News that circulated online recently mentions that scientists can confirm the fact that the day has shrunk from 24 hours to 16. And this justifies the feeling we have that time goes by to quickly and it is also the reason why we strive to do everything faster.

So we end up realizing that the time we have is insufficient for our extensive “to do” list and we are forced to reprioritize our tasks and postpone for the next day what we should have been done today. Feedback is part of this category, it is something that should be done in due time, however more and more often it migrates from the “to do” list towards the “to postpone” list.

A few days ago I had the pleasure of reading the article published by Dana Oancea about the professional vice called AVE – an article which sends a warning sign about the speed, or rather lack of speed which the PR industry has when it comes to the one thing that can provide it with true value and a boost of ”perception” – evaluation.

The challenges the PR industry faces inevitably end up drawing attention to the evaluation which advances heavily and with no satisfaction”. This is how the article on begins. I completely agree. And I say this having in mind the conclusions I came to when ending my studies and basically at the beginning of my career in PR.

”The world is constantly changing” (the key phrase of the BestMarketing conference I attended the other day), we are increasingly more connected, and the technological innovations are so advanced that movies previously labeled as Sci-Fi can now be categorized as documentaries or have the tagline „based on a real story”.

Innovations in terms of technology have the task of making our lives easier, but I strongly believe that they cannot guide us in life. At the core of our personal and professional development lie strong principles that we begin to take in from an early age.