6 questions with: Katerina Antonova of Aeris PR

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Katerina Antonova of Aeris PR

Aeris PR Founder and CEO Katerina Antonova leads an company specializing in boosting model recognition for tech startups in varied areas, incomes respect for her progressive strategy to merging expertise and communication.

Antonova is a seasoned world PR marketing consultant famend for her experience in industries reminiscent of AI, AR/VR, fintech, and martech. She additionally passionately helps feminine entrepreneurs by way of her worldwide Womenpreneur membership. 

We caught up with Antonova to get her tackle the way forward for comms execs and the evolving communications {industry}.

What ebook, podcast or different media do you suggest to different comms execs?

Let’s begin with books. My first suggestion could be “Made to Stick: Why Some Concepts Survive and Others Die” by Chip Heath and Dan Heath. As communication execs, we all the time try to carve out messages which can be memorable, and this ebook analyzes why sure concepts turn into eternal whereas others don’t.

The second ebook I wish to suggest is “Constructing A StoryBrand: Make clear Your Message So Prospects Will Pay attention” by Donald Miller. In the present day, within the age after we are bombarded by new info virtually each minute, it’s vital for a enterprise to have a transparent and compelling message so as to lower by way of the noise. To attain that, one ought to study to simplify what they’re attempting to say. This ebook helps with that.

As my third suggestion, I’d go along with “Contagious: Why Issues Catch On” by Jonah Berger. It’s a great match for my first suggestion as a result of this ebook explores why some merchandise and concepts go viral and the way a enterprise can leverage these insights.

As for podcasts, often I flip to “The PR Week” for industry-related information, traits overview, and interviews. I like “The Artwork Of Appeal” for beneficial suggestions and methods for environment friendly communication which can be useful in each private {and professional} settings. I additionally like “How I Constructed This” with Man Raz. It’s not strictly about communications however these interviews with entrepreneurs can supply beneficial classes on branding, messaging, and storytelling. 

As well as, I’d suggest listening to TED Talks. A variety of them are about communication, storytelling, and media, and so they can spark inspiration.

What’s your favourite device you utilize repeatedly for work?  

I exploit a set of go-to instruments frequently, every helps me with specific duties. Zoom permits me to speak with my shoppers and my crew. In each circumstances, these are people who find themselves located in numerous international locations and consistently journey, similar to me. At Aeris PR all of us work remotely and our shoppers are tech corporations from the US and Europe, so video calls are essentially the most environment friendly technique of communication.

Dilims is one other app that helps me with communication with the shoppers and the crew. It permits retaining monitor of workplace hours in varied time zones and discovering overlapping slots for conferences with individuals working inside them. Additionally, I intensively use Notion as an area to retailer info and a device to share it with others and Miro, an internet whiteboard that’s nice for collaboration. 

These will not be precisely instruments for work, however I repeatedly use apps for meditation so as to recharge, regain focus, clear my thoughts, and maintain nervousness away. I believe they assist me to work higher and keep away from burning out, so they’re vital too.

What excites you most about the way forward for communications?

Just lately there have been a number of technological breakthroughs which can be altering the panorama of media particularly and human communication generally. To start with, let’s take some of the hyped-up matters of the current – synthetic intelligence. It’s fascinating to see how AI helps velocity up some communication-related processes. For example, it might probably fairly effectively compose drafts for emails, displays, social media posts, and different texts.

Secondly, it’s very possible that sooner or later sooner or later AR and VR are going to be a typical a part of communications. These applied sciences are already used fairly extensively, and a communication skilled ought to contemplate incorporating them into their technique when brainstorming. Perhaps, now it’s not in such a excessive demand however issues are altering quick at the moment. So, it’s higher to consider it now.

What communications problem retains you up at night time?   

Truthfully, I don’t expertise any hassle with sleeping at night time. Firstly, I do my job completely and pretty, so my conscience is all the time clear. Secondly, by now, I’ve realized the way to take management of stress with the assistance of meditation and yoga. These two issues have extremely boosted my means to maintain calm.

Normally, I desire to maintain my give attention to issues that get me up within the morning as a result of my work drives me and offers me power. Generally, although, if I journey late at night time or transfer to a distinct time zone, I may fit late within the night and even throughout night time time. I journey lots and my crew and shoppers are all in numerous time zones, so work retains me awake at night time infrequently.                                                                                                     

What’s the most important problem you’ve overcome in your profession?

At Aeris, we’re all the time bold. We’re consistently attempting to surpass our consumer’s expectations by serving to them to get printed within the top-tier media retailers which can be virtually unattainable to get into. It’s all the time a problem however an thrilling one. We take pleasure in it.

Additionally, we principally work with early-stage startups and it has its challenges. Above all, we’re very versatile and adaptable. For example, we had a consumer who determined to barely shift and broaden the positioning of his startup and alter its technique after three months of working with us. Our crew shortly tailored to that by crafting a brand new PR plan for the upcoming three months whereas retaining some bits of the earlier plan and merging them with our new concepts organically.  

What’s the greatest recommendation you’ve ever gotten?

There’s lots that I’ve realized by way of the years that I’ve been working within the subject. In all probability, the perfect piece of recommendation could be to all the time take note the place you’re going and why, which means that it’s best to all the time keep in mind your targets and values and verify infrequently in case your present trajectory is well-aligned with them. And, after all, it’s best to always remember to benefit from the journey.

One other helpful piece of recommendation could be to by no means cease studying. There are some common classes that all of us should study whereas rising personally and professionally. There are some issues that you need to study relying in your background and the trail that you just’ve walked up this very second. 

For an entrepreneur and a pacesetter, it’s vital to study to delegate and belief your crew, to keep away from the need to manage every little thing on a regular basis and micromanage. By the way in which, going again to the query about sleeping at night time, studying these classes additionally helps to lower stress and sleep nicely.

Isis Simpson-Mersha is a convention producer/ reporter for Ragan. Observe her on LinkedIn.

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