Madalin Munteanu, Pandorra Story Style: AI is a game-changer in terms of efficiency and impact in our campaigns

AdHugger continues its series about the Romanian PR industry with Mădălin Munteanu, Communications Manager at Pandorra Story Style, 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?

From my perspective, AI and VR are two of the most exciting technologies that will shape the future of PR. I find AI particularly valuable because of how it can automate key tasks like media monitoring and sentiment analysis, freeing up more time for strategic decision-making. AI’s ability to analyze large datasets quickly also allows for more personalized communication, helping to connect with target audiences in a much more meaningful way.

I see it as a game-changer in terms of efficiency and impact in our campaigns. But at the same time, in the creative realm of PR, while the integration of AI is essential for enhancing efficiency and data analysis, it’s crucial not to let it overshadow the fundamental role of human creativity.

AI can provide valuable insights and streamline processes, but the heart of effective PR lies in storytelling, emotional connection, and innovative thinking—qualities that machines simply cannot replicate. Embracing AI as a powerful tool allows us to enhance our creative efforts, enabling us to craft compelling narratives and engage audiences in meaningful ways, all while ensuring that the spark of human creativity remains at the forefront of our work.

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

In recent years, especially since the pandemic, we’ve seen significant changes in the PR landscape in Romania. While we’re still in the early stages of adapting to the post-pandemic world, one positive shift I’ve noticed is the increasing focus on 360-degree campaigns that truly resonate with audiences. Brands are no longer relying solely on traditional media but are integrating a variety of channels—digital, social media, influencers, and experiential events—into their communication strategies.

These campaigns are much more cohesive and relevant, delivering a unified message across platforms. There’s a growing emphasis on connecting with consumers in a more meaningful way, ensuring that each touchpoint reinforces the brand story and builds stronger relationships. I believe this more holistic approach, blending creativity with data-driven insights, is a step forward for PR in Romania, making campaigns not only more impactful but also more engaging and aligned with audience needs.

What about for the worst?

I think one of the unfortunate changes in recent years within PR in Romania is that, as I’ve mentioned before, our industry sometimes takes itself far too seriously. We need to remind ourselves that we’re not performing brain surgeries; we’re in the business of communication, and while that’s important, it shouldn’t come with the level of stress we often impose on ourselves. There’s this increasing tendency to treat minor details—like moving a logo two inches to the left or delivering a text by the end of the day—as if they’re critical to the survival of the world.

Don’t get me wrong, attention to detail and meeting deadlines are vital, but there’s a fine line between being committed and losing perspective. I believe there are far more important things in life, and it would benefit our industry to take a step back sometimes and approach our work with a bit more balance and calm. In the long run, I think that would lead to better outcomes for both clients and teams, fostering a healthier work environment and more thoughtful, creative campaigns.

What is your approach and differentiating point at your agency?

At our agency, I believe there isn’t a secret recipe for success in PR; rather, our approach is tailored to meet the specific needs of each client. Every client is unique, with their own goals, challenges, and target audiences, which means that what works for one may not necessarily work for another. We take the time to understand each client’s brand, values, and market dynamics, allowing us to develop customized strategies that align with their vision. This personalized approach not only helps us create more effective campaigns but also fosters deeper relationships with our clients, ensuring that we’re always on the same page and moving toward shared objectives.

How is your headline translating in your work?

In my PR work, the headline serves as a guiding principle that shapes our communication strategy. It encapsulates the core message we want to convey, ensuring that all our efforts—whether it’s press releases, social media posts, or media pitches—are aligned with this central theme. But, as I previously mentioned, it depends on every single campaign and on every single client. What works in a place might not translate the same in other.

What are clients looking for?

What I’ve noticed is that clients today are increasingly looking for partners rather than just an agency-client relationship defined solely by monthly fees. They seek collaborators who are invested in their success and willing to go the extra mile. This means finding someone who not only understands their goals and challenges but also actively engages in building and developing strategies together.

Clients want a relationship that fosters collaboration, creativity, and shared growth, where both parties work as a team to achieve meaningful results. They appreciate agencies that are flexible, responsive, and committed to delivering value beyond just the financial aspect, helping them navigate the ever-changing landscape and realize their vision.