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E73: What Founders Get Wrong About PR — and How to Fix It (with Julija (JJ) Jegorova)
Ever wonder how some startups land top-tier media coverage while others barely get noticed?
In this episode, I sit down with Julija (JJ) Jegorova, founder of Black Unicorn PR, to cut through the noise around PR, storytelling, and media in the startup world. JJ’s worked with everyone from VISA and ASUS to scrappy scaleups — and she’s not here to sugarcoat what works.
We dive deep into:
What actually makes a startup media-worthy
AI’s real (and overhyped) role in modern PR
Crisis comms, personal resilience, and why trust > tactics
How founders can own their narrative without faking it
JJ shares her journey from journalism to launching her own agency — and why being authentic in an attention economy is the real flex.
Whether you're building a brand, pitching your story, or just trying to figure out where PR fits in your growth journey, this one’s packed with gold.
Key Takeaways
PR isn’t just press—it’s positioning, trust, and timing.
Founders don’t need to “hack” the media; they need to understand it.
AI won’t replace good storytelling—yet.
Crisis = clarity, if handled right.
Thought leadership isn’t about ego, it’s about service.
About Julija:
Julija (JJ) Jegorova is a PR and communications professional with 15 years of international experience across in-house and agency roles. She is the founder of Black Unicorn PR, a UK-based agency supporting startups and scaleups across the UK and Europe.
JJ's career began with global brands such as TomTom, ASUS, and VISA, before shifting her focus to the startup ecosystem in 2015. Since founding her agency in 2018, she has helped B2B tech companies shape their communications strategies and secure media coverage in outlets including the BBC, TechCrunch, The Guardian, and Sifted.
JJ regularly speaks at industry events, mentors early-stage teams, and teaches communications, PR, and media at university.
🎙️ Hosted by Zivile Einikyte:
https://www.perceptionparadox.com
LinkedIn:
https://www.linkedin.com/in/zivileeinikyte/
🎵 Music by Luca Nioi:
http://www.lucanioi.com/
Chapters
00:00 Introduction
01:48 The Evolution of PR in the Age of AI
03:50 Personal Journeys: From Journalism to PR
07:11 Resilience and the Path to Success
09:53 The Decision to Pursue Entrepreneurship
12:54 Navigating the Startup Landscape
15:59 The Importance of Co-Founders
19:11 Coping with Information Overload
21:55 Identifying Reliable Sources in a Misinformation Era
27:42 The Evolving Role of PR in Startups
37:39 Crisis Management and Reputation Building
39:22 When to Start PR: Founders' Perspectives
45:29 In-House vs Agency: Finding the Right Fit
49:24 Balancing Authenticity and Media Strategy
View all episodes
By Zivile EinikyteEver wonder how some startups land top-tier media coverage while others barely get noticed?
In this episode, I sit down with Julija (JJ) Jegorova, founder of Black Unicorn PR, to cut through the noise around PR, storytelling, and media in the startup world. JJ’s worked with everyone from VISA and ASUS to scrappy scaleups — and she’s not here to sugarcoat what works.
We dive deep into:
What actually makes a startup media-worthy
AI’s real (and overhyped) role in modern PR
Crisis comms, personal resilience, and why trust > tactics
How founders can own their narrative without faking it
JJ shares her journey from journalism to launching her own agency — and why being authentic in an attention economy is the real flex.
Whether you're building a brand, pitching your story, or just trying to figure out where PR fits in your growth journey, this one’s packed with gold.
Key Takeaways
PR isn’t just press—it’s positioning, trust, and timing.
Founders don’t need to “hack” the media; they need to understand it.
AI won’t replace good storytelling—yet.
Crisis = clarity, if handled right.
Thought leadership isn’t about ego, it’s about service.
About Julija:
Julija (JJ) Jegorova is a PR and communications professional with 15 years of international experience across in-house and agency roles. She is the founder of Black Unicorn PR, a UK-based agency supporting startups and scaleups across the UK and Europe.
JJ's career began with global brands such as TomTom, ASUS, and VISA, before shifting her focus to the startup ecosystem in 2015. Since founding her agency in 2018, she has helped B2B tech companies shape their communications strategies and secure media coverage in outlets including the BBC, TechCrunch, The Guardian, and Sifted.
JJ regularly speaks at industry events, mentors early-stage teams, and teaches communications, PR, and media at university.
🎙️ Hosted by Zivile Einikyte:
https://www.perceptionparadox.com
LinkedIn:
https://www.linkedin.com/in/zivileeinikyte/
🎵 Music by Luca Nioi:
http://www.lucanioi.com/
Chapters
00:00 Introduction
01:48 The Evolution of PR in the Age of AI
03:50 Personal Journeys: From Journalism to PR
07:11 Resilience and the Path to Success
09:53 The Decision to Pursue Entrepreneurship
12:54 Navigating the Startup Landscape
15:59 The Importance of Co-Founders
19:11 Coping with Information Overload
21:55 Identifying Reliable Sources in a Misinformation Era
27:42 The Evolving Role of PR in Startups
37:39 Crisis Management and Reputation Building
39:22 When to Start PR: Founders' Perspectives
45:29 In-House vs Agency: Finding the Right Fit
49:24 Balancing Authenticity and Media Strategy