“My development as a PR professional was based on the principles of Ukrainian nationalism—it may sound grandiose, but it’s a fact”,
— Natalia Ulynets
Head of the Marketing and PR Committee at the European Business Association, Founder of Perfect PR, and Lecturer at LvBS
Looking at my bookshelf, I realize there was never a single book that defined my path as a PR professional and agency manager. My growth has been continuous, requiring constant renewal of knowledge and skills. Different books, people, and challenges have inspired and guided me at various stages.
I believe that when a person seeks growth, transformation, and a broader perspective, the necessary tools, educational programs, mentors, and supportive environment will naturally appear, urging them forward.
Throughout my life and career, I’ve drawn inspiration from various sources. There were periods when I dove deeply into philosophy (my primary field of study) and others when I dedicated all my focus to professional literature.
The process of growth should never end. The world is evolving rapidly, and we can’t afford to stand still. Living by Socrates’ philosophy, “I know that I know nothing,” makes this journey easier. It’s about openness to the world, inevitably leading to new experiences and skills. I recommend this mindset to everyone.
The Ukrainian Spirit in PR: My Journey
My development as a PR professional has been shaped by the classical principles of Ukrainian nationalism — a foundation that may seem unconventional for this field. Yet, it’s precisely this worldview that defines my approach to work and my core values.
I grew up immersed in the works of Ukrainian nationalist thinkers like Dontsov, Bandera, Yaroslav, and Yaroslava Stetsko. I even had the privilege of working with Yaroslava as a press secretary for one of the organizations within the Congress of Ukrainian Nationalists, founded by the OUN. This ideology instilled in me a resilience that’s essential in PR.
I have a deep affection for everything Ukrainian — our people, products, services, the entrepreneurial spirit, and social movements. My faith in Ukrainian business is unwavering. We are fiercely competitive, agile, energetic, and creative. To me, these qualities are something the West has lost over time. Promoting Ukrainian brands and organizations that embrace genuine, shared Ukrainian values is a profound source of satisfaction.
Fear No Horizons: The Key to Success in Communications
I often tell my colleagues and students not to fear new horizons. Boundaries and limitations exist only in our minds and in our communications.
PR professionals in Ukraine have faced years of social, political, and economic challenges. This has given us unique experience in navigating complex conditions and understanding how to communicate effectively in highly diverse and turbulent situations. We are accustomed to operating in environments of constant change and unpredictability, which makes us flexible and quick to adapt, always ready to find creative solutions.
As communicators, we grow through the challenges presented by clients from various markets, each with unique problems and needs. I believe that every client represents an opportunity for growth. Recognize this, and your agency or personal career will undoubtedly thrive.
Stability in Times of Crisis: The Experience of Perfect PR
I am convinced that one of the key factors in any organization’s stability is the ability to maintain its structure and team, even through turbulent times. Recent years, marked by the COVID-19 pandemic and the war in Ukraine, have tested many businesses.
In 13 years with Perfect PR, I haven’t seen extreme fluctuations — never “very bad” or “too good.” Instead, I observe steady, confident growth. Sometimes, we lingered on a particular stage, but we’ve never moved backward.
Each year, we achieve a 15–20% growth rate in team size, client base, and revenue. This is a pace that allows us to prepare thoughtfully for each new phase — a calm and deliberate progression.
What if our client base were to increase by 40–50% each month? It would certainly necessitate a radical shift in management systems, work principles, and internal relations.
We’ve long moved past the “boutique” stage, and my strategy is to build a global agency with an international reach.
Success in PR doesn’t happen overnight, nor does reputation. It’s a product of years of diligent work. Trust and reputation are built through consistent actions and communications. It requires daily dedication, with time as a crucial factor.
Today, as an agency business, we operate on a highly stable footing. Yet, I approach the term “stability” with caution. We face a clear challenge: optimizing our internal processes to reach the next level. Annual reviews and in-depth analysis of the previous year affirm my pride in our team.
The essence of modern PR lies in discovering new and innovative ways to communicate messages and values to target audiences. Every action a company takes, every public statement it makes, must be viewed through the “lens of reputation.” Reputation is the foundation of business growth, and therefore, the quality of communication is paramount.
Staying at the forefront of PR requires not only continuous learning, a deep understanding of current social and governmental dynamics, exploration of new markets, and mastery of fresh approaches.
Research is indispensable for communicators; data and analytics are essential for making informed decisions. Without these insights, building effective communication strategies becomes impossible.
PR is a dynamic field that constantly presents new challenges and opportunities, making flexibility and adaptability crucial traits to develop.
Only through relentless self-improvement and a commitment to learning can one become a successful PR professional, someone truly valued in the marketplace.
