As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Amy Kenigsberg.
Amy Kenigsberg, COO & Cofounder of K2 Global Communications, a premier American-run, boutique B2B marketing, public relations, content, client, and internal communications company based in Israel.
We work with Australia in the morning, Silicon Valley at night, and all points in between, providing global coverage.
Our philosophy and experience were forged in the nexus of Israel’s high-tech climate over almost two decades. We have witnessed firsthand what works – and what doesn’t – allowing us to identify the gaps in a company’s approach to help guide them. While the bulk of our clients come from the Israeli tech sector, we enjoy working with clients worldwide.
We translate complex technologies into “What’s in it for me” messaging for everyone involved in the purchasing process. Our customer-centric communications focus on how our clients’ solutions solve THEIR clients’ critical business issues. K2 establishes and reinforces our clients’ positions of trust and authority, directly driving growth with niche-focused, multichannel strategies. We integrate the account-based marketing (ABM) and PESOTM (paid, earned, shared, and owned) models, among other methodologies, delivering targeted, clear, and persistent communications.
Our comprehensive messaging process and internal communications focus ensure that all team members are on the same page, and customers hear the same information from everyone across the organization. K2 delivers the comprehensive communications our clients need to gain both immediate ROI and build long-term customer relationships.
Areas of expertise include cybersecurity, AI, IoT, software development, data storage, OT, agtech, biotech, and other complex technologies.
What inspired you to start your own PR agency, and how did you get your first client?
The inspiration for starting my own PR agency was a “who” not a what. I was working at a PR agency that was charging $10,000 a month for my services and paying me $2,000. My husband showed me the math; I gave my notice, and he and I started our agency together.
We got our first client by going “next door.” We were initially meeting with VCs and investment funds. One of the people we met suggested we approach the company across the hall. We did, and they became our first client.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
As a woman in the PR world, I’m the norm. In Israel, agency heads are about 50/50 men and women. The country’s culture, however, is still very male-oriented, and I’ve had to prove again and again that I’m an expert in my field.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
One way to stay ahead is to keep in touch with my fellow PR practitioners all over the world. I’m part of many Slack groups, and most cover what’s happening in PR and marketing in general, especially as it relates to technology and current practice.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
Be helpful. Be a partner, not just a service provider. Provide advice and insights that they can’t see on their own. As for the press, it’s similar. We try to find out what they need and then make sure our PR outreach addresses it.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
We have quite a few, but we went from PR to sale for one of our clients in 24 hours. The article about our client appeared in one of their trade magazines, and the next day, they reached out and bought a premium system.
Which platforms or tactics have been most effective for growing your own brand visibility?
We reach out regularly to our potential and existing client list regularly, but not with sales-oriented emails. Instead, we provide useful, practical information they can implement immediately to assist with their marketing and communications efforts.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
My mentorship experiences have been more on a collective level, through the communities in which I participate. I pay it forward by volunteering to teach intro to PR courses and various related seminars, both in Israel and worldwide.
How do you handle high-pressure situations or crises, whether for a client or your own business?
We stand on one major principle – Always tell the truth. Once you have that under control, the rest goes smoothly. We also like to get ahead of the problem as much as possible, preparing for various scenarios.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Make sure you develop not only PR skills but also business skills. While everyone’s not cut out to run their own agency, the broader your background is, the clearer your vision will be. It also makes it more difficult for people to lie to you.
What are the 5 things you believe are essential to overcome self-doubt and build confidence in this field?
1) Trust yourself and your knowledge. You know what you know and are capable of learning the rest.
2) Remember that you are the expert. Your clients depend on you to demonstrate that expertise.
3) The business is cyclical; you will have good/bad months/years.
4) Get used to uncertainty.
5) Keep up with technology but remember it’s the relationships that count.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a PR entrepreneur?
Always tell the truth and manage expectations.
Ok, we are nearly done. You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
Use your expertise for the greater good. Your skills easily translate into the ability to help causes that are close to your heart.
How can our readers further follow your work online?
Follow our blog: https://blog.k2-gc.com/blog
LinkedIn: https://www.linkedin.com/company/k2-global-communications/
Facebook: https://www.facebook.com/K2GlobalCommunications
You can get an idea of what we have done for our clients here: https://k2-gc.com/media-success/
