Continuous change and on-the-go adaptation: that’s probably the best way to describe the current state of the communications industry. Still, there are reasons for optimism, believes Aela Cotabiță, Managing Director at Highlight PR. Market dynamics require action and a fast pace. What matters is not running without direction, and using technology as a tool without letting it take control.

“There is a growing need for versatility nowadays. Solid expertise in one area of communication remains essential, but the boundaries between disciplines are becoming increasingly fluid,” says Aela.

We continue the conversation with her about outdated yet persistent marcom rituals, obsolete structures, and what is needed in this new landscape.

What excites you, what worries you

I like the dynamic nature of the field and the fact that passion is still visible: you can see it in projects and in the way they are developed.

I’m glad there is more honesty in client relationships, that technology helps us work more efficiently, and that authenticity is starting to matter more and more.

What I don’t like, however, is the rush taking priority over quality, and the tendency to choose noise and trends over relevance.

The changes around us

The past few years have been intense across the board, with constant changes requiring ongoing adaptation - at times it has felt like being “under continuous fire.”

Beyond the political and economic context, a major shift comes from how audiences have evolved: it’s not just the channels they use, but also how they relate to brands, consume information, and define their values. There is a growing focus on things that perhaps should have mattered from the beginning. This is a shift that will both challenge and help us build more relevant campaigns and projects.

Adaptation. A survival kit

It’s not really a “kit,” but rather a shared mindset for approaching change, both for me and at agency level, where flexibility is key.

This is an ever-evolving industry, moving at an increasingly fast pace, and an open mindset, combined with continuous learning and adaptability, truly makes the difference.

Reset. First steps

For a reset to be real and sustainable, it needs to start with an honest and assumed definition of values, real benchmarks you can consistently refer to.

Once this essence is clear, everything related to objectives, strategy, and tactics follows much more naturally.

What no longer works, but continues out of inertia

Tactical projects with high visibility potential and sometimes a social impact component, but not anchored in a long-term strategy or designed as sustainable platforms.

In reality, they’ve never delivered results you can truly build on, but because they bring visibility and recognition in competitions, they remain a constant.

What is needed in the new world of communication

There is a growing need for versatility. Solid expertise in one area remains essential, but the boundaries between disciplines are increasingly fluid. This translates into the need for each role within an agency to understand and apply tactics from multiple areas of communication, more than was required a few years ago.

Internal processes that consume a lot and produce little

Very long clarification processes when the initial information is incomplete, as well as prolonged feedback and refinement processes that stem from the same issue.

What industry legacy would you give up

Everything is old, yet everything is new.

This applies here as well, even though the strong impact of recent external changes has made things feel more intense.

Some details have changed, but the challenges remain the same: from clearly understanding the agency’s role and the difference between having a partner versus contracting a supplier, to aligning creativity with brand objectives and budget constraints, balancing short-term impact projects with those that build long-term value and many others that can only be resolved through clear and accountable communication between all parties involved, in order to build something truly relevant together.

Creative formulas that no longer work

The very idea of a universal formula or direction doesn’t work and, in fact, never really has.

Still, there is a tendency to replicate successful projects, hoping to achieve the same results or to signal alignment with trends.

What would you replace “Digital First” with

Relevance First.

Real differentiation comes from relevance and consistency, regardless of the channels used.

AI: limits

AI can greatly optimize repetitive processes, is a valuable support in research and brainstorming, and improves internal efficiency.

However, it cannot replace a specialist’s experience, nor can it provide the strategic and creative input needed to define what really matters: what you communicate, how, when, and what is truly worth saying.

What industry ritual should be abolished

Unpaid pitches and “free work.”

Unpaid pitches have affected the industry for many years, and we all know what this refers to, even though we haven’t managed to reach a shared stance that would drive real change.

As for “free work,” I’m referring to the practice of some companies organizing pitches for virtually anything, or requesting proposals for projects that are not actually approved in terms of planning and budget, without being transparent about it. In such cases, the process becomes merely a way to source and validate internal ideas for projects that will never be implemented, while still requiring significant deliverables and resources from agencies.

What is worth protecting

The passion of people who truly love this profession.

Without being built in a very specific way, where passion plays a central role, you cannot sustain working in this field long-term, you cannot find joy in every project, and you cannot achieve performance.

What do you hope for the communications industry

I hope integration efforts will continue and that we’ll see more and more strategic approaches to projects, where evaluation goes beyond reach and viewership KPIs and takes into account real impact in communities and in business.

My optimism comes from the people in the industry: from the responsible way they relate to their work and their ability to reinvent themselves and respond effectively to change, sometimes even being more direct and clear about what needs to change in order to remain relevant.