Tamara Bekčić and Milena Avramović Bjelica: Female Leadership in Communications

 

“As directors and co-owners of a PR agency in Serbia that has naturally grown into a predominantly female team, we have both the privilege and the responsibility of seeing every day what happens when women are given the space, support and trust they need to reach their full potential,” said Tamara Bekčić, Managing Director of Chapter 4 public relations agency. 

Chapter 4’s experience clearly demonstrates that inclusivity is not a trend, but the foundation of long-term stability. The women on the team are not merely part of the system — they are the driving force behind it. Their contribution is reflected not only in strategic thinking, creative solutions and operational precision, but also in something more difficult to measure, yet equally important: the ability to build relationships, recognise nuances and bring empathy into business processes and the advisory support provided to corporate leadership teams. 

The Essential Question of Women’s Role 

 “At a time when business success is no longer measured solely by results on paper, but also by the values a company embodies and develops, the question of women’s role within organisations becomes essential rather than merely declarative,” Milena Avramović Bjelica, Executive Director of Chapter 4 PR agency, told us. 

 

Milena Avramović Bjelica further emphasised: “The diversity of educational backgrounds and interests within our team brings particular value. In one place, we bring together communications professionals, engineers, philologists, psychologists, economists and journalists, as well as colleagues who have built their careers across entirely different fields. This interdisciplinarity broadens our thinking and enables us to approach challenges from multiple perspectives, which is invaluable in modern communications. 

Knowledge of numerous foreign languages and cultures, together with a wide range of interests — from art to technology and business — further enriches our work and makes it more relevant and innovative.” 

Diversity of Contributions 

At Chapter 4, they particularly emphasise that the value of women within companies must not be reduced solely to visible leadership positions. The strength of an organisation lies precisely in the diversity of contributions, from entry-level positions to senior management. 

“The women on our team come from different professional backgrounds and stages of life. This combination of perspectives makes us more resilient, agile and prepared for change. Supporting women is not merely a value we declare — it is something we practise every day,” Tamara Bekčić told us. 

Contributing to business development also requires continuous investment in education, professional improvement and skills development. It involves offering flexibility when needed, understanding different roles in life and creating an environment in which ambition and personal life are not seen as opposing forces, but as aspects that can and should coexist and improve quality of life. 

“A career does not have to represent a choice between professional and personal fulfilment. It can be a space in which both aspects develop patiently, gradually and sustainably. We also balance different roles ourselves, and we have a deep understanding of colleagues who take on new professional and personal responsibilities. We especially value and celebrate women’s perseverance and their ability to manage multiple roles at the same time, while remaining committed to delivering quality in everything they do,” the interviewees pointed out. 

Mutual Support Milena Avramović Bjelica explained: “An equally important part of our culture is mutual support. We are building an environment in which knowledge is shared, success is celebrated together and challenges are not faced individually, but as a team. We believe that internal competition does not build long-term strength — trust does. This is why we invest in relationships between people, because we know that they are the foundation of every lasting success.” 

“We are proud that, as a team, we have succeeded in earning the trust of major clients and gaining international recognition through significant awards. These results are not merely business achievements — they confirm that an approach based on knowledge, collaboration and mutual respect produces long-term results,” said Tamara Bekčić. 

Investing in and Setting an Example for Future Generations 

It is also important for women to see other women leading, creating, making decisions and succeeding, while remaining true to themselves, nurturing relationships and building communities. 

“We are very aware of the broader responsibility we carry. The example we set does not end within the walls of the Chapter 4 agency. It is passed on to the generations that follow — to our children, and especially to girls who grow up observing the possibilities available to them, whether entrepreneurial, professional or family-related,” said Tamara Bekčić. 

Milena Avramović Bjelica added: “The Chapter 4 brand that emerges from this approach is not the result of a campaign, but of authentic practice. It sends a clear message to the market, our partners and future employees that we recognise what matters most today — the people who drive development.” 

Women’s contributions should be discussed openly and continuously. Platforms that recognise and highlight the authentic stories of women within companies play a key role in this process, because visibility brings recognition, and recognition encourages further development. 

Ultimately, the Chapter 4 team’s position is simple: companies that recognise, support and promote women are not only building successful teams — they are building a more stable, responsible and sustainable future. “We want to be part of exactly that kind of business environment — and to actively create it every day, together with our team,” the interviewees concluded.

The interview was published in the Successful Business Women special edition.