Four years out of Hofstra University with a PR and Communications degree, Amanda Kruse is making a name for herself at UpSpring PR. With eight offices nationwide and an HQ in Manhattan (just blocks from Qwoted’s home base), UpSpring works a wide range of services from crisis communications to branding and social media.
Kruse, our latest Qwoted 100 PR Superstar, has proven a standout after just a year on the job, having just been promoted to Account Executive. Here she talks about the various ways she’s seeing clients and reporters connect—and why with emails, she’s learning that shorter is better.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Amanda Kruse: As we continue to navigate this work-from-anywhere landscape, I think it’s fascinating to see all the ways PR professionals and journalists are connecting. While conferences and trade shows are back in full swing, we’re finding so many more digital methods of communication post-pandemic. In addition to the rise of email blasts and Qwoted opportunities from writers, social media such as LinkedIn and Twitter have become a preferred method to foster those connections.
Qwoted: What do you do that you’re most proud of and that other PRs could learn from?
Kruse: At UpSpring, we emphasize the importance of connecting with our clients to forge partnerships that build long-term trust. A true firm differentiator is what we call our “due diligence” process, in which we take the time to dive deep into their brand and understand their voice. This is critical in helping us effectively tell their stories.
Qwoted: What’s your toughest challenge with reporters?
Kruse: Breaking through the noise in reporters’ inboxes is always a challenge. As an up-and-coming publicist, I strive to form new connections with reporters as naturally as possible.
Qwoted: How do you break through the noise floor to get effective coverage?
Kruse: Recently, I’ve focused on shorter emails to reporters, asking what they’re working on or interested in learning more about. Shorter emails are easier for writers and editors to scan, help them find the best fit, and ultimately generate more leads for our clients.
Qwoted: How does PR in 2024 square with the future of journalism?
Kruse: As journalists work with strict assignments and tight deadlines, I believe it’s important for publicists to align their pitching efforts. This can be done by checking editorial calendars, researching beats, and asking journalists what they have in the pipeline for the upcoming season.
Qwoted: What advice would you give to those who seek an effective PR person?
Kruse: At UpSpring, we’re always looking to help our clients accelerate business growth through our PR strategies. It’s important to find a publicist who not only matches your style and way of working but who also resonates with your voice and can help build holistic campaigns to achieve goals.
Qwoted: If there’s one thing you could change or improve about journalism or PR—in any area—what might that be and why?
Kruse: If only there were more time in the day for everyone!
Amanda Kruse is an Account Executive at UpSpring. Email amandakruse@upspringpr.com or connect on LinkedIn.
Lou Carlozo is Qwoted’s editor-in-chief and the editor-publisher emeritus of Talking Biz News. Email lou@qwoted.com or connect on LinkedIn.
