Alina Bratu (WefflerMark): “Everybody recognizes PR can no longer be neglected and must be included in all marketing strategies of companies, big and small”

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 Alina Bratu, managing partner at WefflerMark, 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 think I have been there, in this journey, almost from the very beginning. It wouldn’t be too much to say that I have grown and evolved with the industry itself. When I first started, things were just beginning for the PR industry in Romania. At that time, there was an unsatiable hunger for information felt by both journalists and the general public, and therefore, a large part of our PR strategy was centered around media relations. As we entered the digital age, things began to evolve quickly, and PR would no longer be defined only by press relations or communication via traditional media. With emerging digital channels, the online environment became a fertile playground where many stories were being born. After that, we embraced the raise of the digital influencers’ era, which provided us with even more communication tools and tactics to include in our PR plans. Then, almost overnight, we had to adapt to the restrictive pandemic context, which temporarily put an end to all live events and face-to-face communication. But we used that crisis as an opportunity to find new, innovative ways to deliver our messages. When the health crisis was over, we found our way back to human connection and embraced more interactive, soulful, and direct ways of communication.

I believe that the PR industry in Romania has undergone a natural transformation, influenced by technological development, the ever-changing social dynamic, and the evolving cultural trends. And I feel that professionals in the industry have proved that they can keep pace. Our field has reinvented itself many times along the way and even succeeded in staying ahead of the curve at times, because it is one of those industries that cannot function in the absence of creativity and innovation. Having to find new ways to communicate, interact, and deliver messages meant being a step ahead of trends or even creating trends rather than just following them.

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

The last few years brought fragility and instability to many aspects of people’s lives. This trying context has led to a growing need for more trustworthy and authentic communication. At the same time, it has made companies and clients realize that behind any successful campaign, there should be a genuine, well-told inspirational story about the brand, company, or product. PR, being the expert in crafting and disseminating messages, helps communicate more effectively on any subject, reaches people’s hearts with good storytelling, and awakens our emotions. And I think this realization highlighted the importance of PR as a crucial part of a company’s strategy, and increased the recognition offered to the industry and to PR professionals.

Before the trying context of the last couple of years, maybe PR was not considered a must-do in the marketing strategy, but in many cases just a support activity and not a strategy pillar itself. We have gained in maturity as an industry and proven our worth during the most challenging times, and this brought us to a point where everybody recognizes PR can no longer be neglected and must be included in all marketing strategies of companies, big and small.

What would you change in the industry and why?

The PR industry, like any other field, is not without its flaws. Nevertheless, we are always striving to improve ourselves both creatively and professionally. There is always room for growth. I would not mention a change, but something I miss. As a nostalgic at heart, I believe in the emotional connection that can be created by touching the pages of a book, newspaper, or magazine. So, related to your question, perhaps I should mention that while I welcome and appreciate the AI era we’re experiencing nowadays, I don’t think I’ll ever stop cherishing the printed word. As a professional in the PR industry, I am convinced that there is still enough space, creativity, and audience for all means of communication, both traditional and innovative. I believe that the PR industry has the inspiration, drive, and opportunities to make the most of each medium of communication within its reach.

That being said, in my opinion, the PR industry is currently thriving. All the key players involved – clients, agencies, media, influencers – have a better understanding of each other’s roles and are working together to achieve common goals. I feel that we’ve reached an unprecedented level of maturity where everyone knows that we essentially want the same things, and we need each other to achieve them. It is a time of “togetherness” in the PR industry, and it’s working really well.

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

When we consider the technological progress that has been made in recent years, it is evident that we are dealing with a highly competitive and rapidly changing landscape. Therefore, the primary challenge that we face as an industry is to stay ahead of the game and keep pace with these advancements.

Technology has undergone exponential growth. As a result, there is an increasing need to learn and understand all the new tech, tools, and communication means that are now available to us. Keeping up with the fast pace of technological advancement, adopting a growth mindset, and embracing a culture of constant learning represent both challenges and real opportunities. It is within our power to find the best ways in which to use the new tools that technology has provided us with.

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

First of all, PR is a way of life and my biggest passion. Moreover, aside from the fact that I love what I do, I’m driven by the significant impact of our work. I believe that PR done right has an effect that goes beyond media impressions or any other KPIs. My work as a professional in this industry is more than the figures, it is about creating powerful feelings and waking up emotions in people. So, on the human aspect of my profession, it is inspiring to be able to connect to people on an emotional level and create stories that leave lasting impressions in their hearts. It is what drives me and truly brings me joy about my work.

On the business side of things, it is motivating to see that clients and their management teams are beginning to understand that PR offers complex results and can represent added value to their businesses. So, even though the results of our PR strategies and tactics cannot have an immediate effect on the gross profit, our clients have a deeper understanding of the undeniable positive effects of PR on their businesses. This acknowledgment gives me wings and motivates my team and me to keep doing our best work.

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

The use of artificial intelligence tools in the most prosaic of our daily activities stands out as one of the most impactful tendencies nowadays. Because of its obvious benefits to our work, AI is a trend worth embracing, both as an agency and as professionals activating in this field. At the same time, it is essential to consider AI as a highly prepared assistant, a brainstorming partner, a tool meant to help us produce better results, and not as a feared competitor. As with any technology, AI has its advantages but also its limitations. It can be helpful, but it cannot overwrite the authenticity of human discourse or replace people’s passion and unique ability to infuse things with genuine emotions. I am a big supporter of creativity as a product of the human mind. While AI has undeniable sways, it needs the human filter to produce authentic emotion, responsible content, and extraordinary results.

Freelancing in the creative industries is another trend I’ve witnessed in the recent period. Creative people crave new, less constrictive work environments and embrace freelancing over employment in formal organizations. It allows them to thrive and unleash their creativity, which is all the better for the industry. As an agency, we embrace this trend, as we are always looking for enthusiastic creatives to bring added value to our ongoing projects.

Finally, there is a growing trend among companies and brands to broaden their stakeholder mapping to encompass all the individuals and organizations connected to their network and field of activity. I welcome this crucial development, as it enables us to design PR strategies, media campaigns, events, and happenings customized for each of the identified stakeholders and by this impacting in a more effective manner the business purpose of the organizations.

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

I’ve noticed a rise in demand for crisis management communication services in recent years, with clients seeking to be better prepared for potential dire situations. Additionally, I was happy to see that in the last period, our clients have shown a greater willingness to engage in face-to-face interactions and real-life experiences. They seek to surpass the limitations of online communication and participate in live meetings, create events, send tangible messages and tokens of appreciation to partners, interact in novel ways, and provide tailored experiences for their target audience.

Over the past years, internal communication has also emerged as a vital PR component. Companies believe even more in the essential role the employees play in the success of their businesses and are investing in ways to support the employees’ well-being and work-life balance. At the same time, companies recognize that internal communication strategies are essential to keep people engaged, motivated, and enthusiastic about their work, which, in turn, boosts productivity and creativity. By prioritizing employee satisfaction and creating a positive work culture, companies can improve their brand image and attract top talent, and, as communication specialists we are there to support them.

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

The year 2023 was one for the books! The best word to describe it? Crazy! It was a year full of dynamic, challenging, and unpredictable moments, especially when it came to our work and projects. We faced many unexpected challenges that made us step out of our creative comfort zones and think outside the box. Despite this, we managed to deliver excellent work that exceeded our clients’ expectations. Our agency was not alone in producing exceptional campaigns. Looking at the PR campaigns launched in 2023, it’s obvious that every other agency also had an excellent year in terms of creativity.

It was a year that kept us on our feet, and this showed in the inspiration we brought to our projects and the overall quality of our work. Business-wise, it was also a good year for us. Increased creativity and the drive to produce good results, plus the growing number of projects, reflected in our turnover. I am proud of what we achieved in 2023 and I’m looking forward to another successful year ahead.

What was so far the impact of AI?

As I mentioned before, the use of AI is becoming increasingly common in various aspects of our lives, including the PR industry. AI has many benefits and advantages, and it can be a valuable tool in many fields of activity. However, both personally and professionally, I feel we should use it wisely, with responsibility and ethics.

What about the pitches you entered?

Last year we had numerous opportunities to participate in pitches. We made a conscious decision to apply for projects introduced by brands that aligned with our values and mindset. We only joined pitches when we were confident that we could bring our full creativity on board, do our best work, and achieve the desired results. I believe that as an agency, this is the best approach to pitches. Just as clients choose agencies that can achieve the best-required results, agencies should join pitches only when they can relate to the clients and brands, and have added value to offer to the story. It’s essential for both parties involved that pitches happen within a framework based on clear selection criteria, mutual transparency, fairness, trust, and respect. This ensures that everyone stays motivated, enthusiastic, and benefits fully from the process.

What are your goals for the agency in 2024?

To me things are quite simple: when your team works well together and stays creative and motivated, your clients are happy, and business is going well. Add a fun-loving atmosphere to keep the stress at bay, and what more could one possibly aim for? Therefore, as a business owner, my topmost priority will always be to maintain the creativity and motivation of my team, as it is essential to achieving the agency’s objectives for any year in question. While financial results are crucial, I believe that setting purely business-oriented goals at the beginning of the year is not the most effective approach. Instead, I focus on what will help us achieve our goals. In 2024, I am committed to retaining current clients and building stronger partnerships with them. By catering to their unique needs and going above and beyond to deliver exceptional service, we can ensure their continued loyalty and satisfaction. With this approach, I am confident that the business will thrive and generate excellent results, both now and in the future.

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

I can see room for improvement in the way roles are assigned within my team, but this is a normal process that every manager goes through from time to time. As the saying goes, “The right person in the right spot” is one of my fundamental work principles. I believe that each team member should be responsible for the tasks that align with their strengths and interests. Identifying the best fit for each role is crucial when building your team. Additionally, it’s important to regularly review team roles as people evolve, develop new skills, and outgrow certain roles or tasks. It can be challenging to ensure that everyone is in the right position, but it’s essential for the success of your business. Your team is the backbone of your company, so it’s essential to ensure that every team member is in a role where they can contribute effectively.

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

I believe that the local PR industry holds great potential and should speak out loud about its achievements. Romania has a diverse PR landscape, with many small and medium sized agencies which don’t have, maybe, the same exercise in focusing on awards and recognition and they prioritize in their plans the creativity and tangible results. There are numerous independent agencies that have experienced significant growth in recent years, with talented people from various fields driven by their passion for quality work. This is contributing to a very dynamic, effervescent, and innovative environment and to a local PR landscape that is as rewarding as it is challenging.

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