Three years before founding Chapter 4 Communication Consulting, Tamara Bekčić and Milena Avramović Bjelica had already accumulated extensive experience across different segments of the communications industry. One entered the profession through work in international organisations, strategic consulting and the development of public relations teams, while the other brought analytical thinking, structure and specific experience working with technology companies from the engineering world into communications. Today, sixteen years after establishing the agency, their partnership remains one of the foundations on which they build their business and relationships with clients.
Over more than two decades of work, both have developed projects for domestic and international companies, guided teams through complex transformation processes and crisis situations, and received the international PRO PR Globe Award in recognition of their contribution to the profession. At the same time, they actively participate in the education of younger colleagues, mentoring and the development of the communications community, believing that knowledge and experience must be shared in order for the profession to continue progressing.
In the interview, they discuss what partnership means to them in running an agency, how they assess the development of independent communications agencies in Serbia, which changes have the greatest impact on the industry, and why they do not see artificial intelligence as a threat but rather as a tool that requires responsible use. We also spoke about how they envision the future of organisations and the communications profession, as well as the careers they might have pursued had life not led them into the world of communications.
Being partners is a true challenge that requires transparency, but also making joint decisions when an agency faces important developmental milestones or moments of crisis. From your perspective, what does partnership mean?
TB: When we talk about partnership, for me the most important thing is mutual respect and understanding, that partners complement each other and work in the interest of the company, even when they approach challenges from different angles. Changes are fast and often unpredictable. That is why it is especially important to have a partner who encourages you to see the bigger picture, while also providing support when needed. In our case, partnership is one of the key reasons why Chapter 4 has remained a stable and sustainable company for 16 years, while at the same time being a reliable partner to clients when it comes to strategic communications and consulting.
MAB: For me, partnership primarily means trust. It is necessary to have someone you trust and who shares the same values, even when you have different views on how to achieve a goal. Partnership implies open dialogue, a willingness to question your own decisions and shared responsibility, especially in moments when things do not go according to plan.
Considering the challenges organisations face today, how would you assess the quality of services provided by independent communications agencies in Serbia? How many such agencies actually exist, given that Serbia remains the largest market in the territory of the former common state?
MAB: Serbia today has a very high-quality communications industry, with several dozen agencies operating successfully in the market. However, the number of agencies is not as important as their ability to respond to increasingly complex client needs. Companies no longer seek only creativity, media coverage or event organisation. They seek business support – strategic advisors who understand business operations, reputational risks, the regulatory environment, as well as the subtle nuances, needs and expectations of different target groups. It is precisely in this segment that I see the greatest potential for the further development of independent agencies.
TB: I believe the quality of services has significantly improved in recent years. Clients are more demanding, the market is more competitive and communications have become much more complex. This has further encouraged agencies to invest more in knowledge, development and team specialisation. At the same time, the market is still relatively small, which means we all face the challenge of finding and retaining talented people. Agencies that succeed in building and bringing together experts from different profiles and continuously investing in their development will be the ones that make a long-term difference.
What currently represents the greatest threat to agency business – the new habits of younger generations, artificial intelligence, or something entirely different?
TB: In my opinion, the greatest challenge is the changing expectations of people – employees, clients and partners we collaborate with, from the media to other stakeholders. Younger generations consume content differently, choose employers differently and have a different relationship with authority and institutions. Agencies that fail to understand these changes risk losing their relevance. Artificial intelligence will accelerate many processes, but knowledge, empathy, creativity and an understanding of human behaviour remain essential.
MAB: I do not see artificial intelligence as a threat, but as a tool that helps in everyday work. However, one must be quite cautious and responsible when using AI. The real threat is superficiality. At a time when information can be produced faster than ever and accessed within a fraction of a second, the greatest value will lie in the ability to understand context, business objectives and social circumstances. AI has a tendency to tell us what we want to hear, and since we are advisors, the process of making business decisions is extremely demanding and complex. Communications are not about generating content; they are about making thoughtful decisions that can have reputational and business consequences, building long-term relationships, ethically shaping perceptions and inspiring others in the desired direction.
How do you think organisations and their role will look in the future, considering the growing influence of artificial intelligence tools on business operations?
MAB: I believe that companies in the future will become significantly more agile and efficient thanks to the automation of numerous processes. At the same time, however, the importance of human skills – critical thinking, decision-making, ethics and leadership – will continue to grow. The more technology we use, the greater the need for experts who can assess the consequences of those decisions and build trust among employees, clients and within the community.
TB: Artificial intelligence is already changing the way almost every industry and company operates, but it will not change the fact that people want to work with companies and individuals they trust. That is why I believe reputation, transparency and authentic communication will become even more difficult to achieve and, therefore, even more important than they are today. Technology will enable greater productivity, but competitive advantage will increasingly be built on culture, values and the quality of relationships that companies develop with their target audiences.
If you were not doing this job, what would you be doing?
TB: I would probably be doing something that involves working with people and helping them develop their potential. It could be education, coaching or some form of consulting. What motivates me most is the opportunity to contribute to someone’s professional or personal growth, and that is actually the common thread that connects it with the work I do today.
MAB: If I were not working in communications, I would probably combine the things that have shaped me the most throughout my life – mechanical engineering as a way of thinking and structure, and working with people through philanthropy and projects that have social impact. I have always been drawn to being part of initiatives that help others and bring concrete value to the community. Sport has also been a constant in my life – through it, I learned discipline, team spirit and perseverance, which I would certainly bring into any other profession.
