Alright – so today we’ve got the honor of introducing you to Kirsten Kanuika. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Kirsten, thanks for joining us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

Social media is the newest addition to the public relations field. Whether creating content or managing social media, companies have realized that every business can benefit from an online presence on a platform that makes sense for that specific client.
When people think of social media, they assume you mean Instagram, TikTok, and Snapchat, but gauging which social media channels your clients and their stakeholders use is crucial for success. For example, I work for the Philadelphia non-profit pharmaceutical consortium Rx-360, mainly focusing on managing social media and outreach. So in terms of Rx-360, a TikTok presence wouldn’t make sense to put efforts into since our target audience is pharmaceutical companies and life-science and medical device thought leaders committed to driving positive change within the industry. Since many pharmaceutical companies don’t have a TikTok presence, and TikTok’s main age range is 18-24 years old, Rx-360 wouldn’t want to put money and time into that specific platform. Therefore, I focus on creating a strong LinkedIn presence, sparking conversations, and making members and employees feel welcomed and appreciated.
Social media has created an incredibly accessible space for real-time communication, allowing companies to engage directly with consumers, bypassing the traditional media gatekeepers. PR professionals now must manage not only media relationships but also monitor and respond to social media conversations, usually formally and immediately. Social platforms also offer extensive data and analytics, providing deeper insights into a company’s overall performance.

Kirsten, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

What sets me apart from the average public relations professional is flexibility. I believe it is one of the most essential qualities, as it allows your employer to trust that you can learn quickly and offer various services outside of the traditional PR box.
A good mantra I live by professionally is never to say you can’t do something. For example, if my boss asks for a social media graphic, and I’ve never created one before, I will teach myself how to do it and provide what is asked, therefore expanding my role and capabilities for the company; anything can be learned if you genuinely want to learn it.
I started my career during my freshman year of college. In partnership with Penn Medicine, I created a social media plan and planned events to boost awareness of COVID-19 information for the Philadelphia non-profit PhilyTeenVaxx. After this, I became interested in the world of pharmaceutical PR and, therefore, began working for Rx-360, where I have now worked for three years. Throughout my college career, I’ve completed eight internships and have taken on freelance clients for blog writing and social media management.
Another aspect that I pride myself on is creating trustworthy and fun work relationships. It is noticeable when someone tries too hard to act professionally that they lose their personality. What creates long-lasting relationships is being yourself while, in the back of your head, keeping a professional standard.

What’s a lesson you had to unlearn and what’s the backstory?

The biggest lesson I’ve had to unlearn during my career is being able to receive feedback without being offended. I will not turn in something that I think is not from my fullest potential; therefore, receiving feedback on something you are proud of can be difficult. This lesson was essential for me to learn, as public relations is a heavily writing-based industry, and every client will have a different opinion of your writing style and creativity. It is unhealthy to beat yourself up over a quick edit, which I used to do.

What’s been the best source of new clients for you?

110% LinkedIn. LinkedIn, for me, has been the most effective platform for gaining new clients by allowing me to build a professional network, showcase my expertise, and engage with possible clients directly.
The platform’s targeted approach helps connect you with key industry professionals, fostering meaningful relationships that can lead to new opportunities and client acquisition. A single post, message, or comment on LinkedIn can spark an entirely new business opportunity.

Contact Info:

• Website: https://kkanuika.wixsite.com/kkportfolio
• Instagram: https://www.instagram.com/k1rst3nk/
• Linkedin: https://www.linkedin.com/in/kirsten-kanuika/