Business Magazine article “The uncertainty is still enormous”

Posted by Aleksandra Hristov on May 5th, 2021 under Articles | No Comments »

In the Business Magazine latest edition, at the section about the challenges for the communication and marketing professions in 2021 and the priorities in the second year of the pandemic crisis, Aleksandra Hristov the director and owner of the Hristov consulting d.o.o. in her article has focused on the great uncertainty in the economy, and the imperative of redefining of the existing business and consequently communication strategies.


“Never let a good crisis go to waste”, Winston Churchill said during the World War II, and he won in the end. It is always necessary to be brave, think outside the box, to find opportunity, and adapt to the new times.

We are almost in the middle of 2021., and the economies around the world are still trying to find the answer to several key questions – how long is this pandemic going to last, what is the depth of the economic crisis after the pandemic going to be, and at the very least how is that crisis going to effect the operations and survival of the specific industries and sectors. All these are undoubtedly the challenges for the corporations and their consultants that handle the strategic communications.

It is already a well known belief the Internet brought the changes that surpass those brought by the industrial revolution. Such abrupt advancements in history had always created socio-economic change that disrupted the functioning of the economies, society and the entire countries. The current pandemic only accelerated such environment that ensured internet presence, social networks and the new media shall increase as the preeminent channels of communication in the future.

However, this does not pertain equally and in the same manner to all the industries and organizations. Therefore, in order to meaningfully follow the trends and recognize new opportunities it is necessary for them to engage the qualified business consultants who can help give the efficient and timely guidance in change management and communication strategy during these turbulent times. It is almost guaranteed that the change is going to be profound, and that such challenges shall affect Serbia sometime shortly after the rest of Europe.

In the context of such developments, it is imperative to immediately prepare and establish the structured and continuous individual client tailored following, analysis and opportunities recognition of the pertinent business areas and related main venues of communication. Based on that, the client’s strategies of communication have to be closely monitored and adjusted in relation to particular companies’ and organizations’ needs. It has been proven during any uncertain times, the thinking outside the established patterns and “boxes” is usually one of the best options to consider. Nevertheless, the things that are certain to survive as paramount are the established trust, good business ethics, and the organizational culture that is bent on serving clients while remaining committed to its own employees’ satisfaction.

The economic crisis of 2008., like every previous time of change, has shown that the science and art of the public strategic communication is absolutely crucial for the survival and future path to new found success of any serious business, organization and institution.

Aleksandra Hristov
CEO, Hristov consulting, member of the  Association of Management  Consultants of Serbia

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