On the Record: Natasha Koifman on Building NKPR, Trusting Her Gut and Why Reputation Is Everything

What does it actually take to stay at the top for over two decades? Natasha Koifman is the founder and president of NKPR, one of Canada's most respected PR agencies with offices in Toronto and New York. A Ukrainian immigrant, a teenage mom, and a basement entrepreneur, she built something extraordinary from nothing and has spent years doing it entirely on her own terms. She's been named one of Canada's most powerful women four times, raised over $35 million for the children of Haiti, and has a 47-story condo in Toronto with her name on it. She joins us to talk about what actually drives longevity in business and in life.We get into why she only takes on clients she truly believes in, how she knew to open a New York office in 2009 when the market crashed and everyone told her not to, and why how you end something matters just as much as how you begin. Natasha also breaks down the state of PR right now, from influencers and GEO to why AI is word salad if it's not managed properly, and shares the one compliment that surprises people more than anything else.Follow Gettin ChaiInstagram: @gettin_chaiYouTube: @gettinchaipodcastFollow NatashaInstagram: @natashankprWebsite: nkpr.net00:00 Intro03:13 What Actually Builds Loyalty05:39 Gut Instinct and Choosing Clients09:30 Endings Matter as Much as Beginnings11:41 The Power of No: Opening NYC in 200916:49 When Gut Knows Before Logic Does19:35 Loyalty Over Money21:39 Quick Fire Round24:14 The Building With Her Name On It29:33 How PR Has Changed32:57 GEO, AI and Moving the Needle38:09 Final Thoughts