We are Serban & Musneci Associates.
Here, on our website, you may find out more about us, about our visions and principles, about our team and about our products and services. Equally important, you will be able to find out how we define success in this line of business and get an introductory look at SMA’s unique and proven recipe for success. For any additional information please do not hesitate to contact us.read more
With nearly 10 years of experience in government relations on the local and international market, Mr. Serban is among the top communication specialists and lobbyists in Romania, having worked in government, business, media and the NGO community.
He is a founding member and president of Casa NATO, a local NGO promoting the interests of the Euro-Atlantic Council and of the Atlantic Council of the United States. Prior to that he served as the Prime Minister’s Adviser on NATO relations and international security issues.read more
Dr. Roberto Musneci has 17 years experience in the Pharmaceutical and Healthcare sector in Eastern Europe, where he set up multinational operations and negotiated acquisitions, spin-offs and divestment deals prior to leading a global business for a major multinational.
He held board positions in the Foreign Investors Council (2003-2004), AmCham Romania (2003-2007), and is a founding member and VP of Aspen Institute Romania.
Mr. Musneci joined forces with Alex Serban in March 2007, when they established Serban & Musneci Associates in its current form.read more
SMA has been at the forefront of promoting a transparent system of representation for legitimate business interests in Romania. SMA Public Affairs is built on the idea that we are an “information bridge” between the business community and the government. Organizations understandably want to have a voice in decisions that may affect them, those around them, and their environment. Government in turn needs access to the knowledge and views that the business community can bring. We help make the dialogue happen.
Key to PR success is having a strong understanding of the client’s marketing message and thinking creatively in terms of PR campaigns. Each client requires unique solutions and a creative communication solution. We use a process-driven approach designed to assure that our efforts are always in line with clients’ needs. The process begins with a clear definition of our objectives and the certainty that they correspond with our client’s marketing objectives. Only afterwards, we focus on the actual planning of the communication strategy, as well as campaign budgets.
In a world of increasing complexity – increased speed of communications, the rise of social media and of the importance of stakeholder relationships, decision makers are faced with a growing number of challenges in building and maintaining their reputation. A good reputation-management approach requires both long and short-term strategies in order to prepare companies for sustainability as well as for everyday developments which mark the path to sustainability.
In a constantly changing environment, companies must place knowledge at the core of the decision-making process. SMA Business Information is a knowledge generator – knowledge based not only on information gathering, but also on analysis and interpretation; knowledge capable of extracting the relevant information drawn from the past, understanding the context of the present and issuing an accurate prediction of future dynamics.
As the internet changes the way we communicate, the classic "offline" approach is no longer sufficient unless adapted to the new technologies. The rules of communication haven't changed; we already know how to create and broadcast a message, how to develop and maintain close relationships with media and stakeholders and how to create communication strategies to serve your business objectives. We decided to use our mix of communication and technical skills to help brands take advantage of the opportunities which the online environment provides