An Interview With Dina Aletras

Have you seen the show Flack? Ever think of pursuing a real-life career in PR? What does it take to succeed in PR? What are the different forms of Public Relations? Do you have to have a college degree in PR? How can you create a highly lucrative career in PR? In this interview series, called “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” we are talking to successful publicists and Public Relations pros, who can share stories and insights from their experiences. As a part of this series within the Authority Magazine, I had the distinct pleasure of interviewing Kateryna Odarchenko.

Kateryna Odarchenko — political strategist, partner of SIC group USA LLC. Head of nonprofit “Institute for democracy and development “PolitA”

Kateryna has nine years of experience in communications, PR, democracy building and democracy campaign management. She is the author of 500+ publications about transparent public administration, campaign management, good governance, and civil society development. She is also the author of the “Election Game” handbook for politicians in Eastern Europe and Central Asia for democracy institution building and control of elections. Kateryna initiated several bills in Ukraine about democratic elections, women’s rights, and stronger institutions. Kateryna also initiated projects with the European Parliament for the implementation of EU laws in the Ukrainian legislature. She organized 12 experience exchange programs for EU professionals and public administrators in the USA, the EU Institutions, UAE, and Israel. She has more than five years of experience in cooperation with Ukrainian and Eastern European press, often writes for American think tanks, and participates in media communication. Married, lives with 3 kids in the Washington DC metro area.

Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?

Certainly! My father’s prominent role as a politician in Ukraine deeply influenced my career path, leading me into communications, PR, and electoral strategy. This work has been a passion of mine since youth, driven by a desire to make meaningful impacts.

Can you share the most interesting story that happened to you since you began at your company?

One of the most significant moments was spearheading digital communications in Eastern Europe. Before 2015, the region underutilized online reputation management tools. Through educational projects and lectures, we pioneered this field, meeting a newfound demand. Additionally, applying neuromarketing to communications and politics here has been groundbreaking.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Early on, we focused heavily on one stable client without planning for broader growth. It took us four years to pivot towards more strategic development, highlighting the critical importance of strategic planning from inception.

What are some of the most interesting or exciting projects you are working on now?

Currently, I’m leading the electoral campaign for Yulia Tymoshenko, a prominent advocate for democratic reforms in Ukraine. Additionally, we’re engaged in media communication projects combating disinformation in the upcoming European Parliament elections.

You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Stability, ambition, and perseverance have been crucial. For instance, during challenging projects, maintaining stability fosters team confidence and client trust, while ambition and perseverance drive innovation and sustained growth.

You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Stability, ambition, and perseverance have been crucial. For instance, during challenging projects, maintaining stability fosters team confidence and client trust, while ambition and perseverance drive innovation and sustained growth.

For the benefit of our readers, can you help articulate what the different forms of PR are?

I specialize in political PR, crisis PR, public organization PR, and personal branding for individuals.

Where should a young person considering a career in PR start their education? Should they get a degree in communications? A degree in journalism? Can you explain what you mean?

It’s essential to focus on mastering communication tools. While specific topics can vary, lacking communication tools can render efforts ineffective.

You are known as a master networker. Can you share some tips on great networking?

Creating platforms independently, such as high-level forums, enhances networking opportunities.

Lead generation is one of the most important aspects of any business. Can you share some of the strategies you use to generate good, qualified leads?

Consistent interaction with industry leaders fosters successful lead generation.

Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why?

1. Sensitivity to public sentiments, interests, and trends.
2. Ability to work effectively under tight deadlines and focus.
3. Always analyze project results comprehensively and draw conclusions.
4. Fearlessly experiment with new communication methods.
5. Don’t hesitate to speak about your successes openly.

Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be?

I would inspire a movement to enhance transparency in governance globally, empowering citizens with accurate information and fostering trust in democratic processes.

This was really meaningful! Thank you so much for your time.