Kateryna’s Story: From Local PR Leader to EU Innovation Advocate
August 22, 2025
Kateryna is the founder of Become, a PR agency specialising in amplifying the voices of business leaders, and the driving force behind UA Business Global, an NGO that empowers Ukrainian entrepreneurs to expand internationally through free educational content and strategic support.
Her mission is deeply aligned with European Union priorities: fostering resilient SMEs, enabling cross-border market access, and championing women-led innovation.
Her entrepreneurial journey began after a successful career in journalism, driven by the belief that PR, multiplied by innovation, can accelerate economic transformation.
In the last three years, Kateryna has led her Ukrainian-founded but globally operating agency to work with clients across Europe, the Middle East, and the US — always keeping her focus on elevating Ukrainian voices on the world stage.
The challenges of war reshaped her business. In 2022, she pivoted from event retail to building a digital-first PR powerhouse and launched her NGO to help Ukrainian entrepreneurs navigate uncertainty. She understands first-hand the unique challenges they face — from disrupted planning horizons and HR crises to shrinking domestic markets — and uses communications not only as a marketing tool but as a strategic lever for leadership and resilience.
Her selection as a finalist of EIT Red Kalyna, an initiative of the European Institute of Innovation and Technology (EIT), marked a milestone in her mission. Through this platform, Kateryna has gained access to the EU’s innovation network, shared best practices with other women founders, and contributed to the EIT’s goal of fostering inclusive, competitive, and sustainable growth.
Looking ahead, Kateryna aims to technologise PR by creating digital and AI-powered tools for entrepreneurs, making high-quality communication support more accessible and scalable — in full alignment with EU digitalisation and innovation strategies.
Her advice to other Ukrainian women?
“Believe in yourself and give yourself permission to speak. Our voices can inspire hundreds of other women — and if we don’t communicate our impact, no one else will.”
– Kateryna Doroshevska
Manage Consent
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional
Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
