In today’s world, where communications are becoming increasingly important, PR professionals play a key role in shaping the image of companies and their public relations. Interviews with such professionals are always inspiring, not only because of their in-depth knowledge of the industry, but also because of their ability to find a precise and diplomatic approach to communication challenges.

In recent years, interest in cryptocurrencies has grown significantly, as evidenced by various surveys and studies. In particular, according to a report by Chainalysis, cryptocurrencies are no longer a niche for enthusiasts but are becoming a financial reality for many countries. However, despite the great interest, some users are still sceptical about new technologies, but effective PR strategies help to bridge these trust gaps and create a positive perception of cryptocurrencies in society.

To find out more about the trends shaping the modern digital space, I spoke to Samira Abdulova, Head of Global Communications and Partnerships at WhiteBIT with over 11 years of experience in communications. In our interview, we discussed with Samira how the PR industry has changed in recent years, the specifics of national and global PR, as well as effective strategies that allow brands to stay on the wave of success.

– Could you please tell us how you started your career? What was the beginning of your journey in the PR field?

My journey in communications has been going on for more than 11 years, and I am thrilled that the profession I have chosen aligns perfectly with my passion. I graduated from the Institute of Journalism at Taras Shevchenko National University of Kyiv specialising in advertising and public relations and immediately started working in my field. At the age of 18, I started my career at the Bureau of Marketing Technologies agency, where I worked on creative copywriting and storytelling for brands such as Škoda, Kovalska and Roshen. Over time, I gained experience in various agencies and in-house teams.

Later, I switched to the FMCG sector, where I was responsible for external communications at McDonald’s in Ukraine for almost four years. This gave me a unique experience of working for an global corporation, managing 360-degree campaigns alongside some of the best professionals in communications and marketing. The war was a turning point for me, after six months of closing McDonald’s restaurants in Ukraine, I decided to make a radical change and choose a field that could exist online so that neither COVID nor the war would have a direct impact. Do I changed my field and joined WhiteBIT to head the global communications department and build the company’s strong reputation on the international market.

This was a challenge for me: transition from traditional FMCG to Web3 and dive deeper into fintech. However, together with a professional team, we are building communication strategies that promote the mass adoption of blockchain technologies.

– How, in your opinion, has the PR industry changed in recent years? And how relevant is it now, especially in the digital space?

The PR industry has undergone a significant transformation. We have moved from long reads and traditional press releases to short, concise formats that align with today’s fast-paced lifestyle. Today, the audience’s attention is scattered due to a large amount of information, so the main task of PR is to convey a key message in a few seconds. Short news updates, Instagram Stories, TikTok videos — these are the new communication standards.

At the same time, the emphasis has shifted from simply generating newsworthy events to creating meanings and cultural codes that resonate with the values of the audience. In the fintech industry, for example, we explain complex concepts in simple terms and demonstrate the practical value of products. It is crucial to adapt to changes, keep up with trends and constantly improve your skills. This applies not only to individual training, but also to sharing cases with colleagues. The industry is evolving rapidly, and staying relevant requires growing along with it.

– What, in your opinion, is the difference between local and global PR? What strategies and approaches do you usually employ depending on the market?

Local PR is always based on a deep understanding of the mentality, culture, geopolitical and social context. A successful local campaign takes into account the insights of the audience: their pains, desires and how the product can solve their problems. To do this, we actively conduct customer development, commission market research and analyse feedback. We also regularly organise surveys among platform users. This helps us to build campaigns that resonate with the local audience.

Brands that implement global strategies without adapting them to local realities often face challenges. Audiences can tell when a brand doesn’t understand or connect with them.

On the other hand, global PR campaigns are often more universal in nature, based on shared values and cultural codes. They have a less emotional impact on the audience, as they focus on general messages. However, in order for a global strategy to be effective, it is very important to adapt it at the local level, involving local teams, speakers and experts.

This is particularly relevant to fintech. For example, during the launch of the WhiteBIT Nova cryptocurrency card, we implemented localised communication campaigns in several countries. In European countries, the key message was focused on the convenience of payments in euros and integration with local banks. In Asia, the focus was on transaction security and new opportunities for international transfers. This localisation of messages allows us to make the product closer to the needs of a specific audience.

Localisation of messages and strategies is not just a tool for adaptation, but an important element of successful PR that allows a brand to be heard and understood in each specific region.

– What hard and soft skills do you consider essential in your profession? How important is it to maintain a balance between these skills, and is it even possible to achieve it?

Hard skills are the foundation, but it is soft skills that determine how effective a specialist will be. In PR, analytics, writing, understanding the media space, and working with data are important skills. However, even the best technical specialist will not succeed without the ability to interact with the team, establish contacts and think strategically.

During the selection process, I always look for balance: if a candidate has strong hard skills but weak soft skills, it will be difficult to work with them. On the other hand, a charismatic communicator with excellent soft skills but no basic professional knowledge will also not bring the desired result. The balance is achieved when a specialist has both professional skills and an understanding of how to work with people and the cultural context.

– You have implemented many successful campaigns at WhiteBIT. It is worth mentioning the WhiteBIT case for Euro 2024 with football cards in ATB supermarkets. What do you think made this campaign effective and memorable for the target audience? And how does the company understand that its campaign is successful?

This campaign is a vivid example of the mass adoption of cryptocurrencies. We wanted to create something that would simultaneously evoke nostalgia, touch emotions and introduce people to the world of cryptocurrencies. By combining ATB supermarket chain, our national football team and USDT stablecoin, we offered people a unique experience: collecting cards of their favourite football players with the opportunity to receive cryptocurrency.

The best indicator of success is audience engagement. People were queuing up from 5am, sharing cards on social media and creating their own content. UGC (user-generated content) on TikTok exceeded all our expectations. The key was that the campaign combined an emotional experience with practical benefits, bringing cryptocurrency closer to people.

– According to Chainalysis report, in the past year, crypto activity has exceeded the figures of 2021. With the growing number of crypto users, there is a need for developing new strategies as competition in the market is also increasing. In particular, this summer, your company held the exclusive event WhiteBIT CUP 2024 in Barcelona. How do you assess the role of such events in gaining a competitive edge in the market? What are the key factors, in your opinion, that define a company’s success on the international stage?

Events such as the WhiteBIT CUP certainly help to increase brand awareness and attract a new audience. They provide an opportunity not only to present the company, but also to create an emotional connection with customers and partners. For example, the competition at the FC Barcelona stadium, where VIP guests had the opportunity to play with the club’s legend Juliano Belletti, became a symbol of our approach to customer relations — personal and emotional. Such events allow the brand to stand out from the competition, especially in the increasingly competitive cryptocurrency market. Today, not only innovative products are important, but also the way we interact with our customers and partners, creating a unique experience for them.

– Continuing the theme of WhiteBIT CUP 2024. The event brought together crypto enthusiasts and WhiteBIT partners and provided an opportunity to play on the fields of your partner FC Barcelona. Do you think that such events can change approaches to marketing and partnerships in the crypto industry? And if so, how?

Marketing and partnerships in the crypto industry are undergoing a transition to personalised communications. We are moving from mass campaigns to direct communication, when each client receives an individual approach. WhiteBIT is actively developing 24/7 support, including voice support, which is a rare phenomenon in the cryptocurrency market. Customers should feel special and safe. Events such as the WhiteBIT CUP help to strengthen these communications, as people trust a brand that puts them first.

– What new trends in PR do you consider the most promising?

One of the key trends is the use of artificial intelligence. At WhiteBIT, we actively use AI to analyse data, monitor media, and measure our market visibility.

The second trend is content authenticity. In a world where artificial intelligence generates billions of texts, companies need to ensure the quality and uniqueness of their content.

Social responsibility also remains important. Our charity work not only supports communities but also builds brand trust.

The latter is personalisation. Today, people trust individuals more than brands.

– How is your company adapting to these changes?

We focus on the use of artificial intelligence and analytical tools. Artificial intelligence allows us to efficiently process large amounts of data, create content and tailor communications to the needs of a specific audience. At the same time, we maintain our focus on content authenticity and social responsibility.

– It is well known that PR mistakes can have serious consequences for a company’s reputation. For example, as it happened with Bitconnect, where a lack of transparency and a delayed response to criticism cost the company its reputation. What strategies would you recommend to companies to avoid PR problems similar to those that happened to Bitconnect?

In the cryptocurrency industry, it is extremely important to maintain transparency and be prepared for crisis situations. Assessing risks and responding quickly to them is key to maintaining your reputation. As a company, we understand that a single piece of news can have a significant impact on the market, so we have established rapid response processes. For example, we actively work with crisis scenarios and create clear protocols for such situations. It is important to adhere to high ethical standards and be prepared for any crisis, responding to it in a timely and balanced manner.

– Could you provide some advice on how to effectively respond to crises, both professionally and emotionally?

The key to successful crisis communications is preparation in advance. We create anti-crisis plans for different scenarios, clearly defining who is responsible. It’s important to stay calm and act rationally.

We divide crises into red, yellow and green and adapt our response strategy depending on their scale.

– What three key pieces of advice would you give to someone just starting their career in PR?

1. Get a good basic education. Understanding the basics of journalism, communications and media work is critical.

2. Develop your networking. In PR, relationships are very important. But remember that it should be a systematic process, not a one-off interaction.

3. Keep learning. The world of communications is constantly changing, and only those who are ready to adapt remain competitive.

Originally published at https://36crypto.com on January 28, 2025.