the Executives · A Dialogue with Majid

Natalia Varhich Podcast, PR Specialist @ EASE

With Natalia Varhich

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About this episode

In the debut episode of The Executives: A Dialogue with Majid, host Majid, CEO of Marminova and Chief Digital Wordsmith at Xtartup Bar, speaks with Natalia Varhich from the European Association of Software Engineering (EASE) about the critical role of PR in startup growth and branding.

The conversation highlights how “getting featured can be a startup game-changer,” with Natalia sharing her PR journey, EASE’s impact, and the unique challenges startups face compared to established companies. She offers insights through success stories, cost-effective strategies, and tips on handling PR crises.

Listeners learn why founders play a central role in PR—through personal storytelling, narrative building, and engaging with the press at the right time. The episode also explores the value of events and looks ahead to the future of PR, closing with advice for aspiring PR specialists.

This episode is a must-listen for anyone interested in startup success, leadership, and the power of strategic PR.

Episode chapters

0:19 Introduction
1:00 Natalia's journey into PR
2:48 The importance of PR for startups
5:44 More information about the European Association of Software Engineering
6:50 Why is PR important for a startup?
7:30 Difference between PR in startups and companies
10:08 A success story of a PR for a startup
12:08 Challenges for startups in PR
16:50 Do events help startups?
19:52 When should startup founders share their ideas with the press?
21:30 What are cost-effective strategies for startups to do PR?
24:26 Is there something called too much PR?
25:05 How can startups do PR in a crisis?
31:58 What are the roles of founders in PR?
34:32 Should founders share their stories about why they are doing the startup?
36:51 Can startup founders create stories to support their startup?
38:55 How to become a PR specialist?
40:45 What is the future of PR?
43:38 Conclusion

About the guest

Natalia Varhich

PR Specialist

Natalia Varhich is a Public Relations specialist with over two years of experience working with both Ukrainian and international brands. She currently serves as the PR & Communications Specialist at the European Association of Software Engineering (EASE), a dynamic and exclusive IT community that connects over 6,500 leaders across fields such as software development, UI/UX design, robotics, hardware, and cybersecurity. In her role, Natalia focuses on building impactful communication strategies that elevate brand identity and support startup growth. In this episode, she shares her journey into the world of PR, her work at EASE, and the vital role PR plays in shaping how startups engage with the public. With a practical mindset and strong storytelling ability, she offers valuable insights on everything from crisis communication and founder visibility to cost-effective PR tactics. Natalia’s perspective brings clarity to how startups can use public relations not just to get noticed, but to build lasting, authentic connections.

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