Same same but different: We getpressis share a vision – while also being a colorful bunch who don’t always agree. That can create friction, but even more so, it leads to productive exchange and creativity. We love it.

Today, we’re introducing three members of our team in an interview: Ben, Anna-Lena and Emma.

This is a first: For the first time in Team Thursday, we’re not only presenting two PR perspectives, but also one of our developers, who has just joined us. getpress is growing – and with it, so is everything that needs to happen behind the scenes to make sure great PR can happen out front without getting held up by processes.

This time around: Ben, who would describe himself most aptly as an octopus (eight arms, one organism); Anna-Lena, officially a PR Manager and unofficially in charge of keeping the GIF supply topped up; and Emma, who still signs off with 🌞💃 even on the longest days.

Three perspectives, three individual answers to the question of where the industry is heading right now.

Meet: Ben

[he/him]

Role: Chief Revenue & Relations Officer

Your working style as an emoji: 🗨️🤓

Hidden talent: Useless football trivia

Favorite lunch: Sushi or burrito bowl

getpress in three words: Fast. Energetic. Communicative.

Dear Ben, forget the title in your email signature for a moment. What would your role be called if it fully reflected everything you do at getpress?

I can’t promise it would cover absolutely everything. But it would definitely have to include:

• Listening
• Understanding
• Questioning
• Rethinking
• Experimenting
• Expanding

If I had to condense all of that into one role, perhaps something like “innovation driver with plenty of confidence, positivity and (hopefully contagious) enthusiasm.”

What has been your biggest milestone at getpress so far?

Phew, that’s not easy to answer given the pace we’re moving at. It feels like there’s a new milestone every week.

Here are three milestones from the past three months that have particularly stuck with me:

1. Our first off-site meeting with the Council team, including a canoe trip
2. Lots of exciting strategy sessions with Anne-Marie & Max
3. The new AI training from Vera and her team

What was your biggest failure – and what did you learn from it?

The, in hindsight, rather ridiculous attempt to always be available in my job at a US solar company – working according to both German and American time zones, with an 8- to 9-hour time difference – while managing projects across both time zones.

I learned the hard way how to delegate tasks and trust teams to do their jobs well.

Looking ahead: What does the industry need right now, and what contribution would you like to make?

The industry needs a new understanding of PR and its contribution to business.

The mechanisms for visibility alone are being completely reshaped by LLMs. PR will become even more important as a result.

But the transformation of the industry also requires radical change and a different way of working: AI-enhanced where it can scale – human where it matters.

I’m very bullish about the fact that we can lead the way here and boldly explore new paths…

Let’s say you guys at getpress were animals: Which animal would you be, and why?

An octopus.

Not just because you can keep a lot of balls in the air with eight arms. An octopus also has two-thirds of its neurons in its arms – each arm senses, makes decisions and reacts locally. And yet, the whole thing remains a single organism.

I think that’s a pretty fitting metaphor for how we understand our system at getpress.

I recently shared something about this on LinkedIn, too. :)

Meet: Anna-Lena

[she/her]

Role: PR Manager

Your working style as an emoji: 🐭🌸

Hidden talent: I can remember a lot of song lyrics off the top of my head

Favorite lunch: The classic always works: cheese bread with cucumber

getpress in three words: Team spirit, flexible, communicative

Dear Anna-Lena, forget the title in your email signature for a moment. What would your role be called if it fully reflected everything you do at getpress?

PR Manager and unofficial GIF and sticker officer, making sure things never get boring around here.

What has been your biggest milestone at getpress so far?

There have already been quite a few, but I was particularly happy about the most recent placement we secured for our Italian client WeRoad, both in print and online in Börsen-Zeitung.

What was your biggest failure – and what did you learn from it?

There isn’t really one big failure for me.

Of course, things don’t always go according to plan. But you can take something positive away from everything that goes “wrong” and do things differently next time.

That’s how I approach it.

Looking ahead: What does the industry need right now, and what contribution would you like to make?

Journalism is unfortunately undergoing massive change right now. Newsrooms are shrinking and the pressure is increasing.

That’s why the industry needs PR that makes journalists’ work easier: relevant stories, well-prepared and well-pitched.

That’s what I work on every day, so that quality journalism can continue to thrive.

Let’s say you guys at getpress were animals: Which animal would you be, and why?

Everything runs mouse-smoothly in our team, so I’d be a nimble little mouse. 🐭

Meet: Emma

[she/her]

Role: Senior PR Manager

Your working style as an emoji: 🌞💃

Hidden talent: Finding great vacation destinations

Favorite lunch: Vietnamese rice noodle bowl

getpress in three words: Progressive, questioning, solidarity

Dear Emma, forget the title in your email signature for a moment. What would your role be called if it fully reflected everything you do at getpress?

Expert in splitting hairs and mentally being in five places at once, responding to every task, trend and message on time while still managing to keep a good mood.

What has been your biggest milestone at getpress so far?

Feeling like a fully integrated part of a great team after my first few months, successfully making the switch from the consumer world to B2B, successfully managing my first new-client kickoff, and getting the final confirmation for an interview for our client TeleClinic on an exciting data-related topic – which you’ll hopefully be able to read about yourselves soon. :)

What was your biggest failure – and what did you learn from it?

More of a funny fail:

At the end of a long, busy day, I accidentally addressed an email to a journalist to myself, starting with “Dear Ms. Pizarro…”

No big drama, but it was simply a reminder of how important it is to take breaks and give your head some fresh air every now and then.

Looking ahead: What does the industry need right now, and what contribution would you like to make?

PR and quality journalism are becoming hugely important in the transformation brought about by AI, and both play a decisive role in determining how much trust society places in information.

getpress is right at the forefront of this transformation, so it’s incredibly exciting to experience this change and actively help shape it in our day-to-day work.

For me, the key is to use AI to achieve maximum efficiency while ensuring quality and authenticity through human expertise.

One of my responsibilities is, among other things, to shape communication that remains approachable and doesn’t lose its personal tone.

Let’s say you guys at getpress were animals: Which animal would you be, and why?

My lovely colleague Adriana recently assigned me the toy poodle, and I think she got it pretty spot-on:

Bubbly, always smiling, open and happy to approach everyone, high energy (not to be underestimated).

Do you have another question for Ben, Anna-Lena and Emma?

Drop it in the comments on LinkedIn!