We are glad to present the second episode of our Women Leading the Way podcast series! This time, the topic is crisis communications in fintech, and what it really takes to tackle the moment when everything starts to fall apart.

In this episode, we wanted to share some insights from our own experience, so we invited Alina Sysoeva, the head of PR at Drofa Comms, to act as the speaker. She reflects on an aspect of the fintech space that every company eventually encounters: crises. Alina describes exactly what a crisis looks like and what can be done to overcome it.

Drawing on her experience, Alina suggests that the most important part is to react immediately. Everything will depend on your actions in the first 30 minutes.

Crises are an intrinsic feature of the industry — they can't be avoided. Every company will inevitably face a moment when everything seems to be falling apart. The key is to react quickly and even learn how to use such situations to strengthen your credibility.

Every piece of advice Alina gives is based on real cases. It's a practical, in-depth look into the realities of PR “firefighting.”

Listen to the new episode on Apple Podcasts and Spotify.