Fewer than 10 PR companies in Romania focus strictly on public relations, while the rest have expanded their services beyond traditional communication. At the same time, clients’ expectations have shifted. According to Alexandra Cojocaru, Partner at Unlock, businesses now seek integrated campaigns and agencies that can adapt, create synergies, and deliver comprehensive communication strategies.
By Romanita Oprea
This naturally leads to the question: what are the most significant changes industry professionals have observed over the past two years, and why? Aela Cotabita, Managing Director at Highlight PR, sees a continuous push for greater creativity, reflected in several recent standout campaigns and projects. Moreover, she notes that the industry is constantly evolving, adapting to global shifts, and maturing as it reinvents itself to stay relevant. “While the boundaries between different communication disciplines have blurred, I see this as a positive development. PR now encompasses much more than before, shifting towards a more integrated approach to communication,” Cotabita argued. Highlight PR representatives believe in a strategic and creative approach to every project, with authenticity and relevance at its core—both in terms of brand values and their genuine connection with target audiences.
“We always take an integrated approach, drawing on the diverse expertise of our team. Authenticity and relevance are at the heart of our storytelling, always backed by thorough analysis and research. From there, every approach is tailored, resulting in a unique narrative each time. There’s no one-size-fits-all solution in communication—not even for clients in the same industry or facing similar challenges,” Aela Cotabita added.
According to Alexandra Radu, Partner Head of Brand Strategy Rogalski Damaschin, in recent years, the marcomm industry has undergone profound shifts, largely driven by the post-pandemic reality and an economic landscape where top talent is increasingly scarce. One of the key transformations Radu points to is the shift from earned media to culturally relevant media. Traditionally, PR professionals shaped the public agenda, using tailored communication to cut through limited media noise. Today, however, people are inundated with data—the equivalent of 34GB daily—making relevance the new challenge. “Modern PR goes beyond securing earned media opportunities; it requires listening to social media, analysing data, and tapping into culturally relevant conversations. With the democratisation of news, PR has evolved into a driver of culturally connected creativity, helping brands achieve authenticity and relevance,” she said.
The second key transformation Alexandra Radu highlights is the ongoing struggle to find talent. She notes that working in this industry has evolved, with agencies placing greater emphasis on work-life balance and team well-being. However, the sector is still grappling with post-pandemic fatigue and a shortage of specialised talent. In PR, finding the right professionals who align with both agency culture and client expectations remains a persistent challenge.
“We need to ask the right questions. At a recent global industry summit, something struck me: PR professionals were unafraid to raise the ‘unaskable’ questions that could drive the industry forward. Meanwhile, in Romania, there is a tendency to avoid difficult inquiries, which limits growth and strategic impact. Questions such as: What is PR’s role in driving business effectiveness? How do we measure our impact meaningfully? Do we need a code of ethics that is enforceable and relevant? How can we establish transparent practices for pitches? Addressing these critical issues is essential for strengthening PR’s strategic role in business and advancing the industry,” the Rogalski Damaschin representative added.
AI and creativity
Last but not least, Alexandra Radu points to the rise of the AI-native PR expert. She believes AI is no longer just a macro trend discussed at conferences and masterclasses—we’ve reached a tipping point that demands greater expertise (with roles like Prompt Experts emerging as a profession), a deep sense of responsibility, and most importantly, a heightened level of empathy. PR professionals are increasingly refining their digital skills and using AI to handle repetitive tasks. However, this shift also brings an unprecedented need for empathy and human-focused, non-generic storytelling.
Rogalski Damaschin’s efforts to consolidate its business have been successful, both in terms of growth and team development. Much of this progress is credited to the leadership of Alina and Eliza, whose entrepreneurial spirit and expertise have shaped a business model perfectly aligned with market demands. Their services have expanded beyond traditional PR to encompass comprehensive 360° communication campaigns, rebranding strategies, and multi-channel content solutions. They’ve built an ecosystem of services that integrates traditional and digital media, video production, customer experience design, and data-driven insights. “Recognising the risk of industry fatigue, we’ve become more strategic and selective with our efforts, focusing on initiatives that maximise impact while minimising wasted time and talent. This approach has allowed us to grow organically while sustaining our team’s energy and creativity,” explained Alexandra Radu.
Oana Bulexa, EVP at MSL The Practice Romania, also weighs in on AI, arguing that we are barely scratching the surface of this technology. She highlights how AI can enhance capabilities in areas such as social listening and market analysis. Clients are increasingly eager to engage in this conversation, though it remains a complex one, given concerns around data accuracy, information bias, data protection, privacy, and other legal aspects. “However, what we do know is that AI can make a huge difference in PR, and understanding and testing various options and tools is no longer optional,” she notes. When it comes to influencer marketing, she noted a clear shift over the past two years, with brands increasingly prioritising micro and nano influencers over traditional celebrity endorsements. Smaller, niche audiences are proving more effective in delivering authenticity, relatability, and engagement. Finally, she pointed out the growing expectation for PR campaigns to be backed by data analytics. In recent years, this trend has been reshaping how PR practitioners approach campaign planning and execution, placing a stronger emphasis on measurable results.
These changes have driven MSL The Practice Romania to prioritise learning and skill development, attract new types of talent, and place a strong emphasis on fostering a culture of change. With trends shaping the marcomm industry at an unprecedented pace, the need for adaptation has become more urgent than ever. When it comes to a data-driven approach, their teams have been actively developing this capability for years. Publicis Groupe Romania boasts an unparalleled Data Intelligence Team and a holistic approach to data analytics and data products, which they also integrate into their work.
“The PR industry has been shaped by emerging trends that impact society—AI, digital transformation, purpose, and sustainability. In recent years, communication has become more focused on value and ethical responsibility, with sustainability standards guiding brands toward greater societal alignment. Efficiency—another defining factor, often tied to technology and, more recently, to AI—has transformed operations, providing data-driven insights and enabling communication professionals to create high-quality content that meets rising consumer expectations and client demands,” said Veronica Placintescu, Head of PR at Oxygen. At her agency, these shifts have led to a Creating Shared Value approach, empowering both teams and clients to balance performance with purpose. Navigating challenges such as the pandemic and economic transitions has reinforced the importance of combining efficient communication with the strategic use of AI, enabling the team to stay creative and resilient in delivering impactful work.
“Today’s PR industry prioritises substance over style—something that was far less defined a decade ago. Communication now goes beyond surface-level messaging; it has the power to drive genuine change and create value for businesses, beyond reputation management and brand equity. This evolution has positioned PR as a key element of business strategy, where communication not only shapes brand image, but also plays an active role in delivering meaningful impact and innovation,” Placintescu added.
Cristina Butunoi, Executive Director at Golin, believes PR has undergone a significant transformation, largely driven by rapid technological advancements and shifting societal norms. These changes have accelerated shifts in consumer behaviour, often outpacing brands’ ability to respond. “Consequently, we now talk about Data-Driven PR, which means greater reliance on analytics to measure campaign impact and tailor strategies based on audience behaviour. We also see Digital Transformation, where PR campaigns are increasingly integrated with digital marketing strategies—social media, online engagement, and influencer marketing. Another concept that has emerged in recent years is permacrisis, describing the constant navigation from one unprecedented event to another,” she said. This reality makes real-time responses crucial, requiring PR and social media teams to be agile and proactive in addressing issues. Finally, “we talk about authentic communication, particularly in response to social movements and consumer demands for corporate responsibility.”
Golin remains committed to its earned-first integrated positioning. Despite shifts driven by technology, evolving consumer habits, and media transformation, the agency has upheld its earned-first philosophy—the core of PR—focusing on organic engagement and relevance that naturally drive conversation. Alongside this, they have seamlessly integrated data, social media, ESG, strategic insights, and a bold creative approach into their work.
“In my opinion, traditional PR is dead. Its reliance on broad messaging and brand-centered narratives has been eroded by the demand for concrete, measurable outcomes directly linked to business growth. PR is no longer just about ‘getting the word out’—it must now justify its impact on ROI, especially in an era where digitalisation demands accountability and clear visibility on investment returns. Conventional PR was largely about controlling messages and audience types—a one-way street,” said Imola Zoltan, Owner of The M Works. “That no longer exists, especially with an audience that now expects authenticity, open dialogue, engagement, and personalisation—essentially, a multi-lane highway.” She also noted that the audience PR professionals once targeted has changed, particularly when it comes to journalists. “A few years ago, journalists were at the centre of all PR campaigns, serving as the gatekeepers through which carefully crafted corporate messages reached the public. Now, that layer has disappeared. Instead, we have paid media contracts. There’s no longer a need to convince a journalist that a message holds value for their publication’s audience—there’s a contract that covers it all. Paid media, which now accounts for 90% of media coverage, has significantly diminished the added value of PR consultants and agencies,” Zoltan added.
The PR industry right now is more diverse and agile than ever. As Graffiti Plus’ (GRF+) representative pointed out, we are constantly challenged by the current social and tech context, by the ever-changing media landscape and by the rise of attention economy in a world of micro-communities that are hard to grasp, harder to understand and almost impossible to truly engage by means of traditional comms.
Therefore, GRF+’s response is relevance obsession. “Our ambition is to design a unitary, media-neutral, agile communication product that addresses real audiences and meets the needs of multi-disciplinary client teams. Integrated communication has been a significant part of our business for the past years, and we’ve seen it more and more in the work of our industry colleagues as well. We are no longer strategizing or brainstorming only for that angle that will get us on the media agenda, we are looking for the solutions that will put the brand at the center of culturally relevant conversations, in the right communities, not just driven by numbers, but anchored in data analytics and supported by memorable creative execution,” said Irina Ciocan-Stănescu, CEO of Graffiti Plus (GRF+).
Conventional PR and values
According to Zoltan, the value of PR is shifting from mere execution—press releases and media placements—to providing comprehensive strategic direction that aligns with business objectives. For modern PR agencies, the deliverable is no longer just “coverage” or “reach” but a tailored communication roadmap that allows brands to be agile, adaptable, and authentic across digital platforms. “Conventional storytelling is confined to static formats—press releases, interviews, articles. But who are we still issuing press releases for? Just the people within our own bubble. Consumers aren’t eagerly waiting to read what brand X has done and adjust their purchasing decisions accordingly. The story no longer belongs solely to the brand; it also belongs to the audience, who shape perception based on their reactions—positive or negative, often online,” explained The M Works’ Owner.
At the same time, the shift from journalists to influencers as primary communicators comes with both advantages and challenges. Influencers have become the new gatekeepers, particularly in digital and social media spaces, bringing brands closer to their audiences. However, this shift also carries risks, especially regarding credibility and transparency. Unlike traditional journalists, influencers may not always adhere to rigorous ethical standards, raising questions about trustworthiness.
“The hyper-monetisation of communication and the democratisation of creative tools—allowing anyone with the right knowledge and tools to replicate traditional PR activities—are diluting the distinctiveness of PR agencies. This trend pushes PR to differentiate through expertise, strategic insight, and measurable outcomes rather than relying solely on execution capabilities. Moreover, this leads to more modular approaches in PR, where agencies selectively partner with specialists, focusing on core strengths while outsourcing other tasks. Managing resources sustainably by integrating external partnerships for non-core functions keeps the agency competitive and specialised without the burden of a full-service model,” added Imola Zoltan.
In this context, The M Works defines itself as a communications agency—a term that may seem overused, but one that fits. The strategic rebranding from McCannPR to The M Works reflects a deliberate response to the ever-evolving and increasingly complex local and international communications market. PR is undergoing a profound transformation, driven by digitalization, the rise of influencers, shifting consumer expectations, and a redefined sense of value in communication services.
“Perhaps the only area in PR that has remained largely unchanged over the past decade is crisis communication. PR specialists continue to develop agile, cross-platform crisis strategies that protect brand integrity. As companies face greater scrutiny, agencies that deliver adaptable, transparent communication strategies in crisis situations are best positioned to support brands through volatile periods. In essence, PR is moving away from a formulaic, service-based model to a strategic, outcome-oriented approach. Agencies that thrive in this landscape are those that broaden their vision, integrate communications strategically, and remain highly adaptable,” Imola Zoltan argued.
According to Irina Ciocan-Stănescu, CEO of Graffiti Plus (GRF+), one of the biggest challenges—both in agency product development and talent growth—is balancing the creative exploration essential for the industry with the need for 100% tried, tested, and measurable solutions that consultancy demands. While the rapid changes accelerating the industry in recent years have made working in PR and communications exciting, they have also made it increasingly unpredictable.
“The emergence of digital tools and AI, combined with the challenge of designing human-centric campaigns in an ethical way, the rising demand for integrated communications solutions that drive business results—not just PR outcomes—and the much-accelerated pace at which we now work are key industry shifts. The past two years have also brought greater awareness of sustainability among Romanians. According to BARES – The Responsible Romania Barometer, a 2023 study by Cult Research and GRF+ in partnership with EFdeN, 36% of Romanians are sustainability pioneers—highly engaged in social good and environmental causes, with a strong inclination to contribute to positive change,” said the Graffiti Plus representative. This goes hand in hand with growing expectations for brands to take an active role in addressing societal needs. BARES data shows that Romanians’ top environmental concern is ensuring that large companies genuinely commit to environmental responsibility by creating sustainable and affordable products and services, with an average rating of 8.39.
As a result, the agency has shifted its focus towards certified solutions, bringing in internationally proven tools and proprietary GRF+ technologies. They have also built what is likely the largest team of certified senior consultants in areas such as crisis communication, CSR and sustainability, sports marketing, evaluation and measurement, strategy, and creative leadership. “We’ve transformed the creative process into a co-design approach, where client and agency teams collaborate to find the best solutions. Additionally, we often bring in partners from our ecosystem with complementary expertise—such as e-commerce, data-driven influencer marketing, creative tech, and digital creative intelligence—to ensure relevance for both business and society,” added Irina Ciocan-Stănescu.
They see a strong return and demand for specialized solutions: from events to experiential, brands need end-to-end experiences that involve multiple stakeholders, a trend visible in over 30% of our projects. From sponsorship projects to sponsorship strategic management, we see more companies looking into how they can manage their assets, especially in sports sponsorship. From employer branding to employer reputation platforms, we have been working with clients that are looking to create solid relevance across diverse teams. From ESG requirements to ESG communication and engagement platforms, we are supporting over 75% of our main partners overcome the forever shifting environment and establishing clear goals and coherence in communicating and implementing ESG.
„Last, but not least, since influencer marketing has challenged us to reevaluate all channel strategy as well as content authenticity requirements, we are looking into cross-channel programs where content creators can engage diverse audiences and go beyond the divide of specific touchpoints and algorithms. At present, 2 out of 3 briefs in GRF+ include at least an influencer marketing component,” added Graffiti Plus’ CEO.
Us versus the others
As a country that has long looked beyond its borders for comparison, one might ask: how different are we now from international markets? “”Our strong connection with colleagues in the Ketchum global network shows that the Romanian market often rides the same waves as international ones—sometimes at a slower pace, but with greater ambition for growth. Together, we’re tackling the same key challenges: maintaining agility, crafting experiences that engage multiple stakeholders, balancing creativity with real-time audience insights, and integrating AI responsibly to deliver impactful, consistent results. How we build on these foundations is what sets us apart—determining whether we merely align with global trends or turn them into real solutions for local challenges,” explained Irina Ciocan-Stănescu.
Oana Bulexa believes that when it comes to creativity, Romania’s track record at global and European festivals proves that the local market can successfully compete—and even outperform—more mature markets. This isn’t a recent development; it has been the case for years. One standout example dates back to 2008, when her agency won the Platinum SABRE Award for the best PR campaign in the EMEA region, surpassing larger, more established agencies—all while being on the market for less than two years. And every year since, new examples continue to emerge. “Naturally, some global trends are more established in certain areas, while Romania is still developing these capabilities—such as data-driven strategies or the advanced use of technology. Similarly, in terms of diversity, equity, and inclusion (DEI) platforms, we still have progress to make. Many companies are starting to recognise the importance of DEI commitments, but the depth of involvement and implementation still has some catching up to do,” said Bulexa.
Her opinion is echoed by the Oxygen representative, who also highlighted the industry’s agility, creativity, and exceptional talent—qualities that enable Romanian agencies to support international clients and deliver outstanding campaigns, many of which have become global best practices. Oxygen itself has several examples where work produced in Romania for major clients such as AVON, Vodafone, Olympus, and Betano has been recognised and acclaimed internationally.
“In terms of services and capabilities, I don’t see any significant differences. The results Romanian agencies have achieved at international festivals in recent years are clear proof of our local creativity, strategic strength, and consultancy expertise. Perhaps what we need is a bit more courage in our daily approach to projects and in convincing clients to be more open to disruptive ideas. Overall, the biggest difference likely comes down to budgets, which are undeniably higher in other markets,” said Aela Cotabita, Managing Director of Highlight PR.
Cristina Butunoi argues that the quality of work in Romania is on par with international standards. However, budget availability remains significantly lower. Eastern Europe still faces a challenging barrier, as many major international brands invest minimally or not at all in communication in Romania. While multinationals dominate communication spending, Romanian brands often lack the confidence or readiness to invest at the same level. As a result, Golin’s representative suggests that it may take another generation before Romanian brands lead in marketing and communication investments, gradually closing the revenue gap that differentiates the local market from international ones.
“Unlike in the past, the industry has reached a higher level of maturity, and PR is now more comfortable at the strategy table, shaping directions and key messages. I also see greater granularity within the industry, with a clear distinction between large agencies—expanding their expertise and reach—and smaller, boutique-style agencies that focus on niche industries or specialised services. In comparison to international markets, I am confident that our creative drive and strategic mindset are just as valuable as in any other country. We just need a bit more time to establish ourselves at the big table and feel comfortable asking the tough questions,” said Alexandra Radu.
2025 goals
“2025 will be a transformation year, when our focus will be on reshaping and optimizing several key aspects of our business, in our continuous effort to remain future-ready. It will probably be the year when our agency will transform the most and we are looking forward to seeing our plans put in motion.” – Oana Bulexa, Managing Partner MSL The Practice
“As the nr.1 agency in the field of PR and communications, our aim is to produce outstanding work for our clients and remain a positive example for the industry. We have always focused on results, while remaining true to our values in respect to people-centricity, creativity, strategic approach and future-minded outlook.” – Veronica Plăcintescu, Head of PR Oxygen
“Looking ahead, we must maintain a realistic approach towards the upcoming year, as we are foreseeing a global and local economic contraction. We are already seeing signals in this regard from businesses and clients directly connected to market trends and our objectives for 2025 will be to consolidate our business, secure our team and expand the list of expertise available in-house.” – Alexandra Radu, Partner Head of Brand Strategy Rogalski Damaschin
“For the next year, the Golin network’s vision is clear: to become the first global PR network with a fully AI-integrated solution. Hence, the 2025 plans for us. This involves integrating AI and machine learning tools to enhance campaign effectiveness in each stage of the processes: from research and concept testing to personalization and measurement. This means more time for us to dedicate to things that cannot be done by machines: genuine emotional approach and original creativity.” – Cristina Butunoi, Executive Director Golin
“I don’t believe AI will replace the creative person, the strategist, or the project manager. However, those who don’t know how to use or integrate AI into their work will face a significant competitive disadvantage in the years to come. Our plans for 2025 include completing the rebranding and establishing the agency on a new, more profitable foundation.” – Imola Zoltan, Owner The M Works
“We see a strong return and demand for specialized solutions: from events to experiential, brands need end-to-end experiences that involve multiple stakeholders, a trend visible in over 30% of our projects. From sponsorship projects to sponsorship strategic management, we see more companies looking into how they can manage their assets, especially in sports sponsorship. From employer branding to employer reputation platforms, we have been working with clients that are looking to create solid relevance across diverse teams. From ESG requirements to ESG communication and engagement platforms, we are supporting over 75% of our main partners overcome the forever shifting environment and establishing clear goals and coherence in communicating and implementing ESG.
Last, but not least, since influencer marketing has challenged us to reevaluate all channel strategy as well as content authenticity requirements, we are looking into cross-channel programs where content creators can engage diverse audiences and go beyond the divide of specific touchpoints and algorithms. At present, 2 out of 3 briefs in GRF+ include at least an influencer marketing component.” – Irina Ciocan-Stănescu, CEO Graffti Plus (GRF+)
“We want to grow even further the agency’s market position, expanding the client portfolio and executing diverse projects that reflect the full range of our team members’ competencies, shaping the best stories for our clients. The focus is on integrated communication campaigns, brand communication, internal communication, employer branding, digital, and social media, while still being authentic and delivering the right messages in an outside-the-box manner” – Aela Cotabita, Managing Director Highlight PR.
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