Montenegro grapples with public‑sector communication woes and Serbian language status debate

In Montenegro, public‑relations practices in state‑owned companies have deteriorated, with professional communicators replaced by politically loyal staff. The result is bureaucratic, media‑averse communication that undermines public trust, especially in banks, insurers and mobile operators that are seen as distant despite strong earnings.

At the same time, a constitutional discussion has resurfaced over the official status of the Serbian language. Although a recent census shows that 43 % of citizens speak Serbian, the language remains excluded from the proposed constitutional amendments. Historians note that the main obstacle is domestic politics, particularly opposition from the ruling DPS party, rather than EU pressure. Changing the language’s status would require a two‑thirds parliamentary majority and a three‑fifths public referendum, making the issue highly contentious.

Both matters reflect broader challenges in Montenegro’s governance: the need for professionalised public communication and the difficulty of addressing ethnic‑linguistic questions within the political system.