How to communicate in CEE region? Part Four: Romania

We have been asked several times recently how one can plan and manage an effective communications campaign in the CEE region. Local partner agencies of Worldcom PR Group are always a great help in these projects. We had an idea. It might be interesting for lots of readers if we asked some local colleagues in this region about their markets. In the coming weeks we’ll share with you answers from Poland, Czeh Republic, Romania and Bulgaria. Our fourth advisor is Rares Petisor, managing director of Romanian communication agency Media Pozitiv.

 

What are the major communication trends in Romania in 2021?

First, a classification depending on the communication support. In Romania, the big battle is now for the mobile users, as mostly all the internet traffic (except the business hours) is done via a mobile device.

Second, the trends seem to re-focus on the human value: the brands tend to reconnect more and physically with the consumers. The brands will start reengaging with consumers based on their direct experience with the brand, therefore every communication campaign or set-up will try to engage as much as they can with people.

Third, the ‘new-new’ media – podcasting, streaming, live videos – seem to be at their peak in 2021, as they are the most comfortable and complex, message-wise, media around.

What are the main communication challenges companies/brands have to face when entering your market?

Culture, language, and people’s mentality. This is why brands and companies which want to enter the Romanian market engage firstly in a very thorough research process which involves a positioning strategy, a strategic communication plan and some other tactics which require local know-how and proven experience on the market.

 

Which are the top 3 social media platforms in Romania?

  • Facebook -13m users
  • Instagram – 5.5m users
  • Twitter – 0.3m users

Are traditional media channels (print, linear television, traditional radio) still popular or they are losing ground step-by-step?

TV and radio still hold a strong position and influence in our country, but their broadcast channel seem to move more and more towards online. For example, 3 out of 5 top TV stations in Romania are equally watched online and in front of an actual TV set.

 

What about the populatiry of new channels such as podcast in your countries? Do companies try to use them?

As stated above, yes, they are becoming more and more popular. One good example is the podcast produced by the leading bank in Romania (Banca Transilvania), called BT Talks

Another good example and also very popular is a podcast called Pe Bune produced by one of the most read new-age magazine.

 

What are the language preferences of journalists in your countries? Shall a foreign company/brand use only local language materials (press releases, backgrounders etc.), or is English also acceptable?

English is acceptable, but Romanian is always prefered, as it spares the journalists of the translation effort.

 

What are the top 5 general interest online media platforms which should be targeted if a company want to have visibility in your country as fast as possible?

… and of course other platforms, depending on the audience.

 

Why is it better to use local PR agency instead of international newswire service in Romania?

The blunt statement would be ‘because no one reads the international newswire service’. It is paid and treated as ‘almost’ advertising. There’s a great relationship between media and PR agencies in Romania, as it became almost the same industry, but with different targets and purposes.

 

About Media Pozitiv

MP communicates for Romanian and international companies or organizations, builds up brands and reputations, develops intelligent and creative plans or strategies. Offers its clients communication services whose complexity vary according to resources, objectives and goals, and which are meant to support business development, to improve performances and, most of all, to generate and enhance awareness. Its expertise enhance communication projects through different fields like IT, banking, real estate, constructions, associations and NGOs, politics. MP has supported many companies to reach strategic objectives and approach communication efficiently and creatively.

 

Rares Petisor

A mass media, corporate communication and public relations specialist for 28 years now. He began as a TV news reporter, then became very soon war correspondent, covering ex-Yugoslavia and the Middle East. After 4 years in diplomacy and public affairs, he established a PR agency in 2005, helping client companies and individuals increasing their total revenues and better communicate to their markets.

A szerző

R. Nagy András

Ügyvezető partner