Interview: the co-founder of Iris Consulting Group Iryna Kotlyarevska on building global visibility with cultural intelligence
In today’s global marketplace, visibility alone is no longer enough. For luxury, fashion, and cultural brands, credibility, narrative consistency, and cultural relevance are what truly define success. As brands expand across borders, strategic communication has become a decisive factor in how they are perceived — and trusted — internationally.
We sat down with the founder of ICG PR, an international public relations agency working across Europe and beyond, to discuss reputation-building, cross-border communication strategies, and how PR is evolving in the luxury and cultural sectors.
Can you introduce ICG PR and explain its core mission?
I.K.: ICG PR is an international public relations and communications agency positioned at the crossroads of luxury, fashion, art, and cultural projects. Our core mission is to help brands, creators, and institutions build strong, long-term reputations across European and global markets.
We don’t see PR as simple media exposure. Our work is about strategic positioning — defining a clear narrative and ensuring it remains coherent, credible, and culturally adapted in every market a brand enters. Reputation is built over time, and that’s where we focus our expertise.
What sets ICG PR apart from other PR agencies?
I.K.: Our main difference lies in our international and culturally driven approach. Many agencies operate within a single market or focus on short-term publicity. At ICG PR, we work across borders and industries, helping clients understand and navigate different media landscapes, cultural expectations, and communication styles.
Clients often come to us when they need more than press coverage. They need what we call ‘reputation architecture’ — a structured, long-term strategy that supports trust, authority, and storytelling, particularly in the luxury and cultural sectors where credibility is everything.
Which industries do you mainly work with?
I.K.: We primarily work with luxury brands, fashion houses, designers, art projects, galleries, and cultural institutions, as well as creative entrepreneurs looking to expand internationally.
These sectors require a very refined approach to communication. Visibility must be selective rather than excessive, messaging must be precise, and every public touchpoint should align with the brand’s heritage, values, and long-term vision.
How has the public relations landscape evolved in recent years?
I.K.: PR has changed significantly. Today, it’s no longer about quantity, but about context and credibility. Audiences are more informed, more selective, and less receptive to generic messaging. Media ecosystems have become fragmented, and trust must be earned carefully.
Modern PR is a strategic discipline that connects media relations, digital presence, expert positioning, and narrative consistency. At ICG PR, we approach PR as a long-term investment in brand equity, not as a one-off campaign or temporary visibility boost.
What is your vision for the future of ICG PR?
I.K.: Our goal is to continue developing ICG PR as a reference agency for international, culturally driven communication projects in Europe. We want to work with brands and institutions that value depth, authenticity, and strategic growth over fast but superficial exposure.
We believe that meaningful communication — grounded in culture, strategy, and credibility — is what defines successful brands in the long run.
About ICG PR
Iris Consulting Group is an international public relations agency specializing in luxury, fashion, art, and cultural projects. Working with brands and institutions across Europe, the agency provides strategic communication, media relations, and reputation management services tailored to international markets.