STRENGTH OF THE PR TEAM

EMPOWERED WOMEN

TAMARA BEKČIĆ AND MILENA AVRAMOVIĆ BJELICA, DIRECTORS AND CO-FOUNDERS OF CHAPTER 4 PR AGENCY IN SERBIA

Chapter 4 in Serbia is part of the Chapter 4 Group and the exclusive partner of the world's leading communications network, BCW Global. But that partnership doesn't bring new clients, rather they do that themselves by nurturing high quality services and constantly developing team members, and through their business focus and innovation

Initially, Tamara and Milena were the only two woman to Examples of the network’s participation in major regional be co-founders of a Chapter 4 agency. Today, almost 11 and global tenders are rare. Today’s clients know that engagyears later, Chapter 4 agencies exist in as many as 10 ing a larger network may simplify the selection process markets in Europe, and half of the directors and owners and provide the best price, but won’t ensure the highest of these agencies are women quality. What is far more frequent is that clients who are

Chapter 4 is part of the Chapter 4 Group that operates our market decide to contact Chapter 4 agencies in other throughout CEE. How much does your exclusive partner- markets where we operate. That’s how quality spreads the ship with BCW Global, a leading global communications influence of the network. network, help you in your business? satisfied with the professional support they received on Tamara: That’s right. The Chapter 4 network was created You were among the first to bring an holistic approach to as an initiative of several colleagues who had previously communications to our market more than a decade ago. cooperated across the region. At that time there were four Do your innovative projects contribute to your clients’ founding countries: Serbia, Austria, Bosnia-Herzegovina and results and reputation?

Hungary. Milena and I have been active Tamara: Our focus in on how to optimally participants in creating the success story of our network from the start Our whole team is constantly support clients’ business plans. This very often implies highly specific communiand we were the only women to be learning and upgrading its cation with different target audiences, co-founders of Chapter 4 agencies. After almost 11 years, Chapter 4 agen- knowledge and skills tailored to each one. Activities based on this principle are, of course, measurable: cies exist in as many as 10 markets in if we know what we want to achieve, then

Europe, and half of the directors and owners of our agencies we also know what and how we can evaluate and measure, today are women. directly and indirectly, both quantity and quality.

Partnering with BCW Global means a lot to us in terms Depending on the client and the business goal, the focus of providing the highest industry standards and sharing and target groups change, but the strategy, creativity and experiences. This cooperation influences the development innovation, as well as ethics, are constant elements. Our and innovation of our team greatly, and consequently the clients know that they can rely on us in this regard, and that results we achieve with clients. each of their projects represents a challenge for us that we

Contrary to popular belief, partnering with a global net- approach with great care. work does not bring new clients. We do that ourselves – by Communication projects are strategically planned and nurturing high quality services and constantly developing there are no quick fixes. That’s how we achieve excellent exceptional team members, business focus and innovation. results, nurture or improve the reputation of our clients and

consequently strengthen our own reputation. There is no better recommendation than a satisfied client and a successfully completed project or a campaign.

How much is your expertise dependent on experts in various fields of communication, and how much on the strength and coordination of the entire team? Milena: I would say that it is the strength of the team, but also the interests, knowledge and experience that each member of the team possesses. The big advantage of smaller teams is that it’s clear what someone is exceptional at and what they need to work on, and then all challenges are resolved much faster and easier. In order to successfully manage a client account, consultants need to be deeply and broadly into the specific matter and industry. Our Chapter 4 Agency won the Award for the best PR Agency in Serbia in 2020 whole team is also constantly learning and upgrading its knowledge and skills. Communication projects are strategically planned and there are no quick fixes What is it like to work in an exclusively female team? Judging by your agency, the saying “Women Tamara: The pandemic did not catch us unprepared. We are their own worst enemies” is not true, right? had a certain advantage: crisis communication planning is Milena: We are not exactly a team exclusively comprising an integral part of the expertise of Chapter 4. Although no women, we do have a male colleague who fits in very well. one could have predicted a scenario identical to this panBut, yes, during these 11 years of Chapter 4, there have been demic, the very fact that crisis plans existed, and that we had moments when only women made up our team. It is not so simulations and training with our clients on a regular basis, important whether the team consists only of women or not, helped reduce risks significantly, ensuring that timely combut rather if there is mutual respect, motivation and a desire munication internally and externally runs in a smooth, clear for cooperation, learning and support. Maybe women under- and efficient manner, and thus is able to quickly establish stand each other better because they have similar interests control. That has provided everyone with security and hope. outside of work and become more open in communication. However, we are all colleagues and partners and that gives How do you see the future of communications, given the us stability that also benefits clients. fact that this global pandemic has changed everything? Milena: COVID-19 has had a major impact on our lives, both On what basis do clients select Chapter 4 PR? professionally and personally, and has caused a huge shift Milena: I believe that it is our analytical and tailored approach in the way we communicate with each other. If someone to each client. The knowledge and experience we have as a hadn’t understood the term “digital transformation” in preteam, but also that each employee has individually, regarding vious years, now they certainly do, because we’ve all lived market trends, both regionally and globally regarding the through it in past few months. Also, through constant video industries of our clients, as well as our strategic and crisis calls and increased accessibility, we literally entered each communication advisory. other’s personal lives and that led to more transparency, authenticity and empathy. Looking beyond this incredibly Has your expertise in crisis PR, crisis communication and rapid change in the channels, there is also a noticeable management come to the fore in the most extraordinary shift in the way business leaders communicate with their circumstances we have lived under to date, namely the employees, customers, investors and the wider community. COVID-19 pandemic? I believe that this will continue to shape our future.