More Than Just a Seat in the Audience | Why On-the-Ground PR Matters

In the age of online meetings, digital press releases, and remote work, there is a tempting question that every agency owner faces: Is it really necessary to travel to the conference? Can’t we just manage the media inquiries from our desks in Belgrade?

This week, answering that question took us to Skopje, North Macedonia, for The Economist Meetup: The World Ahead 2026.

I attended alongside our client, Vedran Bajer from Wonderful, and the experience reinforced a core belief of Publicity Bureau: Great PR doesn't happen in a vacuum. It happens where the action is.

Here is why showing up matters - and what we learned in Skopje.

1. Owning the Narrative in Real-Time

Vedran didn’t just attend - he pulled a "double shift," delivering a Keynote address and participating in a high-level panel discussion.

His message was clear: “If your team spends one year building a custom AI tool, they are building a monument to 2025. By the time they launch, the market will be operating on 2027 standards. You are building the best version of yesterday’s technology.”

As PR consultants, hearing this message live, and seeing how the audience reacts to it, is invaluable. It allows us to sharpen our messaging instantly. We aren't just pitching a press release - we are pitching the energy of the room. Being there allows us to capture those "truth bombs" and turn them into immediate content (like LinkedIn posts!) rather than waiting for a recording days later.

2. Maximizing Media Opportunities

One of the highlights of the trip was coordinating Vedran’s interview with Bloomberg Adria.

While interviews can be arranged remotely, having PR support on-site changes the dynamic. It ensures the client is prepped, the logistics are smooth, and the messaging is consistent with the keynote they just delivered. It transforms a simple media appearance into a cohesive part of the day’s strategy.

3. The Power of "Corridor Conversations"

The sessions on stage were insightful, but the real magic often happens during the coffee breaks.

Skopje brought together some of the brightest minds in the region. We had the chance to meet incredible people, leaders who are actually doing the work, not just talking about it.

For an agency, these face-to-face interactions are the bedrock of network building. You cannot replicate the trust built during a casual conversation in a conference hall through an email thread. These connections pave the way for future collaborations, partnerships, and media opportunities for all our clients.

4. Client Partnership

Finally, traveling together strengthens the partnership. It moves the relationship from "vendor and client" to "partners on a mission."

We saw firsthand that the market is stuck in the gap between 'AI hype' and 'AI in production.' Understanding this struggle allows us to sharpen Wonderful’s messaging to focus on the one thing leaders are desperate for: moving from experiments to achieving measurable business value in weeks, not quarters.

We aren't just guessing what the audience needs to hear - we heard them ask for it.

The Verdict?

Skopje was, well, Wonderful.

The energy, the hospitality, and the sheer pace of the digital revolution discussed at The Economist Meetup reminded us that while technology moves fast, the human element of business remains constant.

At Publicity Bureau, we believe in showing up. Because you can’t fully capture the story if you aren't part of it.