Amy Kenigsberg is the COO and co-founder of K2 Global Communications. K2 serves English-speaking media worldwide, working with startups in the growth stage as well as established tech organizations in cybersecurity, software development, biotech, agtech, DevOps, DevSecOps, fintech, and insurtech.

For PR ON THE GO, Amy shares insights on K2’s approach to combining ROI-focused public relations activities.

Please introduce yourself to our startups, and describe how you operate at K2 Global Communications.

Amy Kenigsberg: As the COO and co-founder of K2 Global Communications, I have more than 20 years of experience in public relations, inbound and content marketing, internal communications, and social media for technology companies. Our clients have enjoyed increased website traffic, leads, and sales; clients range from start-ups to established firms in various industries, such as cybersecurity, IoT, greentech, software development, and medical devices.

It's critical to craft strategic and tactical plans and materials that center on our three bywords: targeted, persistent, and profitable. We identify and reach the key influencers and decision-makers who can put our clients' solutions in front of their ideal customers and potential investors. With extensive expertise in the global market, we promote and connect our clients to the relevant opportunities and networks across different regions, especially in Israel, the US, the UK, and Europe.

Furthermore, when we start working with a company, we often discover that R&D and sales are quite far apart when it comes to what the organization is selling. K2's comprehensive messaging and internal communications services ensure that everyone from the CEO to the entry-level SDR are speaking the same language. Consistency is key.

How did you establish your team's expertise in translating complex technologies for the right target audiences?

Amy Kenigsberg: This one is a bit hard to explain. Even though I don’t have any formal engineering training, I grasp complex technologies quickly. Then, I work with my partner, Larry, to generate messaging that translates the technologies into clear “What’s in it for me” benefits.

Many B2B startups are unaware of the lead-generating tools offered by traditional media, such as distributing white papers. Please share an insight into a PR tactic that you have used through collaborations with special interest media.

Amy Kenigsberg: Many SaaS companies are unaware of the fact that their own data provides them a goldmine of information. If a company analyzes how its clients use its software, it’s relatively easy to generate an objective report about the state of specific industries, companies of certain sizes, how certain roles solve problems, etc. That data can be used for PR - Publications are always looking for objective content they can promote. It can also be used to generate sales-enablement content as well as social posts. When they summarize the data and use it on their blog, it becomes more attractive for AI indexing as well.

From your experience, which coverage drives the biggest traction for startups and tech organizations: science journalists covering news media, PopSci magazines translating innovations to the masses, startup media introducing entrepreneurs, or special interest business media targeting B2B audiences?

Amy Kenigsberg: It really depends on the goal. We’re generally focused on lead-generation PR, so we encourage our clients to be featured in the key trade journals that serve their client base. For example, while a client’s CEO’s ego may yearn to be in TechCrunch, where two of 10,000 people might be potential leads, we recommend the client appear in an article or contribute content to Security Widget International, where all 50,000 site visitors are potential clients.

Describe a case study in which you brought in an expert from outside your client's organization and engaged them as a key influencer.

Amy Kenigsberg: We do that frequently by providing analyst relations for our clients. While many of the analyst firms require tens of thousands of dollars in yearly memberships, they do make themselves open to one or two yearly briefings at no charge. The reason: they don’t want to look foolish if a client asks them about a specific company or its technology and they cannot answer the question.

How do you approach thought leadership for your client's organization? e.g. building the CEO's LinkedIn strategy..

Amy Kenigsberg: Thought leadership is becoming ever more important with the growth of LLMs and GEO. Thought leadership establishes the company and its leaders as trend setters and industry experts. By leveraging the company’s data, that thought leadership can be extended even further. In addition, LinkedIn’s article content is now being ingested regularly by the LLMs, which can strengthen GEO.

How do you approach today's demand for short-time and authentic video content in B2B tech?

Amy Kenigsberg: Authenticity is key. We recommend that our clients focus on “What’s in it for me” communications. Every video they create needs to consider their clients’ biggest challenges, not as a promotional video but more as a guide to methodology they can use to solve them.

Describe a practical approach to handling internal communications for your client's organization. What are indicators of successful team communication?

Amy Kenigsberg: Simple: when all stakeholders within a corporation are saying the same thing - consistently. Messaging must be developed and shared across the entire organization. The customer support rep, salesperson, and development team need to always be on the same page. Team communications are “successful” if everyone knows the company’s, department’s and team’s goals, can speak about the solution in the same way, and have a firm grasp on the company’s roadmap.

What is one book you’d recommend to your clients to sharpen their industry insights?

Amy Kenigsberg: We work with so many niche industries that I cannot recommend one book. What we recommend is that our clients keep up with the podcasts that focus on their industries, regularly read the key trade publications, and go to at least one specialized conference per year, not just to promote their company but also to fully understand what’s most important to their key constituents.

Thank you!

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