PR Landscape in Romania

Romanian PR Landscape

It has taken years for the industry to fully establish itself.

It started by educating▪ potential clients▪ the media and ▪ general public

about what public relations actually is and mostly about what it can do.

Evolution I1990s - multinational companies

were the first to introduce public relations in Romania;

1990 - only one PR agency in Romania;

1993 - for the first time in Romania, the public University of Bucharest offered a Public Relations course ;

2000-2003 - boom period, both as volume of activities and companies that request public relations services.

Evolution II

The past few years- shift in the role of public relations, away from media relations and towards consultancy and a more sophisticated range of services

Also requested are: ▪ the organization of festivals▪ concerts▪ opening ceremonies▪ press conferences▪ workshops

Engaging in PR ActivitiesCurrently Engaging in PR Activities:

92,4%▪ Brand PR: 65,4 %▪ Corporate PR: 86,3 %

Types of PR Activities Engaged by the Company:▪ Brand PR Only 13,7%▪ Corporate PR Only 34,6%▪ Both Brand PR and Corporate PR 51,6 %

Areas Covered by PR Activities

Internal communications: 87,4 %Marketing/ Brand communications:

86,3 %Communications with business

partners: 85,7%Corporate communications: 80,2 %Communication regarding corporate

social responsibility: 56,6 %

PR Services Used by Companies Media relations: 96,2 % Planning and organizing events: 91,2 % Internal communications: 89,6 % Media monitoring: 82,4 % Crisis monitoring: 58,2 % Corporate social responisbility: 58,2 % Financial/ investors relations: 47,8 % Consultancy on communications issues:

46,2 % Government relations/ public affairs: 34,6

%

Purposes of PR Activities

Creating an image of the company : 95,1 %

Supporting products and servicies: 92,9 %

Creating a reputation of the company: 91,2 %

Involving and rewarding the employees:75,3 %

Managing crises: 73,6 %

PR Budget I

There is a budget plan on activities for the whole fiscal year 75,3 %

The PR budget is allotted depending on the issues that arise 24,7 %

PR Budget II

The first 28 PR agencies had in 2008 an annual turnover of 20 millions euro.

The firs one is Millenium Communication with a turnover of 2, 6 millions euro, followed by DC Communication with a 2, 1 millions turnover

Top of agencies Leo Burnett        30,4%

McCann Erickson    19,4%

Next            8,5%

CAP            7,3%

Ogilvy        6,1%

Headvertising         5,3%

Propaganda        4,9%

Graffiti BBDO        4%

Publicis       4%

Lowe & Partners    3,6%

RAAA

RAAA - Romanian Association of Advertising Agencies

a professional trade body whose role is to defend and represent advertising agencies.

includes all the major advertising agencies in Romania.

organizer of the Ad'Or advertising festival and, together with IAA, of the Effie Awards.

Growth Perspectives

Main area of growth- the local mid-size and small companies that begin to realize their need for public relations.

The increasing number of students and specialized university programs will bring the theoretical base to the profession, which will mend well with the practical base of the current practitioners.