She took over the leadership of Highlight PR in January 2024. In this role, she oversees both the operational management of the agency and the coordination of the team of specialists, business and communication strategy, and is actively involved in pitches and strategic projects.
Aela Cotabiță has over 20 years of experience in the communications field, gained through key positions at agencies such as Godmother, V+O Communication, HyperActive, and GreenPixel. Over the years, she has coordinated communication for more than 50 accounts across industries such as FMCG, IT/Telecom, Pharma, Beauty, Banking, Automotive, Retail, and more.
We talked about how she decided to take this step, her beginnings in PR, her passion for the field, employer branding, leadership, and many other interesting aspects of the industry we are part of.
An interview by Marian Costache, from the #perspective series.
What do you consider the most important professional moments in your career so far?
There have been quite a few moments that marked growth or a kind of leap, in terms of acquiring new knowledge or perspectives: moving to the agency side, working within a full-service agency, and then coordinating communications for a group of agencies (which certainly influenced me to always approach any communication brief in an integrated way). Then came the experience at a 100% PR agency, discovering all the facets of this profession, growing organically within the structure, and taking on more and more responsibilities until I had my first management experience.
The freelance experience also brought many important lessons and was a period of intense professional growth. And the professional moment I’m in now, the decision to take over management of Highlight PR, brings a new type of development, new challenges, alongside a team with whom I feel I share not only a passion for communication but also important values.
What have been your biggest challenges?
Beyond the challenges brought by various projects or moments of professional growth, I sincerely believe the most important, constant challenge over time is finding and maintaining a balance between professional and personal life. It’s especially hard to impose healthy limits when you’re passionate about what you do, it’s very easy to “get swept away.”
And the most important professional lessons?
Never assume anything, always be responsible and honest, and never stop being curious and learning, self-sufficiency is the biggest enemy, regardless of the field you work in.
How did you discover your passion for PR?
We actually found each other almost by a “happy accident,” through a poster promoting admission to SNSPA. Back then, PR was in its early stages in Romania, it wasn’t a well-known profession, and few people knew that such a career was possible. But from that first moment, even though I had prepared for something completely different, I felt that this was my path, and my passion for communication has only grown over time.
You mentioned serendipity at one point. Can you expand?
I don’t believe in pure coincidences or accidents. I do believe, however, that the challenges and situations you face in life come to you with a purpose and at the exact moment when you are ready for them (even if you don’t consciously know it). Life constantly demonstrates this to me, both personally and professionally.
What does leadership mean to you, and what type of leader are you?
Leadership means defining a path and inspiring, motivating, and guiding your team to grow alongside you and achieve shared objectives. Essential for me in this role are adaptability (to different situations, changes, and individual personalities), combined with a growth mindset and a genuine openness to understanding and approaching each situation responsibly (and creatively or courageously, when appropriate).
Have you had mentors or people who inspired you in this regard?
There have been many people who inspired and challenged me to surpass myself over time, managers who guided or supported me, colleagues who inspired me with their different perspectives. From each, I learned valuable lessons that helped shape who I am today, both as a person and as a professional.
What should leadership in PR look like in 2024, from your perspective?
Authentic, responsible, honest, and highly flexible.
How did you receive the offer to lead Highlight PR?
The opportunity came at a moment when I wanted such a challenge and felt fully prepared for it. Within the Highlight group, I found partners with whom I share not only a passion for communication but also fundamental values, both in business and human terms, allowing us to build together. This made me take on this new path with enthusiasm and confidence.
What are your goals for the first two years?
In the next two years, our objectives are to consolidate the business and diversify and develop both our portfolio and the range of services offered, in line with the consistent growth that has characterized Highlight PR since its launch.
We are a fully integrated communication agency, going beyond pure PR. We have both the competencies and resources to manage complex and varied communication projects, from strategy and concept to effective implementation.
Why do you think employer branding has gained so much ground in recent years within PR agencies? What is your approach to it?
Employer branding has always been a service offered by PR agencies; it just wasn’t discussed as much and wasn’t a trend. We were already running employer branding projects over 15 years ago with our partners at the time.
Recently, there has been a strong and intentional shift in how organizations view work and relate to internal or external talent. This has led to greater focus on employer branding, which I consider very welcome. At Highlight PR, we have solid competencies in this area, and we approach it with authenticity, relevance, and efficiency, values central to all our projects.
How has PR changed in recent years in Romania, and how do you approach trends at Highlight PR?
PR has changed a lot and continues to evolve constantly, in line with shifts such as the pandemic, the war, new labor market realities, and the development of technology and the way people consume information. We stay highly connected to trends and developments, monitor how communication is evolving both in Romania and internationally, and test new channels or approaches when they are relevant to a brand and its objectives.
You believe in innovative proposals based on creativity and strategy. Can you give examples of campaigns you admire?
First, I believe every proposal must have a strategy behind it, and communication must be authentic and deeply connected to the essence of the brand; otherwise, it’s just form without substance.
At the same time, being disruptive for the sake of virality doesn’t suit every context, objective, or brand. Disruption must authentically reflect the brand’s way of being.
Relevance and efficiency are paramount in how we approach every brief and form the foundation of any creative approach we propose. A recent example, in my opinion, is Dove #TurnYourBack.