Sorin Dutoiu, Yolo Media: Clients need a creative approach and strong knowledge

AdHugger continues the series about the Romanian PR industry with Sorin Dutoiu, Managing Partner YOLO Media, and talked about the impact of the new technologies, AI, VR, what the future will bring, the agency’s imput and how it deferentiates on the market.

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

Last year, we witnessed a significant turning point in the adoption and impact of artificial intelligence across industries and society. While many feared, at first, that AI will outperform humans in certain jobs, others understood that, at least in the beginning, it will not be able to rise to the same level as human creativity and our emotional intelligence. In the PR field, human creativity, the ability to empathize with others and the knowledge of cultural and social nuances are the primary advantages that can push beyond established norms to create something truly original. For sure, we can make an effective team working with AI at certain tasks, such as faster data analysis or graphic production.

Tools like ChatGPT, DALL·E, Pictory.ai or Daktela, which are some of my favorites, can be extremely helpful at streamlining many processes, enabling us to create highly targeted and effective communication strategies.

Virtual Reality, on the other hand, has the potential of redefining the way we engage with the audiences and the way the audiences interact with our clients’ products and services. For example, we can create immersive experiences, which can be implemented during events.

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

The PR landscape in Romania has grown and diversified. New boutique agencies have been launched, each one coming with a fresh approach, which led to a natural push for innovation and creativity for all the others. This competitive environment encourages agencies to continually evolve, and go niche, focusing on specific industries or PR services (ex: influencer marketing, CSR, sustainability, crisis management, etc.). Over time this benefits the entire industry and offers the clients a more attractive variety of options to choose from.

What about for the worst?

I would say the invasion of misinformation in the media, from fake news, click baits to irrelevant and cheap content, this led to people’s lack of trust in Mass Media. It is harder to maintain credibility and control narratives and we must combat disinformation, adding an extra layer of complexity to our job. At the same time, the abundance of content people are receiving everyday on social media caused a shorter attention spam and lack of patience at digesting the information. This impacts our narrative and forces us to constantly adapt the way we build the campaigns.

What is your approach and differentiating point at YOLO Media?

YOLO Media offers effective public relations and media communication services, perfectly adapted to a constantly changing world. We connect brands with their customers’ communities through impactful campaigns and smart, efficient strategic experiences, putting our clients’ products and services in the spotlight.

Since 2011, we have been providing a positive impact through services such as public image consulting and strategy, media communication, influencer marketing, unforgettable events and brand experiences, social media management and video production.

We create emotions, authenticity, relevance, and shareable moments for every brand that chooses to work with our agency.

How is your headline translating in your work?

Our slogan is “Next in PR”, as we are forward-thinking, initiative-taking, innovative and trend setters. These describe the work profile and help clients feel confident that they are always getting the most up-to-date, effective PR solutions.

What are clients looking for?

Clients today are looking for strategic partners who understand their business and can help them achieve broader goals. They need a creative approach, strong knowledge and want to ensure that their messaging aligns with their values. We help brands not only communicate more effectively but also act responsibly, contributing positively to their communities and the environment.