Gergely Abraham
Corporate Communications Leader | 20+ Years in PR & Media Relations
Studied at Said Business School (Oxford)
Hiring Manager at Diageo
Available Tuesday
Starting at 8:00 AM UTC
Questions? Start chatting with this coach before you get started.
Gergely's Offerings
Custom hourly · $165/hr
Get help with Crisis Communications, Interview Prep, and .
Gergely’s Public Relations Qualifications
Experience level: Executive
I've spent over 20 years building and running communications functions across Central and Eastern Europe — spanning journalism, agency leadership, and in-house corporate roles. I started as a journalist, which gave me an early, ground-level understanding of how media actually works and what makes a story land. From there I became a government spokesperson at a Ministry with a large portfolio in Hungary, managing media through high-pressure moments including the Russia–Ukraine gas crisis. I then spent nearly a decade running the Hungarian office of Grayling, a leading international public affairs and communications consultancy, leading its Central & Eastern Europe Public Affairs practice and advising clients on reputation, media strategy, and crisis communications. Most recently, I led Corporate Relations for Diageo across Eastern Europe and Central Asia, covering communications, government affairs, ESG, and crisis management in over 30 markets. Because I've worked inside a newsroom, a government press office, an agency, and a global corporate function, I understand PR from every angle — how journalists think, how messages get tested under political and public pressure, and how to build a communications strategy that actually holds up in a crisis. I coach on media relations, messaging and narrative strategy, crisis communications, reputation management, and how to build or scale a comms function.
Gergely can help with:
Crisis Communications
Interview Prep
Media Relations
Networking Strategy
PR Strategy
Skill Building
About Gergely
I've spent my career at the intersection of politics, business, and communication — and most of that career has happened during a crisis of one kind or another. I started out as a journalist, then found myself as a government spokesperson in Hungary right in the middle of a Russia–Ukraine gas crisis, explaining to a frightened public what was happening to their heating bills in real time. That experience — being the person who has to translate chaos into something people can actually understand and trust — shaped everything that came after. I went on to run a public affairs agency's CEE practice for almost a decade, then spent nearly six years as a corporate relations director for a global company, working across more than 30 markets in Eastern Europe and Central Asia. Along the way I've sat in every seat at the table: government official, agency advisor, and in-house executive. I know what it's like to be the person making the policy, the person advising on it, and the person whose company has to live with it — and I've built a genuine feel for how influence actually works in practice, not just in theory. Outside work, I'm a father of two and a lifelong amateur ice hockey player — still showing up for the early ice. I'm based in Budapest, and I like working with people who are trying to figure out where they genuinely fit in this field, not just the next line on a CV.
Why do I coach?
At Diageo, I worked with several leadership coaches over the years, and it changed how I think about growth — having someone outside your day-to-day who can really listen and ask the right question at the right moment is genuinely rare, and genuinely valuable. I want to be that person for someone else. I've also spent my career in situations most people never encounter — running crisis communications during an energy emergency, advising governments and multinationals in the same week, working across 30+ markets with completely different political and cultural realities. I don't think that makes my path the "right" one, but it's taught me that the best thing you can do for someone is listen first, before offering a different perspective. Ultimately, I coach because I want to make an impact — on people, on organizations, on how they show up in the world. If listening closely and sharing what I've learned helps someone see their own situation more clearly, that's worth doing.
Work Experience
Corporate Relations Director Eastern Europe & Central Asia
Diageo
September 2022 - Present
Hiring Manager
• Head Corporate Relations across 30+ markets in Eastern Europe & Central Asia (plus MENA, 2022–24) — full mandate for government affairs, public policy, corporate communications, ESG and crisis response, managing a team of 4 • Member of the Eastern Europe and Budapest Leadership Teams, advising senior leadership on political, regulatory and reputational risk • Manage Diageo's engagement with spiritsEUROPE at EU level and national spirits associations across the region, alongside business chambers, embassies and government bodies • Directed 'Dance of Responsibility', a behaviour-change communications campaign reaching 11M views across 45 countries — Special Commendation, ESG Awards 2024 • Built and ran the internal communications and employee engagement strategy for the 1,300+ person Budapest Hub — lifted engagement score to 80% and Inclusion & Diversity index to 90% • Secured legislative wins on advertising and excise regulation across 10+ markets, including advocacy that materially protected company revenue in affected markets • Spearheaded "All Drinks Are Equal," an EU/Eastern Europe policy campaign with wins in Romania, Bulgaria and Ukraine, delivering significant commercial impact • Delivered CALL-Action (Pet Cup Initiative), a cross-border river-cleaning programme under wartime conditions in Transcarpathia — 2,500+ tonnes of waste diverted, 2,500 children engaged, Special Award at the Green Awards 2023 • Launched SMASHED, an underage-drinking prevention programme reaching 30,000+ students with 85–94% effectiveness ratings • Coordinated 30+ ESG programmes across 15 countries under Spirit of Progress, exceeding annual scorecard baselines by 7–9 projects/year • Guided the government relations strategy that secured licensing approval for a new Diageo warehouse • Chaired the regional Route-to-Consumer workstream, embedding corporate affairs into commercial decision-making
Head of Corporate Relations Europe Partner Markets
Diageo
September 2020 - August 2022
Interviewer
• Led multi-stakeholder advocacy and trade-association strategy that produced a materially reduced excise settlement, protecting significant company revenue through coalition-building and economic modelling • Directed 8 integrated communications campaigns across 3 markets in 2022, reaching 175M people; built the Sziget Festival partnership (800,000+ consumers) on behaviour-change education, including the award-winning DRINKiQ concert • Organized high-profile volunteering initiatives supporting Ukrainian refugees
Partner
AGN
March 2018 - September 2020
• Advised multinational clients across regulated sectors on public affairs, regulatory engagement and crisis communications • Led stakeholder management and regulatory communications through a client's complex cross-border acquisition, building institutional credibility through the transaction • Directed communications strategy for a client's online product launch, leading digital outreach and media relations to drive market entry
CEO Hungary | Head of CEE Public Affairs Practice Group (2014–2018)
Grayling
September 2009 - February 2018
Hiring Manager
• Led Grayling's Hungarian operations, growing from Director to CEO; from 2014, additionally led the CEE Public Affairs Practice Group across the wider region • Drove the business to consistently exceed 20–25% operating profit above industry standards in the aftermath of the 2008 financial crisis • Served 65+ public affairs and communications clients as senior advisor across Hungary and CEE, coordinating regional new business development and acquiring multi-country mandates • Launched the Grayling AcTrend Report, tracking legislation across six CEE countries (Bulgaria, Czech Republic, Hungary, Poland, Romania, Slovakia) — coverage included Politico's Brussels Playbook • Stabilised and improved service to key accounts by establishing a dedicated recovery team and service plan • Built and led a team of 15–20 direct/indirect reports • Member of a team recognised with multiple industry awards, including European Excellence Award and Sabre Award wins (Holcim, 2011–2012), Kreatív Prizma Award (Google, 2011), and EMEA Public Affairs Agency of the Year (Holmes Report, 2008)
Director of Public Affairs
Grayling
May 2008 - August 2009
Hiring Manager
• Managed the Public Affairs team, serving all public and government affairs clients • Directed a tax-related regulatory campaign for a major pharmaceutical client, delivering a significant financial impact for the company and the wider industry • Ran the lobbying effort on a financial-sector client's regulatory issue in Hungary, resulting in long-term business growth for the client
Spokesman
Ministry of Economy and Transport, Hungary
January 2006 - May 2008
• Led media communications through the Russia–Ukraine gas crisis — 100+ media interviews, managing local and international political stakeholders under sustained public pressure
Press Officer
Hungarian National Assembly
October 2003 - April 2005
• Managed press activities and media relationships for Parliamentary Committees
Freelance Journalist
various media outlets
1998 - 2001
Education
Said Business School (Oxford)
Executive Education, Corporate Affairs Academy
2025 - 2025
Executive programme designed for senior corporate affairs leaders, focusing on advanced strategies for reputation management, corporate purpose, and ESG (environmental, social, and governance) leadership. Developed expertise in navigating complex stakeholder environments, building trust, and strengthening corporate reputation through a blend of academic research and best practices. The programme included interactive virtual sessions and an immersive on-campus experience, providing practical tools for immediate impact and opportunities to engage with global peers and leading Oxford faculty. Gained actionable insights to drive strategic value, enhance board-level influence, and lead corporate affairs in dynamic, high-stakes environments
University of Dublin, Trinity College
Custom Executive Education Certificate, Digital Transformation & Leadership
2024 - 2024
Said Business School (Oxford)
Executive Program Certificate, Oxford Leading Sustainable Corporations Programme
2023 - 2023
Executive program focused on integrating environmental, social, and corporate governance (ESG) principles into business strategy. Developed expertise in sustainable leadership, carbon management, and the creation of key performance indicators (KPIs) for measuring corporate sustainability. Gained practical skills to lead low-carbon, circular, and climate-positive transitions, and to drive positive change aligned with sustainable development goals (SDGs). The program provided actionable insights for implementing ESG frameworks and advancing sustainability across diverse industries.
University of Szeged
MA, Media, communications
1997 - 2002
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