When someone grows up in a “journalists’ family”, they learn about the world from such surroundings. Just as the apple does not fall far from the tree, so, by the nature of things, journalism became my “first love”. However, during my studies, I realised that public relations, the even more dynamic profession, was what I wanted to do for a living, and to this day I consider the opportunity to do a job that I love as one of the greatest gifts I have received.
I graduated in journalism and communications at the Belgrade University Faculty of Political Sciences and gained my master’s degree in cultural studies at the same institution. I gained my first public relations experience at PR agency “Pristop”, while my next job, working for “Represent Communications”, helped me extend the area of my work, both in terms of different communication channels and the diversity of the companies that were my clients. Due to the opportunity to become familiar with many industries, to develop strategic communications and collaborate with a large number of media representatives, I would say that working at a PR agency is an exceptional school for every public relations expert. In my opinion, crisis communications is one of the biggest challenges in the PR industry, while primary satisfaction comes when strategic and well-planned work preserves a client’s reputation and a crisis becomes a successful communications project.
Running the London School of Public Relations in Belgrade gave me the opportunity to share my professional experience with others while dealing with PR at “Banca Intesa” gave me the chance to direct my knowledge towards the banking and finance industry, and to become better acquainted with working in the corporate sector.
However, the biggest challenge and honour for the opportunity I received was in the position I now hold. The Royal Palace is a truly unique work environment with exceptional advantages. Being professionally engaged by the Royal Family is not just a job; it is a unique position with strong symbolism. Although very demanding and complex, my job gives me the opportunity to be in contact with important people, to take care of communications and protocol of Their Royal Highnesses and to be part of the numerous humanitarian activities of the Crown Princess Katherine Foundation.
In my opinion, believing in the idea of your vocation, continuously developing and balancing your professional and private life would be the formula for building a successful career in this industry
Every day is very dynamic; including all types of PR activities, setting up and developing projects, numerous meetings, emails and phone calls. These activities are practically the same as they are at every company, but when it comes to the Royal Family the content is completely different. This is very inspiring and motivating, demanding high responsibility and good organisational skills while giving me the opportunity to develop knowledge and be in contact with a large number of people.
Speaking of people, I believe it is very important to be a people person in order to do this job successfully, and also to be able to find the best way to communicate with different types of personalities. I trust my intuition and it leads me when it comes to relationships and working with people.
In my opinion, believing in the idea of your vocation, continuously developing and balancing your professional and private life would be the formula for building a successful career in this industry. The importance of communications is reflected in all spheres of life, and being a PR professional offers you the privilege to use your communication skills and dedication to improve yourself and your work, as well as to be an important part of major projects.