Over the past few months, I interned at the sunny office of IMC Agency, where I delved into public relations (PR) and observed its traces in everyday life – an aspect that remains somewhat mysterious to many outside the profession.
Entering the PR world is akin to discovering a new dimension. Although it’s all around us, we often don’t realize its omnipresence until we immerse ourselves in it. Then, we begin to recognize it in nearly every television statement, political move, article, and event. In a world where attention is the most valuable business asset, PR underlies every step we take when we look closely enough. But what lies beneath it? The answer is an exceptionally organized network of contacts, ideas, strategies – and a lot of coffee.
The 28,603 cups of coffee listed among the facts on IMC Agency’s website attest to this. Some were consumed in haste, some as a ritual to start the workday, and others with clients and colleagues. Here, it’s not about mere socializing but about establishing and maintaining valuable connections, creating innovative ideas, and securing business deals. A meeting that initially seems relaxed and routine is, in reality, a well-thought-out process of exchanging business proposals and ideas.
Every circumstance and acquaintance offers an opportunity for networking, and Croatia’s small scene somewhat limits that potential. However, managing a myriad of information and contacts is essential for successful PR operations. Thus, a smaller number of possible connections can be transformed from a weakness into a strength. A prime example is the head of IMC Agency, once described by the saying: “Mention a name, and Ankica knows their birthdate, blood type, and shoe size.”
Beyond “people skills” that permeate every component of public relations, PR professionals are also expected to be versatile. Staying informed about current news, understanding the implications of political moves, following popular culture, and being knowledgeable about various industries are all part of the job. Each of these areas is interconnected, and we won’t recognize these connections unless we delve into them in detail.
For successful and innovative operations, paying attention is crucial. Current events and “undercurrents” often conceal hidden opportunities. With “attuned ears” and careful observation, one can identify untapped potential in the shadows of ongoing developments. Perhaps a visual or a casual conversation on the way to work sparks a new project idea or resolves a challenge that’s been lingering in the mind for days. Such moments aren’t predictable, but they are certainly “overlooked” if we don’t pay attention to our surroundings – a skill every PR professional must possess, akin to a “sixth sense.”
IMC Agency offers services in over 10 different areas, each requiring a diverse set of skills. One client might need assistance with strategic communication, another with business analysis, a third could be in a crisis situation, a fourth seeks media training, a fifth wants to organize an event, and a sixth doesn’t know how to build relationships with investors. To ensure all tasks are performed efficiently and harmoniously, exceptional collaboration is essential.
Commenting on current events, exchanging opinions and ideas, and continuous communication within the team help inspire and connect everyone. A quote in the office hallway, “In this office, we are real, (…) we have fun, (…), we are patient, we love,” faithfully reflects the agency’s atmosphere, which is filled with conversation and music every workday. The creativity inspired by such an environment ensures that every challenge is approached from a new angle. After a long week of business meetings, numerous tasks, and complex projects, champagne awaits in the office. It’s followed by a communal lunch, analyzing the past week, and brainstorming ideas and solutions for the upcoming one.
IMC Agency demonstrates through its cheerful yet professional and responsible work that excellent business operations don’t require sacrificing small pleasures. Office lunches, maintaining contacts over a cup of coffee, and shared toasts at the end of the week are here to foster collaboration and creativity within the team. The productivity of this approach is evident in the agency’s more than 20 successful and influential years in operation.
