview with Media Marketing, Nina Redžepagić talks about the development of the event industry in Montenegro, the challenges currently facing the communications profession, and management’s relationship with strategic consulting and public relations. She also reflects on media literacy among young people, the impact of the digital environment on society, the need for greater professionalization of the event sector, as well as the experiences that taught her resilience, crisis management, and the importance of trust as the most valuable asset in communications.
Considering its population size, Montenegro has one of the highest numbers of events in the region. You began your career as an internationally recognized advisor in the fields of film, event industry, and production. How would you assess the event industry market in Montenegro today?
Montenegro is, as Veljko Vlahović once said, “an eternally open space of freedom.” It is precisely in this vivid and attractive corner of the world, between mountains that touch the sky and a sea that remembers civilizations, that life beats to a unique rhythm. Today, we recognize that rhythm through an exceptionally vibrant event scene.
When we look at the number of events relative to the number of inhabitants, we can truly speak of a phenomenon within the regional context. However, the number of events does not necessarily mean quality or their actual contribution to the development of a destination.
Events are among the most complex communication tools because they combine creativity, management, audience psychology, and the ability to handle unpredictable situations. This is why organizing events is not merely a matter of a good idea or enthusiasm, but a profession that requires serious expertise and continuous development. I believe that, as in any other profession, it is important to allow professionals to do what they are trained and talented to do.
Social media has created an interesting paradox. The more information is available, the more convinced we sometimes become that every profession is simple. Today, many people think they can organize an event because they have attended dozens of them, just as someone might think they can direct a film simply because they enjoy watching them. I often joke that we live in a time when everyone has an opinion on everything, but few have the patience to master a skill.
The difference between opinion and expertise is precisely what separates enthusiasm from professionalism.
What are the biggest challenges facing the communications industry in Montenegro? Do you believe company management sufficiently understands the importance of strategic consulting in public relations and communications?
The biggest challenge facing the communications industry today is not a lack of information, but an abundance of it. We live in a time when everyone is speaking, yet it is becoming increasingly difficult to truly be heard. That is why communications are no longer a question of visibility, but of trust.
In this context, active listening becomes particularly important, a skill that seems to me to be just as important as the ability to send a message. Covey once said: “Most people do not listen with the intent to understand; they listen with the intent to reply.” That thought encapsulates one of the greatest challenges of modern communications. Organizations that know how to listen to their employees, clients, partners, and communities make better decisions, build stronger relationships, and create long-term value.
I notice that an increasing number of companies recognize the importance of strategic consulting, but there is still room for progress. Public relations are often incorrectly reduced to external communication, that is, media relations, which represents a simplified understanding of a much broader and strategically important management function.
At its core, communications are a tool for building trust, managing reputation, and creating long-term relationships with all key stakeholders, both internal and external. It is like attributing the success of a film solely to the red carpet at its premiere. The premiere is important, but the film was being made for years before the spotlights were switched on. The same applies to communications, where a media announcement is often just the final scene of a much longer process. Companies that understand communications as an investment rather than a cost build stronger brands and more resilient organizations in the long run. Trust cannot be bought. It is built over years, and communications are its most important foundation.
What is the biggest challenge in Montenegro today, event hyperproduction or something entirely different?
What I see as one of the greatest challenges today is the lack of systematic evaluation. We still do not have sufficiently developed mechanisms for measuring the economic, tourism, and social impact of events. We often talk about success based on attendance or media visibility, while much less frequently analyzing how much a particular event contributed to the local or national economy, the extension of the tourist season, or the strengthening of a destination’s image.
Another challenge is coordination. It is not uncommon for several significant events to be organized at the same time, without sufficient cooperation among organizers, institutions, and local communities. Such a practice benefits neither the audience nor the organizers, and least of all the destination, which should be managing its events strategically. Fortunately, some digital initiatives have emerged that provide mechanisms for avoiding such mistakes. One of them is the excellent NexusSPR platform.
We are also witnessing events being created without a clearly defined concept, target audience, or long-term vision. At a time when audiences seek authentic experiences, it is no longer enough to simply organize an event. It is necessary to know why we are organizing it, who it is intended for, what value it leaves behind, what emotion it carries, and how much knowledge or how many valuable contacts have been accumulated through it.
Still, one of the challenges facing the industry is the belief that event organization is a job that does not require specific knowledge and competencies. People often forget that behind every successful event lie years of experience, strategic thinking, an understanding of communications, production, directing, protocol, logistics, and above all, working with people. Event management is, first and foremost, about managing human resources.
As Montenegro moves closer to joining the European Union, does the country lack digital media? What is the level of media literacy among young people? Are young people more focused on social media, or do they dedicate themselves more to culture and sports?
I do not think Montenegro lacks digital media. On the contrary, I would say that we live in a time of their hyperproduction. However, when we talk about media literacy among young people, I would first like to ask what may be an even more important question: are we adults media literate enough?
We often expect young people to be critical of the content they consume every day, while at the same time we ourselves have not developed sufficiently strong mechanisms for recognizing manipulation, disinformation, and hidden influences to which we are all exposed. That is why I believe media literacy must not remain merely declaratively recognized as part of educational reforms. It must become part of our daily lives and culture.
In recent years, UNICEF, numerous NGOs, and the Media Institute have invested significant efforts in bringing this topic closer to citizens and the educational system. Nevertheless, research still shows that many young people struggle to distinguish credible sources of information from disinformation, especially on social media, where content is consumed quickly, superficially, and often without checking sources.
Although media literacy is formally present within the educational system, there is a sense that educational models still do not adapt quickly enough to the changes brought by the digital age. Today’s generations are growing up in a world of screens and artificial intelligence, so learning approaches must also be closer to their way of thinking and communicating.
I have a very optimistic view of young people. Through my professional and social engagement, I meet young people who are educated, creative, responsible, and genuinely interested in culture, sports, science, entrepreneurship, innovation, and social change. They do not lack potential. What they need are opportunities, trust, quality mentors, and more space for their voices to be heard. Every generation has the power to change society, but only if we give it the opportunity to participate in that process.
I am particularly encouraged by the fact that an increasing number of young people from Montenegro actively participate in international exchange programs, volunteering, cultural projects, sports activities, and various initiatives that connect them with peers across Europe and the world. Through such experiences, young people develop self-confidence, tolerance, a sense of responsibility, and awareness that they are part of a much broader community.
That is why I believe Montenegro’s accession to the European Union will not be only a political or economic process. Above all, it will be a process of social maturation, an opportunity to further strengthen the values of an open society, critical thinking, responsibility, and civic activism.
Your agency is engaged in strategic consulting in public relations, event organization, and integrated marketing. If you were not doing this work, what would your professional career look like and which path would you choose?
If I were not working in communications, public relations, and consulting, I believe I would have found my professional path in academia or agriculture. At first glance, that may seem like an unusual combination, but both fields contain something that is extremely important to me, the creation of lasting value.
I particularly enjoy working with young people because their energy, curiosity, and willingness to challenge established patterns are often the best reminder that society always has the potential to progress. I believe I would devote myself to teaching, research, and mentoring with the same passion that I now devote to communications.
On the other hand, agriculture also attracts me, perhaps because it brings us back to fundamental values. There is something deeply calming about creating something that grows, matures, and bears fruit. I discovered that during the pandemic.
Interestingly, I see far more similarities than differences between communications, education, and agriculture. In each of these fields, you work with people, build trust, and invest in the future. Whether you are planting ideas or seeds, results do not come immediately, but when they do, their value lasts much longer than the moment in which they were created.
What moment in your career left the deepest mark on you, apart from the recognitions and awards you have received?
Honestly, the greatest mark on my career was not left by awards, recognitions, or successfully completed projects, but by the moments when I was forced to demonstrate strength and courage, to find a drop of water even in the driest landscapes and a reason to keep moving forward.
One such moment was the period when I faced a major loss of capital caused by a fire. In a single day, you can lose property, projects, plans, and the sense of security you spent years building. In those moments, you need yourself the most. And in order to have someone to rely on in such circumstances, you need to spend years investing in your own knowledge, character, inner strength, and spirituality. That was when I decided that I would never become a victim of learned helplessness.
It was precisely during those moments that I realized the most important steps are not built on what we possess, but on the values we carry within us. I learned that courage is not the absence of fear, but the decision to keep pushing forward, sometimes almost to the point of absurdity.
Paradoxical as it may sound, difficult circumstances taught me gratitude, patience, and a deep respect for work.
I believe that the true value of a career lies not in the awards we receive, but in the resilience we develop, the people we preserve or meet along the way, and the results that emerge as a consequence of dedication, integrity, and hard work. Perhaps that is why I particularly love crisis communications. There is no room for superficiality in them. They demand knowledge, responsibility, and composure, while at the same time reminding us that trust, human strength, and integrity are the greatest assets we can possess.
