Raluca Zamfir, RAN Communcation: The ability to be reactive and flexible is a must

Raluca Zamfir, Managing Partner RAN Communication Agency, continues the series AdHugger started recently about the Romanian PR industry and opened up about what clients want, the way the new technologies are changing the market and many more.

PR and the new technologies, including VR, AI, etc. What are your favorites for the future and why?

PR has always been a very human focused industry, earning attention by being responsive to what is happening in the real world. Creativity, empathy, and strategic thinking are areas where humas excel and  tech cannot help. To think thay just a few years ago no one had even heard of ChatGPT is strange. But here we are, standing on the edge of the unknown, wondering what the future has in store for our industry.

The rise and rise of AI is proving itself both an opportunity and challenge. How to optimise the right tools and adapt our working practices is something the PR industry is playing with at the moment. Also the tech has a multitude of benefits: highly targeted communication campaigns, real-time information monitoring, predictive analytics and so on. But we’re also facing ethical considerations. We need to find a balance between evolving our capabilities and anticipated potential challenges for legislators and companies.

The decline of traditional media channels also means that PR professionals must be more creative in their approach. By thinking outside of the box and taking risks, practitioners can achieve real success in this rapidly changing industry. The future belongs to those who can demonstrate agility and innovation in all aspects of public relations.

What has changed for the better in recent years in PR in Romania?

The world of PR is in a constant state of evolution. From embracing emerging technologies to prioritising purpose-driven initiatives, PR professionals will need to navigate a landscape that demands creativity, adaptability, and authenticity.

Audiences are no longer passive consumers of content, they look for interaction. From interactive social media campaigns to collaborative content creation, PR will become a two-way channel where organisations and audiences actively engage with one another.

We have a very dynamic landscape in front of us. We need to be adaptable, well-informed and proactive to what lies ahead.

What about for the worst?

Prior to social media, people felt less empowered to share their opinions. Now, anyone has a voice, anyone can have an opinion, whether it has merit to it or not. Often for crisis communication, you are not trying to counter the reality, you are trying to counter the perception.

It goes without saying, then, that speed in PR is now of the utmost importance.

Also the way we communicate has changed and we have learned to simplify the messages sent so that the reader can understand quickly and easily.

In the public relations profession, we are always looking for new ways to get the word out on behalf of our clients.

What is your approach and differentiating point at RAN?

At RAN Communication, we keep a finger on the pulse of the next big trends and ideas☺We anticipate continued challenges in the industry, driven by economic fluctuations, regulatory shifts, and evolving consumer expectations. As the communications landscape continues to evolve, we anticipate increased demand for innovative solutions, data-driven insights, and purpose-driven storytelling.

We are an atypical agency, with an extremely flexible business model and what makes us different from all the other agencies on the market is our contagious creativity doubled by bold communication. We live and breathe this media landscape, combining etailed channel knowledge with experience of multiple different market sectors, delivered through efficient and agile content production. And we deliver more than we promised.

How is your headline translating in your work?

Treat every job you do like it’s the most important job in the world and I always took pride in what I did and tried to be the best at it. Every day is a new challenge, and the industry and landscape change so frequently — I am never boredJ

What are clients looking for?

As Seth Godin said, “in a busy marketplace, not standing out is the same as being invisible.” Now more than ever, clients are looking for more agile ways of working, so speed and efficiency are crucial. The ability to be reactive and flexible is another must to ensure we maximise every opportunity in real time.

Clients are under more pressure than ever before – the pressure to earn attention and influence, protect reputations, create favorable external environments, engage consumers and employees, reach consumers across channels through compelling content, gain competitive advantage, and manage crises.