Sorana Savu (Premium Communication): “We continue to consult, both in communication and even in various other aspects of the business”

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 Sorana Savu, owner Premium Communication, 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

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

Same things that brought me close to the profession in the first place – the joy of learning new things, many times before everyone else; the joy of meeting all sorts of people and discussing their passions, their achievements, and sometimes listen to their grievances; the pleasure of writing.

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

I will tell you one that I do NOT intend to follow – the trend to turn a PR agency into a full service agency. I know the temptation is very strong, I know that some of us are qualified for full time, but I still believe we should do and we should sell what we can do best. One of our paramount values is trust. If my dentist tells me tomorrow he can also be a surgeon if I need him to be, I would probably laugh and I would definitely choose someone else if he does not tell me quickly he was just kidding. The comparison might seem far fetched, but it is not, actually.

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

We continue to consult, both in communication and even in various other aspects of the business, when asked. We continue to see that media relations are still working. The media market is more fragmented, more subjective, mostly online, but those who are still in the profession are mostly those who love the profession, so we continue to work well with them and produce content together.

And, of course, an increasing share goes to social media and influencer marketing. Here, again, we choose very carefully and we base all our projects on brand affinity. It is the only key to authenticity and to long lasting results.

What was so far the impact of AI?

We would have liked to use it more, commercially, but there is still a bit of resistance in big, structured organizations. For those who are able to use it as a tool, it will be a blessing, for those who are competing with it, it may mean the end of the career.

What about the pitches you entered?

We did not enter any pitch. It might sound awfully arrogant, but after more than 20 years in the business, people who need us, find us and hire us. And we start working together if we share the same business principles and we have strong chemistry and if we all feel we can build trust. We signed two new clients last year. One such discussion was conducted on Whatsapp and we agreed in less than one hour that we should work together. And yes, for all accounts, we still ask for access to the CEO and the answer we get is „of course, we would not have it any other way.”

What are your goals for the agency in 2024?

We are looking at moderate and sustainable growth, in our own terms. Which is a very ambitious objective if you know our terms.

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

We are aligned with all the European trends. We still don’t make the same money.