Nearly two decades in media, public relations, and entertainment. A career in Russian national television, original radio shows, a glossy magazine, prestigious industry awards, and international events, Ivan Irbis has built a professional journey that extends far beyond traditional PR.
By Kate Smith
A producer, media entrepreneur, and founder of the communications agency Irbis Media Group, Irbis has evolved from working in the Russian entertainment industry to producing projects on the international stage. His achievements have been recognized with the Person of the Year award, a Fashion TV Russia award, and recognition for his charitable contributions at an event held at the Moscow City Duma.
Today, his focus is on the future of communications, artificial intelligence, and the emerging economy of personal brands.
In this interview, Ivan Irbis explains why fame no longer guarantees influence, how technology is transforming public relations, and why human connection will remain one of the most valuable assets in business.
Kate Smith: Over the past two decades, the media landscape has changed dramatically. Why is fame alone no longer enough?
Ivan Irbis: When I started my career, the path to fame ran through television, radio, and major publications. Today, almost anyone can become famous through social media. But popularity and influence are two very different things.
You can have millions of followers and very little real authority. At the same time, someone with a relatively small audience can influence decisions across an entire industry.
I always distinguish between three concepts: visibility, reputation, and influence. Visibility attracts attention, reputation builds trust, and influence turns that trust into real opportunities.
The purpose of modern PR is not simply to make someone famous. It is to turn their public presence into a long-term asset.
Kate Smith: Your career spans television, radio, publishing, and international event production. How has this experience shaped your approach to PR?
Ivan Irbis: I’ve had the opportunity to experience the media industry from many different perspectives. I worked in Russian entertainment, developed projects for the national television network Pyatnitsa!, created my own radio talk show, Vremya Bolshogo Goroda, on Megapolis FM, and founded the glossy magazine Megapolis Time.
Later, international event production became a major part of my professional life. Our projects include the international beauty competition Miss Federation, along with events in Turkey, the United Arab Emirates, and other countries.
Professional honors, including the Person of the Year award and recognition from Fashion TV Russia, have been rewarding milestones along the way.
But the most valuable lesson I’ve learned is that a powerful personal brand isn’t built on an artificial image. It’s built on individuality, expertise, and a consistent strategy.
A great producer doesn’t invent someone’s personality. They recognize that person’s potential and know how to present it to the world.
Kate Smith: Artificial intelligence is rapidly transforming business. Are you concerned that AI could completely replace PR professionals within the next decade?
Ivan Irbis: Quite the opposite. I see extraordinary opportunities ahead.
I believe that within the next five to ten years, we may witness the emergence of billion-dollar companies run by just one person supported by a network of AI agents.
Artificial intelligence will take over an enormous amount of work, from content creation and data analysis to developing communication strategies.
But there’s an interesting paradox: the more advanced technology becomes, the more valuable genuine human connection may become.
Imagine a world where robots help raise children, care for the elderly, and handle everyday responsibilities. Would that eliminate our need for human empathy, emotional support, and trust?
I don’t think so.
The same principle applies to public relations. Clients don’t just need an algorithm that can develop a strategy. They need someone they can trust with their reputation.
I’m convinced that AI won’t destroy PR. It will redefine the profession, free professionals from routine tasks, and make human expertise even more valuable.
Kate Smith: Irbis Media Group operates across international markets. What does it take to build a truly global brand?
Ivan Irbis: First and foremost, you have to think beyond geographical boundaries.
Over the years, I’ve learned that every market has its own cultural characteristics, but people’s desire for trust, recognition, and meaningful connections is universal.
That’s one reason I place such importance on international events. Our Miss Federation competition, for example, began in Moscow and eventually expanded internationally. We develop projects in different countries, bringing together entrepreneurs, media professionals, and representatives of creative industries.
For me, it’s about much more than organizing beautiful events. It’s about creating environments where relationships, partnerships, and new opportunities can emerge.
International PR isn’t about translating a communication strategy into another language. It’s about making your ideas relevant and meaningful to people from different cultures.
Kate Smith: How do you envision the future of PR and personal branding? What will define competitive advantage ten years from now?
Ivan Irbis: Imagine that ten years from now, every PR agency has access to equally powerful artificial intelligence. Everyone can create exceptional content, analyze audiences, and develop strategies almost instantly.
So what will separate successful agencies from the rest?
I believe the answer is human capital: reputation, intelligence, personal relationships, professional intuition, and the ability to understand people.
Technology will become increasingly accessible, but trust is not something you can purchase through a subscription.
That’s why I see the future of Irbis Media Group in combining strategic PR, artificial intelligence, media, and international production.
We’re entering an era when fame itself is no longer the ultimate goal. The real value will lie in the ability to transform public attention into trust, influence, and sustainable business growth.
You can buy advertising. You can capture attention. But you cannot buy a genuine reputation. You have to earn it.
And that’s precisely why I believe:
The Future of Fame Is Strategic.
