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At PRNEWS.IO, we’re proud to continue our Her PR Journey series, where we share stories of incredible women making a mark in the PR world. Today, we’re excited to introduce Olena Derevianko—a Ukrainian academic, journalist, and co-founder of PR-Service.

With a unique career that bridges academia and public relations, Olena has transformed the PR landscape in Ukraine. In this interview, she shares her inspiring journey, the lessons she’s learned, and the impact she continues to make in the field of reputation management.

Contacts:

• Wikipedia
• LinkedIn
• Website

PRNEWS.IO: To begin, could you please introduce yourself and share some highlights of your career journey in the PR industry?

O.D.: My career path in PR has been quite unconventional. I began in academia, earning a doctoral degree in Economics at 26, with a focus on strategic management during the early development of Ukraine’s market economy. One of the first sectors to emerge was business media, which led me to work as a journalist for the country’s leading business magazine. My best friend, also a Ph.D. economist, worked there as well.

Together, we noticed a recurring issue: post-Soviet entrepreneurs often struggled to build effective relationships with stakeholders. Recognizing this gap, we founded one of Ukraine’s first PR firms, “Agency PR-Service,” ambitiously naming it to represent the entire PR product category. Since then, I’ve worked to live up to this name, including leading the Ukrainian PR League and organizing its flagship event, the International Forum PRNext, in 2013. In 2015, I developed a methodology for evaluating corporate reputation management quality, which became the foundation of the National Rating Reputation Activists.

PRNEWS.IO: What project is the most memorable for you?

O.D.: Our agency has completed over 3,000 projects across nearly every sector of the Ukrainian economy for both local and international clients. One project stands out: preparing Kharkiv to serve as a host city for UEFA EURO 2012.

This effort spanned two phases. The first focused on extensive domestic and international media coverage, elevating Kharkiv’s status from a backup to a Host City. The second phase highlighted major construction and infrastructure developments, including the grand openings of the stadium, airport, and the city’s first 5-star hotel.

Witnessing Kharkiv’s devastation due to the war today is incredibly heartbreaking.

PRNEWS.IO: As a leader in reputation management, how would you define corporate reputation today, and why is it essential for businesses to focus on it strategically?

O.D.: Reputation is an intangible yet vital asset that drives trust, loyalty, and business sustainability. Strategically managing it enables differentiation in competitive markets, effective risk management, and the pursuit of growth opportunities.

Traditionally, corporate reputation reflects stakeholders’ collective perception of a company. I believe it should go further, inspiringThis shift from perception to action generates what I call “reputation rent”—additional value stemming from a unique resource akin to an “innovative monopoly.” A nurtured reputation qualifies as such a resource, offering unparalleled strategic advantages.

PRNEWS.IO: What are some critical elements in reputation management that companies often overlook?

O.D.: Key aspects companies frequently overlook include:

• Internal Communications: Neglecting this undermines employee advocacy and brand perception.
• Proactive Risk Management: Many focus solely on reactive crisis responses.
• Consistency: Misalignment between stated values and actions creates credibility gaps.

These issues often result from treating PR as entertainment or a secondary task rather than a complex, essential process. I’ve addressed these topics in public lectures, webinars, and media appearances, but businesses still suffer due to these oversights.

PRNEWS.IO: Your agency worked on Kyivstar’s Smartphone for Parents campaign. Could you share its objectives and impact?

O.D.: The Smartphone for Parents campaign aimed to bridge the digital divide between generations by teaching older adults to use smartphones effectively. This initiative, spearheaded by Kyivstar, resonated with audiences, strengthened brand loyalty, and set a benchmark for community-oriented corporate initiatives.

Credit for the campaign’s success lies with Kyivstar’s exceptional PR team, led by CEO Oleksandr Komarov, who prioritizes corporate reputation and public trust. This supportive environment fosters creativity and bold, impactful ideas that deliver both reputational benefits and real societal value.

PRNEWS.IO: Women are increasingly prominent in PR leadership. What unique strengths do they bring to the field?

O.D.: In Ukraine, the PR industry has been predominantly female since its emergence alongside market reforms. Women excel in multitasking, managing complex projects, fostering collaboration, and building relationships. Our empathy, communication skills, and people-focused approach drive creativity and impactful solutions, making us natural leaders in PR.

PRNEWS.IO: What challenges do women in PR still face, and how can inclusivity improve?

O.D.: Challenges include underrepresentation in top leadership roles and persistent societal stereotypes. Some corporations only performative gender equity, with internal cultures that feel outdated.

To combat this, mutual support is essential. One of my favorite metaphors comes from Terry Pratchett’s Monstrous Regiment: “Lionesses hunt together.” I explored this in my essay Lionesses Hunt Together Too, emphasizing the power of solidarity. Building supportive networks and fostering professional growth opportunities will create a more inclusive industry.

PRNEWS.IO: How do media articles influence reputation and brand perception?

O.D.: “Content is King.” While platforms like social media, influencers, and short videos are valuable, media articles remain crucial for crafting cohesive narratives. An ideal article acts as a fractal—a small piece that reflects the broader campaign strategy. It positions the company as a thought leader, communicates values, and fosters deeper audience connections.

PRNEWS.IO: What are the best practices for crafting impactful media articles?

O.D.: Articles should be authentic, relevant, and valuable. Address audience concerns, offer actionable insights, and use real-life examples. Avoid excessive self-promotion; genuine storytelling is more effective. Crucially, a company’s actions must align with its messaging. Discrepancies erode trust, regardless of strong media efforts.

I advocate for “storyliving”—consistent alignment of actions with declared values. Occasional mistakes are forgivable; dishonesty is not.

PRNEWS.IO: Your philosophy of ‘anti-fragility’ in reputation management is well-known. Can you elaborate?

O.D.: Thank you for the kind words. Anti-fragility is about leveraging crises to grow stronger. In reputation management, it involves transparency, adaptability, and resilience during challenges. By responding effectively and learning from setbacks, companies can reinforce trust and emerge stronger.

Achieving anti-fragility requires treating the organization as a living system rather than a mechanistic construct. For more on this, feel free to reach out—I’d be happy to share my book, General Theory of Reputation, which debuted at the London Book Fair in 2023.

PRNEWS.IO: What trends will shape the PR and reputation landscape in the future?

O.D.: Future PR will be driven by technology, particularly AI and data analytics, enabling personalized, effective communication. Sustainability and social responsibility will remain central. However, skepticism around CSR, ESG, and DEI initiatives will grow due to public disillusionment. Companies must maintain sincerity and agility in communications while cultivating mature reputation management systems to navigate this turbulent era successfully. stakeholders to actively support the company by forming partnerships, sharing positive information, purchasing products, or investing.