The Public Advisors: The emergence of digital tools has significantly enhanced our ability to measure campaign effectiveness

AdHugger sat down with Simona Dan & Raluca Mihalachioiu, Managing Partners The Public Advisors, and discussed the topics we all want to know answers at: how is better and what is worse about the PR industry lately, what do clients want, how new technologies change the landscape and many more.

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

We truly believe that new technologies like artificial intelligence (AI) and virtual reality (VR) will play a crucial role in the future of PR. The impact of AI on society, technology, and various industries has been significant and continues to evolve rapidly nowadays. AI algorithms can analyze vast amounts of data to provide personalized recommendations and experiences in areas such as entertainment, e-commerce, and social media. In the PR industry, AI-powered tools can analyze data from various sources, including social media, news articles, and online forums, to gain valuable insights into public sentiment, trends, and specific topics of interest.

While AI enhances our ability to tailor strategies more effectively and improve the efficiency of communication processes by automating repetitive tasks and providing quick responses, it is essential to strike a balance between using technology and maintaining a genuine human approach. Without human involvement and verification, assisted communication can feel cold and lack of empathy.

On the other hand, VR offers incomparable opportunities for immersive storytelling, allowing brands to create engaging experiences that resonate with their audiences in a more profound way. By embracing these technologies, we can push creative boundaries and enhance our communications, making them more interactive and impactful.

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

In recent years, we’ve seen a positive shift in how companies in Romania recognize the value of PR. There’s a growing awareness that effective communication is essential for building and maintaining brand reputation. This recognition has led to increased investments in PR strategies, allowing us to take on more comprehensive roles in our clients’ business objectives. Moreover, the emergence of digital tools has significantly enhanced our ability to measure campaign effectiveness.

Unlike in the past, where qualitative assessments dominated, we now have access to advanced analytics platforms that provide quantitative data on campaign performance. This allows us to track engagement metrics, audience sentiment, and the overall impact of our initiatives in real-time. By analyzing this data, we can make informed adjustments to our strategies, ensuring that we deliver maximum value to our clients. This shift towards data-driven decision-making not only improves the ROI of our PR efforts but also strengthens our ability to demonstrate the tangible benefits of effective communication.

What about for the worst?

While the industry has made significant progress, there are still challenges to address. One of the persistent issues is the lack of transparency during the pitching process. Many agencies, including ours, have encountered situations where unrealistic expectations are set, which can sometimes create misunderstandings between agency and client. For instance, clients may request extensive campaigns within an impractical timeframe or with budgets that don’t align with their desired outcomes. This misalignment not only creates friction but can also diminish the collaborative spirit, essential for successful partnerships.

Additionally, budget constraints often limit our capacity to deliver the high-quality campaigns that clients expect. In a competitive market, where creativity and innovation are crucial, having sufficient resources is a must. When budgets are tight, it can be challenging to implement comprehensive strategies or utilize cutting-edge technologies, which are becoming increasingly vital in the PR landscape.

Moreover, the rapid evolution of the industry means that we are constantly adapting to new trends and technologies, which can strain our teams and resources.

To combat these challenges, we believe that establishing clear communication outcomes from the start is crucial. Setting realistic expectations and maintaining open dialogue throughout the campaign process can foster better relationships between agencies and clients. Additionally, investing in training and development for our teams can enhance our ability to meet client needs effectively, even within budgetary constraints.

By focusing on transparency and collaboration, we can work towards overcoming these challenges and ensuring a healthier, more productive PR landscape for all stakeholders involved.

What is your approach and differentiating point at The Public Advisors?

Our approach at The Public Advisors is rooted in creativity, strategic insight, and the extensive expertise of our team. We are a group of experienced professionals with a vast experience in the industry, ensuring that every solution we deliver is backed by deep knowledge and a thorough understanding of the market. We focus on developing tailored communication strategies that align with our clients’ specific goals, rather than offering one-size-fits-all solutions.

Our commitment to building authentic relationships between brands and their audiences sets us apart. We strive to create engaging, meaningful connections that drive results, whether through innovative campaigns or effective media relations. We understand the audiences’ needs, motivations, and objectives so that your communication is persuasive, consistent, precise and targeted, sprinkled with effective messages delivered just at the right time, on the right channels and in the right format.

How is your headline translating into your work?

At The Public Advisors, we proudly call ourselves “PRiends”- friends of the brands, companies, briefs, and, most importantly, the audiences. This personal connection allows us to understand the unique needs of each client on a deeper level. Our mission, reflected in our name, is to be trusted partners who offer strategic guidance in overcoming communication challenges.

Just as advisors provide tailored counsel, we craft original, personalized campaigns that are not just strategic but PRiendly, reaching the target with impact and authenticity. We specialize in designing bespoke communication strategies, whether it’s corporate, brand, product, internal or external communication, CSR, or employer branding. We are the architects of meaningful relationships between brands and their audiences, ensuring every message hits its mark.

What are clients looking for?

Today’s clients are seeking comprehensive PR solutions that go beyond traditional media relations. They value agencies that can offer integrated services—ranging from social media management to crisis communication—while providing measurable outcomes. At The Public Advisors, we understand that clients want strategic partners who can navigate the complexities of the modern communication landscape and deliver real value to their brands.