BDR Associates
Charting the future of public relations
Holmes Report
News and insights from the global PR industry

BDR Associates

Full-service public relations with crisis and public affairs capabilities; Romania and Moldova

Holmes Report



In 2007, after more than a decade building one of Romania’s best-respected full-service public relations firms, BDR founder and president Catalina Stan made a bold decision: she dissolved the firm’s special events department, risking a short-term decline in revenues, and elected to focus instead on strategic consultancy, most notably in the crisis management, internal communication and public affairs arenas. Three years later, it is clear that the decision was a good one: the firm has seen increased demand for those high-value offers at a time when the financial crisis is reducing the fees clients are prepared to pay for more commodity services.
Stan is one of the few individuals in the Romanian PR business with the credibility to make such a decision, a leading light of the fledgling public relations industry—and of Romanian business in general. She established her own firm in 1995, having worked for three years with Deloitte, developing an education campaign to promote the values of a market economy. She has since notched a series of notable achievements: long-standing relationships with clients including ABN AMRO, Cisco, Monsanto and Procter & Gamble; publishing the first Superbrands Romania book in 2006; being named among the top 100 Successful Women in Romania for four consecutive years by the business publication Capital; and orging a strong partnership with global public relations giant Hill & Knowlton.
Her firm has experience across a broad range of practice areas, including corporate identity, public education, corporate social responsibility, economic development and reform, audience research, brand marketing, public affairs, event management, media relations and media monitoring, internal communication, crisis management and training.
At the beginning of 2009 she made two more strategic decisions. The first was to transform short-term projects into long term retainer contracts, and the second was to focus on new niches that had not yet attracted the attention of competitors: large international investment funds with business interests in the local market; and Romania companies planning for privatization or stock exchange listings. The firm also became a founder member of the newly created Romanian Register for Lobby Activities. The result was a year of growth against the odds, with revenues expected to be close to ?1 million.  
There was new business from Drees und Sommer Germany, Oculus (a private clinic), Franklin Templeton, Fiskars Finland, Price Waterhouse Coopers, Ice Hotel, Carrier, the U.K. Dog Trust Foundation, while the firm’s relationship with Hill & Knowlton resulted in assignments from Danone, Ford and Full Tilt Poker. Interesting work included the launch Franklin Templeton in Romania, as well as the publication of Superbrands 2010 for the Center for Brand Analysis,
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