Interview with a PR Master

Ana Maria Gardiner, Managing Partner at Lighthouse PR, offers a fresh perspective on the difference between online and offline communication.

For her, offline materials and events have a shorter life span—they are ephemeral, “perishable.” Among the things she dislikes in the field is the confusion between marketing, social media, PR, digital, and communication. When it comes to crises, she managed one for Pfizer during the pandemic, over three years, using a strategy based on delivering clear, fact-based information.

“Companies are increasingly focused on tangible results. Sales have become a much more important KPI, which places PR in an interesting position—it needs to generate real impact, not just awareness, and targets can only be met with inspired marketing,” says Ana Maria.

Regarding trends, she points out that organizations should consider how Trump is shifting perspectives on sustainability and freedom of speech. While video content remains king in media consumption, those who don’t communicate visually risk losing the public's attention.

Challenges in Public Relations in Recent Years

First, clearly, is the rise of AI. On one hand, tools like ChatGPT have streamlined certain processes, but on the other, they’ve raised serious questions about authenticity, creativity, and the human role in PR. Brands have faster access to content, but the real difference still lies in the ability to generate strategic, relevant messages tailored to context. AI cannot replace the critical thinking and intuition of a specialist, but it forces us to raise the bar on content quality and message relevance.

Then there’s speed. Since 2020, everything has been moving exponentially faster, and the human mind struggles to keep up. The time between briefing and delivery has dramatically shortened. What used to take weeks now needs to be delivered in days. It’s insane! There’s constant pressure to align communication, marketing, and execution without losing coherence or impact.

And last but not least, the increasing need for integration. Brands want cohesive communication across all channels, which is increasingly difficult when time is limited, teams are smaller, and the media landscape is constantly shifting.

Key Factors Influencing the Industry Right Now

Political, economic, and geopolitical factors—all in a very delicate balance. On the economic side, macro indicators don’t look great, which puts pressure on all industries, including ours. International companies (which make up over 90% of our portfolio) are looking cautiously at the Romanian market, and PR and marketing budgets are being scrutinized. Coupled with prolonged presidential elections and the country’s geopolitical context, there’s growing concern among stakeholders, affecting all budgets, including those for marketing and PR.

At the same time, companies are focused on concrete results. Sales have become a central KPI, which places PR in a position where it must generate real impact, not just awareness—targets can only be achieved through inspired marketing.

The good news is that our workload is heavier than ever, even compared to the same time last year. This shows that brands understand the importance of strategic communication. And we’re glad to see that the outlook seems to continue on this upward trend.

How Do You Adapt to Change?

With senior specialists, a flexible mindset and skillset, and a healthy, transparent collaboration with our clients. Our team is made up of people who have weathered multiple economic crises and major shifts in the industry. We’re used to adapting quickly, rethinking strategies, and staying proactive.

Also, large organizations adapt slower, while smaller companies are more agile, able to make fast decisions and deliver effective solutions. That’s why clients are increasingly turning to smaller communication agencies.

How Has the Perception of the PR Industry Changed?

Fortunately, PR has moved out of the “extra, if we have budget” corner and become a key player in communication strategy.

Moreover, 360-degree PR agencies that offer not just media relations but also strategy, creative, and digital services are gaining more ground. Brands need relevant content, authentic storytelling, and coherent strategies. And often, PR agencies manage to do this more effectively and creatively than traditional creative or marketing agencies, which operate with larger budgets and slower execution times.

Lessons Learned in Recent Years

PR is no longer just “media relations.” In the past five years, it has become an essential business tool that influences sales, reputation, and public engagement.

Brands can no longer communicate unilaterally. Consumers expect real, authentic interaction. Today’s PR means creating connections, staying relevant, and navigating a fragmented media landscape where every communication decision can have a major impact.

What Types of PR Crises Have You Dealt With Recently?

A relevant example is our work with Pfizer, where we provided consultancy during the Covid pandemic. For three consecutive years, we managed communication in a highly polarized context, where fake news and propaganda significantly impacted the public image of vaccines—especially given the low level of education and awareness among Romanians regarding their importance.

Romania proved fertile ground for disinformation, showing us how easily perceptions can be manipulated when the public lacks access to credible sources. Our strategy focused on providing clear, fact-based information and avoiding unnecessary controversy.

Your “Dos and Don’ts” in Crisis Communication

Do: Monitor constantly, analyze information fairly and impartially, and act only when necessary.

Don’t: React impulsively, issue inflammatory statements, or try to exert total control over the narrative.

A counterintuitive but essential truth in crisis PR is that sometimes, the smartest response is silence. Not every attack deserves a response, and some reactions can turn a minor incident into a full-blown scandal.

Current Trends

The trends are new—but not really. They continue to evolve, sometimes in unexpected ways. The key is to always stay one step ahead.

For example, Trump has shifted the lens on sustainability, freedom of speech, and DEI. As a result, some companies that previously emphasized these values are now rethinking their CSR and ESG strategies and reassessing how and where to communicate their social commitments.

At the same time, more and more studies show that social media is becoming the primary news source for young consumers, pushing traditional media to prioritize quality and credibility over speed.

As for video content—it’s not just “king” anymore, it’s the ruler of the (digital) universe. In today’s landscape, if you’re not communicating through video, you risk losing your audience’s attention.

Do You Have a Personal Ethical Code You Follow Professionally?

Clear. Concise. Convincing

How Do You Cut Through the Noise in 2025?

We go into noise-cancelling mode: without disconnecting from reality, we focus on what matters—our values—and let the rest pass us by. Noise doesn’t always bring substance. So we don’t create noise—we create clarity. Clarity that stems from quality communication and adapting to client needs.

What PR Word Can You No Longer Stand? :)

It’s not so much a word as it is the general confusion between PR, marketing, social media, digital, and communication. The boundaries are blurred, and all of these seem to blend together. Each company defines them differently, which sometimes leads to unclear expectations and chaotic briefs.

Is an “event partnership” PR or marketing? Does social media fall under PR, digital, or marketing? The answer depends on who you ask.

Best PR Channels in 2025

Social media and traditional media remain essential—even though offline shouldn't be overlooked either. The difference is that the first two, being inherently online, reach the client faster. Moreover, offline materials and events have a shorter life span—they are ephemeral, “perishable.”

“There’s no such thing as bad publicity.” True or False?

From a PR perspective: false. From a marketing perspective, in Romania… also false. In a society where trust is already fragile, any negative publicity can have long-term effects, and the efforts to counter it are often enormous. In Romania, reputation really matters.