By: Lana PRME
Svetlana Khachiyan has been working in the American PR industry for over 8 years, bringing dozens of celebrities, influencers, and business leaders to the red carpet of the Grammys, the Oscars, and the Cannes Film Festival. Her agency, PRme, now boasts partnerships with top U.S. media outlets and collaborations with brands at major international events. In this interview, Svetlana shares how a girl from a small town “in the middle of nowhere” became part of the media elite and built strong ties with global brands — plus her take on hype, Hollywood, and unconventional PR tactics.
Svetlana, how do you consistently land clients on the red carpets of major international festivals?
That’s a core part of PR promotion — and it’s all about relationships. When I first helped a client attend the Cannes Film Festival, I had no idea how it worked. I had to build a network from scratch, make mistakes, and even deal with some scams. Now, thanks to my connections, I help clients attend private premieres and walk red carpets. Journalists and photographers already know me, so I just walk the client over, and they get interviewed right away.
How did your PR journey begin?
It all started with a guitar and a love for music. I grew up in a small Eastern European town and played in a rock band in college where I was a singer, songwriter, and guitarist. Besides performing, I handled the band’s production: organizing photoshoots, booking radio gigs, arranging performances.
One day, a local club’s art director asked me to organize a pop singer’s concert. I did the promo, logistics, everything. After the show, I earned half my monthly salary in one night, and that’s when I realized I could actually make money doing what I love. That’s when I chose PR. In 2011, I moved to the capital to work in a production center and by 2015, I launched my own music label and PR agency. Two years later, I moved to the U.S. to enter the global market and have been working as a PR and marketing specialist internationally ever since.
Who do you work with now, and which projects stand out?
PRme works with business companies, startups, influencers, and entrepreneurs who need high-quality PR.
Our portfolio includes events at Dolby Theatre, Wisdome LA, Museum of Illusions, the Kanye West Statue installation, and the Selfie Museum.
One recent highlight: a collaboration with motivational author Brian Tracy. One of my entrepreneur clients co-authored a book with him, appeared on the cover, and joined him for several book presentations. It was a powerful trust booster where Brian’s authority transferred to her, strengthening her brand and accelerating her business growth.
Have you done any unconventional or viral PR campaigns?
I’m not a fan of hype for the sake of hype. I believe in building visibility in a sustainable way.
But one creative idea we pitched was for a lingerie brand: a high-fashion photoshoot of grandmothers in lingerie — styled like a Vogue editorial, full of elegance, boldness, and humor. We wanted to display the images on billboards across the city.
The concept, “grandmas in lingerie,” would’ve sparked a range of reactions, from outrage to admiration. It challenged stereotypes about age and body image. It had viral potential. But in the end, the client opted for something less provocative.
What services are most in-demand at your agency?
Our core focus is strategy and media placement. According to a SurveyMonkey poll, 42% of Americans rely on media articles and Google search results when choosing a product or service. People want to know who you are, where you’ve been seen, and what others are saying about you.
PR is not just about articles — it’s events, networking, podcasts, red carpets, product placements in films and series. It varies depending on the niche and the client’s goals. For instance, a blogger attending the Cannes Film Festival can generate massive reach that’s later converted into course sales — that’s direct marketing impact. And PR helps reduce cost-per-lead in marketing as Google favors people who are already featured in trusted media outlets.
You’re also a contributor for USA Today and Times Monaco. Does that give you an edge in PR?
Absolutely. It’s my calling card. Being listed as a freelance journalist allows me to introduce myself not just as a PR rep, but also as a member of the press. I always emphasize that as it instantly sets a professional tone.
This dual status also helps my clients — I can walk up to A-listers or top speakers and strike up a conversation, while also introducing my clients to key players. It helps build that crucial bridge between clients and their goals, whether it’s media attention or brand collaborations.
Are there any clients you refuse to work with?
Yes, I don’t work with people who are disrespectful to my team or devalue our work. I also turn down clients whose values don’t align with mine, no matter the money or potential for hype.
I’ve declined lucrative deals because I couldn’t associate with the story. I once refused to promote a cannabis brand. I get it, it’s California , but that’s not my thing. Long-term reputation and personal integrity matter more to me than a big paycheck.
If you weren’t doing PR, what would you be doing?
Probably still playing in a rock band (laughs). But honestly, I can’t imagine doing anything else. I’m lucky because my hobby became my career.
In PR, we connect people, we build bridges — and that’s my superpower. I love helping people step out of the shadows, own their stories, and overcome the fear of being seen.
The real reward is hearing a client say, “They chose me because they read about me in the media,” or “They Googled me and saw my photo.” In today’s digital world, everyone needs a personal brand.
Someone once said to me, “There’s no such thing as bad publicity,” and it stuck with me.
So go ahead and promote yourselves. We’ve got your back every step of the way!
Published by Jeremy S.
