My Career Journey: Viktoriia Cherednyk, PR and Partnerships Director

Introduction

Q: Viktoriia, what are your key responsibilities as PR and Partnerships Director?

Think of me as the bridge-builder and storyteller-in-chief.

On the PR side, I shape and share our brand’s story — whether it’s through media outreach, thought leadership, or making sure our messaging hits the right note across every channel. I keep an eye on our reputation and make sure we’re showing up in the right places, for the right reasons.

On the Partnerships side, I’m all about meaningful connections. I find and grow relationships with companies, platforms, and people whose values align with ours. That includes exploring affiliate collaborations, joint marketing efforts, and creative ways to team up with like-minded brands. If it helps us both grow and brings value to our audiences — I’m all in.

In short, I make sure SupportYourApp gets seen, heard, and remembered by the right people, in the right way, and ideally with a few high-fives along the way.

Q: What do you enjoy the most about working in PR?

I’ve always had a thing for connecting with people. And I like to think I’m pretty good at it. I also love the upbeat energy of PR — it’s like being your company’s biggest fan in every conversation. Whether I’m speaking with a potential partner or a media contact, I get to spotlight the best of what we do. It’s all about telling the most inspiring part of the story, and there’s something really rewarding about that.

Let’s Reflect

Q: Looking back, how did your SupportYourApp journey begin?

I first joined back in 2010. Our customer support team consisted of 5 people and Daria, which felt more like a close-knit community than a company, and I loved the vibe.

About a year and a half into my career, I got the chance to work on a cruise liner. A dream come true for someone who’s always wanted to travel and see the world. So I packed my bags and went for it. I spent eight years globe-trotting right up until the pandemic hit pause on the whole travel scene.

Fast-forward to 2021: I am back to SupportYourApp as a customer support consultant. What can I say, lightning does strike the same place twice. 

Q: What was it like coming back after all those years?

When I left, we were just a small team supporting all projects at once, juggling emails and calls; there were no departments, SOPs, or much structure. When I came back, the company had grown to about 800 people. There were dedicated departments, clear processes, and a whole new level of organization. It was incredible to see how far everything had come.

Q: You returned to SupportYourApp in a customer support role, how did that lead you into PR?

When I rejoined, I spent about 6 months on a very intense project. Just when I was running out of breath, an opportunity came up to try myself in Business Development. I thought, why not?

For a while, I was juggling everything: supporting the project, training for the new role, and moving to another country all at once. It was… a lot. And just when I thought I could finally settle down, the company needed someone to step into a PR role. Well, you probably can tell what happened next 😅

Q: That sounds like a non-stop journey! What kept you going through all of it?

I like challenging myself and seeing how far I can go and how much I can handle. It’s always interesting to explore your own limits. Thankfully, my inner challenge-seeker aligned perfectly with the company’s direction at the time, so it turned out to be a win-win!

The Art of PR: Career Insights

Q: You’ve experienced quite a journey across multiple roles. From your perspective, what does it take to succeed in PR?

First and foremost — strong communication skills. If connecting with people doesn’t come naturally, it’s hard to make it feel sincere. Emotional intelligence is just as important. Being able to sense the mood, read the room, and adjust your approach. And of course, persistence. You need to be comfortable with pitching and persuading, but always with EQ as your compass. Sometimes you push, sometimes you hold back. Knowing the difference is everything.

Q: Has your Business Development experience helped you with any of these skills?

Definitely. The skillsets are actually quite similar as both roles are rooted in communication, relationship-building, and understanding the needs.

My Business Development background also gave me a broad understanding of our processes, policies, and how our services work from start to finish. So when clients or partners ask specific questions, I respond confidently and on the spot, which makes communication smoother and more effective.

Q: Thank you for your insights! What would you say are the biggest challenges in PR today?

I would say it’s finding a strong or exclusive newsbreak.

For product companies even a small feature release can become a headline, not to mention big updates or investments announcements. But for us, it’s different. A lot of our work is under NDA, so we can’t always showcase our credibility or expertise by naming clients or sharing specific cases. On top of that, the market is oversaturated: there’s so much information and so many companies trying to stand out. Cutting through that flow takes extra creativity and strategy.

Q: If you could give one piece of advice to your younger self or anyone just starting out in the industry, what would it be?

Start building relationships early. Networking is everything in PR, especially when it comes to media representatives. Follow them on social media, see what they’re into, read their blogs, comment on them, attend events they attend, find a way to become a part of their community because it takes a lot of time to build connections and relationships, so the sooner you start, the better.

Q: Are there any misconceptions about PR?

Many people think PR reps are “selling” or “advertising” the company, but that’s not quite right. PR is actually at the forefront of building awareness, making people know about the company, its values, the CEO’s image, and what makes our service or product unique.

Marketing then takes over to generate interest and demand, using campaigns and content to attract potential clients. Sales come last, reaching out directly to leads and closing deals.

So the circle is the following: PR lays the foundation, Marketing nurtures the audience, and Sales seals the deal.

Outside the Office

Q: Now it’s time for a round of personal questions. If you weren’t in this profession, what career would you have pursued and why?

I’d be a detective. I’ve always had an eye for the little things most people miss. I notice patterns, connect dots quickly, and genuinely enjoy solving riddles — the more complex, the better. There’s something incredibly satisfying about following a trail, trusting your instincts, and cracking the case.

Q: What are your hobbies or favorite ways to unwind?

I love creating things with my hands. I try out all kinds of workshops: from wine painting and plant casting to perfume blending and even making my own sandals. If it’s hands-on and creative, I’m in!

Q: To wrap things up on a fun note, is there an interesting fact about yourself that might surprise most people?

I actually have two: an interesting one and a weird one. The interesting one: I’ve been to 95 countries and territories. It’s like my personal mission to explore every corner of the world.

The weird one…Are you ready? I’m absolutely obsessed with maps. I can spend hours just looking at any kind of map, really. There’s just something captivating about them

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