In January, Aela Cotabiță took over the leadership of the independent communication and public relations agency Highlight PR.
What are the key “ingredients” a specialist in this field needs? What are the most common mistakes companies make when it comes to their image? Will we still need PR professionals, or will we “hire” a chatbot instead? These are some of the questions we explore together with Aela Cotabiță, a professional with over 20 years of experience in communication, gained through key roles in agencies such as Godmother, V+O Communication, HyperActive, and GreenPixel.
AngajatorulMeu.ro:
In September, nine months marked since you took on the role of Managing Director at Highlight PR. What motivated you to accept this challenge, and what would a first “balance sheet” of your activity at the helm of the agency look like?
AELA COTABIȚĂ:
This challenge came at exactly the right time and in the ideal context, from every perspective. The mandate is a complex one, aimed at several development directions—both for the overall business and for the team’s competencies. However, I’m walking this path alongside partners and colleagues with whom I share a passion for communication and essential human and professional values needed to build together, and I’m confident we will reach—and exceed—the goals we’ve set.
After nine months, the results are very strong, both in terms of financial and business objectives and in terms of diversifying our service portfolio. We significantly expanded our digital video storytelling capabilities, including larger video projects (podcasts, shows, etc.). We ran numerous integrated communication campaigns together with our colleagues at Highlight Agency, attracted clients from new industries, and had the opportunity to work on project series that challenged us to fully tap into our creativity and deepen specific areas of expertise.
What has your professional journey looked like so far? How did your adventure in communication begin?
I’ve worked in this field since my university years. I started on the client side and stayed there until I felt the need to be exposed to more varied projects in order to continue growing professionally.
That’s when I moved into agency life. I progressed naturally through every stage—from PR Executive to PR Manager and then Client Service Director—first in a full-service agency and later in a PR agency. I worked on extremely diverse accounts, across various industries, from entrepreneurial businesses to corporations. I coordinated teams of eight people on a daily basis, or even larger teams for more complex projects. I had the variety of projects I wanted and needed to grow professionally.
Beyond media relations and corporate & brand communication, I coordinated many CSR projects, integrated communication campaigns with a strong digital component, events of all sizes, internal communication initiatives, and I had the chance to be involved in several crisis communication projects across different industries—an area I discovered I enjoy a great deal.
Later, there came a moment when I felt I needed a period with less pressure and a stronger focus on balance, so I chose the freelance path for a longer time. Two years ago, I realized I missed agency life, the interaction with a larger but consistent team, and I returned—initially as Corporate PR for an agency, and then I accepted this new role at Highlight PR.
Every project that stayed close to my heart, whether small or large, awarded or not, with more or fewer challenges, is memorable because of the synergy we had and the way we complemented and supported one another.
What are the key “ingredients” a professional in this field needs? Is there someone who inspires you in your career?
Flexibility and a growth mindset—so widely discussed lately—are essential, but for me the foundation is built on a deep passion for communication, relentless curiosity, and, of course, a natural talent for working with words—indispensable elements in PR and communication.
I genuinely believe that we, communicators and people in advertising, are built a certain way: we feed our souls on the challenges we receive, and we even need (as strange as it may sound) periods of intensity that are inherent to the field. Not constantly—but if they were missing entirely, we would definitely feel it.
I don’t have a single role model. There have been (and still are) many people who inspire me and from whom I constantly learn—well-known figures, as well as colleagues, former colleagues, and partners.
You’ve coordinated communication projects across industries, from FMCG to IT and telecom. Which project is closest to your heart?
There are several, and I couldn’t name just one without feeling I’d be doing a disservice to the others. They all share a few common elements, one of which is essential: people—both on the client’s team and our own. Every project that stayed with me, regardless of size or awards, is memorable because of the synergy we had and how we supported one another.
What are the most common mistakes companies make regarding their image? What are the risks if it’s not managed properly?
The lack of a clear strategy and plan—based on authenticity, coherence, and consistency—is still a fairly common mistake with strong impact, even if it’s not immediately visible.
Another frequent issue is the expectation that PR should deliver instant results. I wouldn’t necessarily call it a mistake, but rather a misconception that still persists. PR is a medium- to long-term effort that delivers strong results through consistency and careful analysis, with the first measurable outcomes usually appearing after about six months.
The risks range from low market awareness or being misperceived by target audiences to having no control over the narrative around your brand.
What does a typical day at the office look like for a PR professional? What’s the most “thrilling” part of the job?
Every day is different, both in terms of tasks and intensity. It’s not a linear or fully predictable path, and I think that’s exactly what many of us enjoy.
Broadly speaking, each day includes an administrative component, client service activities, media relations, a creative part (from shaping proposals to defining approaches for new projects or pitches), inspiration (events, research, courses, webinars, podcasts), and a variable part that includes unplanned tasks, campaign or event implementation, and more.
The “thrill” varies too: sometimes it’s a brief that pushes you to find the most creative solutions; other times it’s budget constraints that force you to find efficient alternatives without compromising quality; or managing multiple projects in parallel and wearing different hats for each.
What advice would you give to someone at the beginning of their career?
First of all, to set realistic expectations, not to rush through stages, and not to imagine PR as just elegant events, influencer campaigns, and travel.
Every professional stage has its purpose. I’d advise them to absorb as much information as possible from those willing to teach, to ask questions, and not to be afraid of making mistakes.
As for stagnation, it’s largely within one’s control. It’s up to each of us to want more, to learn constantly, to improve. There are many resources, many of them free, for anyone who wants to deepen expertise or find inspiration. And if you feel limited in a professional context, you can try to adjust it or reorient yourself.
I don’t believe in spectacular leaps without a solid foundation of relevant experience, and such cases are rare.
With over 20 years of experience, how has the industry changed? Will PR professionals be replaced by chatbots?
The industry has constantly evolved in tools, channels, and methods, in line with global changes. Publications have decreased, new types of KOLs and channels have emerged, PR services have diversified, and boundaries between communication disciplines have blurred. Integrated campaigns are now central.
We’re not afraid of technology, digitalization, or AI. We test new tools, integrate AI to streamline processes, and use VR or AR when relevant, but never just to follow trends. Relevance to the brand and objectives always comes first.
I don’t believe PR professionals will be replaced by chatbots. The value of a communicator lies in experience, judgment, identifying relevant angles, and grounding communication in brand and audience values, human elements a chatbot can’t replace.
The most important decision in your career? Would you ever switch fields?
By far, the most important decision was choosing balance between professional and personal life. It’s difficult, especially in our field, and it requires constant effort. I’m not actively considering another field now, but if I imagine one, psychological counseling would be an area I’m drawn to.
About Highlight PR
Highlight PR is an independent communication and public relations agency that approaches each project from an integrated perspective, grounded in authenticity and relevance. It believes the right stories strengthen connections between organizations and consumers and strategically builds communication projects based on facts, realities, and shared values to support long-term brand growth. Its team consists of passionate communication specialists with multidisciplinary experience, managing projects across PR, Online, Digital & Social Media, and Events—from strategy and concept to implementation and evaluation.