Valentina Gurova: Leading PR into the Digital Age

Valentina Gurova is the CEO of the international PR-Aliyans agency, which has specialized in PR, marketing, and advertising management for stars, bloggers, and public figures for over 20 years. She has been working in the field of PR since 1999, and in the early 2000s, she decided to start her own agency, focusing on social activism, charity, culture, art, and of course, show business. In 2002, she launched PR-Aliyans with a vision to help individuals and organizations connect with their audiences in meaningful ways. Today, the agency is a thriving international enterprise with offices around the world, collaborating 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. We spoke with Valentina about her journey, the lessons she has learned along the way, and her advice for aspiring PR professionals.

I began my journey in the early 2000s, and I can confidently say that, unlike traditional media, social networks allow brands to interact directly with their audiences. This opens up opportunities for instant feedback, facilitating product or service improvements while strengthening brand trust and reputation. Information on social media spreads at an incredible speed, enabling PR campaigns to respond immediately to changes and effectively communicate important news and messages to their audiences.

When we purchase branded or designer clothing, we’re not only paying for the item itself – which may sometimes be of lower quality – but also for the brand name, which is built through various PR strategies. However, these PR techniques are not often utilised by high-end brands. There is a common misconception that once a brand has established its reputation, it doesn’t need to evolve further. This often leads to stagnation and a decline in the high standards that made the brand successful in the first place. This stagnation is also evident in the arts, where many influential figures – such as artistic directors of theatres, museums, and music labels – fall into this trap. They stop innovating and fail to embrace new talent and emerging trends. Sadly, this is all too common.

I take pride in every project I've been involved in because I pour a part of myself and my team into each one. One of my most recent significant projects was an interview and cover shoot with Maye Musk (Elon Musk's mother), a charismatic and strong-willed woman. Upcoming projects include collaborations with singers Cardi B, Alicia Keys, Toni Braxton, and actress and model Monica Bellucci.

The world around us is always turbulent—pandemics, economic crises, political instability, and inflation. People are fatigued and in need of positive distractions. Advertising is one of the industries that can fulfill this role. However, advertising must evolve beyond its traditional form; people are tired of being sold to and having their personal space invaded. In the past, it was enough to claim that a television or phone was simply a great product, but that approach is no longer effective. Consumers have learned to filter information and actively discard spam. PR will no longer resemble a direct assault on the client; instead, it will evolve into a more nuanced and subtle tool that incorporates humor and entertainment to engage consumers while setting brands apart from their competitors.

In the near future, our agency plans to create a comprehensive international platform for professionals in the media sector. This platform will facilitate the rapid exchange of the latest IT technologies, news, and contacts within the industry, particularly in light of the current challenges posed by border closures and the decline in circulation and distribution of printed publications. Our goal is to collaborate effectively to overcome the crisis, train young specialists, and maintain professional engagement among experienced professionals.

To the future stars of the PR industry, I wish you boldness and the ability to find something genuinely smart, kind, and interesting in each client. Before you can make the world fall in love with them, you must first love the client yourself! Fortunately, the modern world offers plenty of tools: social media, magazines, newspapers, radio, and TV.

By the time this interview is published, I hope to have fulfilled my long-standing dream of visiting Socotra and witnessing the bottle tree in bloom. This happens every year on my birthday in March, but I have always found more pressing matters to attend to. This year, I hope to finally see everything I’ve dreamed of—life is too short not to chase our dreams, and work is not our whole life!