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As a part of the Morning Lazziness collection about empowering ladies who encourage and do unbelievable issues with their concepts in society, I had the pleasure of interviewing Amy Kenigsberg.
Amy Kenigsberg, COO & Cofounder of K2 World Communications, a premier American-run, boutique B2B advertising and marketing, public relations, content material, consumer, and inner communications firm based mostly in Israel.
We work with Australia within the morning, Silicon Valley at night time, and all factors in between, offering international protection.
Our philosophy and expertise had been cast within the nexus of Israel’s high-tech local weather over nearly twenty years. We’ve witnessed firsthand what works – and what doesn’t – permitting us to establish the gaps in an organization’s strategy to assist information them. Whereas the majority of our purchasers come from the Israeli tech sector, we get pleasure from working with purchasers worldwide.
We translate complicated applied sciences into “What’s in it for me” messaging for everybody concerned within the buying course of. Our customer-centric communications give attention to how our purchasers’ options resolve THEIR purchasers’ vital enterprise points. K2 establishes and reinforces our purchasers’ positions of belief and authority, immediately driving development with niche-focused, multichannel methods. We combine the account-based marketing (ABM) and PESOTM (paid, earned, shared, and owned) fashions, amongst different methodologies, delivering focused, clear, and chronic communications.
Our complete messaging course of and inner communications focus make sure that all crew members are on the identical web page, and prospects hear the identical data from everybody throughout the group. K2 delivers the excellent communications our purchasers want to realize each quick ROI and construct long-term buyer relationships.
Areas of experience embody cybersecurity, AI, IoT, software program growth, knowledge storage, OT, agtech, biotech, and different complicated applied sciences.
What impressed you to start out your individual PR company, and the way did you get your first consumer?
The inspiration for beginning my very own PR company was a “who” not a what. I used to be working at a PR company that was charging $10,000 a month for my companies and paying me $2,000. My husband confirmed me the mathematics; I gave my discover, and he and I began our company collectively.
We received our first consumer by going “subsequent door.” We had been initially assembly with VCs and funding funds. One of many folks we met steered we strategy the corporate throughout the corridor. We did, they usually grew to become our first consumer.
What distinctive challenges have you ever confronted as a lady entrepreneur within the PR world, and the way did you overcome them?
As a lady within the PR world, I’m the norm. In Israel, company heads are about 50/50 women and men. The nation’s tradition, nonetheless, continues to be very male-oriented, and I’ve needed to show repeatedly that I’m an skilled in my area.
How do you keep forward of developments in an trade that’s continually evolving with media and expertise?
One solution to keep forward is to keep up a correspondence with my fellow PR practitioners all around the world. I’m a part of many Slack teams, and most cowl what’s taking place in PR and advertising and marketing generally, particularly because it pertains to expertise and present follow.
What’s your go-to technique for constructing sturdy, lasting relationships with purchasers and the press?
Be useful. Be a accomplice, not only a service supplier. Present recommendation and insights that they will’t see on their very own. As for the press, it’s comparable. We attempt to discover out what they want after which ensure that our PR outreach addresses it.
Are you able to share a marketing campaign or media second you’re particularly pleased with—and why it stands out?
We’ve fairly just a few, however we went from PR to sale for certainly one of our purchasers in 24 hours. The article about our consumer appeared in certainly one of their commerce magazines, and the subsequent day, they reached out and purchased a premium system.
Which platforms or techniques have been simplest for rising your individual model visibility?
We attain out commonly to our potential and current consumer checklist commonly, however not with sales-oriented emails. As a substitute, we offer helpful, sensible data they will implement instantly to help with their advertising and marketing and communications efforts.
What function has mentorship performed in your journey, and the way do you pay it ahead to others within the trade?
My mentorship experiences have been extra on a collective stage, by way of the communities wherein I take part. I pay it ahead by volunteering to show intro to PR programs and numerous associated seminars, each in Israel and worldwide.
How do you deal with high-pressure conditions or crises, whether or not for a consumer or your individual enterprise?
We stand on one main precept – At all times inform the reality. Upon getting that underneath management, the remaining goes easily. We additionally prefer to get forward of the issue as a lot as doable, making ready for numerous situations.
What’s one piece of recommendation you’d give to ladies coming into the PR or communications trade at the moment?
Be sure to develop not solely PR expertise but in addition enterprise expertise. Whereas everybody’s not minimize out to run their very own company, the broader your background is, the clearer your imaginative and prescient will probably be. It additionally makes it tougher for folks to deceive you.
What are the 5 stuff you imagine are important to beat self-doubt and construct confidence on this area?
1) Belief your self and your information. You already know what you recognize and are able to studying the remaining.
2) Keep in mind that you’re the skilled. Your purchasers rely on you to show that experience.
3) The enterprise is cyclical; you should have good/dangerous months/years.
4) Get used to uncertainty.
5) Sustain with expertise however keep in mind it’s the relationships that rely.
Is there a quote, mantra, or philosophy that guides your decision-making and management as a PR entrepreneur?
At all times inform the reality and handle expectations.
Okay, we’re practically completed. You’re a individual of nice affect. Should you may encourage a motion that may convey essentially the most quantity of fine for the best variety of folks, what would that be? You by no means know what your concept can set off.
Use your experience for the higher good. Your expertise simply translate into the flexibility to assist causes which might be near your coronary heart.
How can our readers additional comply with your work on-line?
Observe our weblog: https://blog.k2-gc.com/blog
LinkedIn: https://www.linkedin.com/company/k2-global-communications/
Fb: https://www.facebook.com/K2GlobalCommunications
You may get an concept of what we’ve got completed for our purchasers right here: https://k2-gc.com/media-success/
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