Emma Sargsyan is a global PR strategist and personal branding expert advising CEOs, political leaders, and public figures across the United States, Europe, and the Middle East. She is the founder and CEO of Saege International, a top-tier PR and public affairs firm with operations in the U.S., UAE, Armenia, and Russia. Emma has served as a speaker, moderator, and MC at major international forums including AIM Congress and World Health Organization global platforms. Her work focuses on narrative strategy, reputation management, and building long-term influence through credibility-driven visibility.
How many years have you been a judge?
5+ years
What excited you about judging for the Telly Awards?
Judging for the Telly Awards excites me because it sits at the intersection of storytelling, cultural impact, and strategic communication — the very space where my work lives. I’ve spent my career evaluating how narratives shape public trust, influence behavior, and move industries, from global brands to public institutions. The Tellys recognize work that doesn’t just look good, but means something, and I value the opportunity to contribute an expert, standards-driven perspective to that process. It’s a chance to help elevate storytelling that sets the bar for creativity, integrity, and real-world impact.
What was your first job in the industry? What did it teach you?
Long time ago volunteered for a multinational company, and it changed how I understand work and leadership. It taught me how much of the real effort happens in the lowest layers of an organization — often unseen, often under-acknowledged. Since then, I’ve never underestimated a volunteer, assistant, or intern, because they frequently carry a significant share of the actual workload. That experience stayed with me, and it continues to shape how I lead, listen, and give credit.
What project are you most proud to have worked on?
They are too many ) My two agencies that I founded and succesfully lead, my Yerevan Outdoor Advertising festival that brought a fresh perspective into the Armenian market… more to come!
What’s the most challenging part about your job and/or the industry?
The most challenging part of the work today is operating in an environment where speed often competes with credibility. The pressure to react instantly — to news cycles, social media, or public sentiment — can undermine strategic thinking and long-term trust if not handled carefully. As an industry, we’re also navigating a widening gap between visibility and substance, where attention is often mistaken for influence. Balancing urgency with judgment, and impact with ethics, is the constant challenge.
What do you look for to determine excellence in video?
I look for clarity of intent first — a strong video knows exactly what it’s trying to communicate and to whom. From there, I assess how effectively storytelling, visual execution, and pacing work together to support that message, rather than distract from it. Excellence also shows up in credibility and emotional intelligence: the ability to engage an audience without manipulation or noise. Finally, I value work that creates impact — whether that’s shifting perception, building trust, or leaving the viewer with a clear takeaway that lasts beyond the final frame.
What are your current roles and responsibilities and what do you love most about your job?
I currently serve as the Founder and CEO of Saege International, where I advise CEOs, political leaders, and public figures on strategic communications, reputation management, and high-stakes media positioning across multiple markets. My role spans narrative strategy, crisis communications, personal branding, and public affairs, often in complex or highly visible environments. What I enjoy most is helping leaders find clarity under pressure — translating complexity into credible, strategic messaging that earns trust over time. The work is challenging, but deeply rewarding because it sits at the intersection of influence, ethics, and real-world impact.
What initiatives or projects are you working on now that excite you?
I’m currently focused on expanding my work at the intersection of strategic communications, public affairs, and thought leadership on a global scale. This includes advising leaders on long-term narrative positioning in an increasingly fragmented media environment, as well as developing platforms and conversations that examine how perception, credibility, and power are shaped today. I’m especially excited about projects that move beyond short-term visibility and instead build durable influence — work that challenges how institutions, brands, and individuals communicate with responsibility and int
Do you have any specific practices you lean on to spark creativity?
Change your surroundings: A café, a park, or even a different room can trigger fresh thinking.
Morning pages / freewriting: Write 3 pages of stream-of-consciousness every morning. It clears mental clutter and surfaces hidden ideas.
Music or white noise: Some people need silence, others thrive with curated music playlists to enter a flow state.
What inspired you to pursue your career path?
Originally a business/management graduate, I would have never imagined that I would so much fall in love with my profession. However, after the first class of marketing at the University it was clear that was going to be the path I will pursue.
In your experience, what is a significant change you are seeing happen in the video, television, and/or film industry, and what insight can you share about how to navigate it?
The biggest change in video, TV, and film is the shift to on-demand, global, and data-driven content, where short-form, digital-first storytelling now drives discovery and audience engagement. To navigate it, creators must adapt formats, leverage analytics, and embrace technology while staying authentic and flexible.
