In the latest installment of our Qwoted 100 PR superstar series (and our first of 2024), our New York-based operation takes you to the opposite coast, where San Francisco-based Infinite Global can boast team member Kristen Hull — who’s making a name for herself as a can-do senior account executive.
She sees PR in 2024 as a thoughtful embrace of exploding tech and the human talent t takes to guide computers through their paces, as well as add the human touch no machine can provide. Here she shares her views on a range of topics, including the fine art of lesrning to “trust your gut and intuition.”
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Kristen Hull: I think PR will continue to grow even in light of several recent technological advancements and the rise of AI. As long as people have meaningful stories to share, PR – and other creative industries – will still play a helpful role in how those stories get told.
Qwoted: What do you do that other PRs could learn from?
Hull: I think they could learn what so many of my mentors at Infinite Global have taught me: to trust your gut and intuition. We always have to discern what will be the right story versus the wrong story for our clients and likewise for reporters. I think it’s brilliant when I see my colleagues at work make such amazing connections – expertly reading the (news) room to see how our clients can serve as voices on current issues for third-party commentary, for example. It’s a skill I admire and will try to continue to hone. Trusting your gut versus not trusting it really can make all the difference.
Qwoted: What’s your toughest challenge with reporters?
Hull: One of the biggest challenges is timing. We all know that the news rarely stops for anyone, and the timing of a pitch can be just as important as its quality. Often, the timing doesn’t really fall within our control and a pitch sometimes will pass by a reporter – if they don’t need it at a particular moment – like two ships passing in the night. However, sometimes one of the most interesting aspects of PR and journalism comes after a missed moment, a missed story, and what it teaches you. It can sometimes make you an even better PR pro or journalist.
Qwoted: How do you approach breaking through the noise floor to get effective coverage?
Hull: In the end, it comes down to determination from our team at Infinite Global. Even in instances when one element or the other may complicate an initial PR plan, we don’t give up despite the circumstances and we keep pushing forward. And again, it’s important to use intuition to make the right connections at the right moment.
Qwoted: How does PR in 2024 square with the future of journalism?
Hull: It’s hard to say at this stage and really remains to be seen– especially when all of us no doubt have one eye on AI at any given moment. However, PR has always evolved with journalism in several ways, and I’m sure it will continue to do so.
Qwoted: What advice would you give those seeking to find an effective PR person?
Hull: Seek someone out who knows your needs – but even more than that, also knows your wants. In that vein, you should seek out a PR pro who not only hears but listens to you but will also take note of what you need to achieve right alongside what you’re most concerned and/or excited about.
Qwoted: What is your golden rule of PR?
Hull: I’d say my golden rule is close to the standard golden rule – treating others the way you want to be treated. It is really important to treat people with empathy and respect in PR and any industry for that matter. Clients have tight schedules. Everyone has deadlines they need to meet and so on. PR and journalism are incredibly fast-paced – how you react to things in a single moment and/or overtime – could make a big difference in effective communication, professionalism and just generally!
You can connect with Kristen Hull of Infinite Global via email at Kristenh@infiniteglobal.com or connect with her on LinkedIn.
Lou Carlozo is Qwoted’s Editor in Chief and the Editor/Publisher of Talking Biz News. Email lou@qwoted.com or connect on LinkedIn.
