Data Isn’t Everything

“Change, anticipation, adaptation. 2024 is a volatile year in the communication industry, and the speed at which you need to react and prepare possible scenarios is becoming overwhelming,” says Ioana Ciobanu, Communications Director at Publicis Relations. Ioana has 10 years of experience in brand and corporate communication, with a solid background in influencer and content marketing, media events, and offline brand activations. Publicis Relations is the newest integrated communication & PR agency, part 

What energy and thoughts did you bring into 2024?

We started strong. 2023 ended on a high note, and 2024 continued in the same spirit. We’re still a young agency, in the making, but the great start gave us even more motivation. 2024 began like a boost. And it brought something else that’s very important… purpose, if I can call it that. A direction not just about what’s next, but about what Publicis Relations aims to achieve. About what we, as a team, want to include in our year-end summary.

On a personal level, it’s a time of settling in, following some changes. Someone close to me recently advised me to focus on the good parts of our industry — not necessarily the beautiful ones, but the good, and there’s a nuance there. So for me, 2024 is about stability, grounding, and reconnecting with the things we can contribute to — the opportunities this profession offers.

What are your plans for 2024? What goals did you set for this year?

To continue building on the solid foundation we’ve laid over the past few months. To do things with patience, dedication, and care. And to stay adaptable.

Otherwise, the plan is clear: growth. At the portfolio level, we want to strengthen our relationships with current clients and find new opportunities — to earn trust through the work we deliver and the results we bring — those share of mind and share of heart moments Laura mentioned when announcing Publicis Relations. For the team, the goal is the same. We already have a stable and well-structured team, with specialists in strategy, communications management, digital and social media, and creative — and we definitely aim to grow that in 2024. Growth not just in numbers, but in expertise and specialization.

The goal is simple. It’s our first full year, from January to December, and it’s important to make the most out of it.

What does 2024 look like so far? What are the challenges in the PR market this year?

Probably unpredictability and the constant state of alertness and anticipation. It’s a volatile year — people have already talked a lot about what 2024 means, many scenarios have been discussed, and yet anything can happen.

We’ve gotten used to staying sharp, but I think it’s time we accept that predicting what lies ahead is getting harder. And it’s no longer just about the big picture, the macro level — it’s everything around us: the next big trend, from social media to the shelves, or the economic and political fluctuations.

Everyone we talk to is feeling the speed of things, and it’s becoming exhausting — overwhelming, even.

Where are the opportunities coming from? What trends have you noticed in PR lately?

Every challenge brings an opportunity. We have data & analytics — for generating starting points, streamlining, updating, and personalizing. And we also now have increasingly advanced measurement tools. But data isn’t everything, especially in communication. That’s where humanizing communication comes in. Companies and brands need to listen, not just speak. They need a 360° view — not just focused on their own backyard.

Yes, in a time when AI is on everyone’s lips, the real opportunity lies in how we blend technology with understanding people.

How was 2023 for you as an agency?

Intense, busy, emotional. It was the year Publicis Relations took shape and, in a short time, managed to gain its first partners and establish its role within the group.

How do you see AI’s influence in the PR industry so far?

We could describe it as transformative — from how we analyze data and find new angles for the same problem, to automating repetitive tasks so we can redirect that time toward higher-value work.

With care and a critical eye, AI can be a great tool. What matters is understanding what it can do, how to give it the right input to get the best results, and knowing its limitations.

What are clients’ needs in 2024? How is PR redefining its role this year?

Clients’ needs have evolved significantly, reflecting changes in the economic, social, and technological landscape. Our role is to ensure we support authenticity and transparency in messages and actions, to encourage real engagement in society and people’s daily lives, and to find new ways to stay relevant.

At the end of the day, for communication agencies, it’s all about proactivity, reinvention, and efficiency.

Ioana Ciobanu is Communications Director at Publicis Relations. She has 10 years of experience in brand and corporate communication, with a strong background in influencer and content marketing, media events, and offline brand activations, working with clients from industries like FMCG, retail, automotive, healthcare, pharma, energy, and NGOs.

Publicis Relations is the newest integrated communication & PR agency, part of Publicis Groupe Romania. The agency has a people-centered design and brings a different approach to solving business and societal challenges — data-driven analytics and behavioral science, leading to better understanding of people and contexts, and proposing communication solutions with a higher potential to generate real connection and impact.

Publicis Relations offers a wide range of services, including: Communication Strategy & Consulting, Brand Communication, Corporate Communication & Reputation Management, Stakeholder Relations, Engaging Society & Transformation, Internal Communication, Influencer Marketing, Content Development, Digital & Social Media, Experiential Marketing, Crisis Management, Sponsorship, Competitive & Trends Analysis, Monitoring & Reporting, as well as specialized trainings and workshops.

source: IQads