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.

I work in international PR and communications, focusing on the US and European markets. I help startups, founders, and C-level executives build visibility through media, expert positioning, and strategic communication. I'm currently based in Amsterdam and work across global markets, supporting clients who want to grow their presence beyond a single region.

Most of my clients come with the same challenge: they have a strong product, expertise, or traction — but no clear understanding of how PR actually works, where to show up, or how to turn media visibility into something meaningful for the business. Sometimes they've already tried PR, but ended up with scattered placements that didn't build trust, authority, or long-term recognition. That's exactly where I come in. I don't focus on random publications — I build a structured approach where positioning, messaging, and media outreach work together to support real business goals.

I've been working in PR for over 7 years, with experience both in agencies and in-house. My clients have been featured in international and industry media, built credibility in competitive markets, and grown their presence through earned media rather than paid placements — because trust built through earned media cannot be replicated. Whether you're entering new markets, building a founder brand, or trying to break into US and European media, I help you do it in a structured and practical way.

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

Subscribe on Substack →
02— Work

Selected cases

01 / 04
01
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AI Startup

Earned media · Founder visibility

Founder PR · AI · NDA

A service with interesting introductory information — it's forbidden to cover product details, client names, or performance metrics in the media. But the startup still needed credibility and media presence in the US and European markets. To achieve its business goals, we began working through the founders' personal brands.

Result

Total media reach of over 420,000 people in the first 3 months, all through expert columns with native mentions of the startup without disclosing product information.

02
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EMCD

Founder PR · US market

Personal Brand · Crypto

The founder of a leading crypto mining platform needed to establish a credible personal brand in the US market — entering without prior media presence in a highly competitive space. The focus was on building authority, visibility, and access to the right industry network.

Result

Top-tier crypto media coverage + strategic industry connections in the US.

03
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Global Director

Ongoing media presence · E-commerce

Personal Brand · E-com · NDA

A Global Director at a major international e-commerce network needed steady visibility — without it becoming another thing to manage. Not a campaign. Not a launch. Just a consistent, credible presence in the right places.

Result

Ongoing media presence maintained with minimal time from the client — targeted placements that kept the director visible and credible within their industry.

04
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HR Leader

International PR strategy · UK focus

Personal Brand · HR · NDA

A senior HR leader with deep expertise but no media presence wanted to attract inbound clients — through visibility, not outreach. The target market: the UK. The constraint: no existing brand, no publications, no speaking history.

Result

2 industry features in Q1 — combined audience of 500,000+. Speaker roadmap built and preparation underway for live events.

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.

ER
The European Business Review empowering communication globally
Futureweek AI in Media & Marketing
The AI Journal
cryptonews
Cointelegraph
₿
Bitcoin.com News
CoinDesk
People Management brought to you by the CIPD
HR
Medium
Substack
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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Mariia Aborkina, Public Relations · KvK 95974946 · BTW NL005178221B25