Introducing Margarita Shramko, Founder and CEO at P. ART Communications. Margarita is a distinguished leader in Communications, a passionate advocate for Public Relations, and a seasoned Travel Expert and Advisor. With nearly two decades of extensive experience, she has been at the forefront of spearheading Communications, PR, and Sales initiatives for prominent hospitality brands, including AMAN, Fairmont Maldives, Banyan Tree Dubai, Raffles Istanbul, Doğuş Group, Sunset Hospitality Group, Dorchester Collection, and OMNIYAT.
Presently, Margarita serves as the CEO of P. ART Communications, an agency strategically positioned with offices in Moscow, which caters to the Russia and CIS markets, and Dubai, primarily focused on the GCC market. Her leadership embodies a wealth of industry expertise and a proven track record in driving successful communication strategies for renowned hospitality entities.
In this insightful interview, Margarita Shramko shares her perspective on the PR industry, challenges, global trends, and the importance of PR for B2B companies, while offering valuable suggestions for aspiring entrepreneurs in this industry.
Spark Behind The Decision
We started the interview by asking, “Why and how have you chosen PR as your career?”
Margarita Shramko shared, “From my childhood, my biggest dream was to become an international specialist, traveling around the globe and making connections worldwide. I never thought that I’d end up running my PR agency with offices in Moscow and Dubai simply because, 17 years ago, this concept didn’t seem to be real in its current shape or make much sense to me. My career led me to launch a series of PR consultancies before starting P. ART Communications. The thriving agency reflects my connections and passion.”
Margarita Shramko added, “I believe that communication—the human connection—is the key to personal and career success. The idea to start my agency came from Andrew Steele, who became my mentor and the first client of the agency. With over twenty years of experience in the luxury hospitality industry, Andrew has worked with some of the world’s most reputable brands—from Le Meridien and Mandarin Oriental to Shangri-La. He joins Fairmont Maldives from Potato Head Bali, where, as Group Managing Director, he transformed it into a globally recognized sustainable lifestyle hospitality brand. He mobilized the company to become the first hospitality brand in Indonesia to be carbon-neutral and opened the first zero-waste restaurant in the region.
If there was one person that made me grow professionally, I would say it was him. Potato Head Bali became the first client of the PR agency, marking the beginning of the exciting story that started in 2017.”
Embracing The Potential
We were curious to learn what were the major factors that influenced Margarita Shramko to build her company. So, we asked, “Why did you develop your PR agency in GCC? Tell us more about your team?”
Margarita Shramko responds, “I’ve been working in Hotels Representation Agencies for just over a decade, gaining experience in both PR and Sales. My journey began by collaborating with renowned hospitality brands like AMAN and Dorchester Collection. Since 2017, I’ve gradually shifted towards representing luxury hospitality brands.
Working with established brands has its advantages, as the messaging and reputation are already in place (half the job is done!). Being familiar with the media streamlines story placement, reducing time and effort. Additionally, prominent brands offer a robust infrastructure, allowing seamless collaboration with other teams (marketing, production, sales), thereby amplifying our campaigns. Despite the need for strategic planning, PR primarily revolves around media placement and event coordination.”
Margarita Shramko added, “Hence, P. ART Communications was conceived as a hybrid, combining elements of a PR agency with Sales and marketing representation. This approach ensures our clients benefit from the best of both worlds.
Our Head office, based in Moscow, primarily focuses on the Russian market. However, recognizing the potential of the GCC market, we recently launched an office in Dubai. Furthermore, our team comprises individuals with diverse expertise, including market research, marketing, sales, event management, and celebrity coordination. This diversity gives us a strategic advantage as we bring a comprehensive skill set to the table.”
Setting P. ART Communications Apart
To create a strong brand essence in the market, it is paramount to build unique services. We asked, “How do you differentiate your services from competitors in the current market?”
“As far as I know at the moment, we are the only hotel representation agency providing 360-degree PR and Sales services for international hotel brands in the Russian and GCC markets, with offices in Moscow and Dubai. The company is officially registered in Dubai to ensure a convenient contracting and payment process for all our clients located worldwide. Culture, travel, and art are at the core of everything we do, and these values are reflected in our high-impact approach to PR and our client list.” Margarita shared.
Adaptability Amidst Challenges
Challenging phases are an inevitable part of any business; what counts is how the organization handles them. We asked, “How do you tackle challenges in your field amidst changing market dynamics and rapid industry changes?”
Margarita Shramko shared, “February 2022 marked a month of tremendous change for Russians, with some of the most successful and talented individuals courageously making significant life shifts to move to the UAE. They brought not only their families but also their knowledge, expertise, businesses, and capital to Dubai, seeking growth opportunities not only in the local market but also globally.
As we focus on the Russian-speaking market, we have extended our services in response to these global changes. Our coverage spans the entire Russian-speaking world, targeting communities in the UAE, Turkey, the UK, Europe, and CIS countries.”
Adopting The Emerging Trends
We were intrigued to learn how Margarita Shramko ensures that P. ART adapts to the latest market trends. So, we asked, “How do you ensure your company remains adaptable to emerging trends and technologies?”
Margarita Shramko responds, “Adapting to changes is imperative for growth in any functional area, including Public Relations as a profession. Over the last decade, numerous revolutionary changes have occurred, necessitating PR professionals to stay well-versed in these developments.
Today, the digital revolution has transformed the landscape of PR. Traditional methods of story creation, involving the collection of accurate information for media distribution, were time-consuming. Presently, a short video or picture on platforms like Instagram, TikTok, and Telegram not only tells a story but also enhances brand awareness. PR professionals in modern times must remain on the cutting edge to ensure nothing is overlooked, and urgent situations can be promptly addressed.”
Margarita Shramko added, “Despite these changes, the core fundamentals of PR remain steadfast. Exceptional storytelling, robust relationships with the media, and a strong brand identity have always been and will continue to be essential. However, their utilization has evolved. PR professionals can now measure outcomes such as increased website traffic, improved conversion rates, enhanced SEO rankings, and ultimately, revenue. Unlike in the past, organizations can now justify the return on investment (ROI) of PR as an additional and measurable contribution to company growth.
For our hotel clients, we provide a competitive advantage by establishing B2B Telegram channels in the Russian language. This platform facilitates online communication with each travel agent and partner, enabling us to assist with bookings and respond to inquiries 24/7.”
Moving Forward Despite Hurdles
We further asked, “What valuable lessons have you learned throughout your career?”
Margarita Shramko continued, “An invaluable lesson from my past is the unwavering commitment to never give up—always persevere. Regardless of the challenges encountered, the key is to keep pushing forward. Life does not pause for anyone, necessitating continuous effort to stay in stride. Every time one rises from setbacks, it signifies the development of more character and strength.
Setting personal goals is crucial; they serve as a compass guiding one’s journey. The pursuit of aspirations should never cease; always strive to reach for the stars. Acknowledging that tomorrow often involves learning from yesterday emphasizes the importance of continuous growth and self-improvement.”
Navigating Through Global Trends
“How has your company effectively navigated and capitalized on emerging global market trends or shifts in consumer behavior?”
Margarita Shramko shared, “The global pandemic and subsequent lockdowns significantly impacted the tourism industry worldwide, with the hotel sector being particularly hard hit. The overarching lesson learned during this challenging period is to never give up. Despite the adversities, we not only sustained operations but also expanded our team and client base.
During this unprecedented time, our strategic focus was on emerging destinations accessible to Russian travelers amid the pandemic, including Maldives, UAE, and Turkey. By adapting to evolving travel trends, we ensured resilience and growth.”
“The outset of 2022 brought about notable events that profoundly influenced the Russian market. The tourism sector, in particular, faced challenges, including nuances and difficulties in visiting certain countries, along with restrictions on foreign services in Russia. Despite these hurdles, we capitalized on the opportunities presented by the development of new tourist destinations and successfully established an office in Dubai. This strategic move positions us to navigate the changing landscape and continue providing exceptional services to our clients.” She added.
Suggestions For Beginners
Beginners starting in a similar field will find it inspiring and helpful to hear from an expert like Margarita Shramko. So, we asked, “What are the most important qualities or skills you believe beginners should cultivate to thrive in this industry?”
Margarita Shramko replied, “In my perspective, the cornerstone of success in public relations and hotel representation lies in cultivating robust relationships with journalists and other influencers. My enduring passion for connecting with individuals and making them feel valued has been pivotal in establishing strong connections with colleagues globally over the years.
This commitment to meaningful connections has, in turn, opened doors to numerous opportunities for my clients, enhancing their visibility and positioning in the industry.”
Building Sustainable Reputation, we asked Margarita Shramko
We ended the interview by asking, “Why is PR important for B2B companies?”
“Public Relations (PR) is dedicated to shaping a company’s overall image, with its primary objective being to establish and maintain trust while ensuring credibility. Engaging in PR involves safeguarding your reputation and managing perception—effectively ‘cultivating’ your image. In contrast to advertising, where placements are paid for, PR relies on earned media, wherein a journalist validates your story or product.
The cumulative effect of stories, features, and mentions over time shapes public perception. This process is gradual and delicate, as a single negative article can have far-reaching repercussions. Therefore, integrating PR into your overall marketing strategy is crucial. It is not only about immediate impact but also about building a resilient and positive long-term reputation. Effective reputation management is fundamental to fostering enduring business relationships with our clients.” Margarita concluded.
Connect with Margarita Shramko on LinkedIn.
Find P. ART Communications on LinkedIn or visit their website to learn more.
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