Drofa Comms’ most valuable asset is the people. We are proud to unite professionals with diverse backgrounds and aspirations, making it possible for everyone to shine in their field. In this interview series, we introduce you to those who make Drofa Comms a great agency to work with.

Meet Alina Sysoeva, our Senior Account manager and an integral member of our team. Today, we talk about her journey at Drofa Comms, reminisce about her greatest accomplishments and see how Alina would fit as a Sherlock Holmes’ publicist. 

Lead us through your career journey at Drofa Comms: When did you join the team? What role did you start with, and how did it evolve throughout your time at Drofa Comms?

I hopped on board with the Drofa Comms team back in late 2020, initially as a Junior PR manager. I walked in with zero prior experience in finance. To be honest, it was a bit daunting to tackle this entirely new industry. Initially, it felt like an Everest of knowledge to conquer. But I quickly absorbed the fundamentals of financial PR, all thanks to the guidance from my team lead, co-founder and COO, Mary Poliakova. My personal development plan included daily financial news monitoring and completing a financial course under Mary’s mentorship.

Fast forward three months at Drofa Comms, and I’d already landed in the Mid-level role and had my own pool of clients (spoiler: one of these clients has been with us all these years since I joined the team). This year, I took a Senior Account manager position. I continue to learn something new about finance and fintech every day. Today, I can boast that I successfully completed three courses on the stock market and project management in addition to numerous specialised books on these topics. It’s an exciting industry that changes rapidly, so you have to keep up.

What’s the most exciting part of your PR work?

I’d say the most incredible feeling is when all that time and effort I’ve poured into a project finally pays off with tangible results. What truly motivates and drives me is discovering the best approach for various journalists and going the extra mile to secure meaningful publications for our clients.

There’s nothing quite like that rush of clicking the «send» button and delivering the news to a client in our work chat that a new, exciting publication—op-ed, interview, or comment in tier-1 media has been successful.

Share with us your greatest accomplishment as a PR professional at Drofa Comms.

I take great pride when it comes to my work on cultivating strong relationships and implementing a systematic approach with top-tier media at Drofa Comms. I’ve achieved something truly remarkable — built lasting bonds with journalists from influential podcasts and leading media outlets like Forbes, Benzinga, Cointelegraph, Blockworks, TechCrunch, CoinDesk, Entrepreneur, and many others, all through my consistent and dedicated efforts. One time, I managed to land five comments in Forbes for a single client in a week!

Publications that once seemed like challenges have now become regular features in our client portfolios. It’s incredibly rewarding to see these prestigious outlets actively showcasing our clients’ stories. 

Name three publications or news outbreaks you’ve initiated that you’re most proud of. How did you achieve this, and what were the difficulties?

Absolutely, I’d love to share four of my most memorable «victories» and personal milestones during my journey as a PR professional at Drofa Comms:

Let’s start with a Series A round of funding coverage for one of our clients, a global payments platform. What made this particularly fascinating was that, at the time, the company was still a relatively young startup, having been on the market for less than a year. We dove into extensive research, identified potential journalists, and landed an impressive feature in TechCrunch.

Next up, a feat that’s a bit hard to replicate—getting a client on the show «All About Bitcoin» on CoinDesk TV. It was a moment of pride to see our client taking the stage and sharing their insights.

The third case I’m really proud of is a series of four tier-1 thought leadership articles. I managed to secure placements in Cointelegraph, VentureBeat, and TechCrunch for a client, all within the span of just one month.

Last but not least, this year, we managed to effectively build the news embargo process. The result? A staggering twelve exclusive publications, numerous reprints, and over 800 mentions of our client’s company in the media.

What do you love about Drofa Comms?

The most exciting part of working in Drofa Comms is the incredible variety of tasks that come with each role. Even if you’re a Junior manager, you’ll find yourself pitching journalists and contributing to prominent clients’ publications in the media very early in your career. It’s all about learning by doing and gaining hands-on experience and practical knowledge.

What I also value is that our team members get the chance to travel for work, attending top international finance and fintech events. Picture this: you’re on the ground, shaking hands with journalists, forging genuine connections, and making waves in the industry.

Impressive! Now, let’s ask you some rapid-fire questions:

Office or remote work? 

Hmm, I’ll go with a hybrid.

Bitcoin or Ethereum? 

Bitcoin.

If you could pitch a story about any fictional character, who would it be, and what would the pitch be about? 

Sherlock Holmes solves the crime of the century! 

Can you sum up your PR philosophy in a hashtag? 

I’d put three of them: #flexibility #patience #resilient—three pillar stones of PR, in my opinion.