Romanian strategic communication agency Lighthouse PR has joined Crisis Communication Network Europe (CCNE), becoming the sole Romanian member of the group and the first in Central and Eastern Europe.

The latest Euro barometer shows that 83% of Romanians access Facebook and 61% of YouTube within a week. These are the most used social networks in Romania. Any media scandal, any inappropriate statement, and any controversial decision are debated, analysed, and reviewed on these platforms.

The answer is quite clear - focus on the platforms that the target audience of each brand uses the most. As new social media apps have gained a foothold in the market and launched paid ad placement tools, brands have identified new opportunities to connect with their target audience.

PR is simply the most effective tool to generate authority and trust. An effective public relations campaign has a clear objective, whether it's raising awareness of an important topic or a new product or service, informing the public about company news, reaching a larger audience, or improving a brand's reputation.