The case of the founder of PR agency GETPR Julia Gromova proves that in order to cooperate with Lil Wayne and Snoop Dogg and receive invitations to the Grammy Awards ceremony, it is not necessary to be a nepo baby, it is enough just to do your job well. Let’s get acquainted with the story of a star in the PR industry.
Prerequisites for a career
Julia Gromova was born in a family which was not associated with public activities but she didn’t even consider another way for herself except working in show business. There were no other options. It all started with love for the Russian version of the international show Star Academy where just talented guys were made into celebrities literally in the air.
Looking at this show, Julia intuitively acquired the principles of work with artists and the ways of effective communication with the audience. Natural initiative and unwillingness to sit still pushed Julia to take part in all the activities connected with the project which was the highest rated in the country for that moment.
The first steps in the profession
It was at this point that Yana Rudkovskaya, the most successful Russian producer, an exemplary self-made woman and a professional in her field, noticed Julia.It is impossible to imagine a better mentor. They started to work together. The beginning PR man did not have any protection, just a strong desire to work, an absolute fearlessness and a readiness to perform tasks of any complexity. She was lucky to cooperate with Dima Bilan, the only winner of the Eurovision Song Contest in Russia and her childhood crush. Julia had to grow up and to become a professional quickly. And she managed to do it.
Work of a PR man in show business
“I know of no more polyhedral and diverse work than a PR director of an artist,” says Julia Gromova. “In fact, it is needed to mix your direct duties with tasks of a stylist, a producer, a psychologist, a nanny, a trainer, a speechwriter, a personal driver and God knows who else. But I like it.” The first serious test befell Julia when a soloist suddenly left a popular young group which she worked with. Since Julia already had quite a wide range of communication in the industry, she knew immediately who could replace her. “Was it my task? No. But if you want to achieve success, learn to take responsibility.”
Success in Russia
Gradually, the portfolio of the PR manager expanded to such a degree that at some point all the top-10 best songs consisted entirely of the hits of the artists that she worked with. At that moment Julia could already choose whom to cooperate with and on what terms. A credit of trust to her as a specialist was fully formed. Then Julia realized that it was time to scale and open an agency. So there was a company called GETPR.
Entering an international platform
The next logical step became entering the international market. One of the artist who Julia works with – Sasha Belair – met a director of a clip of Lil Wayne и Snoop Dogg in Los Angeles in a studio. In the PR field contacts are the most important thing. Then there was Julia’s part of the work: endless negotiations, development of a strategy and a concept, joining graphs of all the artists. As a result, Sasha recorded a track with Lil Wayne and Snoop Dog, and the international team took on it a clip. It was the first big international victory of Gromova. It cannot be said that the next was easier but the barrier was overcome. Now every year Julia receives invitations to the Grammy, amfAR, the Cannes film festival and other international events: “That’s not a reason for me to amuse vanity but a serious working instrument.”
Star disease
Julia is sure that there is no danger of her having star disease. If she were inclined to it, she would lose touch with reality a long time ago: “Actually, I constantly repeat that success of a client is always success of a client. And a manager, a PR manager and a producer is a person who helps and guides: someone upon whom only 10% depends on, so I’m not conceited.”
Relationships with clients
Julia believes that it is always important to remember: first of all, you are colleagues. And communication has to be exceptionally professional. It does not mean that it is forbidden to be friends with your clients. It is simply impossible to stay aside when you spend with a person more time than with your own family: “In such a work schedule colleagues necessarily become friends. But it is needed to be able to clearly divide working and personal relationships.”
PR prospects
As to plans for the future, Julia does not doubt in high demand of her services: “I’m lucky to find myself in such a profession which in the nearest future will gather momentum and strengthen its positions. PR specialists cannot be changed by artificial intelligence, their functions cannot be optimized or shortened, tasks of a PR manager will not lose their relevance. Even during the pandemic, despite the fact that PR was required and popular. This is the very profession that adapts to the challenges of time.”
