It’s been a while since we presented our ‘corns for our “Meet the Team” series. Making the most of having made some new additions, we’re back to proudly showcase the immense talent that can be found in the team. And that is definitely very much the case with Sofia Pereira, who joined us quite recently, but has vast experience in the PR world, and not only in account management.
Without further ados or spoilers, here’s our “Meet the Team” chat with Sofia:
Where are you based?
Sofia Pereira: Madrid
What are your favourite things about living in Madrid?
Sofia Pereira: Madrid is full of life and it’s a city where it’s impossible to get bored. My favourite things are the thousands of terraces (having a “caña” (beer) at the end of the day), the countless cultural plans, the huge parks, and the fact that you can try amazing food from all over the world. You pick a country, and Madrid has a restaurant with typical food from there. Having always lived by the sea, the only thing that the city is really missing is the beach.
How long have you been at Black Unicorn PR? And in PR?
Sofia Pereira: I’ve been working in PR for around 10 years and I’ve been at Black Unicorn PR for a month.
How did you end up in PR, and working with tech startups?
Sofia Pereira: I got into PR a bit by chance. At university, I studied Communication Sciences without really knowing what I wanted to do afterwards. I knew it wasn’t journalism, but maybe something more strategic, closer to marketing. Funny enough, I didn’t even take the PR class at university and didn’t really know what PR was until my first internship at an agency. And that’s when I fell in love with this world. It combined everything I liked: relationships, strategy, and a dynamic environment. Every day was different! In my second professional experience, I had my first contact with the startup world, right when the ecosystem was starting to “explode” in Portugal. A few months later, I ended up helping to create a PR agency dedicated to tech startups.
What are some of your favourite things about working with startups?
Sofia Pereira: First of all, working with entrepreneurs is very inspiring. You get to meet incredible stories and brilliant minds. Plus, working with startups allows for a much more direct relationship, often with the CEO, the person who actually created the company. That makes it so much more valuable, because you can really contribute. Doing PR for a startup also has a much bigger impact than for a large company. I genuinely feel that I’m helping that business to be heard and to grow. PR isn’t, by itself, a sales tool, but I truly believe that “those who don’t communicate, don’t exist.” So for me it’s extremely rewarding when you manage to get a company featured in an important outlet and that actually helps its business grow.
What are the startup verticals that most interest you?
Sofia Pereira: As a foodie, I’m very interested in foodtech, especially in solutions that help fight food waste. Over the years, because of the clients that I worked with, I’ve also developed a strong interest in fintech and HRtech, and I have a soft spot for edtech (it’s a sector that hasn’t changed much in decades and where there’s still so much to be done).
What are things you have seen startups struggle with, when it comes to PR?
Sofia Pereira: Many startups believe they have an amazing product or service and that everyone should want to write about them. Unfortunately, that’s not always the case, and they often get frustrated when results don’t come right away. This can happen because they invest in PR too early, or because they don’t know how to communicate in the same language as a journalist. One of the biggest challenges is precisely knowing how to tell the story. Another challenge is managing expectations. Many startups still think PR is meant to sell, and that a single article will automatically lead to sales, which rarely happens.
From startups that you see excel with PR, what are some of the things that they are doing right?
Sofia Pereira: They have several spokespeople with deep knowledge and the ability to comment on different topics within their industry. They do newsjacking, stay tuned to the media agenda and act quickly when a relevant topic comes up. They invest in storytelling, creating strong campaigns and meaningful stories. They’re not afraid to take some risks sometimes, to be a bit more controversial, and to take a stand. They also listen to the market, launch studies and surveys, and do data-backed PR (it’s not just the company talking, it’s the market validating their message).
What would you recommend to a startup that wants to get started with PR that they focus on first?
Sofia Pereira: First, it’s essential to define clear objectives – what do you want to achieve with PR? Then, work on your messaging: what makes me special? What truly differentiates my startup in the market? What impact am I creating? It’s also important to study the market, understand who your competitors are, how they position themselves, and how they appear in the media, so you can find your own voice and stand out.
What is your top tip for early stage startups when it comes to PR?
Sofia Pereira: Know why you’re investing in PR. And invest in it when you’re looking to build credibility and awareness, not immediate sales. Do it when you already have a tested product, concrete metrics to show, and time to dedicate to communication. Nowadays, having just a great product or service isn’t enough, you need to build great stories
Are you a summer or winter person? Why?
Sofia Pereira: I think I’m a bit of both. I love summer beach days, but also those cozy cold days at home wrapped in blankets.
Favourite cuisine? Why?
Sofia Pereira: Definitely Portuguese cuisine. And it’s not just because it’s my origin, it’s honestly the best in the world! (just kidding!) But the truth is, it’s a rich and incredibly diverse cuisine, with amazing meat, fish, and desserts. Created often from scarcity, it’s also extremely creative. There are more than 100 traditional dishes just with codfish! It’s incredible. There are so many typical dishes that even I don’t know them all.
What are your favourite hobbies?
Sofia Pereira: Cooking is definitely one of my hobbies, it helps me relax. I love cooking because I enjoy eating well. Even after a long day, I never miss the chance to get into the kitchen, put on some music, and prepare a comforting meal. Another one of my hobbies is dancing. Since I was a kid, I’ve always loved dance classes and have tried different styles (from hip hop to flamenco). Right now, I’m discovering the world of jazz and learning to dance Lindy Hop.
You have a free weekend. Movies and popcorn or outdoor adventures?
Sofia Pereira: It always depends on the weather! If it’s sunny, definitely something outdoors (a picnic with friends, a “caña” on a terrace, or a walk). If it’s bad weather, that’s the perfect excuse to stay home and watch movies.
Meet some of our other team members:
