Alexandru Păiuș (IMAGE PR): „Influencer marketing has taken over from traditional media relations”

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 Alexandru Păiuș, senior partner IMAGE PR, 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 sense an evolution towards a more streamlined approach, where there’s a standardized execution template. While this saves time, it sometimes sidelines elaborate proposals and innovative solutions. There are exceptions, of course. However, until now, templates were more the exception than the rule when it came to strategic development. Another extremely important aspect is the fact that the need for passionate individuals who truly grasp the essence of PR remains unmet.

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

With some exceptions, the industry has moved away from its traditional role, from its strategic component in the overall communication. Instead of seeing a plethora of communication concepts and strategies, there’s a noticeable blend of media, advertising, and PR. Many “appearances” are paid for with media budgets and PR campaigns are more akin to traditional advertising. It’s a mix of advertising and marketing tools that are then presented through rankings and competitions as PR efforts.

What would you change in the industry and why?

If I had supernatural powers, I’d swiftly separate PR agencies from full-service ones, reinstating their unique roles in marketing and communication. This would help restore PR’s pivotal position as a management component within organizations. And I would bring more experienced people into marketing and communication departments within companies.

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

One of the essential elements of PR, storytelling, is on the verge of disappearing. Often PR professionals brief various opinion leaders or influencers regarding desired objectives, and these individuals then handle the writing and crafting of the story. However, I firmly believe in the significance of storytelling. I don’t agree with the copy-paste approach practiced by some journalists, nor with the lack of creativity and writing ability in some PR professionals. While some may resort to shortcuts, I’m inspired by those who strive for creativity and excellence in their craft.

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

The fact that it’s an extremely dynamic field where I have the privilege of meeting many people passionate about what they do inspires me. I work with people who appreciate and respect quality work. Clients who see strategy, concept, and writing as elements that make a difference in communication. I like having young people around me to share my knowledge and experience with. Serious young individuals who want to learn and are willing to put in the effort to produce quality work.

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

Influencer marketing has taken over from traditional media relations. This shift presents both challenges and opportunities but it’s somewhat normal, given the abundance of opinion leaders or influencers in various fields and, at the same time, the lack of media outlets, especially those specialized in different industries and fields. Of course, we are also frequently working with influencers, but we strive to navigate this landscape by ensuring message coherence and integrity.

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

Communication strategy, creative concept, and communication organization proposals and solutions are the main services required by clients. Less so event organization or happenings. But that’s also because we’ve been focusing on these areas for several years now, and in this regard, we carefully choose the partners we collaborate with. We’re discerning in our approach, focusing on areas where we can make the most impact.

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

Despite challenges, 2023 was a rewarding year for us. We returned to a turnover of over one million euros, marking a significant milestone for our independent agency, which relies exclusively on PR fees and not on running media or event budgets.

What was so far the impact of AI?

AI already plays a role in our work. If briefed well, it’s very useful for a good start in the creative or conceptual area. It can deliver valuable initial ideas from which to develop and refine various executions. We continuously test everything new that comes up, as in all areas related to our profession, not just in AI, although we haven’t integrated it, at least for now, into our work routines.

What about the pitches you entered?

As I’ve been saying for a few years now, we evaluate pitches we get involved in very carefully, from the way the brief looks, the experience of the people evaluating our proposal, to the transparency with which they approach the agency selection process. We are very selective with the invitations we receive and only choose those that fit our business vision.

What are your goals for the agency in 2024?

Looking ahead to 2024, our goal is to maintain and even surpass the standards set in 2023. Next year marks 30 years since we’ve been building the reputation of some of the most relevant companies and brands in Romania, and we aim to celebrate this milestone by continuing to excel in our field.

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

Our focus for 2024 lies in consolidating our strengths and expanding our team with individuals who share our values, it remains to be seen how many good people we can find.

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

In terms of services delivered, we’re already there. In terms of budgets, we still have a long way to go. Nevertheless, we choose to remain optimistic about the growth potential.