Mădălin Munteanu (Pandorra Story Style): There's a greater focus on measurable outcomes and return on investment in PR 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 Mădălin Munteanu, communication manager at Pandorra Story Style, 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?

The evolution of the Romanian PR industry has been marked by significant changes over the years. Today, defining PR in a simple, static manner is challenging because it is constantly evolving. The industry is dynamic and adaptable, consistently responding to shifts in the geopolitical landscape and the broader socio-economic environment. Like many industries, we are navigating through geopolitical struggles, technological advancements, and changing consumer behaviors. As a result, PR strategies and tactics are continuously being refined and adapted to meet the evolving needs and challenges of the modern era. In essence, the Romanian PR industry is in a state of flux, characterized by ongoing adaptation and innovation.

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

Currently, there’s a notable shift in the landscape of the PR industry compared to a few years ago, particularly before the onset of the pandemic. One significant change is the emphasis on result-oriented strategies. There’s a greater focus on measurable outcomes and return on investment in PR campaigns. This shift is driven by a growing demand for accountability and effectiveness in marketing efforts. Which is really a good thing.

Moreover, there’s a noticeable change in budget allocation within the industry. Companies are now more discerning and meticulous in curating their PR budgets. Rather than pursuing a ‘spray and pray’ approach, where quantity often took precedence over quality, brands are now prioritizing quality. This trend is encouraging because it fosters a more strategic and deliberate use of resources, ensuring that every penny spent contributes to tangible results.

What would you change in the industry and why?

As a wishful thinking, while the PR industry doesn’t wield the power to perform surgery or directly alter people’s lives in a physical sense, we do possess a unique ability to influence perceptions, behaviors, and societal norms through our projects and campaigns. If I were to advocate for change within the industry, it would be to further emphasize the importance of leveraging this influence to make a positive difference in people’s lives beyond just selling products. We need to recognize that PR isn’t solely about promoting brands or generating sales; it can also help do a greater good in society. Therefore, I would advocate for a shift towards a more purpose-driven approach in our campaigns.

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

The main challenges facing the PR industry right now are not necessarily new, but rather perennial issues exacerbated by the uncertainties brought about by pandemics, conflicts, and other social events. These uncertainties often hinder our ability to plan and execute proactive strategies effectively. One of the persistent challenges we face is the volatile and unpredictable nature of the global landscape. The onset of pandemics, geopolitical tensions, and social unrest can disrupt markets, shift consumer sentiments, and reshape the media landscape overnight.

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

What continues to inspire me and fuel my drive in PR is the dynamic nature of the field. It’s hard to get bored when every day brings new challenges, opportunities, and possibilities. However, what truly gives me joy and fulfillment in PR is the ability to create meaningful impact through our campaigns. At the end of the day, what matters most is knowing that our work has touched people’s lives in a positive way, even if it’s just by a small margin. Whether it’s raising awareness about important issues, promoting social causes, or simply bringing a smile to someone’s face, knowing that we’ve made a difference, no matter how small, is incredibly rewarding.

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

There isn’t a new trend since last year. One prominent trend is the increasing importance of digital PR and online reputation management, but this is not something new. With the rise of social media and digital platforms, organizations are placing greater emphasis on building and maintaining their online presence, as well as managing their reputation in the digital sphere. Another notable trend is the growing demand for authentic and purpose-driven communication, like I mentioned above. Consumers today are more discerning than ever before, and they expect brands to be transparent, socially responsible, and authentic in their messaging. Therefore, incorporating authenticity and purpose into our PR campaigns will be essential in resonating with our target audience and building trust. Consumers don’t want “Groundhog Day”, they want brands to listen to their needs.

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

This one is quite simple: A client wants a partner. Not a smartass. They want someone who they can trust, they can build together and find the best solutions as a team. You hire a partner and drive towards the same direction, together.

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

I think 2023 was the best year since the pandemic. In 2023, brands collectively breathed a sigh of relief as they found themselves in a newfound state of relaxation, marking the first time since the end of the pandemic that they could divert their attention with unwavering focus towards the future. With a sense of optimism permeating the business landscape, the brands we worked embraced the opportunity to shift their gaze towards long-term strategies, innovation, and growth, channeling 100% of their energies into charting a course for success amidst a backdrop of newfound stability and promise.

What was so far the impact of AI?

I think “the jury is still out on that one”. In our creative area, I think it’s important to learn how to use it in a smart way without letting it affect you. It would be unwise to overlook the power of creativity in PR. But, clearly, all of them (the few available AI) are helping with different tasks.

What about the pitches you entered?

We experienced the rush and flow of victories and setbacks, securing some projects while also facing rejections along the way. However, amidst this dynamic landscape, a noticeable trend emerged – an uptick in budgets allocated to PR campaigns, like I’ve mentioned above.

What are your goals for the agency in 2024?

Like every year, we want to move forward and continue to create stories and be a partner for the brands we are working with. We’ve never set specific goals or create unneeded pressure on our creativity by setting something that might not be realistic.

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

The budgets are different, clearly, however, I think the Romanian industry is more dedicated towards the clients. There are a lot of international brands that have their hub here in Romania because of the resources they are given and the dedication. You can see also at the worldwide PR Awards how many of the campaigns are made here, in Romania.

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