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About Christina Kroll

Your brand is just as important as the brands you represent. Promote your expertise by writing articles and giving interviews to grow your company. The brands you buzz about will benefit from your success.

PR Pros: Christina Towle of Kroll PR On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro


Have you seen the show Flack? Ever think of pursuing a real-life career in PR? What does it take to succeed in PR? What are the different forms of Public Relations? Do you have to have a college degree in PR? How can you create a highly lucrative career in PR? In this interview series, called “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” we are talking to successful publicists and Public Relations pros, who can share stories and insights from their experiences.


As a part of this series I had the distinct pleasure of interviewing Christina Liv Kroll.


Christina Kroll received her B.A. from Princeton University and has worked in production for Manhattan media companies including Wiley, Forbes Magazine, and ABC News helping with the launch of Good Morning America Weekend starting September 4, 2004. As Founder and CEO of Kroll PR, Christina’s work now focuses on public relations for wellness brands and practitioners. She has a proven track record of placements within national outlets utilizing consumer, medical, and natural brand media including Huffington Post, Oprah, Forbes, WebMD, The Today Show, and New York Times. In 2009, Christina was certified as a Clinical Nutritionist from The Natural Healing Institute of Naturopathy, which is why she is keen to support brands and people improving lives worldwide.


Can you share the most interesting story that happened to you since you began at your company?


I have been blessed to experience the behind-the-scenes of most of our nation’s top media outlets — the Dr. Oz show, Today Show, Forbes, Live with Kelly & Ryan, Shark Tank etc. Rather than one story experienced, it is actually learning the stories of interesting people working in the media that captivate. I’ve become friends and learned about the lives of people around the world. Every interaction, every meeting leads to new wisdom that I get to savor — forever adding depth to my life.


Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?


It’s the Zoomistakes. From meeting requests to go on-camera when you’ve just jumped out of the shower, children making faces behind the camera and trying to make you laugh, doorbell interruptions, etc., we’ve all learned to laugh and love around the valued yet vulnerable Zoom meetings. The takeaway is understanding transparency. Learning how to embrace your humanity and how being humble is actually an attractive quality in business.

What are some of the most interesting or exciting projects you are working on now?

Helping to launch companies to grow great and garnish worldwide attention, plus high sales, is our passion. From a plant-based seafood company to nutritional supplements to elevating the profile of notable doctors, raising our clients up to new levels brings excitement.

You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

  • I lead with my heart. I argue that the heart is much more powerful than the brain. Alluding to a yogic term, I am a Peaceful Warrior.

  • I honor my network and team. Showing appreciation that I am grateful for and desire support brings collective success.

  • I seize time within every day to realign. Yoga, meditation, walks, rebounding, dance etc. all help me maintain calm, clarity, and stability, so I am professionally high-performing.


Ok super. Thank you for all that. Let’s now shift to the main focus of our interview. For the benefit of our readers, can you help articulate what the different forms of PR are?


There are traditional forms of PR that we can label landscape press: Press Releases, newsletters, etc. Then there is the art of achieving organic placements for brands in major publications, from consumer magazines to newspapers. There is also Influencer PR — networking with key talent who have large platforms to help promote our clients. Also, capturing attention on all Social Media platforms is crucial for brand development.


Where should a young person considering a career in PR start their education? Should they get a degree in communications? A degree in journalism? Can you explain what you mean?


There is no exact nor correct path to take. Experience with the right PR firm is key. Our company invests in our interns with a goal to raise them up to either work for us or thrive on their own, powered with the breadth of teachings they learned on-the-job. However, we also have team members with PhD and Master’s degrees who have valued their higher education in PR. Simply starting on and never quitting your education via mentorship or professorship is my advice.


You are known as a master networker. Can you share some tips on great networking?

  • Sincerely smile. That’s an instant welcome mat.

  • Dedicate time to learn people’s stories. Everyone is interesting and has a reason to have met you.

  • Invest in the “unboxing” experience. We encourage brands to create high-quality, attractive packaging. We also include personal notes when sending samples — creating a positive first impression.

  • Check-in with colleagues from the past. Even someone you worked with 20 years ago may bring value to today.


Lead generation is one of the most important aspects of any business. Can you share some of the strategies you use to generate good, qualified leads?


My company has invested in valuable technology that helps with lead generation. Follow-ups are done every hour, so energy is never dropped. And brainstorming about people’s networks always leads to new ideas and new introductions.


Ok super. Here is the main question of our interview. Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why. (Please share a story or example for each.)


  • Believe in your brands and the people you represent. We highly curate our clients — welcoming only those we would incorporate into our daily lives or recommend to a friend.

  • Put energy into email subject lines. They are what attract and receive first attention.

  • Be a storyteller. Learn to write press releases and pitches that are as juicy and thrilling as a best-selling novel

  • Create impressive press pages for clients that can be shared with appropriate media and/or potential investors

  • Your brand is just as important as the brands you represent. Promote your expertise by writing articles and giving interviews to grow your company. The brands you buzz about will benefit from your success.


Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)


If walking meetings are a common professional practice, could yoga meetings be embraced? Let’s meet at the mat has a nice ring to it! For example, my yoga class always begins with frantic energy with people coming in with the weight of their lives and then suddenly, within the first breath, we meet collectively — centered and positive. That should be the mindset of a meeting. Or simply a deep breath demanded prior to discussions. Breath opens the body and mind in grace to receive.


This was really meaningful! Thank you so much for your time.

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