Julija Jegorova

From Journalism to PR: An Unplanned Path Julija’s journey into PR wasn’t intentional—she originally planned to become an investigative journalist. A chance conversation with a top journalist led her to explore public relations, a field she knew little about at the time. This unexpected pivot eventually shaped her career, proving that seizing opportunities and networking can lead to new and exciting paths.Why Startups Need a Different PR Approach Unlike large corporations, startups don’t have an established reputation to manage—they need to build it from the ground up. This requires a different PR strategy, one focused on storytelling and visibility. Julija realized there was a gap in the market for PR agencies that understood startups' unique challenges, which led her to launch Black Unicorn PR. Her agency helps founders navigate media relations, positioning them in top-tier publications.Finding the Right PR Agency: What Founders Should Know Not all PR agencies are the right fit for startups. Julija emphasizes that founders should look for agencies that manage expectations realistically and prioritize long-term brand building over quick media hits. A good PR agency will be honest about what’s achievable and won’t promise instant results. Chemistry between the founder and the agency is also key—without trust, effective collaboration is impossible.The Role of AI in PR: A Tool, Not a Replacement With AI tools becoming more common, many feared that PR professionals would be replaced. However, Julija believes AI can enhance productivity but can’t replace human creativity and relationship-building. While AI can help with grammar checks and basic content generation, PR remains a deeply human-driven industry, relying on authentic storytelling and journalist connections.The Power of Networking and Building Long-Term Relationships Julija’s career highlights the importance of networking—not just for sales, but for long-term opportunities. She advises founders to attend industry events with an open mindset, rather than a transactional approach. Building relationships naturally, rather than aggressively pitching, often leads to valuable connections that can pay off years down the line. PR is a long game, and startups that approach it strategically—by focusing on storytelling, authenticity, and the right partnerships—can build a strong reputation that supports their growth. After earning her journalism degree in the UK, JJ built a decade-long career in PR and communications, working both in-house and agency-side with global brands like TomTom, ASUS, and VISA. In 2015, she shifted her focus to startups, leading PR for a top London tech sustainability company before founding Black Unicorn PR in 2018—a firm designed to act as a true extension of startup teams. JJ is a speaker, mentor, and advocate for young PR talent, sharing insights at events and universities across Europe. When she’s not immersed in PR, she’s a dedicated dog mom, an avid reader of murder mysteries, a food enthusiast, and, like any true unicorn, a coffee addict.  Find Julija Jegorova on: LinkedIn: Julija Jegorova Twitter/X: Black Unicorn PR Find Ben on: LinkedIn: Ben Costantini Twitter/X: @bencostantini   Be sure to follow Sesamers on Instagram, LinkedIn, and X for more cool stories from the people we catch during the best Tech events!