PR Explained: What Creates Results (and What Wastes Your Budget) | Anastasiia Kulibaba

In the new episode of KNOWN, we sit down with INPUT Global's Chief of Communications Anastasiia Kulibaba to answer the biggest questions founders, marketers, and startup teams have about public relations.

We cover the difference between earned media and paid media, why PR is about building reputation instead of buying articles, how to measure PR success, what separates effective communications from empty visibility, and how AI is changing the future of PR.

Chapters:

01:15 Earned media vs. paid PR (The difference everyone gets wrong)

03:35 Should you care if coverage is paid?

05:55 What you're really buying when you invest in PR

08:08 Can you actually measure PR ROI?

12:57 The PR campaign that generated 5 partnership requests

16:15 PR that creates noise vs. PR that builds credibility

20:38 The biggest PR mistakes companies keep making

24:37 Will AI replace PR?

29:13 How founders can build a personal brand that lasts