Our second instalment of “Meet the Team” brings us Nataliia. The BUPR gang is lucky to have her already for over a year, so it was about time we introduced her to the world! Without further ado, hear more about her, directly from her:
Where are you based?
Nataliia Natalina: Kyiv, Ukraine.
What are your favourite things about Kyiv?
Nataliia Natalina: When there are no air raids or missile strikes, you can enjoy fantastic street coffee during the day and delicious cocktails in the evening. I also love just walking around the city – there really is so much to see! Only after being away for a few months did I realise that Kyiv is my real home! And the city just breathes freedom!
How long have you been at Black Unicorn PR?
Nataliia Natalina: Since April 2022.
What are the startup verticals that most interest you?
Nataliia Natalina: I mostly work with fintech, but I just love the spirit of all startups.
What are things you have seen startups struggle with, when it comes to PR?
Nataliia Natalina: As I have noticed, many startups struggle with their PR ownership within the team. Founders tend to be preoccupied with other important tasks such as product development, communicating with investors, and managing their team, leaving the PR issues “for later”. Consequently, press releases and other materials can take months to be approved. I believe it is crucial to identify the person in the team who handles communication with the PR agency, responds to queries, assesses opportunities, and agrees on final texts. Things tend to move more efficiently in teams with such a designated person.
From startups that you see excel with PR, what are some of the things that they are doing right?
Nataliia Natalina: First and foremost, the right thing to do is to maintain constant communication with your PR agency. You cannot have just the first call and then disappear. Those that are excelling typically answer questions and share information quickly or at least within a reasonable timeframe.
In summary, if you hire a PR specialist – be it in-house, a freelancer or an agency, be attentive to their needs so they can do their magic for you. It doesn’t need to be a lot of time. The 80-20 rule applies here as well, in fact, it can turn into 90-10 or 95-5 over time. A bit of effective input from the client can lead to great results by your PR partner.
What would you recommend to a startup that wants to get started with PR that they focus on first?
Nataliia Natalina: To begin with, to understand what PR is and why your startup needs it in general. Some founders may confuse PR with marketing activities. It is important to understand from the outset that reputation is a long-term investment, and PR activities will not bring results here and now.
But with effort and patience, the impact can be amazing! This impact can be silent, through everyday impact on all aspects of the customer journey, or loud and tangible. For instance, recently, we’ve received positive feedback from our clients that it was thanks to one of their expert comments or thought leadership that they got the attention of a new investor for an upcoming C round.
What is your top tip for early stage startups when it comes to PR?
Nataliia Natalina: It’s better to deal with your reputation sooner rather than later. Seize ownership of your story, your narrative, before others do it for you.
Are you a summer or winter person? Why?
Nataliia Natalina: For me, it is autumn that feels like the beginning of a new year. Perhaps it’s something from school, when after the summer holidays you had to go back to your class. And, of course, the delightful Indian summer with its stunning colours, mild temperatures and cosy atmosphere.
Favourite cuisine? Why?
Nataliia Natalina: I absolutely adore desserts, and there are a few that I simply can’t resist. Tiramisu and creme brulee are both mouth-watering and delicious, but there’s one that stands out as my absolute favourite: apple pie, or charlotte as we call it in my family, served with a generous scoop of vanilla ice cream. There’s something about the combination of warm, spiced apples and cold, creamy ice cream that makes my taste buds dance with joy. Every bite takes me back to my childhood when my grandmother used to bake the most amazing apple pies in her cosy kitchen. To this day, I still get excited whenever I see a slice of apple pie on a menu or in a bakery window.
What are your favourite hobbies (at the moment)?
Nataliia Natalina: I’m writing my doctoral thesis and teaching students political science and media communication. And consider it as my hobby 🙂
You have a free weekend. Movies and popcorn or outdoor adventures?
Nataliia Natalina: Adventures, of course! I’ve always been an adventurous spirit, eager to explore and embrace new experiences. Before the war and the birth of my second child, I had the opportunity to travel and hike in some of the most beautiful places on Earth. One of my brightest memories was climbing Aconcagua, the highest mountain in South America.
Another unforgettable adventure was my ascent of Kilimanjaro, the highest peak in Africa. The climb was challenging, but the breathtaking views from the summit made it all worth it.
Right now, I don’t have a chance to even think about continuing such trips, but who knows? Maybe someday I’ll find myself standing at the foot of a new peak, ready to conquer the next challenge.
Meet our other team members
