An Exclusive Interview with Hollywood Business Magazine
In the dynamic world of public relations, few professionals have made as significant an impact as Valentina Gurova. A powerhouse in the PR industry, Valentina has not only built a name for herself but has also shaped the careers of many individuals and brands across fashion, beauty, and lifestyle. From working with renowned publications such as Harper’s Bazaar, Elle, Marie Claire, and Vogue to promoting global events like Miss Earth, her journey is one of passion, dedication, and relentless ambition.
In this exclusive interview with Hollywood Business Magazine, Valentina opens up about her journey in PR, her experiences in the fashion industry, and the challenges of working in today’s global market.
How did you start your career in PR? What attracted you to this field?
“When I started, almost no one knew what the job of a PR agent was; there were only 15 agencies in Russia. Back when I was still a university student, I visited an exhibition featuring books on advertising and PR, lectures, and, of course, professionals who were willing to share their experience. Right at the exhibition, I applied for an internship at one of those agencies.
The new job took over my life to the point that I was practically drowning in it: during the day, I was torn between lectures at the university and trips to the office; at night, I would study copywriting and read anything I could find on PR in Russia. I was fortunate enough to almost immediately become part of the team of a major political project—the gubernatorial elections. I had to work around the clock in order to make time for everything, but since this was my calling, I forgot about sleep. I still look back at those times with fondness!”
Can you share some memorable experiences from your work in the fashion industry? How did you get involved in that world?
“Our agency is actively engaged in the field of fashion, and I am especially proud of our cooperation with such giants as Harper’s Bazaar, Elle, Marie Claire, and Vogue. Over the past 12 years, we have significantly expanded our areas of activity and now we not only cooperate with European media but also work closely with such countries as the USA, China, Vietnam, South Africa, Australia, and New Zealand.
Each client and each publication is a real challenge and joy. But perhaps the most memorable project was and still is the international beauty contest Miss Earth. One of our clients, despite her modest achievements, managed to impress everyone with her emotional speech about Russia, written under the guidance of our copywriter. Just imagine—a contestant who didn’t even get into the top 10 finalists was followed day and night by dozens of reporters wishing to interview her.
She was even predicted to have a successful political career in her home country, but she saw her calling in social and charitable projects, so she did not take this opportunity. There are different ways to influence the fate of your country, but for our part, we have done everything to make the name of our client known throughout the world.”
What have been some of the biggest challenges you faced while working in fashion PR?
“Fashion, beauty, and lifestyle are three of my favorite topics for filming and creative self-expression. Unfortunately, these topics have become more challenging since the start of political events. My colleagues and I have been struggling to obtain visas to attend fashion weeks in Europe and the United States, as well as continue to collaborate with our international brand partners.”
How do you choose the projects and clients you want to work with?
“It’s just easier to make others fall in love with someone who you personally find appealing. But, just like in any other business, you get all sorts of jobs—some easy, some difficult. In most cases, I try to connect with the client and build a trusting relationship for many years of fruitful cooperation.
If there happens to be a sudden creative disconnect between us, we sit down at the negotiating table and discuss the working process. Sometimes clients themselves do not know what they want from their PR team or do not trust us as specialists: in cases like these, we simply part ways. Time is the most valuable resource—you can’t spend it on someone who does not understand this.“
What key skills do you believe are essential for success in PR today?
“I try to be the best at everything. I always keep learning and never look down on beginners. More specifically, these qualities are perfectionism, thirst for knowledge, and the lack of a superiority complex.“
Do you have any hobbies that relax or inspire you?
“My life’s passions are tennis and drums.
When I play drums, my mind calms down, and my thoughts flow slower. Concentration on rhythm distracts me from routine and problems, allowing me to cherish the moment here and now. All worries and anxieties go by the wayside, and I easily immerse myself in music.
Tennis is my passion as well—it strengthens the faith in yourself, in your body, and in your power. You start to feel that you can get through all the difficulties, both on the court and in your life. I love tennis as it reveals my strength, character, and develops my physical and mental skills. This game allows me to become better every day and enjoy my life.”
How do your travels influence your creative process and perspective in your work?
“Traveling is a great source of inspiration for me and my team. We are able to create vivid and creative images for our clients’ advertising campaigns and personal brands thanks to our travels.
We have filmed in many different countries, including Russia, South and North America, Africa, Asia, and Europe. It’s difficult to imagine where we haven’t been yet! We have not yet worked at the North or South Poles, but I’m sure we will eventually go there.”
Are there any projects you’re currently working on?
“At the moment, we are continuing to promote and publicize the top officials of Russian businesses, working with bloggers and influencers from America, Europe, and Asia, and continuing to shoot for coverage in Russia, Europe, and Asia.”
A Legacy of Influence
Valentina Gurova’s journey is a testament to resilience, innovation, and an unwavering commitment to excellence in PR. From shaping political campaigns to making unknown figures internationally recognized, she has continuously evolved with the industry. Despite the challenges of global politics and visa restrictions, her work continues to transcend borders, making an impact on industries worldwide.
As she expands her reach and continues to redefine public relations, one thing remains clear—Valentina Gurova is a force to be reckoned with in the PR world.
CREDITS
Hero: @valentinagurova
Interview: @n_gurov
Creative producer: @corycoutureproductions
Producer: @fate.group.pro @kap1tOn
Photographer & Art director: @marina_miracle
Stylist: @tanya_fomchenko
Stylist Assist: @burger.dasha
Style collaboration: @mad_house_belgrade
Muah: @tkidyamkina
Hairdresser: @tijanailic.hair
Light: @ilya.pyhov
