Photography: Pavel Makarenko
Valentina Gurova is the CEO of an international PR agency that has specialized in PR, marketing, and advertising management for stars, bloggers, and public figures for over 20 years. Her agency, www.praliyans.com, collaborates with many of the world's leading glossy magazines, as well as TV and radio shows. The agency has a large in-house production team capable of handling a wide range of creative projects, from music videos to major campaigns and cover stories.
Photography: Igor Skobelev
How did you start your career in PR? What attracted you to this field?
When I started, almost no one knew what the job of a PR agent was. Back when I was still a university student, I visited an exhibition featuring books on advertising and PR, lectures and, of course, professionals who were willing to share their experience. And right at the exhibition I applied for an internship at one of those agencies. The new job took over my life to the point that I was practically drowning in it - during the day I was torn between lectures at the university and trips to the office, at night I would study copywriting and read. I was fortunate enough to almost immediately become part of the team of a major political project. I had to work around the clock in order to make time for everything, but since this was my calling, I forgot about sleep. I still look back at those times with fondness!
Can you share some memorable experiences from your work in the fashion industry? How did you get involved in that world?
Our agency is actively engaged in the field of fashion. Over the past 12 years, we have significantly expanded our areas of activity and now we not only cooperate with the European media, but also work closely with countries as the USA, China, Vietnam, South Africa, Australia and New Zealand. At the same time, each client and each publication is a real challenge and joy. But perhaps the most memorable project was and still is the international beauty contest Miss Earth, where our client, despite her modest achievements, managed to impress everyone with her emotional speech. Just imagine, a contestant who didn’t even get into the top 10 finalists, was followed day and night by dozens of reporters wishing to interview her.
How do you choose the projects and clients you want to work with?
Just like in any other business, you get all sorts of jobs — some easy, some difficult. In most cases, I try to connect with the client and build a trusting relationship for many years of fruitful cooperation.
Photography: Pavel Makarenko
Do you have any hobbies that relax or inspire you?
My life’s passions are tennis and drums. When I play drums, my mind calms down, thoughts flowing slower. Concentration on rhythm distracts from routine and problems, allowing me to cherish the moment here and now. All worries and anxieties go by the wayside and I easily immerse into music. Tennis is my passion as well - it strengthens the faith in yourself, in your body and your power. You start to feel that you can get through all the difficulties both on the court and in your life. I love tennis as it reveals my strength, character and develops my physical and mental skills. This game allows me to become better every day and enjoy my life.
How do you see the future of this field?
The world around us is always rough - pandemics, economic crises, unstable political situations, and inflation. People are fatigued and need distractions that are positive, and advertising is one of the institutions that can fulfill this role. Advertising must stop resembling traditional advertising, people are tired of being sold something and having their personal space invaded. Previously, it used to be sufficient to claim that a television or phone was simply a great product, but that approach is now ineffective. People have learned to filter information and actively discard spam. PR will cease to resemble a frontal assault on the client, it will grow into a more nuanced, subtle tool with elements of humor and show, entertaining consumers while distancing itself from competitors.
