Olena Zubarieva, Director of Strategic Communications and Development at TERWIN, is an expert in reputation management, communications, and sustainable development.

With the right communication tools and the ability to use them effectively, you can influence not only individuals but also transform businesses, industries, and even countries.

On the role of PR and the soft/hard skills a PR professional needs today

In my 25 years in the profession, I’ve come to realize that PR is a mix of mastery and talent. This combination is what makes communicators successful — and the businesses they work for outstanding. Today, the world has changed — classical PR is evolving into a hybrid form. The true gurus of the profession are becoming reputational strategists and communicators of a new level.

On the most memorable fail in her career

The skill of turning a fail into a news hook — that’s what communications are all about. Probably the most interesting was a collective fail when my team was preparing a presentation for a resort group in Georgia. The campaign was launched across several continents. In the U.S., the advertisement was interpreted as promoting a resort in the state of Georgia. As a result, search queries surged for the U.S. location, and we received numerous inquiries from interested users.

Advice for those entering the profession

Prepare to live without a schedule, routine, sleep, or vacations. Only those who truly live this profession — for whom it’s not just a job but a way of life — will succeed.