Branding & Strategy
Visibility measured in trust, not in advertising value equivalency.
Media relations, events with a commercial objective, coordinated offline advertising and a crisis plan written before you need it.
- You sell on trust and expertise, and your audience reads the business press before choosing you
- You run or sponsor events as part of the commercial strategy, not as an image exercise
- You know that sooner or later you will handle a sensitive situation in public and you have no written protocol
01 · What it costs you today
You appear in the press, but nothing seems to change
A mention in a general article, with no clear key message or matching target audience, produces nothing measurable, however well known the publication.
The PR report shows an advertising equivalent, not a result
The AVE metric was formally rejected by the international measurement standard over a decade ago, precisely because it says nothing about real impact.
You have no crisis protocol, and the sensitive situation has just arrived
93% of organisations miss the early warning signals. The first four hours of a crisis decide public perception.
The annual event produces photographs, not commercial contacts
With no commercial objective, target contact list and follow-up process, an event stays an image box ticked rather than a business instrument.
02 · What you get
A visibility and reputation audit
Existing press coverage, positioning against competitors and reputational risks identified before any action is taken.
Real relationships with relevant journalists
Research and relationship building in your vertical, not random press releases fired at a generic contact list.
Events with a commercial objective
Concept, logistics and supplier coordination, photo and video included, with a target contact list and a follow-up process after the event.
A written crisis communication protocol
Who has the authority to speak publicly, framework messages for the risk scenarios specific to your business and the order of notification, agreed in advance rather than improvised.
Offline advertising coordinated properly
Strategy and space negotiation for OOH, print and radio, with the mandatory labelling of any commercial content, in line with Romanian law and self-regulation.
Reporting on real indicators
Share of voice, sentiment, the quality of coverage and traffic generated, on the AMEC model, with no advertising value equivalency.
03 · How we work
- 01
Audit & discovery
An analysis of existing coverage and positioning, plus identifying press risks and opportunities. 2-3 weeks.
- 02
Strategy & protocol
Communication objectives, an action calendar and a crisis protocol, prepared before they are needed.
- 03
Execution
Ongoing media relations, events and partnerships per project, strategy and space negotiation for offline advertising.
- 04
Reporting
Monthly or per project: results against objectives, on real indicators, with strategy adjustments.
04 · Results
- Rotary and Interactclubs in Bucharest and Râmnicu Vâlcea
Promoting events through presentation spots, between 2021 and 2023.
- UPBPolitehnica University of Bucharest
Promotional clips for the Faculty of Transport and its partners, among them Grupul Feroviar Român and Bosch.
These are the figures reported by the clients themselves, for their own accounts, over the periods shown. We do not turn them into derived percentages and we do not present them as reproducible.
05 · What people usually ask us
- “We can send a press release ourselves, why pay an agency?”
- You can send a text to a contact list any time. The difference is the relationship built with the journalists who matter in your vertical, and the ability to turn an internal announcement into a news angle a newsroom actually cares about. That is not bought with a single press release, it is built over time.
- “The old PR report showed an impressive advertising equivalent, why do you not use it any more?”
- Because it is a metric the international measurement standard rejected explicitly more than a decade ago: it treats a negative mention and a positive one the same, and says nothing about the real effect on the audience. We report on indicators that actually show what happened.
- “Why do you not do video production too, like other agencies?”
- Because we no longer want to sell a service we do not deliver at the level our reputation was built on. We coordinate your supplier or one we recommend, fully integrated into the strategy and the calendar of the event or campaign.
06 · Frequently asked questions
- Do you do photo and video production for events?
- We no longer offer photo and video production as our own service. We produce strategy, written materials and static design, and we coordinate your supplier or one we recommend, fully integrated into the event plan.
- Why do you no longer report in advertising value equivalency?
- Because it is a metric formally rejected by the Barcelona Principles, the international communication measurement standard, back in 2010. We report on share of voice, sentiment and traffic generated.
- How long before results show?
- A working relationship with the press is built in months, not weeks, and the first relevant coverage usually appears 1-3 months after systematic work begins.
- Does a paid article have to be labelled as such?
- Yes. The Romanian audiovisual law and the Code of Practice of the Romanian Advertising Council require visible labelling of advertorials and of any commercial content presented in journalistic form.
- How do you help if a crisis breaks?
- We work from a protocol set during the strategy phase: who has the authority to speak publicly, what framework messages exist for the risk scenarios specific to your business, and who has to be informed before the press.
Shall we talk about your project?
Tell us where you stand. If we are not the right answer for you, you will hear it in the first conversation.
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