Chapter 4

In an interview with Media Marketing, Milena Avramović Bjelica and Tamara Bekčić (Chapter 4 PR Srbija) reflect on the evolving role of independent agencies, the impact of artificial intelligence, and the growing importance of trust in communications.

Their partnership is built on shared values, complementary expertise, and a clear belief that successful collaboration goes far beyond ex*****on. It is rooted in trust, transparency, and perspective.

As the communications landscape continues to shift, they highlight a clear direction: from volume to value, where strategic thinking, emotional intelligence, and context remain irreplaceable.

🔗 Read full article here: https://chapter4.eu/en/chapter-4-serbia-partnership-trust-and-future-strategic-communications

Photo: Nebojsa Babic

Lavazza was the official partner of A List Magazine’s Summer 2026 edition launch in Bucharest ☀️, bringing the taste of summer to an evening filled with fashion, conversations and premium coffee moments.

The event welcomed around 450 guests, including influencers, journalists, content creators and celebrities, and featured a vibrant Lavazza activation inspired by the “Polka Dots” theme 🎯.

The experience was brought to life with the support of Chapter 4 Romania and Aquila Romania.

Read the full article here 👉https://chapter4.eu/en/lavazza-brings-taste-summer-launch-list-magazines-summer-edition

Im HORIZONT Österreich PR‑Agentur Ranking 2026 sprechen Boris Beker, Sigrid Prager-Kuhn und Severin Heinisch über die Zukunft von PR im Zeitalter von KI und GEO.

Immer deutlicher zeigt sich, dass Sichtbarkeit heute weniger über Reichweite entsteht, sondern über Glaubwürdigkeit und starke Medienarbeit. AI Search und Tools wie ChatGPT, Gemini oder Perplexity greifen bevorzugt auf unabhängige, redaktionelle Inhalte zurück. Genau dort entsteht Relevanz, Einordnung und nachhaltige Wirkung.

Für PR bedeutet das eine klare Verschiebung: weg von Lautstärke, hin zu Substanz.

In diesem Umfeld gewinnt Earned Media erneut an Bedeutung, als verlässliche Grundlage für Sichtbarkeit im digitalen Raum.

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In the HORIZONT Österreich PR Agency Ranking 2026, Boris Beker, Sigrid Prager-Kuhn, and Severin Heinisch discuss the future of PR in the age of AI and GEO.

It is becoming increasingly clear that visibility today is less driven by reach and more by credibility and strong media work. AI search and tools such as ChatGPT, Gemini, and Perplexity preferentially draw on independent, editorial content. This is where relevance, context, and lasting impact are created.

For PR, this marks a clear shift: away from volume and noise, and toward substance.

In this environment, earned media is once again gaining importance as a reliable foundation for visibility in the digital space.

🔗 Hier geht es zum vollständigen Interview/ Read the full interview here: https://www.horizont.at/agenturen/news/horizont-pr-agentur-ranking-2026-chapter-4-ai-search-und-geo-bevorzugen-unabhaengige-mediale-berichterstattung-102306

Chapter 4 Bosnia supported the launch of DoNatural herbal waters in Sarajevo, unveiling a fresh functional hydration concept through strategic communications, media relations and a launch event. 💧

DoNatural combines natural ingredients and botanical extracts, offering a new approach to everyday hydration and wellbeing for a modern, health-conscious audience.

Read full article here: https://chapter4.eu/en/chapter-4-bosnia-supports-launch-donatural-herbal-waters

When Culture Becomes Country Branding: Dara Wins Eurovision!

Dara’s Eurovision win and the Giro d’Italia start in Bulgaria have recently put the country into the international spotlight. Both moments highlight how culture and events increasingly shape country perception globally.

Today, visibility is driven less by institutions alone and more by cultural relevance and storytelling that resonates at scale.

At Chapter 4, this is particularly meaningful. Bulgaria was among the first markets in the network, and the Chapter 4 Bulgaria team continues to strengthen international visibility for brands and initiatives from the region.

Positive communication matters.
Representation matters.
Visibility matters.

Photo credit: https://www.sbs.com.au / EPA / Hannibal Hanschke

👉 Read full article here: https://lnkd.in/dKHA7Pjb

Chapter 4 Austria ranks 8th in the latest HORIZONT PR Agency Ranking 📊

13th two years ago. 10th last year. 8th now.

Rankings do not show the full picture: strategic decisions, long-standing client relationships, and the many small steps that build impact over time. Still, they offer a useful indication of how agencies are positioned in the market.

This kind of movement over time matters. It reflects consistency, trust, and work that builds step by step, not overnight. In a market where positions shift every year, even small changes become meaningful signals.

Not a final result. Just a point along the way 🔄

Read more on: https://chapter4.eu/en/chapter-4-austria-reaches-8-horizont-pr-agency-ranking

From mountain peaks to real-life challenges ⛰️: Chapter 4 Romania and HONOR brought technology to where it truly matters.

In the Piatra Craiului Mountains, journalists and influencers experienced the latest devices in real conditions – from photography workshops 📸 to rescue simulations 🚁. A press trip designed to turn product features into real, lived moments.

Read the full story here 👉https://chapter4.eu/en/how-turn-press-trip-memorable-experience-chapter-4-x-honor-piatra-craiului-mountains

Chapter 4 PR Srbija, together with McDonald’s Serbia and the Kreativno edukativni centar (KEC), the Creative Educational Center, have won the DISRUPT Award for their long-term inclusion project “More than 20 Years of Inclusion” 🏆

The initiative highlights over two decades of partnership, enabling more than 250 young people with intellectual disabilities to take part in meaningful activities and inclusive programs 💛

As the communications agency for the project in Serbia, Chapter 4 Serbia has played a key role in shaping and amplifying its message, helping to bring its impact to a wider audience

A powerful example of long-term commitment creating real social change 🌍

Read full article here: https://chapter4.eu/en/chapter-4-serbia-wins-disrupt-award-mcdonalds-and-kec

📝 AI in PR is no longer experimental - it’s already part of the workflow.

It’s now embedded in how PR teams create content, measure impact, and shape visibility in an AI-driven information space.

The shift is unfolding across GEO, AI Visibility, and Narrative Intelligence, where brands are increasingly discovered, interpreted, and defined inside systems like ChatGPT and Perplexity AI.

At Chapter 4, this is not a future concept. It is already how we work every day.

👉 Read more here : https://chapter4.eu/en/ai-pr-no-longer-experimental-its-part-workflow

Chapter 4 PR Srbija presented the new HONOR 600 Lite – a perfect mix of sleek metal design, AI functionality, and interactive creativity for lifestyle media. Journalists crafted bouquets inspired by the phone’s colors – Sprout Green, Velvet Grey, and Velvet Black. 🌿📱

Photo credit: Iryna Bordovska

Read full article here: https://chapter4.eu/de/chapter-4-serbien-honor-600-lite-launch-event