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In the bustling heart of Moscow, where the old world meets the new, one woman stands at the intersection of power, glamour, and influence. Meet Valentina Gurova, the visionary behind PR-Aliyans, a powerhouse agency.
Beginning her career in 1999, when PR was just taking root in the country, Gurova has witnessed and contributed to the field’s evolution. From its early focus on politics to its current diverse landscape encompassing everything from corporate communications to entertainment, she’s been at the forefront of change.
PR-Aliyans, established in 2002, marks its two-decade milestone this year. Under Gurova’s leadership, the agency has expanded its reach, working with a varied clientele that includes major industrial companies, cultural figures, and even ventures into international markets.
In this exclusive interview, Gurova shares her journey from PR novice to agency head, offering insights into the challenges and opportunities that have defined her career. She discusses the ever-changing nature of public relations, the lessons learned from building a business, and her vision for the industry’s future.
What inspired you to enter the modelling and PR industry?
“I entered the PR field in 1999 when it was just starting to take shape in Russia, evolving into what we see today. A few years later, I conceived the idea of launching my own agency and diversifying our focus. At that time, I was heavily involved in public work, art, and naturally, show business. I identified an untapped niche that I believed could be transformed into a successful business venture. This led to the creation of PR-Aliyans in 2002. Today, we’ve established a strong and confident presence in the market.”
What are the most significant challenges you face as the head of PR-Aliyans? How do you overcome them?
“In our profession, it’s virtually impossible to anticipate every problem, so we must be prepared to respond swiftly and skillfully to emerging challenges. We once had a client who was adamant about developing a PR campaign that simultaneously targeted both politics and show business. Predictably, we encountered numerous contradictions during this process. The client wanted to promote enduring values while simultaneously posting images on social media that portrayed him as a party enthusiast. Through persuasive communication, we were able to convince the client that this approach would undermine our PR strategy, and together we pivoted to a more cohesive direction.”
As a Russian professional, how do you envision the PR industry evolving over the next decade?
“I’m confident that the PR industry will continue to surprise us all! We observe new trends emerging annually, as this field is exceptionally responsive to current events and societal shifts. Moreover, there are numerous talented specialists whose passion for innovation and continuous development is palpable. I believe the entire industry will progress alongside these dynamic individuals.”
Moving away from your profession, how do you spend your leisure time?
“During our free time, my family and I are avid travelers. My husband and I have visited over 120 countries, and we aspire to explore 80 more. This means we have many exciting journeys to unknown countries and continents ahead of us! As for personal hobbies, I’m passionate about tennis and alpine skiing. I love the adrenaline rush these activities provide!”
Everyone has their own definition of “Success”. What does success mean to you, and how can one achieve it?
“For me, success is about setting ambitious goals and achieving them, overcoming obstacles, engaging in healthy competition, and navigating the complex media landscape that has formed under modern conditions. This is particularly challenging given how rapidly life changes and how many factors, including political ones, can influence outcomes. Success also means being able to build a brand from the ground up and consistently meet our clients’ objectives.”
Reflecting on when you started PR-Aliyans, what do you wish you had known back then?
“It’s crucial to choose reliable individuals as partners – personal and friendly relations often don’t withstand the test of time and financial pressures. Having changed two business partners after teaching them everything from scratch, only to inadvertently create competitors for my agency, I can advise newcomers to rely on their intellect rather than emotions.”
Are there any projects you’re currently working on? Could you provide some insights into them?
“Our agency has recently been focused on several exciting projects. We’re in the process of opening a branch in Dubai this autumn and collaborating with designers and fashion weeks in the Middle East. Additionally, we’ve signed a cooperation agreement with a renowned Chinese brand and are looking forward to expanding our geographical reach this year.”
Could you share one piece of advice with our readers that you believe has the potential to transform their lives?
“Pursue what you love and find joy in it – this is the only way to inspire others and remain inspired yourself. Whatever you undertake, give it your all so that you can take pride in yourself and your team. And, of course, never cease in your quest for self-discovery, continual growth, and perfection of your craft.”
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