The Interview of the Week by Dr. Kristine Bago

Romania Financially Educated  – The image of your business, asset or nightmare?

Dr. Kristine Bago: “Romania’s accession to the Schengen area – a topic widely debated in nowadays’ media, represents a subject behind which, are definitely, political & economic actions and decisions.

However, I would like to emphasize another fact that led to this result over time, and I am referring here to Romania’s image, to Romanians’ “brand” built by us in the external landmarks.

As you know, the world is “kindly” avoiding us through airports and holiday destinations etc. because our image, let’s say, is NOT a positive one.

Of course, this is also due to certain bad habits, related to our culture and lack of education, but, I think, it is also due to our image and management of this PR process by our country, which, let’s say, has deficiencies regarding the level of communication, PR and other facts concerning the marketing area and media monitoring of this field.

In any job, but especially in those related to creativity, and here we can include even a more advanced level of management, the image has become an extremely important fact and has recently passed from the concept of “nice-to-have”- in the initial status, at the level of “must-have.”

Because our imagine – both at individual level and for the company’level, represents a milestone of the success we want to achieve, obviously, by exposing our skills and knowledge to gain a quality and organic networking, so we can bring more leads / customers.”

Anca Burlacu – Manager Klarmedia: “For every problem there is a solution and for every need there is a certain service.

The media monitoring field arose from the identification of the public figures’ need to know what the media is saying about them in press releases and by who.

As we can notice, this need has been visible since the past.

In 1800, London’ theater actors wanted to know what art critics wrote about their performances.

But by the time they got to the newsstands to buy all the papers and identify these reviews, the papers were sold out.

In this context, a person with an entrepreneurial spirit thought that he could first buy all these newspapers and make some briefings, summaries of these reviews and send them to interested actors.

Thus, they were kept up-to-date with every news/opinion released about them, allowing them to improve their future performance.

To be able to manage the risks coming with the media exposure, the media monitoring field was born, being a very useful tool in managing this process, as well as possible crises.

As you also said, there are cases with people who worked very hard, and due to a mistake or missunderstanding, they had put their entire work & achievements at risk.”

Anca Burlacu – Manager Klarmedia and Dr. Kristine Bago
Romania Financially Educated