Meet the Writer: HackerNoon's Contributor Polina Kurach, PR

So let’s start! Tell us a bit about yourself. For example, name, profession, and personal interests.

Hey all, my name is Polina, and I'm the co-founder of a PR agency. For the past 10 years, I've had the privilege to work on some of the most high-profile projects globally, including the Sochi and Rio Olympic Games, Expo 2017 in Astana, and the World Economic Forum in Davos.

My primary expertise is strategic communications, crisis communications, and reputation management. I also worked with major tech brands like Qiwi, Check.me, and Miraflights, which are very prominent startups.

When I'm not working, you'll definitely find me skiing or doing hot yoga in the winter, growing my personal jungle at home, and searching for the best ice cream in the city during summer. Oh and cooking all the time year round.

Interesting! What was your latest Hackernoon Top story about?

My latest story was about how to approach PR when you are a tech startup because, at some point, you’ll start wondering what PR can bring to your table. It could be specific media exposure, clients, sales, or really anything else depending on what you’re aiming for. I was sharing which tools to use and how they would work in particular situations. I was happy that it resonated with the readers and that I got comments from people, which was cool.

Do you usually write on similar topics? If not, what do you usually write about?

I mostly write about public relations for different target audiences: from colleagues in the field with whom I share my experience to tech startup founders and top management where I share simpler steps to achieve what they’re looking for.

When we’re talking about public relations in the tech sector, there are a lot of nuances, and things can change overnight, so it’s crucial to stay at the forefront of these changes. Especially when you’re working in PR, you need to be two steps ahead of everything that’s going on.

I also write about team development, which is a topic I’m particularly passionate about right now. There aren’t many companies that are truly ethical, caring, and sustainable toward their talent, and for me, it’s one of the areas where I genuinely hope to make an influence across various industries, especially in technology startups and, of course, the agency industry as well.

Great! What is your usual writing routine like (if you have one?)

I don't have a specific writing routine. I'd say that I first have an idea of what I want to talk about, and for some time, I just see how I feel about it—if I have enough information to write about it, if I have enough expertise or data, or if I need anything else. Sometimes, I check if I need to interview someone to get precise information, or if I can just sit down and write.

When the moment feels right, when I feel ready to put everything into writing, I sit down and try to concentrate on it. It usually takes me around six to eight hours, which is quite a lot, but if you want to write really good material, that’s what it takes.

Being a writer in tech can be a challenge. It’s not often our main role, but an addition to another one. What is the biggest challenge you have when it comes to writing?

The biggest challenge for me as a PR expert in the tech startup field is that I’m always writing for my clients — columns, media pitches, strategic messaging, etc — and when it comes to writing for myself, I just don’t want to do it anymore. This is why I really need to be passionate about a topic to feel motivated to sit down for another six or eight hours to write something else.

Sometimes, it’s hard to find the energy after a long day of writing for others, but when the topic is right, I feel inspired to do it.

What is the next thing you hope to achieve in your career?

I want to continue growing as a recognized leader in my field, and my goal is to maintain my current pace while pushing the boundaries of what public relations can achieve for my clients. I’m also focused on helping others grow, and it’s very important to me that the talent within my reach receives all the necessary support and information they need to develop into leaders like me.

I’m truly proud of this, and I hope to leave a lasting impact in the PR industry—not just for myself, but for those striving to succeed. I want them to have access to these opportunities.

Wow, that’s admirable. Now, something more casual: What is your guilty pleasure of choice?

I have two guilty pleasures now, and both are related to food. I’m now trying to do more sports because I really want to see those abs, and every extra calorie feels like it’s mentally and physically draining me, so I try to avoid them. Buuuuut, we are all allowed to have cheat meals, right?

So, my first guilty pleasure is the pain au chocolat from my local bakery. They bake only around 20 to 30 each morning, and they’re sold out literally within 40 minutes of coming out of the oven. And when I feel that craving, I wake up earlier just to get there on time for one of those chocolate croissants and grab a coffee — which I don’t usually drink, but when it’s cold, it’s exactly what I need to start my day.

The second is pasta Bolognese from a local pasta shop. They make it by hand daily with a fabulous meat ragu and amazing meatballs that I can’t say no to. Sometimes, when I’m tired and need a little motivation, I love watching Only Murders in the Building while enjoying that pasta. It’s just the best feeling—watching a warm, family-oriented show and having homemade pasta.

Do you have a non-tech-related hobby? If yes, what is it?

I love learning new things. Currently, I'm enrolled in courses on wine and the history of jewelry making. I’m also taking some classes in art history, and I want to pick up watercolor painting again. I used to paint a lot, but now I don’t, so I’m thinking of getting back into it in a couple of months when I have more time.

Recently, I’ve also gotten into dancing, focusing on body plasticity and connecting with my body — feeling movement throughout rather than just following choreography.

What can the HackerNoon community expect to read from you next?

I'm really excited to get back, and I can’t wait to share my new thoughts because, since my last article, the PR industry has definitely evolved. Some things have stayed the same, but some have changed. Most importantly, I want to share my thoughts on managing people at a startup, working with Gen Z, and building a successful PR agency focused on tech companies. I believe my ideas and approach could be helpful to others.

Thanks for taking time to join our “Meet the Writer” series. It was a pleasure. Do you have any closing words?

Thank you for having me as part of the HackerNoon community. I look forward to connecting with everyone who reaches out to me. I'm excited to contribute more stories and insights, and honestly, I believe that learning is key. I can’t wait to catch up on everything I've missed, read industry-related content in the tech world, and share my thoughts and insights with all of you.