AdHugger continues the series about the Romanian PR industry that started last week, with Veronica Plăcintescu, Head of PR at Oxygen, and had a lovely talk about recent years, the impact of the new technologies, the agency’s imput and how they see the industry.

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

AI is revolutionizing PR by streamlining time-consuming tasks like media monitoring and [some] content drafting, allowing professionals to focus on strategy and creativity. It enhances data-driven decision-making, trend prediction, and personalized communication. VR/AR, on the other hand, pushes the boundaries of immersive storytelling, enabling brands to engage audiences in more interactive, impactful ways. The real challenge lies in balancing AI’s efficiencies with the experiential depth VR brings, ensuring that technology complements the essential human touch in communication.

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

In recent years, communication has shifted towards greater ethical responsibility, inclusivity, and value-driven communication. Brands are no longer just selling products or services; they are aligning themselves with values that resonate with their audiences. This shift has empowered communication to play a pivotal role in driving societal change. International and European sustainability standards have played a significant role in this transformation, particularly over the last decade, pushing companies and brands to be more responsible and forward-thinking in their messaging. Our industry is no longer just about promotion, but about engaging in meaningful dialogues that have a lasting impact.

What about for the worst?

The shrinking attention span of today’s audiences presents a major challenge. We are living in an age where the average consumer’s attention is more fragmented than ever, making it harder to cut through the noise. While short, snappy content is in demand – such as what we see on platforms like TikTok –, not all meaningful communication can be condensed into bite-sized formats. In fact, some of the most impactful communication still requires time and space to be properly understood and appreciated. Striking a balance between brevity and depth is crucial – engaging audiences without sacrificing substance has become more difficult, yet more essential than ever.

What is your approach and differentiating point at Oxygen?

At Oxygen, adaptability is key to human progress. We constantly refine what we do to make space for what we can achieve. We see people as the true creators of the future, and our role is to empower them to reach their potential. Rather than fitting people into predefined roles, we build around their strengths, fostering creativity and growth. This forward-thinking mindset has enabled us to create a diverse, high-performing team and become a respected employer brand in the industry.

How is your headline translating in your work?

Our headline, “With a Heart for Business”, reflects the balance we strike between valuing people and achieving results. It’s about fostering an environment where personal and professional growth drive both individual success and business outcomes.

We focus on enabling our team and clients to think strategically and creatively, while acting with purpose, combining innovation with clear business goals. This mindset ensures that we’re not just solving today’s challenges, but also setting the stage for what’s next in communication and business, keeping us at the forefront of progress, creating the future, not just being a part of it.

What are clients looking for?

Clients today are looking for more than just traditional communication strategies; they want creativity and meaningfulness that allow them to stand out, become thought leaders, and ultimately, make a real impact on the world. At the heart of this is the concept of Creating Shared Value (CSV). It’s not just about commercial success anymore – it’s about aligning their business strategies with societal needs and generating value for both.

Our clients want to lead with purpose, using their brand to drive positive change while remaining competitive. They seek to engage in meaningful conversations that resonate with their audiences and reflect their values. By embedding CSV into their approach, we help them not only meet their business goals but also contribute to a broader societal benefit. This balance between business objectives and social impact is what truly sets our clients apart.