Valentina Gurova: Fashion Forward

Valentina Gurova je istaknuta figura u svetu odnosa s javnošću, posebno u modnoj industriji. Sa bogatim iskustvom i saradnjom s vodećim modnim publikacijama, ona donosi jedinstvenu perspektivu o izazovima i uspesima u ovom dinamičnom polju. U intervjuu za Harper’s BAZAAR Srbija, Valentina govori o svojim počecima, nezaboravnim trenucima u karijeri, kao i o strastima koje je inspirišu u svakodnevnom životu.

Kako ste započeli svoju karijeru u PR-u? Šta vas je privuklo ovoj oblasti?

Kada sam započinjala, gotovo niko nije znao šta znači posao PR agenta, u Rusiji je postojalo samo 15 agencija. Dok sam još bila studentkinja, posetila sam izložbu posvećenu knjigama o oglašavanju i PR-u, predavanjima i, naravno, stručnjacima koji su bili spremni da podele svoja iskustva: upravo na toj izložbi sam se prijavila za praksu u jednoj od agencija. Novi posao je preuzeo moj život do te mere da sam se praktično gušila u njemu: tokom dana sam se povremeno kretala između predavanja na univerzitetu i odlazaka u kancelariju; noću sam učila copywriting i čitala sve što sam mogla da pronađem o PR-u u Rusiji. Imala sam sreću da sam gotovo odmah postala deo tima velikog političkog projekta: gubernatorskih izbora. Morala sam da radim non-stop kako bih našla vreme za sve, ali pošto je to bila moja strast, zaboravila sam na san. I dalje se sa radošću sećam tog perioda!

Možete li podeliti neka nezaboravna iskustva vašeg rada u modnoj industriji? Kako ste se uključili u taj svet?

Naša agencija aktivno se bavi modom, posebno sam ponosna na našu saradnju sa gigantima poput Harper’s Bazaar, Elle, Marie Claire i Vogue. Tokom poslednjih 12 godina, značajno smo proširili svoja polja delovanja i sada ne samo da sarađujemo sa evropskim medijima, već i blisko radimo sa zemljama poput SAD, Kine, Vijetnama, Južne Afrike, Australije i Novog Zelanda. U isto vreme, svaki klijent i svaka publikacija predstavljaju pravi izazov i radost. Ali možda je najnezaboravniji projekat međunarodni izbor lepote Miss Earth, gde je naša klijentkinja, uprkos skromnim postignućima, uspela da impresionira sve emotivnim govorom o Rusiji, koji je napisala pod vođstvom našeg copywritera. Zamislite, učesnicu koja nije ušla ni u top 10 finalista, pratila je dan i noć gomila novinara koji su želeli da je intervjuišu. Predviđala joj se uspešna politička karijera u domovini, ali je pronašla svoj poziv u društvenim i humanitarnim projektima, pa nije iskoristila tu priliku. Pa, postoje različiti načini da utičete na sudbinu svoje zemlje, ali sa naše strane, učinili smo sve da ime našeg klijenta postane poznato širom sveta.

Koji su bili najveći izazovi sa kojima ste se suočili tokom rada u modnom PR-u?

Moda, lepota i životni stil su tri moje omiljene teme za snimanje i kreativno izražavanje. Nažalost, ove teme su postale izazovnije od početka političkih događaja. Moji kolege i ja smo se borili da dobijemo vize za prisustvovanje modnim nedeljama u Evropi i Sjedinjenim Državama, kao i da nastavimo saradnju sa našim međunarodnim brend partnerima.

Kako birate projekte i klijente s kojima želite da radite?

Lakše je ubediti druge da se zaljube u nekoga ko vam se lično dopada. Ali, kao i u svakoj drugoj oblasti, dobijate razne poslove — neke lake, a neke teške. U većini slučajeva, trudim se da se povežem s klijentom i izgradim odnos poverenja za mnoge godine plodne saradnje.

Ako se desi nagli kreativni nesklad između nas, sednemo za pregovarački sto i razgovaramo o radnom procesu. Ponekad klijenti sami ne znaju šta žele od svog PR tima ili nam ne veruju kao stručnjacima: u takvim slučajevima jednostavno se razdvojimo. Vreme je najdragoceniji resurs, ne možete ga trošiti na nekoga ko to ne razume.

Koje ključne veštine smatrate bitnim za uspeh u PR-u danas?

Trudim se da budem najbolja u svemu, stalno učim i nikada ne gledam sa visine na početnike. Konkretno, te osobine su perfekcionizam, želja za znanjem i nedostatak kompleksa superiornosti.

Imate li hobije koji vas opuštaju ili inspirišu?

Moje životne strasti su tenis i bubnjevi. Kada sviram bubnjeve, moj um se smiruje, misli teku sporije. Fokus na ritam odvlači pažnju od rutine i problema, omogućavajući mi da cenim trenutak ovde i sada. Sve brige i anksioznosti nestaju, a lako se uranjam u muziku. Tenis je takođe moja strast: jača veru u sebe, svoje telo i svoje sposobnosti. Počinjete da osećate da možete prevazići sve poteškoće kako na terenu, tako i u životu. Volim tenis jer otkriva moju snagu, karakter i razvija moje fizičke i mentalne veštine. Ova igra mi omogućava da postajem bolja svakog dana i uživam u svom životu.

Kako vaša putovanja utiču na vaš kreativni proces i perspektivu u radu?

Putovanja su veliki izvor inspiracije za mene i moj tim. Zahvaljujući našim putovanjima, možemo kreirati živopisne i kreativne slike za reklamne kampanje naših klijenata i lične brendove. Snimali smo u mnogim različitim zemljama, uključujući Rusiju, Južnu i Severnu Ameriku, Afriku, Aziju i Evropu. Teško je zamisliti gde još nismo bili! Još nismo radili na Severnom ili Južnom polu, ali sam sigurna da ćemo na kraju otići i tamo.

Postoje li neki projekti na kojima trenutno radite?

U ovom trenutku, nastavljamo da promovišemo i publiciramo najvažnije zvaničnike ruskih preduzeća, radimo sa blogerima i influenserima iz Amerike, Evrope i Azije, kao i da nastavljamo snimanje za izveštavanje u Rusiji, Evropi i Aziji.

English here:

How did you start your career in PR? What attracted you to this field?

When I started, almost noone 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: and 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, 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 the European media, but also work closely with such countries as the USA, China, Vietnam, South Africa, Australia and New Zealand. At the same time, 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, where our client, 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. The girl was 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. Well, 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 our 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, thoughts flowing slower. Concentration on rhythm distracts 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 into music.

Tennis is my passion as well: it strengthens the faith in yourself, in your body and 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.

Team:

Hero & Model: Valentina Gurova
Interview: Nikolay Gurov
Creative producer: Cory Tran
Producer: Fate Group Pro, Kirill Kopytov
Photographer & Art director: Marina Skorokhodova
Stylist: Tatyana Fomchenko
Stylist Assist: Demina Darya
Make-up and hair stylist: Tatyana Kidyamkina
Hairdresser: Tijana Ilić
Light: Ilya Pyhov