Malika Shermatova is a remarkable success story. ‘I came into the UK at the age of 19, didn’t know anyone or anything, spoke relatively good English, but the real challenge was starting from scratch,’ recalls the Tajikistanborn PR manager. Fast forward to 2018 and Shermatova has had a superb start as the founder of Minerva PR, which has a focus on a range of industries in the financial services world, as well as fintech, insurtech, professional services and the hospitality sector. ‘PR is very much a “people’s business”, but I often found that the “people” part of it was missing,’ she says. ‘Clients were seen just as “numbers”.’
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