Anastasia Golovina is an international PR consultant at Ditto PR, a Brooklyn-based agency known for client-focused culture and strong media relations. Golovina has extensive experience in journalism and in communications for blockchain and financial projects — managing PR for Ripio Credit Network, SingularityNET, Celsius, and others. She has placed clients in Bloomberg, Forbes, CNN, Business Insider, and the New York Post.
The Interview
Q: What are the biggest challenges PR professionals will face in 2021?
A: Albert Einstein once said, "In the midst of every crisis lies great opportunity." That's what 2020 taught us. The media landscape changed rapidly. In 2021, PR professionals need to be expert in traditional media relations, social and digital content marketing, and advertising. They also need a strong understanding of clients' businesses. The main challenge remains the same: breaking through the noise. We have to get more creative and find new channels to reach the right audiences.
Q: How hard is it for an immigrant and non-native speaker to work in PR?
A: It can be challenging — language barrier, cultural differences, different business practices. I work with many international clients, and even though many speak a common language, they don't always understand each other. I've always been interested in learning languages (I speak three) and about different cultures.
Q: How has the pandemic affected the way you communicate with journalists?
A: You can't get coffee with a reporter in person these days. But my relationships with reporters have improved. The key is to be human. A lot of us are stuck at home craving connection. Reach out to a reporter once a week and offer a virtual coffee — no pitching, just genuine conversation. Follow reporters on Twitter and engage. Instagram is good for informal interactions — I post my cooking and share recipes. The most important rule: be a good source. If you've always been reliable, they will come to you.
Q: How did Ditto PR gain more clients during the pandemic?
A: We're always thinking about how to add value to clients' businesses, not just gain PR coverage. Our approach is twofold: PR should advance business goals (more customers, investment, etc.), and we deliver a broad range of output (media training, crisis resolution, op-eds, events, influencers, media relations).
Q: How has pitching changed this year?
A: A lot of reporters have changed beats — turning to COVID coverage or switching industries. It's crucial to have your finger on the pulse. Provide relevant data whenever you can. There's a greater need for human-interest stories — every client has a story to tell.
Q: What should international companies know before entering the US market?
A: You'll need to adjust everything — messaging, positioning, target audiences. Your brand's relative obscurity can be an advantage depending on how differently you present in this market. Building customer relationships from scratch isn't efficient. Partnerships with companies that already have market share can be incredibly beneficial, particularly at launch.
Anastasia Golovina is an international PR consultant at Ditto PR , a Brooklyn-based agency known for client-focused culture and strong media relations. Golovina has extensive experience in journalism and in communications for blockchain and financial projects — managing PR for Ripio Credit Network , SingularityNET , Celsius , and others. She has placed clients in Bloomberg, Forbes, CNN, Business Insider, and the New York Post. The Interview Q: What are the biggest challenges PR professionals will face in 2021?
A: Albert Einstein once said, "In the midst of every crisis lies great opportunity." That's what 2020 taught us. The media landscape changed rapidly. In 2021, PR professionals need to be expert in traditional media relations, social and digital content marketing, and advertising. They also need a strong understanding of clients' businesses. The main challenge remains the same: breaking through the noise. We have to get more creative and find new channels to reach the right audiences.
Q: How hard is it for an immigrant and non-native speaker to work in PR?
A: It can be challenging — language barrier, cultural differences, different business practices. I work with many international clients, and even though many speak a common language, they don't always understand each other. I've always been interested in learning languages (I speak three) and about different cultures.
Q: How has the pandemic affected the way you communicate with journalists?
A: You can't get coffee with a reporter in person these days. But my relationships with reporters have improved. The key is to be human. A lot of us are stuck at home craving connection. Reach out to a reporter once a week and offer a virtual coffee — no pitching, just genuine conversation. Follow reporters on Twitter and engage. Instagram is good for informal interactions — I post my cooking and share recipes. The most important rule: be a good source. If you've always been reliable, they will come to you.
Q: How did Ditto PR gain more clients during the pandemic?
A: We're always thinking about how to add value to clients' businesses, not just gain PR coverage. Our approach is twofold: PR should advance business goals (more customers, investment, etc.), and we deliver a broad range of output (media training, crisis resolution, op-eds, events, influencers, media relations).
Q: How has pitching changed this year?
A: A lot of reporters have changed beats — turning to COVID coverage or switching industries. It's crucial to have your finger on the pulse. Provide relevant data whenever you can. There's a greater need for human-interest stories — every client has a story to tell.
Q: What should international companies know before entering the US market?
A: You'll need to adjust everything — messaging, positioning, target audiences. Your brand's relative obscurity can be an advantage depending on how differently you present in this market. Building customer relationships from scratch isn't efficient. Partnerships with companies that already have market share can be incredibly beneficial, particularly at launch.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
