#WeLeadComms: Gabrijela Štricelj

Today’s #WeLeadComms honors go to Slovenia-based communication leader Gabrijela Štricelj.

Gabriela is a communications and public relations professional with extensive experience in strategic communications, digital marketing, and project management. She currently works as a Public Relations Associate at the Mountain Rescue Association of Slovenia, headquartered in Kranj, where she is responsible for both internal and external communications.

Her work includes planning and implementing preventive media campaigns, managing and editing website and intranet content, maintaining relationships with journalists and media outlets, organizing press conferences, and responding to media inquiries. She is also responsible for managing social media channels and creating photo and video content for publications and awareness campaigns. In addition, she coordinates communication with regional associations and governing bodies, oversees donations and sponsorship activities, and supports the organization of events, educational programs, and trainings.

Gabrijela participates in the partnership project Safe in the Mountains, developed in cooperation with several related organizations and institutions. The project focused on preventive communication and raising public awareness about mountain safety and responsible behaviour in nature. The initiative received the prestigious PRIZMA Award at the 28th Slovenian Public Relations Conference for the project Safe in the Mountains Communication, recognizing excellence in strategic and socially responsible communication.

Before joining the Mountain Rescue Association of Slovenia, Gabrijela worked in advertising agencies as a Social Media Manager for clients from a wide range of industries, including banking, technology, retail, infrastructure, and the non-profit sector. Through this work, she developed a strong understanding of audience-focused communication, brand positioning, digital storytelling, and visual communication strategies. Working in multidisciplinary teams further strengthened her adaptability, creativity, organizational skills, and ability to collaborate effectively with professionals from different fields.

Gabrijela holds a Diploma in Digital Marketing from the Digital Marketing Institute (April 2022) and a diploma from the London School of Public Relations (LSPR, May 2022). Between 2024 and 2026, she completed intensive practical training in Public Relations in Disasters/Crises organized by the Slovenian Administration of the Republic of Slovenia for Protection and Rescue. She is also a member of the Slovenian Public Relations Society (PRSS).

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