As a freelance Global PR Lead working remotely for tech companies, your approach is highly dynamic and agile - qualities needed in these fast-paced times. Please let us know what a day in your life as a marketing comms pro looks like, and tell us more about the key skills you bring to tech brands.

I kick-start my morning by sifting through emails and any urgent messages from clients. Following this, I map out my priorities for the day. These tasks could range from crafting press releases, coordinating media interviews, to brainstorming innovative campaign concepts. I also make it a point to peruse industry news and trends over my morning cup of coffee, akin to how my mom reads her daily newspaper.

By late morning, typically after 11 am local time, I engage in virtual meetings with clients. These sessions are pivotal for maintaining transparent communication and ensuring alignment on objectives and strategies across the board.

In the afternoon, my focus shifts towards executing PR campaigns and initiatives. Whether it involves reaching out to journalists, tracking media coverage, or dissecting campaign metrics, this is when I'm most actively involved in delivering tangible outcomes for my clients.
I finish my working day by wrapping up any remaining tasks for the day, respond to emails, and plan for the next day.

Adaptability and creativity stand as the cornerstone of my skill set, crucial for navigating the fast-paced tech landscape. In a realm where change is constant, being able to swiftly adapt to evolving circumstances is paramount. Furthermore, my penchant for thinking outside the box and crafting innovative PR strategies helps tech brands to carve their niche in a competitive market.

Innovation is a key aspect of your approach to communication. How do you challenge traditional communication models, and what role do calculated risks play in your strategy?

Challenging traditional communication models involves introducing fresh, innovative channels and formats while also exploring options beyond the conventional framework of public relations, where fostering relationships is paramount. For startups operating on limited budgets, forging partnerships or establishing interactive platforms like clubs or communities can be particularly effective.

A recent study by Muck Rack revealed that 46% of journalists receive over 6 pitches daily. This saturation underscores the importance of exploring new platforms and tactics. This might entail leveraging social media platforms to directly engage with customers, collaborating with influencers or industry experts to amplify messaging, or even developing owned media channels like blogs or podcasts to showcase thought leadership content.

However, when venturing into non-traditional communication channels and formats, it's crucial to take calculated risks. Before committing to any new approach, it's prudent to assess how it will impact your brand positioning.

Can you share with us some highlights from your decade-long career in corporate and startup communication? What projects or strategies are you particularly proud of?

Throughout my tenure in corporate environments, I've spearheaded the establishment of entirely new initiatives. Be it within startups or large corporations, I advocate for proactive crisis preparedness and the implementation of comprehensive crisis communications strategies, alongside routine media training. In fact, I personally devised a Crisis Communications Standard Operating Procedure and instigated regular media training sessions for key company representatives.

In my recent collaboration with a fintech client, I orchestrated a high-impact media campaign to unveil a product in a growing market. This endeavor gathered significant traction, securing coverage in Tier 1 media outlets and substantially boosting brand visibility.

Collaboration is crucial in PR, whether it's with internal teams, clients, or external partners. How do you approach collaboration, and what do you believe are the keys to successful partnerships in PR?

I believe in fostering open communication and mutual respect among all stakeholders. This means actively listening to input from internal teams, clients, and external partners, and working together to achieve shared goals. The key to successful partnerships in PR is building trust and maintaining transparent communication throughout the entire process.

Looking ahead, what trends do you see shaping the future of PR, and how are you preparing to adapt your strategies to these changes?

Looking forward, I foresee several trends shaping the future landscape of PR. This includes the increasing importance of digital and social media, the rapidly increasing significance of influencer marketing, and the mounting demand for authentic, data-driven storytelling. Additionally, I've observed a blurring of lines between PR and marketing, a trend likely to persist. The heightened global tensions and socio-political sensitivities underscore the paramount importance of PR's crisis management capabilities. PR professionals must adeptly navigate these challenges by devising swift and strategic crisis response strategies, encompassing effective stakeholder engagement across various digital platforms, including social media.

To effectively adapt to these evolving dynamics, I'm honing my digital proficiency, using the power of data analytics to shape PR strategies, and proactively staying ahead of emerging trends within my clients' respective industries.

What PR opportunities do startups often overlook?

The power of community building is often overlooked by startups when it comes to PR. A strong community around a brand can help startups build loyal advocates who will spread the word and generate buzz organically. The most effective way to achieve this is by creating engaging content on social media platforms and hosting events and meetups.

What’s something you would want your (future) clients to know about marketing communications campaigns so they’re better prepared to work with you?

The most important thing to remember for my future clients is that communications campaigns are not about immediate results. It is about building a lasting relationship with the audience. It's important to have a clear understanding of what and to whom you want to talk and build this trusting relationship with the audience step by step. Also, I would like to say that I will propose to diversify approaches and not focus on only one thing, for example, on media relations only.

What would you advise startups to invest in right now to get on the radar of their target audiences?

The best advice I can give is to do your research, especially when going to a new market or introducing a new product. By investing in social listening, they can better understand their audience's needs and preferences, as well as what media attention is relevant. Additionally, community building can help startups establish credibility and grow their brand organically.

Last but not least, I want to emphasize the importance of staying adaptive and open to change in the ever-evolving PR world. It is important for companies to embrace new technologies and trends, and to continuously refine their strategies, in order to remain at the forefront of their industries.

Thank you!

Connect with Ekaterina Sarantseva on LinkedIn

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