The Public Advisors: Strategies must focus on high-quality brand campaigns and social media posts with viral potential

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 Simona Dan & Raluca Mihalachioiu, managing partners The Public Advisors, in another series of interviews starting today, 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 growth and adaptation over the years. Initially emerging as a niche sector primarily focused on traditional media relations, the industry has since expanded, using now a diverse range of communication channels and strategies. Like many industries worldwide, the Romanian PR sector has undergone a digital transformation. With the rise of social media platforms, online news publications, and digital tools, PR professionals have had to adapt their strategies to effectively engage with audiences in the digital sphere.Influencer marketing has gained traction as a valuable PR tactic, with brands that can rely on the influence of social media personalities and industry experts to reach and engage with niche audiences authentically.

The CSR initiatives are also very valuable, as companies recognize the importance of demonstrating social responsibility and ethical behavior to consumers, employees, and other stakeholders.

As technology continues to advance and consumer behaviors evolve, PR professionals in Romania will need to remain agile and innovative to keep up with all the changes.

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

As of now, the Romanian PR industry exhibits several key characteristics. Creativity remains a cornerstone of successful PR campaigns. PR professionals are constantly innovating and exploring new ways to capture audience attention and deliver compelling messaging. Whether it’s through engaging storytelling, immersive experiences, or interactive content, creativity plays a vital role in shaping impactful PR strategies. While budgets may vary across organizations, there is a growing recognition of the importance of investing in PR efforts. With the increasing complexity of communication channels and the rising demand for multimedia content, organizations are allocating more resources to their PR budgets to ensure they can effectively reach and engage their target audiences. Also, strategic planning is fundamental to the success of PR campaigns.

Furthermore, PR has become more integrated with marketing and digital media efforts. Collaboration between PR, marketing, and digital teams is essential for ensuring cohesive messaging and maximizing reach across multiple channels. This integration allows for a more valuable approach to communication, with PR strategies complementing and amplifying broader marketing initiatives.

Overall, the Romanian PR industry is characterized by a blend of creativity, strategic thinking, and a commitment to delivering tangible results for clients and organizations. By embracing innovation, collaboration, and data-driven approaches, PR professionals in Romania are well-positioned to navigate the complexities of modern communication and drive meaningful impact for their stakeholders.

What would you change in the industry and why?

There are several areas where improvements or changes could enhance the Romanian PR industry. While there has been progress in measuring PR effectiveness, there is still room for improvement in developing more robust measurement frameworks and analytics tools. Investing in advanced analytics capabilities can provide us, as PR professionals, with deeper insights into audience behavior and campaign performance, allowing for more informed decision-making and optimization of strategies.

Strengthening collaboration between PR professionals, media publications, and other stakeholders can enhance the effectiveness of PR efforts and improve communication outcomes. Building mutually beneficial relationships with journalists, influencers, and industry partners can facilitate better media coverage, increase brand visibility, and foster positive brand associations.

By addressing these areas, the Romanian PR industry can continue to evolve and thrive, delivering greater value to clients, organizations, and society as a whole.

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

In today’s digital age, audiences are inundated with an overwhelming amount of information from various sources. Cutting through the noise and capturing audience attention amidst this information overload poses a significant challenge for PR professionals. The media landscape is continuously evolving, with the social media, digital platforms, and journalism reshaping how news is consumed and shared. PR professionals must adapt their strategies to navigate this changing and effectively engage with audiences across multiple channels.

Organizations are increasingly vulnerable to crises like reputational issues and social media controversies. That’s why we must be prepared to respond effectively to crises, safeguarding brand reputation and maintaining stakeholder trust under pressure.

Also, budget limitations can hinder the ability of organizations to invest adequately in PR initiatives, limiting resources for campaign development, media outreach, and measurement efforts. As PR professionals we must find ways to maximize the impact of the strategies within budget constraints, prioritizing initiatives that deliver the greatest value.

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

Overall, we believe it’s the ability to tell compelling stories, unleash creativity, drive impact and pursue continuous learning. Building meaningful relationships inspires usto approach PR with enthusiasm, passion, and joy every day. It’s a privilege to be part of an industry that enables you to make a difference, unleash creativity, and contribute to positive change in the world.

PR is a creative field that encourages innovative thinking and experimentation. From developing attention-grabbing campaigns to exploring new communication channels and technologies, there’s always room to push the boundaries of creativity. The opportunity to brainstorm ideas, collaborate with talented colleagues, and bring creative concepts to life is incredibly fulfilling and keeps us motivated to pursue excellence in this work.

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

The year 2024 promises to be very interesting, if we were to take the growth of AI as an example, but it remains to be seen how long this trend will last. However, the extent of social networks remains active because, for example, 51% of Gen Z users say they prefer to use TikTok as their search engine over Google: because the social media platform is more trusted and personal.

In addition, collaborations with social media influencers are no longer limited to a single post or promotion, companies tend to develop long-term collaborations with content creators, and this is a beneficial thing for several reasons. This year the focus is on quality over quantity. Instead of a little bit of everything, strategies must focus on high-quality brand campaigns and social media posts with viral potential.

Campaigns that rely too much on the same themes or messages can become boring to the audience and lose their effectiveness.

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

Clients typically seek a range of services from PR agencies to help them achieve their communication goals and enhance their brand reputation.

Securing positive media coverage is a primary objective for many clients. PR agencies can help clients build relationships with journalists, pitch story ideas, and secure placements in relevant media publications. Media relations services help clients increase brand visibility and shape public perception through earned media coverage. We provide for our clients strategic guidance and counsel to help them navigate complex communication challenges and opportunities. This includes developing communication strategies aligned with clients’ business objectives, conducting audience research, identifying key messages, and anticipating potential reputational risks. Strategic planning ensures that PR efforts are targeted, impactful, and integrated with broader organizational goals.

In today’s digital age, an effective online presence is crucial for reaching and engaging target audiences. PR agencies must also provide digital and social media management services to help clients optimize their online channels, create engaging content, and interact with followers. This includes social media strategy development, content planning and scheduling, community management, and performance analysis. Digital and social media management services enable clients to build relationships, amplify their messaging, and monitor conversations in real-time.

In times of crisis or reputational challenges, clients rely on us to provide strategic counsel and support. We assist our clients in developing crisis communication plans, crafting messaging, managing media inquiries, and monitoring online conversations. Effective crisis communication and reputation management services help clients mitigate reputational damage, restore trust, and safeguard their brand reputation.

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

The year 2023 was a year of challenges, but also of many opportunities. We developed a close collaboration with our clients and partners and together with a team of communication professionals, it was the key to success in a constantly changing environment.

In 2023 we celebrated 15 years of The Public Advisors, an important milestone, a moment of maturity for us that also came with great results:

• We currently have a full team of 12 consultants with experience and dedication to what they do.

• We had 60 companies and campaigns that we handled in 2023.

• We have reached a turnover of approximately EUR 800,000, and almost 70% of this amount is represented by income from remuneration for communication and public relations services (fees). This shows a strong focus of the agency on the strategic area of communication.

• In addition, we were ranked 4th, for the 2nd year in a row, in the top agencies in the perception of clients (BIZ top and Unlock Market Research).

What was so far the impact of AI?

The impact of AI on society, technology, and various industries has been significant and continues to evolve rapidly. AI algorithms analyze vast amounts of data to provide personalized recommendations and experiences in areas such as entertainment, e-commerce, and social media. In terms of the PR industry, the impact of AI has been substantial. AI-powered tools can now analyze data from various sources, including social media, news articles, and online forums, to gain valuable insights into public sentiment, trends, and topics of interest. But it is essential to strike a balance between using technology and maintaining a genuine human approach. Careful management of these aspects can help maximize the benefits of artificial intelligence within the communications industry.

Artificial intelligence can improve the efficiency of communication processes by automatically handling repetitive tasks and providing quick responses, but without human involvement and verification of messages, assisted communication can be cold and lack empathy.

What about the pitches you entered?

In general, when it comes to pitches, we find it difficult when the companies are asking way too much from an agency. Big claims and short implementation time, non-transparent and silent to questions like: What is your budget? What other agencies are in this pitch? At the same time, we also faced the burdensome payment deadlines and hardly respected by the big companies, which put an unnatural responsibility of “financier” on the agencies.

What are your goals for the agency in 2024?

The goals for this year are to continuously innovate and evolve, regarding service offerings, to stay ahead of industry trends, meet client needs and differentiate from competitors. Also, we want to invest in the professional development and well-being of our team members, foster a culture of learning and collaboration. Remaining agile and adaptable in the face of uncertainty and change is extremely necessary, proactively addressing challenges and seizing opportunities to ensure the agency’s resilience and long-term success.

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

This year we want to focus mainly on the organization of events that will represent a meeting platform between companies and stakeholders. We want to create tangible experiences for customers, facilitate authentic interactions and build strong relationships. At the same time, we want those involved, whether customers, suppliers or journalists, to feel the direct impact of our communication and create meaningful, lasting connections.

To achieve these goals, we set out to innovate in the event sector, bring personalized elements and explore new technologies to enhance the attendee experience so that the event can be a memorable one.

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

Assessing the Romanian PR industry compared to the broader European landscape involves considering various factors such as market maturity, technological adoption, industry standards, and cultural context.

The Romanian PR industry may be smaller in terms of market size compared to more mature European markets like the UK, Germany, or France. However, we are at the same level as other European countries in terms of tools, capabilities and professionalism. In addition, Romania has been recognized internationally for creative campaigns to the same extent as countries with more tradition in the field of public relations. Moreover, the context of legislative and social changes in our country causes us to sometimes adapt campaigns on the fly. And this can only be done by professionals with experience and a lot of creativity. The Romanian PR industry isevolving and growing and its strengths lie in its talented professionals, cultural understanding, and potential for further integration into the broader European PR landscape.

For sure, the Romanian PR industry boasts skilled professionals capable of delivering high-quality services.

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