At Castle, we believe that our greatest asset is our amazing team of public relations and event professionals. From corporate meeting planning and conference and event production to media relations strategy and relationship marketing, our team does it all.
Each member of the Castle team has a different back story and unique insights and information on public relations, events, marketing, social media and more. Today, we’re spotlighting PR Account Executive Amanda Albert.
Amanda joined Castle in 2017 after graduating from UMass Amherst with a degree in communication and quickly established herself as a key member of the PR team where she works to promote clients in a wide variety of sectors including healthcare, professional services and nonprofits. Outside of the office, Amanda spends her free time developing her app, Fred Recs, which allows users to digitally keep track of and suggest TV, movie, book and restaurant recommendations from friends, family and community members.
How did you get started in the PR industry?
I got my first look at PR from my sister who works at an agency in New York City. Throughout college, I had various internships in different communications fields. During each, I figured out what I didn’t like and what I did – which was always PR. After interning with a production company, a small business and a nonprofit, I finally had the chance to work at a PR agency in Boston. From working there and really getting the taste of agency life, I realized PR was the right fit for me.
In the next 2-5 years, what do you see changing about the PR industry?
I think something that could change in the next few years is the increase in the utilization of influencers. Social media is constantly evolving, and PR professionals have learned to adapt their strategies to use these outlets. Right now, influencers are typically seen on social media promoting products and consumer goods. I think in the next 2-5 years the PR industry will be using social media influencers to promote all types of clients across many industries.
What is something about working in PR that would surprise people?
That it’s not all negative. Often, when people think of PR, they think of what we do in crisis PR, which is of course part of the industry but it’s not the whole thing. We work to promote our client’s successes and get their messages heard. We develop strategies to insert them into their industry as thought leaders. If something bad happens, however, we are there to help create a plan to respond to the situation. Our work is multi-faceted, and no day is the same.
What are your top daily news sources?
I read the Daily Skimm every morning and try to listen to The Daily podcast by The New York Times. I’m also constantly checking Twitter for local and national news and get breaking news updates from the SmartNews app.
What is your favorite thing about working at Castle?
My favorite thing about working at Castle is the camaraderie. It’s nice to come in each day and catch up with everyone. I don’t just consider them my colleagues, but also my friends. We love to celebrate each milestone together, whether it’s a birthday, bridal shower or baby shower – and it doesn’t hurt that the wine cooler is always stocked!
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