Alexandra Radu (Partner Rogalski Damaschin): “We have seen an increased demand in employer branding strategies and campaigns”

2023 was a very dynamic and full year, until its end. But what should we desire from this year’s reality? BR sat down with Alexandra Radu, Head of Brand Strategy at Partner Rogalski Damaschin, in another series of interviews and talked about the Romanian PR industry, its evolution and what to be expected from 2024, at the same time not forgetting to touch the trends and agency’s side as well.

By Romanita Oprea

How would you characterize the evolution of the Romanian PR industry?

I appreciate initiatives like these that allow us, an industry, to step back and gain a panoramic perspective of where we’ve been and where we have arrived. I recall when PR was merely an afterthought, a “nice-to-have”, “make-them-write-nice-press-releases-about-our-products”, barely registered as strategic and essential in the early stages of defining a marketing strategy.

I think it is a testament to Romanian PR professionals’ experience and resilience the way our industry matured. This growth is evident not only from a business aspect, since the Romanian PR industry is currently experiencing a double-digit profitability increase, but also in strategic planning. To quote from one of my favorite marketing experts, companies are finally starting to understand that PR is not about changing people’s minds, but about giving people something worth their attention. In an era where everything and everyone can be “cancelled”, where brands can be built by Tik Tok trends or shattered by social revolutions, companies are finally starting to pay attention to PR as a discipline able to connect the product with the consumer’s reality.

How would you characterize the industry right now (creativity, budgets, strategy,etc)?

From a creative point of view, I think there is still some residual fear of testing new waters, a consequence of many years of defensive communication strategies and tactics. PR budgets seem to be more generous lately as in-house departments and agencies start to acknowledge their essential roles in defining the key idea behind a communication plan and strategy.

Moreover, there is a hybrid competition between PR agencies, traditional advertising agencies, digital and media since we, as PR professionals, are using all the tools in the toolbox for meeting the brands’ KPIs. What PR experts seem to forget these days is that our job was never about the toolbox, but about the ideas that move the instruments. I think lately we tend to ignore that PR is about the ideas and concepts that make consumers feel compelled to press the “share” button, not necessarily about the way the button works.

What would you change in the industry and why?

There is still a lack of standard practices and business ethics when it comes to how pitches are organized that affects the industry. I wish more transparency would be used by companies when organizing an agency selection process so that agencies understand the resources required for their involvement as well clear feedback after the selection process has been finalized. I think that only 1 in 3 pitches we take part in meets these requirements.

What are the main challenges right now in your opinion, in the industry?

As an industry, we are far from being able to attract the best talent available on the market, as more and more professionals are demotivated by internal agency culture or by a lack of clarity when it comes to what’s expected of them.

That is why our mission, at Rogalski Damaschin, for the past years has been to strengthen our internal team and consolidate around them a way of working that leaves space for flexibility, personal time, and opportunities to grow.

I also think that, while we are talking more and more, as PR professionals, about AI and the opportunities such technologies might bring to our field, there is a lack of understanding on the best ways to harness these technologies in communication, without making the final content seem sterile and de-humanized.

What still inspires you and gives you drive and joy in PR and why?

A well-worded piece of content. Whether it’s in an article, a script, a tagline or in a reel, I will always be inspired by the power that words have on shaping society.

What trends did you notice on the local market/and how do you intend to represent them in your agency?

I think that the trends that most affect our industry are the trends actually impacting society. People are starting to be more economically wary, due to economic shifts, inflation, and loss of jobs. Therefore, as PR experts, we need to adopt more “no nonsense” communication strategies and focus on essential matters for them, without fluff or distractions.

Consequently, brands are expected to rise to the occasion and offer their customers arguments that are relevant for them: how will this product improve my life, will it help me navigate uncertainty, live according to my values etc. This is what having sustainability at the core of the business means: companies and brands understanding the shift in consumers’ mindset and creating products that are tailored to their values, not just mimicking them.

Lastly, I think lack of talent is a common problem across multiple industries (not just creative ones) which shifts the focus on employer branding strategies and internal culture that is adapted to the changing dynamics of the workforce. I am amazed to still be asked by people I meet at interviews about our work-from-home policy, when it would be expected this to be the norm, not a benefit we are offering our employees.

What are the agency’s main services required by the clients and why?

Content is still our core business service, whether it’s in the form of a piece of written content, visuals, videos, or ads. We are an agency that is well known for our in-depth approach towards content communication, and this has been rewarded with long-lasting business relationships with our clients as well as some of the most prestigious awards a team can dream of.

However, in the past year, we have seen a rise in interest in events, as brands and companies are starting to feel the need for more direct communication with key audiences. We have organized quite a few events in 2023 and 2024 has started with a lot of briefs and strategies in this direction.

Also, as the relationship between companies and their workforce is changing due to the effects of pandemic and, more recently, economic difficulties, we have seen an increased demand in employer branding strategies and campaigns. Companies are more interested in positioning themselves as top employers in their categories, in finding a unique voice for talking to potential candidates and, ultimately, in attracting and maintaining their talent motivated and engaged.

Lastly, as an agency, we are more focused on understanding the direct impact of the campaigns we implement on the client’s business. That is why we have proposed and implemented multiple research initiatives that help us understand the context, market and needs our clients operate in.

How was 2023 in terms of creativity and projects, turnover, etc?

2023 has been yet an(other) unconventional year, following a long string of atypical years in terms of business, complexity of briefs or projects. During the first half of the year, our teams were primarily engaged in addressing briefs, pitches, and project requests. The latter half witnessed an intense phase where it appeared that all proposed projects received simultaneous approval, leaving us with minimal planning time for execution. Thankfully, we navigated these atypical periods successfully, but they did strain our teams and deplete valuable resources.

What was so far the impact of AI?

I personally use AI for research, structure, and analysis but I find it is a limited tool when it comes to content creation. I have yet to see a piece of content that amazes me that has been exclusively created with AI. It saves time and resources, but it is not the AI assistant people are typically envisioning.

What about the pitches you entered?

As I was saying earlier, in many companies, the process of selecting a communication partner lacks transparency and leaves the agencies in the blind when it comes to results. In the past years, we have selected quite carefully the pitches we have decided to take part in and created our own methodology to pre-screen pitches. Fortunately, in 2023 we have started to work for clients and brands that inspire us and we are quite enthusiastic about the results as well.

What are your goals for the agency in 2024?

Consolidate the team in terms of expertise, bring in new clients and develop projects that inspire us. Also, have time for vacations.

What are the changes you intend to bring in the agency in 2024 and why?

In recent years, it has become more evident than ever that there is a lack of correlation between the education received in universities and the skills a communication expert needs on an everyday basis. Therefore, we are starting this year our own comms schools, aimed at sharing know-how and expertise with our colleagues on topics related to communication strategy, brand & corporate campaigns, employer branding strategies, digital communication, new technologies, events etc. It will bring together internal expertise and outside mentors, to help our colleagues have access to a clear methodology, case studies and practice on different types of briefs.

Where do you see the Romanian PR industry compared to the European one?

In terms of creativity and resourcefulness, I think that every big PR agency in Romania is just as competitive and professional than European agencies. Budgets are, of course, lagging behind but Romania is one of the countries that has always been recognized in European PR competitions for its creativity and innovative strategy.

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