In today’s hyperconnected world, attention is fleeting, narratives shift in seconds, and reputations can be built or broken overnight. For Katarzyna Szulim, this reality is not a challenge to fear, but a discipline to master.

As the founder of Commfort Safety, established in 2008, Szulim has spent nearly two decades redefining how public relations, ethics, leadership, and technology intersect. What began as a boutique PR agency rooted in show business has evolved into a multidimensional communications partner trusted by global brands and international institutions. Yet at the core of this growth lies one unwavering conviction: without credibility, there are no sustainable sales.

Beyond Publicity: Reframing the Role of PR

Szulim’s early career placed her at the center of Poland’s entertainment industry, managing public images for television productions and well-known personalities. In that high-visibility environment, she witnessed firsthand how quickly perception can elevate or erode influence.

But she also saw something deeper. Public relations, she believed, should not be confined to promotion. It should be about stewardship.

This insight marked a strategic turning point. Commfort Safety gradually shifted from entertainment-focused publicity to corporate communications, advising companies on long-term brand positioning, crisis management, and stakeholder trust. The transition was not merely operational; it required reshaping how clients understood PR itself.

“Advertising drives immediate action,” Szulim often emphasizes. “But public relations builds the trust that makes action possible.”

Her philosophy is clear: marketing may generate sales, but reputation sustains them.

The Breakthrough That Changed the Game

A defining milestone came in 2013, when Commfort Safety secured a major partnership with HTC Poland. The collaboration represented more than a prestigious client win, it symbolized the fusion of technology, lifestyle storytelling, and strategic communication.

For Szulim, it validated a belief she had long held: brand narratives should not exist in silos. Emotion and innovation, culture and commerce, storytelling and strategy, when integrated create campaigns that resonate across markets.

The project elevated the agency’s standing within the corporate communications landscape and confirmed Szulim’s instinct-driven leadership style one grounded in courage, speed, and creative clarity.

Leadership Rooted in Values

Modern executives operate under relentless scrutiny. They answer not only to shareholders, but to employees, communities, and a digitally empowered public. Szulim believes that navigating this complexity requires more than operational competence; it demands moral clarity.

Her leadership advice is disarmingly human: define your values, build an ethical framework, and lead with empathy.

In her view, authenticity is not a branding exercise it is a decision-making tool. When leaders are anchored in clearly defined principles, hesitation fades and responsibility becomes instinctive.

“The world doesn’t need another award,” she notes. “It needs more understanding and positive emotion.”

Learning as a Competitive Advantage

In an industry shaped by rapid technological shifts, stagnation is not an option. Szulim approaches communications like professional sport: constant training is essential.

Long before artificial intelligence became a boardroom talking point, her team had already begun exploring GPT-based technologies. In early 2024, Commfort Safety invested in specialized training to understand the practical and ethical implications of AI tools before recommending them to clients.

For Szulim, responsibility in communication requires firsthand knowledge. Tools must be tested, understood, and applied thoughtfully. Only then can innovation enhance rather than compromise credibility.

Diversity as Strategy, Not Slogan

Commitment to social responsibility has long been embedded in Szulim’s leadership. In 2013, she became an early signatory of the Diversity Charter in Poland, positioning her company among the country’s first formal advocates for diversity and inclusion.

She views diversity not as a symbolic gesture but as strategic strength. Organizations thrive when differences in experience, age, skill sets, and perspective complement one another. A culture built on mutual support, she argues, produces resilience and resilience builds longevity.

A New Structure for a New Era

Today, Szulim’s expanding venture operates through four integrated pillars: Media, Creative, Production, and Public Relations. From data analytics and performance marketing to crisis management and public affairs, the structure reflects a holistic approach to communication.

Public relations remains the strategic core encompassing corporate positioning, brand PR, influencer engagement, and government relations while the broader ecosystem enables clients to focus on innovation and growth.

Operating in a hybrid model since 2020, the organization prioritizes productivity and well-being over physical presence. By reducing unnecessary commuting and embracing digital collaboration, Szulim has cultivated a work culture where creativity and balance reinforce one another.

International Trust and Strategic Impact

As Poland strengthens its position as a hub for international investment, global organizations increasingly seek culturally attuned communication strategies. Szulim and her team have become trusted advisors in this space, guiding market entry and public affairs initiatives with discretion and strategic precision.

Recent projects in the security and defense sectors, including European-wide campaigns on cyber resilience, underscore the level of responsibility entrusted to her firm.

For Szulim, however, growth is not measured by scale alone. Impact, integrity, and trust remain the ultimate benchmarks.

Looking Ahead: Educating the Next Generation of Leaders

Beginning in March 2026, Katarzyna Szulim will launch a new educational initiative designed for entrepreneurs and leaders seeking to strengthen their personal brand and reputational strategy. With particular focus on supporting women in business, the program aims to equip participants with the tools, confidence, and ethical grounding necessary to lead at the highest levels.

In a world increasingly shaped by technology and volatility, Szulim’s message remains consistent: reputation is the most powerful currency an organization holds.