2023 was a really dynamic and full 12 months, till its finish. But what ought to we need from this 12 months’s actuality? BR sat down with Alexandru Păiuș, senior companion IMAGE PR, in one other sequence of interviews and talked in regards to the Romanian PR business, its evolution and what to be anticipated from 2024, on the identical time not forgetting to the touch the developments and company’s facet as effectively.
By Romanita Oprea
How would you characterize the evolution of the Romanian PR business?
I sense an evolution in the direction of a extra streamlined method, the place there’s a standardized execution template. While this protects time, it typically sidelines elaborate proposals and modern options. There are exceptions, after all. However, till now, templates had been extra the exception than the rule when it got here to strategic improvement. Another extraordinarily essential side is the truth that the necessity for passionate people who really grasp the essence of PR stays unmet.
How would you characterize the business proper now (creativity, budgets, technique, and so on)?
With some exceptions, the business has moved away from its traditional function, from its strategic part within the total communication. Instead of seeing a plethora of communication ideas and techniques, there’s a noticeable mix of media, promoting, and PR. Many “appearances” are paid for with media budgets and PR campaigns are extra akin to traditional promoting. It’s a mixture of promoting and marketing instruments which might be then offered by way of rankings and competitions as PR efforts.
What would you alter within the business and why?
If I had supernatural powers, I’d swiftly separate PR businesses from full-service ones, reinstating their distinctive roles in marketing and communication. This would assist restore PR’s pivotal place as a administration part inside organizations. And I might carry extra skilled folks into marketing and communication departments inside corporations.
What are the principle challenges proper now in your opinion, within the business?
One of the important parts of PR, storytelling, is on the verge of disappearing. Often PR professionals transient varied opinion leaders or influencers concerning desired goals, and these people then deal with the writing and crafting of the story. However, I firmly consider within the significance of storytelling. I don’t agree with the copy-paste method practiced by some journalists, nor with the dearth of creativity and writing skill in some PR professionals. While some might resort to shortcuts, I’m impressed by those that attempt for creativity and excellence of their craft.
What nonetheless evokes you and offers you drive and pleasure in PR and why?
The incontrovertible fact that it’s a particularly dynamic subject the place I’ve the privilege of assembly many individuals obsessed with what they do evokes me. I work with individuals who respect and respect high quality work. Clients who see technique, idea, and writing as parts that make a distinction in communication. I like having younger folks round me to share my information and expertise with. Serious younger people who need to study and are keen to place within the effort to supply high quality work.
What developments did you discover on the native market/and the way do you propose to signify them inyour company?
Influencer marketing has taken over from traditional media relations. This shift presents each challenges and alternatives however it’s considerably regular, given the abundance of opinion leaders or influencers in varied fields and, on the identical time, the dearth of media retailers, particularly these specialised in numerous industries and fields. Of course, we’re additionally often working with influencers, however we try to navigate this panorama by guaranteeing message coherence and integrity.
What are the company’s foremost companies required by the shoppers and why?
Communication technique, inventive idea, and communication group proposals and options are the principle companies required by shoppers. Less so occasion group or happenings. But that’s additionally as a result of we’ve been specializing in these areas for a number of years now, and on this regard, we rigorously select the companions we collaborate with. We’re discerning in our method, specializing in areas the place we will take advantage of impression.
How was 2023 by way of creativity and tasks, turnover, and so on?
Despite challenges, 2023 was a rewarding 12 months for us. We returned to a turnover of over a million euros, marking a big milestone for our unbiased company, which depends solely on PR charges and never on operating media or occasion budgets.
What was thus far the impression of AI?
AI already performs a job in our work. If briefed effectively, it’s very helpful for a superb begin within the inventive or conceptual space. It can ship useful preliminary concepts from which to develop and refine varied executions. We constantly take a look at every part new that comes up, as in all areas associated to our occupation, not simply in AI, though we haven’t built-in it, not less than for now, into our work routines.
What in regards to the pitches you entered?
As I’ve been saying for a number of years now, we consider pitches we become involved in very rigorously, from the way in which the transient seems to be, the expertise of the folks evaluating our proposal, to the transparency with which they method the company choice course of. We are very selective with the invites we obtain and solely select those who match our enterprise imaginative and prescient.
What are your objectives for the company in 2024?
Looking forward to 2024, our purpose is to take care of and even surpass the requirements set in 2023. Next 12 months marks 30 years since we’ve been constructing the popularity of a number of the most related corporations and types in Romania, and we goal to have fun this milestone by persevering with to excel in our subject.
What are the adjustments you propose to herald the company in 2024 and why?
Our focus for 2024 lies in consolidating our strengths and increasing our crew with people who share our values, it stays to be seen what number of good folks we will discover.
Where do you see the Romanian PR business in comparison with the European one?
In phrases of companies delivered, we’re already there. In phrases of budgets, we nonetheless have a protracted option to go. Nevertheless, we select to stay optimistic in regards to the progress potential.
https://business-review.eu/profiles1/interviews-interviews/alexandru-paius-image-pr-influencer-marketing-has-taken-over-from-traditional-media-relations-258118
