Today, we’re thrilled to sit down with Katarina Railko, a seasoned expert in hospitality with a deep background in travel, tourism, and entertainment. With her extensive experience in events, expos, and conferences, Katarina brings a unique perspective on brand partnerships and communications. In this interview, we dive into her insights on the significance of long-term client relationships, the art of elevating a brand’s visibility, and the strategies behind supporting franchise growth. We also explore the impact of industry recognition and the evolving role of public relations in today’s competitive landscape.
How does it feel to be recognized by a long-standing client for your contributions to their success?
It’s incredibly rewarding. When a client you’ve worked with for nearly a decade acknowledges your efforts, it’s a testament to the trust and collaboration built over time. I remember the excitement rippling through our team when we got the news—it felt like a shared victory. What makes it so special is that it’s not just about the work, but about the relationship and the mutual growth we’ve achieved together. It’s a reminder that our passion for storytelling and commitment to their vision truly matters.
Can you share how a long-term partnership with a client shapes your approach to your work?
Absolutely. Working with a client for so long allows you to really understand their brand on a deep level—their values, their audience, and their goals. Over the years, this partnership has taught us to be more adaptive and proactive, always looking for fresh ways to tell their story. The most rewarding part is seeing their growth and knowing we played a role in it. It’s also pushed us to refine our skills in public relations and brand storytelling, making sure every campaign feels authentic and impactful.
What does supporting franchise development and expansion look like in your everyday efforts?
It’s a multifaceted role. On a daily basis, it means crafting messages that resonate with potential franchisees while aligning with the broader corporate vision. We’re often strategizing on campaigns to highlight growth opportunities or creating content that showcases the brand’s appeal to new markets. Balancing corporate goals with the needs of individual franchisees is key—it’s about ensuring everyone feels supported. One project I’m particularly proud of is a campaign we developed to spotlight success stories from existing franchisees, which really helped attract new owners.
How do you help a brand stand out in a crowded and competitive industry like food and hospitality?
It starts with understanding what makes the brand unique and amplifying that through every channel available. For us, it’s been about leveraging innovative campaigns, strategic partnerships, and even community-focused initiatives to boost visibility. We’ve found that authenticity resonates—whether it’s through a well-timed product launch or a sports sponsorship, the goal is to create moments that stick with people. Measuring impact comes down to looking at engagement, media coverage, and how the brand’s reputation evolves over time. It’s about creating a lasting impression.
Being in the business of securing honors for clients, how does it feel to be on the receiving end of an award yourself?
It’s a bit surreal, to be honest. We’re so focused on shining the spotlight on our clients that being recognized ourselves feels unexpected and humbling. It’s made us reflect on the hard work our team puts in every day and reinforced the value of our dedication. I think it sends a powerful message to our staff that their efforts are seen and appreciated, and to potential clients, it shows that we’re a partner who truly delivers.
In your experience with public relations, social media, and influencer marketing, which area do you think drives the most growth for a hospitality brand?
That’s a tough one because they all play a role, but I’d say social media often has the biggest immediate impact. It’s such a direct line to the audience, allowing for real-time engagement and storytelling. One campaign that really stood out was a social media push where we collaborated with local influencers to showcase a brand’s signature offerings. The response was incredible—tons of user-generated content and a spike in foot traffic. We prioritize strategies based on the client’s goals and audience, but social media often serves as the spark that gets conversations started.
What is your forecast for the future of brand communications in the hospitality industry?
I think we’re heading toward an even more integrated and personalized approach. With technology evolving, brands will need to lean into data-driven strategies to connect with audiences on a deeper level—think hyper-targeted campaigns and immersive digital experiences. At the same time, authenticity will remain king. Consumers want to feel a genuine connection, especially in hospitality, where experience is everything. I believe we’ll see more brands blending online and offline storytelling to create seamless, memorable interactions. It’s an exciting time to be in this space.
