Description: Located in Southeast Europe, Romania borders the Black Sea and Moldavia to the East, with Ukraine to the North, Hungary and Serbia to the West and Bulgaria to the South.

Climate: Cold wet winters with heavy snowfalls and hot summers especially in the southern part of the country.

Capital:  Bucharest

Population:  22.2 million

Ethnic Diversity: 89.5% Romanian / 6.6% Hungarian / 2.5% Roma / 0.3% Ukrainian / 0.3% German / 0.8% Other.

Languages:  Romanian (Official)

Economy: A member of the European Union (2007), Romania, began the transition from Communist state in 1989 with a largely obsolete industrial base and a pattern of output unsuited to the country's needs. It emerged in 2000 from a punishing three-year recession thanks to strong demand in EU export markets. Domestic consumption and investment have fueled strong GDP growth in recent years. Romania hopes to adopt the Euro by 2014.

Based in Romania’s capital, Bucharest, Action Global Communications is one of the country’s top and most experienced PR consultancies. In more than 10 years of experience in the market, Action Romania has supported the reputation of many international and local companies and has been twice recognized in the country’s PR Awards.

With liberalization a priority, large state-owned companies were privatized. Action Romania has been the communication consultant for two such important transactions - in the areas of oil & gas on behalf of OMV (Petrom) and respectively in electricity distribution on behalf of Enel (Electrica Muntenia Sud).

Ruxandra Scortea – Country Manager

Ruxandra joined Action Global Communications in 1999 and started the company’s operations in Romania. She has led the development process of the agency into a respected and long-term business consultancy for a diverse client portfolio. With a thorough understanding of the Romanian environment and the communications industry, she has trained and consolidated a team of professionals that has twice been awarded for excellence in PR.
 
Ruxandra acted as consultant during the privatisation process of Petrom with OMV and, in the aftermath of the transaction, as an adviser on communications strategy and internal structures.

A graduate of Economics, since 2000 she has been involved in managing crisis situations, communications coaching and specialized trainings for various clients.

• Boehringer Ingelheim
• Enel
• Honeywell
• OMV
• Orkla Foods Romania
• Porsche Finance Group
• Romanian Oil Association
• voestalpine

1. Privatisation - OMV and ENEL
The privatizations in the energy sector of Romania have been among the most covered transactions in Romania in the past decade. Action Romania provided communications consultancy and support for OMV and ENEL in the privatization processes that took place in 2004 (Petrom) and during 2006-2007 (ENEL). The agency acted as a market intelligence provider monitoring issues likely to affect the image of the companies, especially as the energy market is sensitive to political events. Press office operations and crisis communication were also on the agenda.

2. Communication change management / Crisis management
In 2004 Petrom, the largest Romanian company and also the most important oil & gas company in SEE, was privatized with Austrian OMV Group. While Petrom had always been in the attention of the media it became even more so when the company started a vast and long-term modernization process which included restructuring, operational changes and the transition to a deregulated market. Various misperceptions of the media had to be addressed through communications and Action Romania was involved in providing solutions and following-through their implementation.
The agency was successful in approaching most issues on a preventive level, starting from the core internal issue and providing communications solutions. Also some of the situations required a different, reactive, approach for which strategies and PR solutions were created.

Action Romania played a pivotal role in steering communication change management in a holding type company with six different divisions that employed approx. 50,000 staff all across the country. The agency’s strategic input and local knowledge made an important contribution to the smooth transition and to the set-up of a professional communication operation. The Action Romania team developed internal structures to support a fast communication flow and established processes and procedures for effective internal and external communication to support the company in the event of crises.

Action Global Communications Romania

Address:  35 Alexandru Constantinescu Street, fl.1, ap.4, Sector 1
Bucharest, Romania

Contact number: +40 21 224 22 70

Email:
romania@actionprgroup.com
ruxandra.s@actionprgroup.com