PR

The right story
in the right
hands

I connect brands and leaders with the media and audiences that matter — through strategy, precision, and stories worth telling.

PR Strategy Media Relations Earned Media Owned Media Paid Media PR Department Consulting Reputation
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PR Strategy Media Relations Earned Media Owned Media Paid Media PR Department Consulting Reputation
01— About

Who I am

Mariia Aborkina
4 PR depts built from scratch
50+ Strategies developed
100+ Earned media placements

PR is a long game.
I'm here to help you play it right.

Based in Amsterdam, I'm a PR strategist specialising in international markets. Over the past 2 years I've been focused exclusively on global communications — working with tech startups, founders, and C-level leaders on strategies that actually move the needle.

My approach is always integrated. Everything I build serves your actual business goals — not just your media count. Depending on what you need, that means media placements, expert commentary, speaking slots, podcast features, or collaborations. Earned media sits at the core of most strategies I develop, because coverage you've genuinely earned builds trust that no paid placement can replicate.

I don't rush results. I build the foundation that keeps working long after the first headline.

Whether you have no PR strategy yet, can't break into the right media, or simply don't know where to start — that's exactly where I come in.

I write about PR tools, media strategy, and earned media — in depth, without fluff.

Subscribe on Substack →
02— Work

Selected cases

01 / 04
01
Founder PR · AI · NDA

AI Startup

Earned media · Founder visibility

The brief

An early-stage AI startup needed media presence — but with a hard constraint: no product details, no client names, no numbers could be disclosed publicly. The challenge was to build credibility without being able to prove it through results.

What I did

Shifted the focus entirely to the founders' expertise. Built a media strategy around their knowledge and perspective — placing them as thought leaders in AI through commentary, analysis, and opinion pieces rather than product stories.

Result

Industry media placements with a combined reach of 420,000+ — achieved in 3 months, with zero product disclosure.

02
Personal Brand · Crypto

EMCD

Founder PR · US & Russia markets

The brief

The founder of EMCD — one of the leading crypto mining platforms — wanted to build his personal brand and grow his presence among entrepreneurs and key decision-makers in two very different markets: the US and Russia. No PR strategy existed, no media presence.

What I did

Developed separate PR strategies for each region. In Russia — editorial placements in industry media. In the US — expert commentary, analyst positioning, and a full audit of 30+ business events to identify the highest-value speaking and networking opportunities for the founder and his team.

Result

Earned media placements and expert comments in both markets. 30+ events analysed — giving the team a clear, prioritised roadmap for where to show up and why.

03
Personal Brand · HR · NDA

HR Leader

International PR strategy · UK focus

The brief

A co-founder and senior HR leader wanted to grow his personal brand internationally — with a focus on the UK market and beyond. The goal: become a recognised voice among HR professionals and attract inbound clients through visibility, not outreach.

What I did

Built a full international PR strategy combining earned media and speaking engagements. Identified target publications, developed the expert positioning, pitched to industry outlets, and began preparing the client for live speaking at business events and clubs.

Result

2 industry features in the first quarter of work — with a combined audience of 500,000+. Speaker preparation underway for upcoming events.

04
Personal Brand · E-com · NDA

Global Director

Ongoing media presence · E-commerce

The brief

A Global Director at a major international e-commerce network needed a consistent, low-maintenance media presence — not a full campaign, but a steady signal. The goal was targeted visibility in the right places, on demand.

What I did

Set up a supporting communications flow: regular expert commentary in industry media and a Medium presence to establish a consistent editorial voice. Focused on quality over volume — the right outlets, the right moments.

Result

Steady media presence maintained without disrupting the client's schedule. Targeted placements that kept the director visible and credible within their professional community.

03— What I offer

Services

01 PR Strategy Development What's included+
PR is about creating the right perception — of a brand, a product, or a person — through genuine relationships with media and audiences. Every strategy I build starts with a deep dive into your business: what you do, how you do it, and what makes you worth writing about.

I study your strengths, identify growth opportunities, and choose the most effective channels and formats for your specific goals. No two strategies look the same — because no two projects are the same.
What's included
  • Brand and product audit (brief + research)
  • Competitive and media landscape analysis
  • Target audience and channel selection
  • Messaging and positioning framework
  • PR roadmap with priorities and timelines
  • KPIs and measurement approach
02 Public Relations What's included+
This is where strategy becomes coverage. Based on your brief and goals, I build a targeted media list, craft pitches that editors actually want to read, and find the angles that make your story genuinely interesting — not just promotional.

I focus on building real relationships between your brand and the media landscape: organic placements, expert commentary, and earned trust that pays off long-term.
What's included
  • Tailored media list (target outlets and journalists)
  • Pitch development and outreach
  • Expert commentary placement
  • Earned and owned media planning
  • Media relationship management
  • Ongoing monitoring and reporting
03 Building a PR Department from Scratch What's included+
If your company has never had a PR function — or has outgrown ad hoc communications — I help you build it properly from the ground up. This is long-term work, and it's designed to leave you with something that runs without me.

I start with an audit of your current communications, then design the structure, processes, and team you actually need.
What's included
  • Audit of existing communications
  • PR function design (team, tools, workflows)
  • Strategic plan for 12 months
  • Tactical plan for first two quarters
  • Hiring support and candidate evaluation
  • Process setup (reporting, Kanban, briefs)
  • Team onboarding and knowledge transfer
04 Personal Brand PR What's included+
A strong personal brand builds trust in your company before anyone reads your website. I help founders and senior leaders become recognisable, credible voices in their field — through media, events, and content that reflects who they actually are.

The result: visibility that attracts clients, partners, and talent — and a reputation that grows on its own.
What's included
  • Personal brand strategy and positioning
  • Media presence (publications, commentary)
  • Conference and event selection
  • Speaker preparation and pitch support
  • Content planning (Medium, expert columns, etc.)
  • Promotion where relevant
05 Consultation Good for+
Not sure where to start? Need a second opinion on your PR approach? A one-off consultation gives you clear answers, practical direction, and a plan you can act on — whether you're a founder figuring out your first PR steps or an in-house team that needs expert input.

No long commitments. Just the clarity you need to move forward.
Good for
  • Founders exploring PR for the first time
  • Teams reviewing or auditing their strategy
  • Early-stage PR specialists seeking mentorship
  • Anyone with specific PR questions to answer
04— Publications

Featured in

Thought leadership, expert commentary, and bylined articles across international media.

CoinDesk
Cointelegraph
The AI Journal
Medium
HR
People Management brought to you by the CIPD
Futureweek AI in Media & Marketing
cryptonews
₿
Bitcoin.com News
05— Get in touch
Available for new projects

Let's talk
about your PR

Whether you have a project in mind, a question about strategy, or you're simply curious about what PR can do for your brand — fill in the form and I'll get back to you.

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Mariia Aborkina — PR & Communications
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