Radica Zekovic has over 16 years of experience in communications and public relations. She has developed and managed diverse communication campaigns and has valuable expertise in public and international relations, communication strategy, development, and EU integration process. Radica has a background in journalism and strategic communications. When working for the Central Bank of Montenegro, Radica provided strategic advice to the highest levels of management concerning sensitive communication issues vital to the institution’s credibility. Radica has initiated and coordinated various projects related to harmonisation with EU legislation and to standards, all of which have given her an important insight into the challenges that lie ahead on the road to the EU and EMU for transition countries.
Her experience covers a broad area including public relations and communication, public affairs and advocacy, event management, strategic communication, project management, media relations, public diplomacy, stakeholder engagement and conflict resolution and negotiation. Her approach to communication reflects recent changes in practice, brought about by developments such as an increased use of social media and new ways of engaging with the public through the implementation of best practices and ethical standards, which makes an important contribution to society through building dialogue and trust.
She is currently working on the project Towards Carbon Neutral Tourism, devising communication strategies that raise awareness, extend reach, build engagement, and nurture advocacy. Radica holds a BA in Social Sciences, Humanities and Foreign Languages and an MA in Journalism (Media Management) from the University of Westminster, UK.