DC in faces: Natalie Podolskaya, Head of PR & Communications

My favorite greeting “Namaste” is much more than a simple “hello”. It literally means “the spiritual in me greets the spiritual in you”.

Tell us about your first week at the company. How was it?

I love rushing into new things by nature. The first thing that came to my attention here in DC was the number of people. A week was not by far enough to remember, who is who [laughs].

Moreover, right in my first weekб we had a values workshop. I was truly amazed by all the activities and all the lively engaged people around… I’m really into people, and there are so many possibilities for communication in DC that I was truly happy. Still am.

What are you doing now as a Head of PR & Communications?

I don’t like to think of myself as a ‘head’. I stand for the mentorship model, when you engage everyone and make everyone feel really cool, make them like working for the result; vector the workflow, not strictly control it. I didn’t come here with an “I am the smartest one” attitude — I am actually learning too, every day. We all share the knowledge, ideas, suggestions and therefore push one another to show the best possible results.

PR and Communications department is responsible for (obviously!) communication: mostly external, but internal as well. We determine strategically and manage tactically how the agency positions itself, what says in media, what image our spokespeople have and so on. We develop communication strategies for our clients and for ourselves, of course. When I’ve just come to DC, I dived right into the rebranding process that was in progress at that moment and continued on for three more months. I consider it a piece of great luck, as such an immersion at the start of the path in the company immediately connects you with the colleagues, lets you know all their strengths and talents. It allows you to participate in the max amount of processes without waiting for something to happen — you kinda make most of them happen yourself. The following result also shows areas for improvement, which is a cool bonus.

What’s your most vivid memory during the time in DC?

I am quite a susceptive person, so every day brings something new and exciting [laughs]. Probably going to London to visit the ICE conference is the most vivid one up to date. It was thoroughly planned, we had our rebranding to present there, and it was quite literally a step out of my comfort zone — into the huge event in another country))) When I arrived there and finally saw all of that in person, a total WOW effect happened. It was better than anything I could expect. DC really had one of the most beautiful, stylish, neat booths out there. And all the people I get to talk to during those two days, and all of the cute behind-the-scenes moments with my colleagues… It was vivid, engaging, and really great.

How do you relax and ‘reload’?

I just love what I’m doing!

So the work itself is a kind of relaxation?

Exactly! Sure, sometimes 9 hours of non-stop meetings and 100500 e-mails make you feel like the brain’s gonna explode, but… I really like it all. I chose this industry fully aware of what it’s like.

Sometimes even the extraverts like me have days when they get tired of people and don’t wanna see anybody. For me, yoga comes to the rescue. It is like a tuning-fork — helps to tune all the chaotic waves in your head on one wave. Simple breathing is also something that works — just a minute of thoughtful inhales and exhales can balance out all the energies. Another favorite option of mine, which I do with my son, is hugging trees. And, of course, my lovely pug. Walking him daily is an obligatory ritual, kind of a dynamic meditation, which helps to release all the unnecessary stuff that is not worth accumulating in yourself.

What is an example of true teamwork for you?

Team relationships are like any relationship between people. The main thing is to trust, and for the person you trust — to take it responsibly. If any kind of working asap situation suddenly occurs, it is very important and pleasant for me that after the distribution of tasks I don’t have to watch over each of my teammates and check whether a person is working. We are all adults and we understand why we are here doing our job. Because we want it, for ourselves! Because it is a pleasure and a manifestation of professionalism. In this regard, I am very lucky with the team, I can rely on the guys as much as possible and be sure of the result. This is teamwork for me. And to make it all work this way, it’s important to communicate and discuss any unclear moments — not build up some shoulds and musts inside of your own head.

What advice would you give to a DC newbie?

To communicate! However introverted you are, any issue can be resolved through communication. Help, discussion of working moments, where to find a cup, and basically anything can be resolved if you talk to people. So it will be much easier for a newcomer to take root in the general process, to understand why other people work here, what values ​​the company has. As my favorite author Harari said, “people are social monkeys” :) we all need to communicate, share, learn about others, and talk about ourselves. Therefore, my advice to a beginner is to ask, talk, be interested, be inquisitive, and then everything will work out.