It may sound almost biblical, but it is part of the best practices in public relations, after all — not to lie, because PR does not mean inventing stories or avoiding the truth, according to Aela Cotabiță, Managing Director of Highlight PR. Positive changes in the field also include the fact that more and more companies seem to understand the strategic role of PR; it is no longer just something “nice to have.”

“If we look strictly at the media relations side, at a time when newsrooms are fewer and often understaffed, the focus is no longer on quantity, but on quality and personalization” says Aela.

And yet, how do you get through the background noise and the multitude of media channels, where it seems that anyone has a voice? One answer is through relevance and identifying the angle that truly matters to the targeted audiences, Aela believes. Below, we explore trends, professional ethics, perceptions, challenges, and the correct way to handle crises.

Challenges of the past years in public relations

What challenges did not appear… :) From changes in the media landscape and the disappearance of many publications, to the growth of social media and influencers, the constant emergence of new tools and technologies, and difficulties in attracting talent that the entire communications industry has faced; from the changing typology and values of target audiences, with increased interest in communicating to Gen Z and now slowly also Gen Alpha (who consume media differently), to pandemics, wars, political instability, etc. All of these have had an impact both on society as a whole and on the way we do our job as communicators.

Factors influencing the field in this period

Everything that impacts society at a macro level also impacts the communications field (political instability, economic fears), all of which affect the industries we communicate for and the PR field itself. These changes require much greater agility in the way we work.

The boundaries between communication disciplines have become more fluid, and PR today plays a role in integrated communication, which makes continuous learning and investment in the development of team capabilities even more important. The communication channels used in PR efforts are numerous and varied; we no longer only talk to the press, but also to influencers, integrating social media and many other online and offline communication channels.

If we look strictly at media relations, at a time when newsrooms are fewer and often understaffed, the focus is no longer on quantity, but on quality and personalization.

New technologies and tools influence the way we work, but also how it is relevant to communicate with today’s audiences. This is why the way communication looks will change significantly in the coming period.

Adapting to change

“The only constant in life is change” – I didn’t say it, Heraclitus did, about 2,500 years ago, yet it is still relevant and always will be. In our profession, where everything is closely linked to the dynamics of society, the economy, and the industries we communicate for, continuous adaptation is essential.

We do this through real-time information, flexibility, and rapid testing of new technologies. We monitor both macro changes and trends in communication, lifestyle, and technology to anticipate what we need to learn and test. We maintain an open attitude, deliberately allocating time to explore novelties — essential in a world of accelerated change.

How did the perception of the industry change

I believe we are on the right track in terms of perception. It is encouraging to see that more and more companies understand the strategic role of PR, which has lost its status as a simple “nice to have.”

Types of image crises

In image crises, communication no longer targets only the press, but also consumers, who have their own voice on social media. The basic principles remain the same: accountability, fast responses, and fact-based communication. It is important to control the narrative and avoid an aggressive or mocking tone, which can amplify the problem, as we have seen in certain recent social media crises.

Trends

We will continue to talk about AI and various tools both now and in the future. We are only at the beginning of this journey. Technology is extremely useful (even essential, I would say) when you know how to integrate it into your work, but relevant results cannot be achieved without the human component, which brings creativity, empathy, and expertise.

We will see increased attention to localization and personalization in the near future, shaping communication strategies that resonate with the specifics of certain communities. This is because audiences now more than ever seek brands they can relate to in terms of values and aspirations.

Communication will adopt a more niche approach, whether we talk about communications with traditional media or engagement with various online or offline communities. PR will increasingly move toward an integrated communication approach, combining marketing and online communication tactics.

Video content will continue to grow and will play an increasingly important role, including in B2B communication.

The way we analyze data — both when developing communication strategies and when monitoring and evaluating results — will become increasingly important, with relevance being the primary criterion at both stages.

Personal ethical code

I have never explicitly formulated one, but I have always felt it and guided myself by it both professionally and personally. If I had to choose three principles, they would be:

  1. Be accountable / Don’t lie – PR is not about inventing stories or avoiding the truth. It must be based on facts, figures, and real values.

  2. Do no harm (and do good when you can) – Communication should not be about “hitting” someone, through defamation or manipulation. At the same time, communication gives you the opportunity to support, in various ways, and we always try to integrate this aspect into our strategies.

  3. Maintain high and consistent professional standards – reflecting the ethics of work (accuracy, transparency, fairness, proactivity, flexibility, social responsibility, avoiding conflicts of interest, and more). How you work is your best business card, and this should not vary from one project to another.

Are ethical boundaries in PR changing?

I hope they are not changing, except to improve or enhance them. I am not convinced that it is good for people to judge in absolute terms of “should/should not,” because that can hinder positive change. At the same time, from my perspective, you cannot be a good communicator without solid ethics and openness to change and diversity.

What I notice is that people are generally more attentive and open to discussing difficult and sensitive topics and taking steps toward change, which makes me happy. This is also reflected in the increasing number of campaigns focused on education, awareness, and mobilization, meaning we are reaching (or are on the way to) a level of maturity where we want to draw attention to such issues. For me personally, this represents the ultimate goal of communication.

How to stand out amid the “noise”

Through relevance: identifying the angle of your story that truly matters to the audiences you target and choosing the right channels to communicate it.

One word you can’t stand in PR :)

A tough question, especially since I am quite flexible and understanding. I don’t think there is a single word, but rather a wrong attitude, expressed in various ways, reflecting a misunderstanding of the PR role — something I hoped would have been overcome by now. For example, the word “guaranteed”, requested from PR to secure a top publication with the exact story and date, often when it isn’t even a newsworthy story, purely through PR effort.

Most effective media channels

There is no universal or exhaustive list of channels suitable for PR, especially in 2025. It all depends on objectives, client specifics, and the audience. PR can no longer rely solely on traditional publications; it must include influencers and micro-influencers (a growing field), social media (with LinkedIn increasingly relevant in B2B), and other channels, such as podcasts.

Content creation and storytelling are changing, and video, including in corporate communication, will become increasingly important.

“There is no such thing as bad publicity.” True or false?

False. I have never believed this expression. “Bad publicity” may bring visibility and notoriety, but “proper publicity” means more than that — it implies correct positioning and relevant, positive notoriety within the context of your industry.