Bojana Krstić Mišović, Chapter 4: Consistency and Trust Are Worth More Than Any Trend
10/30/2025 • Agency news
What we have learned from previous years is that no matter how changeable trends may be, dedication and quality are what truly matter in the end. To provide quality service, besides continuous learning and staying up to date, experience also plays a key role—and in our agency, there have been many opportunities to work with clients from various industries. Over the years, we have strived to meet the needs of our partners and clients by offering a wide range of services—from traditional PR, through integrated communications and corporate PR, all the way to the digital age and adapting content to new information channels, while always providing support in managing crisis communication.
Our work can best be described as very open and honest, and decisions are made as a team. Creativity is always encouraged and supported, and everyone has the opportunity to propose ideas and see them come to life. Mutual trust and support are what drive and sustain us, our interlocutor points out at the beginning of the conversation.
What are the trends that, in your opinion, are shaping the future of the PR industry the most? Where does our country stand in relation to them today? Companies and their brands have for some time now been striving not only for visibility but increasingly for connection with consumers and users, building trust and loyalty. I believe this trend will continue in the future.
Today we have numerous tools at our disposal that support us in creating campaigns and implementing projects, but many of those tools are also prone to misuse. The use of artificial intelligence will certainly have an impact on shaping the future of the PR industry, and PR experts should embrace it and make the most of it, rather than leaving their activities entirely to it. That will also be the biggest challenge, but it can be addressed through education and familiarization with all available tools and methods that enhance PR practices.
Therefore, to create stronger connections between consumers and brands, the mere use of artificial intelligence will not be enough—expert interpretation and the experience of PR professionals will be essential.
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