How TheSoul Publishing’s new PR agency can help Cypriot companies elevate their global reputation

International digital studio TheSoul Publishing, which is based in Limassol, recently announced the launch of World’s Fair Communications, a new strategic communications company aimed at Cypriot companies looking to elevate their reputations onto the global stage.

The company is led by TheSoul Publishing’s former Vice President of Global Communications, Craig Radow, and the digital studio’s former Senior Director of Global Communications, Eric Schultz.

With a combined four decades of international experience in media and PR, Radow and Schultz recently talked to CBN about how they plan to use their expertise and experience-based 'communications formula' to help companies in Cyprus, and around the world, elevate their global reputation.

While its headquarters are in the US, World’s Fair Communications aims to elevate Cypriot companies. Can you tell us more about some of the specific products and services you provide and how companies in Cyprus can benefit from using them?

Craig Radow: First, it’s important to share that while World’s Fair Communications is headquartered in the US, we take enormous pride in the success of Cyprus and the industries and companies that are based there. Over the years, we've had the privilege of spending time on the island, and are continuously impressed with the entrepreneurial spirit and tech community that is flourishing – and we want to share that story with the rest of the world.

Our experience working with TheSoul Publishing, based in Limassol, along with the media relationships that we’ve built up over the years, both through my time at 20th Century Fox, and Eric’s working both in PR and at globally recognised news organisations, will allow us to advise Cypriot companies in a way that sets our agency apart.

Eric Schultz: Craig and I have built TheSoul’s communication department from the ground up, elevating the global reputation of the digital studio for the last five years. We understand that for companies based in Cyprus, it can be challenging to break through in the US and UK news media. Our combined forty years of experience in communications, coupled with our success with TheSoul, uniquely positions World’s Fair to help Cypriot companies promote their business accomplishments to a wider international audience.

Craig Radow

What are some of the ways you will draw on your many years of experience with internationally-renowned companies to tailor your services specifically to businesses in Cyprus?

ES: Based on years of experience, Craig and I have developed a “communications formula” to help companies elevate their global reputation. It is a combination of earned press coverage, capitalising on executive thought leadership, strengthening a company’s social media strategy, all complemented with navigating meaningful awards and key speaking engagements. We’ve implemented this blueprint many times to great success.

CR: On a big picture level, I also want to add that the approach to executing a successful PR campaign - whether for a large international company or a regionally based startup - is ultimately very similar. It is rooted in fundamental communication practices which include strong writing, media relationships, a sense of curiosity, and the ability to convey a compelling narrative. Of course, depending on the situation or a company’s specific goals there will always be nuanced differences requiring flexibility.

Can you tell us more about your link with TheSoul Publishing?

CR: The last five years leading the communications at TheSoul Publishing has been an incredible experience both professionally and personally. I’ve had the opportunity to sit at the center of the fast-growing creator economy sector, while working beside and becoming friends with some incredibly talented creative and business minded individuals. We are thrilled to evolve our relationship further with this new venture and continue to work closely with TheSoul under the strong leadership of Arthur Mamedov, the company’s CEO.

ES: When the idea to form World Fair Communications started to take shape, it was built around the concept of taking our learnings and our successes with TheSoul Publishing and applying it to other companies headquartered in Cyprus. We see there is a mutually beneficial opportunity - an exciting potential client base to work with, and opportunity for companies to tell their story to the global audience that’s most important to them.

Eric Schultz

Returning to your lengthy experience, what are some of the main changes you have seen on the PR scene in recent years? And, are clients today more ready to embrace new technologies and mediums than they may have been in the past?

ES: In strategic communications, if you’re not adapting, you’re falling behind. If you look back 10-15 years, the overall media space – especially in the US – was in much better shape. Publications were healthier financially and there were more specific beat reporters, and therefore more opportunities for coverage. In today’s environment, companies need to make the most of each and every opportunity to showcase themselves. That includes earned media (news coverage), owned media (company website/blog), managed media (social media), paid media (sponsorships), thought leadership, live events, award opportunities, and SEO. If a company is solely focused on one or two areas, they may not reach their objectives. Of course, these are all areas we can help businesses navigate successfully.

Looking ahead, what are some of the emerging trends in the sector you believe will have the most impact over the coming years?

CR: I think the default answer these days is to automatically point to AI technology as a catchall for when discussing future trends. And while AI is placing an increasingly important role across the communications industry, it will always be about people and making those connections that really have an impact. In the last 25 years I’ve seen communications tools improve, technology evolve, media outlets both fold and start up. I’ve learned that the most important throughline is developing a thoughtful story, sharing valuable insight, and building strong relationships with the media.

At the end of the day a communications leader must remain sharp – with their eye not only to the future, but also grounded in tapping into lessons from the past and aware of the real time trends that are developing before us in the present.

ES: I agree. AI is already a useful tool, but without a deep understanding of strategic communications, it’s not going to achieve big picture objectives. That’s where having the right advisors in place to navigate can make all of the difference.

Again looking ahead, can you reveal any more of World’s Fair Communications’ plans for the future (potentially expansion in the region etc.)?

CR: Our immediate focus is of course to best serve our current clients. We feel that’s truly the best way to grow. At the same time, we are seeking to expand and represent additional future-forward companies.

ES: Eventually, we’d like to open a full-time office in Cyprus, but for now we are excited to make regular visits to the island.

Is there anything else you would like to add?

ES: As we’ve seen in our decades of experience, the most successful companies prioritise communications. It’s pretty rare to hear about a company that invested in building its reputation and regretted it. Unfortunately, neglecting a communications strategy can have far reaching consequences

CR: We know how tough it is to build one’s global reputation in this day and age. We can help company leaders do that, while they focus on running their business. If there is some PR advice we can provide or a question you may have, we’d love to connect. Please reach out to us via email (craig@worldsfair.io, eric@worldsfair.io) or through our website.