From blocked accounts and tax disputes to orchestrated media attacks — today’s battles for reputation are fought on many fronts. Every day, we scroll through scandalous headlines, follow high-profile investigations, and watch lawsuits turn into media spectacles. What we rarely ask ourselves is: who is actually steering these storms, and what does it take to build a shield when someone’s name, fortune, and credibility are at stake?
In this feature, The Arabian Mirror speaks with Alona Karpinska, founder of Karpinska PR Group and a seasoned strategist in crisis communications. The conversation opens a rare window behind the scenes — into how crisis PR really works for companies in the crypto, tech, and finance sectors, as well as for private clients, entrepreneurs, and even politicians. And it reveals why a strong reputation defense is far more critical than most people imagine.
About the Company
Karpinska PR Group is an international strategic communications agency operating across Europe, the CIS, and the Middle East. The firm supports both corporations and private clients from a wide range of industries. Beyond traditional PR and branding, it has a dedicated crisis management division — a team focused on defending reputations when a legal strategy alone is no longer enough. Their role begins when clients face pressure from business partners, regulatory authorities, the media, or public opinion, and a stronger shield is required.
About the Speaker
Alona Karpinska is a crisis communications expert with more than eight years of hands-on experience in strategic PR. She founded the agency in 2017 and, together with her team, has since led over 113 projects across ten countries — many of them high-profile cases involving reputation defense in the EU, the CIS, and the Gulf region.
Karpinska holds academic degrees in public relations, international economics, and law, blending these disciplines into a rare skillset that bridges legal expertise with media strategy. She is also a certified member of several respected international organizations, including the Global Women in PR (GWPR), the Public Relations Society of America (PRSA), the Public Relations and Communications Association (PRCA), and the International Association of Journalists of Ukraine.
The Way into Crisis PR
Alona Karpinska’s career in communications began long before “crisis PR” was even seen as a separate field. The turning point came with her first real client crisis. “I saw people and companies being hit with unfair accusations, frozen assets, and aggressive media attacks,” she reflects, “and it quickly became clear that legal defense alone wasn’t enough. That’s when I realized something important: reputation is an asset, and it deserves to be protected just as seriously as money or property.”
That insight was the beginning of what Alona now calls their “reputation shield.”
The “Reputation Shield” – A Separate Approach from Traditional PR
Traditional PR is about building visibility and cultivating a positive image. Crisis PR, on the other hand, is the strategy that protects that image when it comes under attack. Alona explains, “We don’t try to paint over the problem. Instead, we gather facts quickly, coordinate with lawyers, shape an honest position for the client, and bring that narrative into the public arena.” This kind of agenda management stops reputational damage from spreading and helps restore trust.
Common Crises to Deal With
Most crises sit at the intersection of law, money, and emotion: outright fraud, partner disputes, frozen bank accounts, unlawful tax claims, cyber incidents, data leaks, or targeted smear campaigns. Alona mentions, “Both corporations and individuals turn to us — from investors and top executives to public figures — once they realize that without a reputation shield, they simply won’t withstand the pressure.”
Reputation Above All – Global Examples
Among the many global examples that prove how reputation can make or break, Alona shares some classic cases, including those of Boeing and Volkswagen, as both tried to downplay their problems, which only amplified public outrage and multiplied financial losses. But more recent stories show just how quickly a reputation can collapse in the digital age.
Alona Karpinska even mentions, “This year, the president of Astronomer found himself at the center of a scandal after a kiss with a colleague was caught on camera. This video went viral within hours, triggered an internal investigation, and ultimately ended with his resignation — a stark reminder that for leaders, there are no truly private moments anymore.
Another striking episode came from Poland, where millionaire Piotr Szczerek snatched a signed tennis cap from a young boy during the US Open. At first, the businessman even threatened his critics with lawsuits, but the storm on social media forced him to backtrack, issue a public apology, and return the souvenir. The apology was expected, yet the fallout continues to trail him.
And Spain offers a more systemic example. When the country’s tax authority attempted to classify collateral from a DeFi loan as taxable income, the dispute quickly spread beyond Spain’s borders, exposing how questionable regulatory actions can spiral into a reputational crisis.”
From corporate giants to private millionaires and government agencies, Alona shares how these cases highlight the same truth: crises don’t wait. Transparent communication, timely action, and a willingness to take responsibility are what ultimately minimize the damage and help restore trust.
Notable Cases at Crisis PR
In crisis PR, everything starts with understanding who the client is and what problem they’re facing. The cases handled by Alona illustrate just how different the clients and their challenges can be.
- Private Entrepreneurs and Investors: In Latin America, one of Alona’s client’s business partners siphoned off nearly $20 million and fled abroad. The theft not only threatened the company’s financial stability but also risked destroying investor confidence. Alona and her team acted quickly: gathering evidence, aligning legal steps with media strategy, and launching an international campaign. The outcome was decisive — three arrest warrants were issued, the stolen funds were recovered, and her client retained their reputation as a responsible leader.
- Crypto exchanges and DeFi platforms: In another case, anonymous hackers exploited a smart contract vulnerability and drained more than $10 million. Alona shares that her role was not only to help the company go public with the breach but also to manage communications with both users and law enforcement. That coordinated effort led to the return of more than a third of the stolen tokens — and, perhaps even more significantly, user trust in the platform was restored.
- Crypto investors and DeFi projects: One of Alona’s clients — a DeFi investor — faced an unexpected tax assessment when Spain’s AEAT classified the collateral from his crypto loan as income. This led to frozen accounts and a serious risk of losing credibility. Her team amplified the issue internationally, explained the absurdity of the interpretation, and brought in human rights associations along with major media outlets. The case went global and continues to gain momentum.
- Politicians and public figures: Black PR campaigns against political and social leaders are becoming routine — bloggers publish defamatory stories or fabricate scandals to damage reputations. In one of Alona’s cases, they took legal action for defamation and secured a confidential settlement that stopped the smear campaign and restored our client’s good name.
Emphasizing the dangerous AI-driven fakes, she comments, “In Slovakia and Pakistan in 2023, fabricated audio files were circulated, allegedly capturing candidates making damaging statements, in an attempt to sway election outcomes. A similar tactic was used against one of our clients. We brought in forensic experts, proved the recording was fake, and launched a campaign that neutralized the attack and restored his reputation.”
Lessons Learnt in the Process
As a seasoned professional who has embraced different lessons from her journey, Alona shares a few words of wisdom addressing the aspiring professionals of her field. She mentions, “First, assess your vulnerabilities in advance — crises almost always catch off guard those who fail to prepare. Second, build honest relationships with the media and the public — transparency and timely action reduce reputational risk. And third, move quickly and stick to the facts — a truthful narrative, amplified by public resonance, will shield you better than any counterattack.
Reputation is capital. It’s an asset that demands the same level of strategic protection as any other part of your business.”
To gain more industry insights, connect with Alona Karpinska on LinkedIn.
Follow Karpinska PR Group on LinkedIn to learn more.
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