Employees from Montenegrin municipalities participated in a PR and communication training organized within the framework of the program “Municipalities for the EU – Empowering Local Communities in Montenegro’s EU Integration Process.”

The training aimed to strengthen participants’ knowledge and skills in strategic communication, media relations, and crisis communication, in order to better equip local governments to convey their messages to the public in an effective, clear, and professional manner.

At the opening of the training, participants were welcomed by Orlando Fusko, Programme Manager at the Delegation of the European Union to Montenegro, and Branka Mračević, Team Leader of the “Municipalities for the EU” project.

Throughout the program, participants, guided by mentor Marija Jovović, engaged in interactive workshops focused on identifying target audiences, building a recognizable municipal image, and using modern communication tools. Special attention was dedicated to developing media relations, improving skills in preparing press releases, announcements, and organizing press conferences, as well as avoiding common mistakes when communicating with journalists.

In the practical segment, participants worked on real-life examples and crisis communication simulations, analyzing key messages and actions necessary to maintain public trust during critical moments.

Communication is an essential component of every project and of successful implementation. Only through timely, clear, and transparent communication can institutions build trust and understanding among citizens. Trainings like this help municipal employees develop the necessary skills and capacities to ensure that the messages they communicate are accurate, consistent, and aimed at strengthening the connection between municipalities and citizens.