Polina Lorelli: Bridging the Gap Between Big Agencies and Freelancers in PR

Polina Lorelli

Polina Lorelli is a communications expert, entrepreneur, and founder of a boutique PR consultancy designed to deliver high-quality press coverage with agility, precision, and purpose. Having worked in both corporate and startup environments, she saw a glaring gap between the expensive, slow-moving world of big agencies and the often limited scope of freelancers. Her mission? To create a middle ground that delivers impactful storytelling and measurable results—especially for businesses driving meaningful change in sectors like climate tech, medtech, and fintech. Humans of Fuzia is proud to feature Polina’s journey to inspire our 5 million-strong global community of women and allies who believe in empowering each other—He for She and She for She.


Q: What inspired you to start your own business?
Polina: I’ve always been passionate about creating something that doesn’t exist yet. After working in a startup and seeing something grow from scratch, I realized there was a big gap in PR: between large agencies and freelancers. Big agencies are often too slow and expensive, while freelancers might not offer the full scope needed. I wanted to create an agile, boutique PR consultancy that delivers high-quality press coverage, targeted storytelling, and strategic communications—especially in impact-driven sectors. My background in climate communications also made me realize how vital good communication is in driving awareness, adoption, and change.

Q: Who do you typically work with?
Polina: I work with both investors and founders, all within the impact space. We’re sector agnostic but focus heavily on medtech, climate tech, and fintech. We work with companies at all stages—from early stage to growth—and tailor PR strategies to their goals.

Q: What benefits do your clients see from working with you?
Polina: Press coverage is the big one—whether that’s in industry media or national publications. In today’s world, credibility and trust are crucial, and press mentions are often a key part of that. We also help clients refine their storytelling, define target audiences, and time their communications strategically. Our agile model means lower fees, faster turnaround, and comparable—sometimes better—results than larger agencies.

Q: Many entrepreneurs face imposter syndrome. Have you experienced it?
Polina: Absolutely—every day. I became quite successful at a young age, often being the only woman in the room and working in industries where communications work is undervalued. That can make you question yourself. Over time, I’ve accepted imposter syndrome as part of the journey. It’s a sign that you care and that you’re pushing yourself. I manage it with a strong support network, healthy habits, and focusing on facts over feelings. As a founder, rejection, high pressure, and uncertainty are constant—you just have to ride the waves.

Q: Looking back, what would you do differently when starting out?
Polina: I’d ask for help sooner, be more assertive, and have more confidence in my skills. Hiring has been one of the toughest challenges, so I’d approach it more strategically. I’d also be less attached to my identity as a founder and more focused on the outcomes for my clients.

Q: How do you define success—for yourself and your business?
Polina: For me, success is if I had all the freedom and money in the world, I’d still be living the way I do now. That means I’m already successful. For my business, success means it can run effectively without me—sustainably, with great people doing meaningful work. On a personal level, success is also about freedom and the ability to care for the people I love.

Q: What are the biggest challenges in the communications space?
Polina: In agencies, too many people are often involved in a single project, slowing things down unnecessarily. There’s also a lack of middle-ground services—either you get an expensive, all-encompassing agency or a single-skill freelancer. In startups, decision-making speed can be an issue. And in tech, I’ve often faced unnecessary challenges as the only woman in the room. Ultimately, the biggest challenge in PR is getting to the root of what clients really want—beyond “more press”—and aligning communications to those specific outcomes.


“Curiosity leads to some of the most beautiful things—both professionally and personally. Be scared and do it anyway; it will make for a great story someday.” – Polina Lorelli

Connect with her
Company LinkedIn- https://www.linkedin.com/company/pl-comms/?viewAsMember=true
Personal LinkedIn- https://www.linkedin.com/in/polly-lorelli/
Website- https://www.plcomms.uk/

Want to be featured?
If you’d like to be featured in the Humans of Fuzia series, email us at fuziatalent@fuzia.com.