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Svetlana Sverchkova MAINSTREAM PR agency

Svetlana Sverchkova, COO at MAINSTREAM PR agency tells us about providing PR services to corporate clients to enhance their capitalization.

First of all, how are you and your family doing in these COVID-19 times? 

Svetlana Sverchkova: It was hard to cope with the first lockdown in April 2020 as it was a new situation. Nobody knew what to do and how to balance life, especially when we needed to work from home. Now it is the third lockdown, and we see it as a normal life, no pressure, no stress.

Tell us about you, your career, how you joined MAINSTREAM PR agency.

Svetlana Sverchkova: I have been working for the company for over 16 years now. I started as a simple manager, building my career step-by-step and getting an MBA degree. For the last nine years, I have been COO of the agency.

How does MAINSTREAM PR agency innovate? 

Svetlana Sverchkova: I see 2020 as a year of great opportunities to implement innovations, a year of many new ideas and creativity. It helps to regroup and work more efficiently. First of all, we have started to implement a digital AI platform that helps us automate all routine processes, offer new products to clients, and keep track of global trends. It is a huge step for us, and we expect a positive outcome to drive the company’s sustainable growth.

How does the coronavirus pandemic affect your business finances?

Svetlana Sverchkova: H1 2020 was a declining period, affecting the year’s financial results. But 2021 brings new projects and clients and overall market recovery.

Did you have to make difficult choices regarding human resources, and what are the lessons learned?

Svetlana Sverchkova: In all cases, it was a peaceful process. Several fired employees received a golden or a silver parachute. We have also revised our staff functions, cut unnecessary positions, and developed new requirements for future employment. 

How did your customer relationship management evolve? Do you use any specific tools to be efficient?

Svetlana Sverchkova: We are returning to basics in this area. We listen to our clients even more carefully at the same time searching for new cooperation opportunities. We have developed several new PR products: New Normal Strategy and CSR 4.0 to meet our clients’ demands and continue implementing new ideas. We offer a new type of corporate events using online technologies. It’s called phygital and helps HRs connect people amidst lockdown and pandemic crises.

Did you benefit from any government grants, and did that help keep MAINSTREAM PR agency afloat?

Svetlana Sverchkova: No, the government provided no grants.

Your final thoughts?

Svetlana Sverchkova: I wish for everybody to see the COVID-19 crisis in terms of the business opportunities it has opened. I want to encourage readers not to stop, keep moving and be innovative as the future is exciting.

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