Aura Cândea, Conan PR: There has been a growing emphasis on transparency in communication
AdHugger continues its series about the Romanian PR industry with Aura Cândea, Partner Conan PR, discussing about how the agency sees the landscape at this moment, the latest technologies that are emerging and influencing it, how they approach the clients and many more other aspects.
PR and the new technologies, including VR, AI, etc. What are your favorites for the future and why?
Recently, I believe there’s no place where AI doesn’t come up in conversation – whether at industry conferences or during discussions within internal teams or with clients. It’s generating a remarkable buzz, but this also brings a sense of fear or anxiety for those resistant to change. I think the most important thing to remember is that behind every tool, there’s at least one person (if not a whole team) setting the tone and direction.
While there are certainly challenges that come with using AI tools, staying curious and open to learning how to work alongside these technologies allows us to harness their potential. For us, AI is becoming useful in almost every stage of research and data analysis. We see how AI can quickly analyze a lot of data, identifying trends, audience preferences, and sentiment analysis. Also, it is a great start on generating ideas for content, drafting press materials, or creating social media posts, enabling PR teams to streamline their workflow and enhance productivity.
What has changed for the better in recent years in PR in Romania?
In a general sense, improvements are evident across all areas, and I would frame this under the concept of professionalization. The PR industry has a well-defined and established place in the life of a business, and there are many opportunities in the market for learning and refining communication skills. We have access to various tools and resources that help us develop our abilities and nurture our creative spirit.
However, to be more specific, there are some touchpoints where I see tangible evolution, and I would first highlight the growing need for transparency and trust. There has been a growing emphasis on transparency in communication. Clients are more aware of the importance of building trust with their audiences, leading to more ethical practices in PR.
Another thing, PR has increasingly been integrated into overall marketing strategies. This holistic approach enhances brand narratives and ensures consistent messaging across various platforms.
What about the worst?
I may not be the most critical voice here, but I want to address some persistent concerns that many of us feel. I’m not introducing anything new; I’m simply reiterating that certain practices in pitching deserve greater attention and commitment to improve the process.
For instance, we need to enhance transparency – why do we hesitate to disclose who else is participating in the pitch or the communication budgets being allocated? Additionally, we should allow more generous timelines for working on pitches and provide detailed feedback at the end of the selection process. Often, this feedback is completely absent, leaving candidates without even a simple acknowledgment.
In the absence of participation fees for pitches, I believe that the most tangible asset we can gain from an unsuccessful pitch is valuable feedback on our work. This feedback can offer important insights and learning opportunities.
What is your approach and differentiating point at Conan PR?
This year, when the agency turned 14, we asked our clients, partners, and close collaborators what words first come to mind when they think of our agency. At the top of their responses were professionalism, team spirit, and creativity. This feedback confirmed that we are on the path we envisioned from the start: to be a long-term partner for our clients, one that they feel is supported by a team with “zvâc” (en: drive) and well-prepared for all sorts of challenges.
How is your headline translating in your work?
First, let me share our headline: Experts in meaningful communication. Building relationships that last. For us, this means we thrive in long-term partnerships, strongly believing that added value in PR is built over time, step by step and message by message, rather than through sporadic on-and-off campaigns. We successfully apply this approach with all our clients, whether we’re talking about enduring collaborations of over 9 years with Uber or Dino Parc Râșnov, or companies like Kiwi.com, with whom we’ve worked for 3 years, Zalando, Lăptăria cu Caimac, Flip, and many others.
What are clients looking for?
At first glance, I’d say they’re looking for results. But to achieve performance, they’re seeking various qualities: relevance, drive, expertise, and creativity. At the end of the day, before achieving results, they need capable people with a sense of caring, who know how to mix up all these attributes to meet specific communication needs.