Katerina Antonova, Aeris PR: KPI-Driven Tech PR for Startups and VCs

Originally published 2022. Updated June 15, 2026.

Part of PR Agency Q&A Profiles · See also: Anastasia Golovina, Ditto PR · Daniela Mancinelli, N6A

Katerina Antonova is the founder and CEO of Aeris PR, a boutique tech-focused public relations agency serving startups and venture capital firms across Europe, Russia, and the United States. Antonova has over 10 years of expertise in tech PR and is a member of PRSA (Public Relations Society of America) and GWPR (Global Women in PR). Aeris PR specializes in AI, Robotics, FinTech, Blockchain, MarTech, HealthTech, HRTech, EdTech, and Wellness.

The Interview

Q: What do you do at Aeris PR, and how are you different from other agencies?

A: The main difference is that we are KPI-driven. At the beginning of the partnership, we set KPIs consisting of the number of publications we are committed to producing during a certain period. We promise and deliver. However, this doesn't mean we guarantee publications in any particular media — we are PR, not an ad agency. Our other strength is that we are well-versed in tech and VC industries, we are a boutique agency, and we understand relevant markets. Aeris PR is an international team operating in the US, Europe, and Russia — not many agencies do that, especially in tech.

Q: What are Aeris PR's core values?

A: Transparent communication with clients is ultimately important. We establish true alliances and treat clients as partners. We work hard to understand business goals, brand essence, and the founder's personality. Deliverability is core — we meet goals and strive to exceed them. We go deeply into our clients' activity fields. We value responsiveness and easy communication.

Q: How do you specialize?

A: We work mostly with tech startups and VC funds. Our focus is AI, Robotics, FinTech, Blockchain, MarTech, HealthTech, HRTech, EdTech, and Wellness.

Q: How can startups capitalize on PR?

A: PR helps show expertise. Public opinions, mentions, and columns in media outlets mean a lot for any startup. PR is heavily important for attracting investors' attention — proper media coverage increases exposure and gets a startup on investors' radar. PR is also a great tool for landing new talent at the early growth stage. And it boosts recognition and manages reputation.

Q: If a business is already investing in PR, what best complements it?

A: Social media are very important for further promoting publications. Influencer marketing is essential today. A strong business development and sales department is also important.

Q: Biggest PR trends?

• Influencer collaborations have never been more important.
• Shorter pitches — find ways to stand out in a sea of data.
• Tighter relationships across digital platforms (LinkedIn, Twitter, Slack).
• More seamless PR and marketing merger.
• Personal branding as the world becomes more digital.
• Authenticity in communications — real human connection in a virtual world.