Aela Cotabita, Highlight PR Romania: We test and adopt new tech when suitable for our activities

Aela Cotabita, Managing Director of Romanian Highlight PR, is a tech passionate, always eager to explore the latest tools available and tells, in an interview for AdHugger, about adopting new tech in daily activities, how PR changed in recent years on the local market, approaches used in shaping stories to fit agency’s clients’ needs.

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

‘I am passionate about technological advancement and always eager to explore the latest tools available, evaluating how they can enhance our daily work or the projects we undertake. We’ve experimented with many, incorporating AI into some of our tasks, even using it to create impressive simulations and videos that capture the mood and energy we aim for. Additionally, we integrate VR and AR into some of our event activations, providing immersive experiences.

That said, I’m not particularly loyal to any single technology, nor do I claim to be able to predict which one will dominate my preferences in the future.

From my perspective, we’ll continue to test and adopt new technological tools as they emerge, and if we find them useful or suitable for our activities, they will naturally become part of our workflow.

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

There’s a continuous push for greater creativity, as demonstrated by several interesting recent campaigns and projects. While the boundaries between different communication disciplines have blurred, I see this also as a positive development. PR now encompasses much more than before, transitioning toward a more integrated approach to communication.

• What about for the worst?

We’ve certainly felt the impact of the decline in media outlets, but beyond that, the blurred lines I previously mentioned as a positive also have a downside. There are still many widespread misconceptions about the essence of PR, and the shifts in technology and the rise of influencers have led to the creation of somewhat of a „template”, a standard in approaching communication campaigns in the past years.

• What is your approach and differentiating point at Highlight PR?

We 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 perspective that leverages the diverse expertise of our team members.

• How are you shaping stories?

We craft stories with authenticity and relevance at the core, always grounded in thorough analysis and research. From there, each approach is unique, resulting in a distinct narrative every time. There’s no one-size-fits-all solution in communication, not even for clients operating in the same industry or dealing with similar challenges.

• What are clients looking for?

From a business partnership perspective, clients seek an agency that offers expertise, creativity, and genuine professional support. The latter has emerged as a key pain point for many clients, when they cite failed past collaborations. They want to feel valued, that the agency is proactive in its relationship with them, and that it truly understands their brand values, needs and objectives.

From a communication standpoint, clients are searching for ways to keep pace with the ever-changing landscape, especially as younger generations become their core target. They need guidance on how to strategically and effectively use the latest communication tools and channels, how to speak the “language of 2024,” and how to remain authentic and relevant while staying true to their brand—just to name a few examples.

Founded in 2021, Highlight PR has competences in media relations, brand communication, influencer marketing, event organization, employer branding, and digital. The agency offers clients a dynamic mix of experience and freshness, with the Highlight PR team defined by authenticity, liveliness, adaptability, and connection to new trends and directions in the marcom market.

In 2024, Highlight PR aims to consolidate its market position, expand the client portfolio, and execute diverse projects, focusing though on integrated communication campaigns, brand communication, internal communication, Employer Branding, digital, and social media.

Highlight PR is part of the Highlight communication group, was founded in 2021 and has executed, since then, projects and communication campaigns for clients such as Ursus Breweries, Beiersdorf Romania, Unilever, Vodafone Romania, Raiffeisen Bank, and Pernod Ricard Romania.