It has taken years for the industry to fully establish itself.

It started by educating
potential clients the media and general public

about what public relations actually is and mostly about what it can do.

1990s - multinational companies were the first to introduce public relations in Romania; 1990 - only one PR agency in Romania; 1993 - for the first time in Romania, the public University of Bucharest offered a Public Relations course ; 2000-2003 - boom period, both as volume of activities and companies that request public relations services.

The past few years- shift in the role of public relations, away from media relations and towards consultancy and a more sophisticated range of services Also requested are:
the organization of festivals concerts opening ceremonies press conferences workshops

Currently Engaging in PR Activities: 92,4%

Brand PR: 65,4 % Corporate PR: 86,3 %

Types of PR Activities Engaged by the Company:

Brand PR Only 13,7% Corporate PR Only 34,6% Both Brand PR and Corporate PR 51,6 %

Internal communications: 87,4 % Marketing/ Brand communications: 86,3 % Communications with business partners: 85,7% Corporate communications: 80,2 % Communication regarding corporate social responsibility: 56,6 %

Media relations: 96,2 % Planning and organizing events: 91,2 % Internal communications: 89,6 % Media monitoring: 82,4 % Crisis monitoring: 58,2 % Corporate social responisbility: 58,2 % Financial/ investors relations: 47,8 % Consultancy on communications issues: 46,2 % Government relations/ public affairs: 34,6 %

Creating an image of the company : 95,1 % Supporting products and servicies: 92,9 % Creating a reputation of the company: 91,2 % Involving and rewarding the employees:75,3 % Managing crises: 73,6 %

There is a budget plan on activities for the whole fiscal year 75,3 % The PR budget is allotted depending on the issues that arise 24,7 %

The first 28 PR agencies had in 2008 an annual turnover of 20 millions euro. The firs one is Millenium Communication with a turnover of 2, 6 millions euro, followed by DC Communication with a 2, 1 millions turnover

Leo Burnett McCann Erickson Next CAP

30,4% 19,4% 8,5% 7,3%

Ogilvy
Headvertising Propaganda Graffiti BBDO Publicis Lowe & Partners

6,1%
5,3% 4,9% 4% 4% 3,6%

RAAA - Romanian Association of Advertising Agencies a professional trade body whose role is to defend and represent advertising agencies. includes all the major advertising agencies in Romania. organizer of the Ad'Or advertising festival and, together with IAA, of the Effie Awards.

Main area of growth- the local mid-size and small companies that begin to realize their need for public relations. The increasing number of students and specialized university programs will bring the theoretical base to the profession, which will mend well with the practical base of the current practitioners.