At PRNEWS.IO, we’re excited to continue our “Her PR Journey” project, bringing you stories of remarkable women in the PR world. Today, we’re thrilled to introduce you to Guzun Doina, a talented Communications Specialist at Invest Moldova Agency.
Doina’s journey is a fascinating one, starting from her early days in hospitality to her current role promoting Moldova as an investment destination. Her experiences at organizations like Startup Moldova and Tekwill have shaped her unique approach to PR and communication.
In this interview, Doina shares her insights on the evolving PR landscape, the challenges facing the industry, and her advice for young professionals. Her story is sure to inspire anyone interested in the world of public relations and communication.
Let’s dive in and get to know Guzun Doina!
Telling Moldova’s Story: Guzun Doina on the Power of Strategic Communication
1. To start, could you please introduce yourself and share a bit about your professional background? How did you come to your current role as Communications Specialist at Invest Moldova Agency?
First of all, thank you for choosing me for this interview. It’s always a pleasure to return to prnews.io, but this time as the one being interviewed, which is a new experience for me. Usually, I was the one writing for prnews.io, so thank you again for this opportunity.
My career path has been all about exploring different industries and finding where I can make the most impact. I started in hospitality, where I learned the value of good communication and understanding people’s needs. After some time working abroad, I returned to Moldova and got involved in the ICT industry at Tekwill, which really opened my eyes to the power of community and technology.
What truly sparked my passion for communication was my work at Startup Moldova. I loved telling the stories of local startups and helping them reach new audiences. Now, at Invest Moldova Agency, I’m excited to bring all those experiences together to promote Moldova as a strategic place for investment. It’s a role that lets me combine my love for storytelling with a focus on making a difference for my country.
2. Your career includes experience at organizations like Startup Moldova and Tekwill. How did these roles prepare you for your current position?
Honestly, my professional journey has been quite diverse. I started working when I was just 15, juggling high school and a job as a receptionist at a hotel in Chisinau. It was challenging, but it taught me a lot about hard work and discipline. Then, by chance, I landed a contract in Qatar, working in the hospitality sector, particularly with a prestigious real estate company, Al Asmakh, which also owned a few luxury spas in Doha, where I actually worked almost the entire contract.
After almost four years abroad, I returned to Moldova and focused on reconnecting with my family and understanding the culture here again. During this time, I worked at a call center, making around 150 calls a day. It wasn’t glamorous, but it was a stepping stone. Some colleagues there saw potential in me and encouraged me to apply for other opportunities, which eventually led me to Tekwill.
At Tekwill, I discovered my passion for the ICT industry. I was involved in organizing community events and logistics at the hub, which was an incredible experience for my personal and professional growth. I had the privilege of working with mentors who continue to inspire me even today.
At the Startup Moldova Foundation, I discovered my true passion for content creation and public relations. Promoting Moldovan startups and witnessing their growth was incredibly rewarding. I was involved in over 20 startup interviews and articles, organized the largest startup event in Moldova—Startup Moldova Summit together with the team—and contributed to Techstars Hackathons with various tech themes, speed-dating events, and other initiatives. These experiences honed my execution skills, pushing me to constantly think of ways to improve without disrupting existing progress. Additionally, collaborating with colleagues emphasized the value of strategic thinking, which allowed me to drive impactful results and achieve greater engagement with the public.
3. In today’s world, women are playing an increasingly prominent role in the PR industry. What is your perspective on the evolving role of women in this field? Have you encountered any specific challenges or stereotypes?
I’ve had the privilege of seeing many strong women build companies, set trends, and lead national and international strategies. It takes a lot of courage to be open and express yourself as a leader in today’s world, especially in Communication and PR. As a woman in this field, I know that continuous self-improvement, perseverance, and confidence are crucial. Without these, from my own humble opinion, it’s tough to progress and be recognized as a leader.
4. What do you see as the main challenges facing the PR industry today, and how do you think these challenges can be overcome?
One of the biggest challenges in PR today is keeping up with the rapid changes in technology and communication channels. With social media, news cycles are faster than ever, and managing a brand’s reputation can feel like a 24/7 job. To overcome this, it’s essential to stay adaptable, continuously learn new skills, and be proactive rather than reactive.
5. How important do you think articles in the media are as a tool for promoting a brand or organization? Are there any specific strategies you use to achieve the maximum impact?
Media articles remain a powerful tool for brand promotion, offering credibility and reaching audiences that other channels may not. To maximize impact, I focus on storytelling that emotionally resonates with readers. It’s crucial to tailor the message to the specific audience of each publication and build strong relationships with journalists and media outlets. Equally important is ensuring the content is meticulously reviewed by the right experts and specialists. Delivering high-quality material is a top priority, and achieving this often requires multiple rounds of careful review to establish and maintain trust as a reliable source of information.
6. Given your experience, what key aspects of communication should be considered when developing a strategy for destination marketing, such as for Invest Moldova?
When developing a communication strategy for destination marketing, it’s vital to understand what makes the destination unique. For Invest Moldova, this means highlighting the strengths and opportunities that set Moldova apart from other investment destinations. Clear messaging, a strong visual identity, and consistency across all channels are also key to building a compelling narrative.
7. In the age of digital technology and social media, how is the approach to communication and PR changing? What tools and methods are most effective now?
Digital technology and social media have transformed communication and PR. Today, it’s all about real-time engagement and creating content that can be shared and spread quickly. Tools like social media platforms, analytics software, and content management systems are essential. But beyond the tools, it’s about being authentic and connecting with your audience on a personal level.
8. Can you share a successful PR campaign that you were involved in? What was the key to its success?
One campaign that stands out was during my time at Startup Moldova. We wanted to raise awareness about the incredible startups coming out of Moldova, so we created a series of articles and interviews with founders. The key to its success was the personal stories we told—people connected with the passion and drive of these entrepreneurs. It wasn’t just about the products; it was about the people behind them.
9. What trends and innovations in the communication field do you consider most promising in the coming years?
Staying informed and maintaining a deep understanding of the industry is essential for today’s communicators and PR specialists. Beyond that, one of the most promising trends in the coming years is the integration of data and AI to craft more personalized and targeted communication strategies. Additionally, the rise of interactive and immersive content, such as virtual and augmented reality, is an exciting development that has the potential to forge deeper connections with audiences.
10. Finally, what advice would you give to young professionals, especially women, who are just starting their careers in communication and PR?
“Aut viam inveniam aut faciam” – “I shall either find a way or make one.” I recently came across this phrase from a colleague at Invest Moldova, and it truly resonated with me.
Confidence is key, so don’t hesitate to put yourself out there. Taking risks is often necessary for growth. Building a network of mentors and peers who can support and guide you is also invaluable for professional development. But remember, the true power lies deep within your heart—find it, activate it, and let it drive you forward.
