My professional journey began in journalism, where I worked as a lifestyle journalist and developed a strong foundation in storytelling, audience engagement, and understanding what makes narratives resonate. Over time, I realised that these same skills were incredibly valuable for brands – especially in the tech and business sectors, where complex ideas often need to be communicated in a clear and compelling way.

That transition led me into strategic communications and eventually to co-founding PRHub.ae, a Dubai-based communications agency focused on helping tech, B2B, and consumer brands turn business strategy into meaningful global visibility. Today, I work with founders and companies all over the world, building communication strategies that strengthen credibility and long-term reputation, not just media exposure.

One of the defining milestones in my career has been successfully positioning clients in leading international and regional publications such as Forbes, Business Insider, Arabian Business, and The National. Another important milestone has been expanding my work internationally – supporting founders and brands across the EU, MENA, and US markets while adapting communication strategies to different cultural and business environments.

What defines my journey most is the ability to bridge storytelling with business objectives. Whether it’s media relations, strategic positioning, or social media communications, my focus has always been on building trust, authority, and lasting brand reputation.

To me, leadership means understanding every role within your company and taking real responsibility for your team. I truly realised this one Friday at 9 p.m., standing in a parking lot and editing journalists’ questions for a client after sudden shifts in the UAE media landscape. In moments like that, titles stop mattering. Sometimes, when the situation requires it, you have to step away from being “the CEO” and return to being a manager, a strategist, or simply a reliable team member. That level of involvement is what leadership means to me in practice.

Another value that strongly shapes my leadership style is collaboration over internal competition. Earlier in my career as a PR manager, I experienced agency cultures where employees were measured against each other through weekly publication counts and performance rankings that even influenced salaries. I never believed that approach created healthy or sustainable teams, and it’s something I would never bring into my own agency.

At PRHub.ae, I focus on building a supportive, motivated, and enthusiastic environment where people work together rather than compete internally. We consistently secure Tier-1 media coverage, so there is no need to constantly “prove” value through numbers alone. I believe the strongest teams are built on trust, shared ambition, and mutual support – because when people feel empowered and respected, the results naturally follow.

For me, “Give to Gain” means that long-term success is built through contribution, trust, and genuine relationships rather than transactional thinking. Throughout my career, I’ve seen that the more value you create for others – whether for clients, media partners, colleagues, or your own team – the stronger and more sustainable your professional growth becomes.

In communications, this philosophy is especially important. Good PR is not about forcing visibility; it’s about understanding what is truly valuable for the audience, the journalist, or the industry conversation. Sometimes that means sharing expertise freely, supporting founders before there is an immediate business opportunity, or investing time into relationships without expecting instant returns. Very often, those efforts come back later in unexpected and meaningful ways.

I also apply this mindset internally within my company. I believe in giving people trust, support, and space to grow professionally.

I would also encourage women to take ownership early and not be afraid of responsibility. Growth in this industry comes from being trusted with complexity, making decisions, and standing behind outcomes. At the same time, protect your voice and your standards. There will always be external pressure to conform, but the strongest careers are built by those who stay clear on their values and lead with consistency, integrity, and confidence.

Bio:

Vlada Lomova is the CEO of PRHub.ae, a Dubai-based communications agency helping tech, B2B, and consumer brands translate business strategy into global media visibility. With 7+ years of experience across MENA, Europe, and the US, she specialises in building communications strategies that drive credibility, not just coverage.