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A bumblebee, a panda, and a cross between an owl and a Border Collie walk into a bar. Oh, wait. The office. You have absolutely no idea what we’re talking about? Understandable. Let’s shed some light on it: For today’s Team Thursday, we’re introducing you to Elia (PR Werki), Alina (Jr. PR Consultant), and Steffi (People Business Partner & Jr. Team Lead). Not only do these three have some pretty cool hidden talents, valuable business insights, and strong industry visions up their sleeves — they’d also make for a pretty iconic animal trio.
Read on.
[he/him]
Role: The website says “Student Trainee PR,” but PR Werki works too
Your working style as an emoji: ⚡
Your hidden talent: Hoarding niche knowledge and crafting transitions
Favorite lunch: Gochujang fried rice
getpress in three words: show, don’t tell
Elia, forget the title in your email signature for a moment. What would your role be called if it accurately reflected everything you do at getpress?
David Foster Wallace once described postmodernism as “basically anything you want, as long as you want it badly enough.” That might actually fit pretty well here, too. Depending on the week, my ears get hot from phone calls, my keyboard gets acupressured, my brain gets stormed, strategy gets planned, or my wrist gets twisted in the content kitchen — all without losing sight of expectations. And depending on the day of the week, there’s sometimes a little moral support thrown in, too.
What has been your biggest milestone at getpress so far?
What I really like about my work is that it feels like an ongoing process rather than a series of milestones — like ringing the sales bell 100 times or something. Of course, you’re happy about important clippings, especially when you get to see them in print. But for me, the trust I’ve built within the team and the steadily growing responsibility I’ve taken on over time are much more meaningful milestones.
What was your biggest fail — and what did you learn from it?
Luckily, there hasn’t been one yet. Smaller mistakes like forgetting to attach an attachment, mixing up names, or simply calling the wrong newspaper obviously happen — especially when it’s been a long day. But thankfully, nothing has ever happened that couldn’t be smoothed over with a friendly follow-up email.
Looking ahead: What does the industry need right now, and what role do you want to play in that?
It feels like fewer and fewer journalists have to cover more and more topics, which are also becoming increasingly complex. No wonder, when there are constantly brilliant minds out there working on the problems of today and tomorrow and coming up with increasingly inventive ideas. For the ideas behind those innovations to get the attention they deserve while still reaching as many people as possible, we need to be thorough. It’s quite the challenge to tell every story in a way that brings out what really matters — and to tell it only to the people who actually want to hear it. I’m glad that this challenge is, among other things, my challenge.
Let’s say you at getpress were animals: Which one would you be, and why?
That depends on the day. I’d alternate between an owl and a Border Collie.
[she/her]
Role: Junior PR Consultant
Your working style as an emoji: 🎨
Your hidden talent: Inventing idioms – #proudaswood
Favorite lunch: Pasta – in every shape and form imaginable
getpress in three words: Persistent, adaptable, creative
Alina, forget the title in your email signature for a moment. What would your role be called if it accurately reflected everything you do at getpress?
The creative tech disaster.
What has been your biggest milestone at getpress so far?
I think it would be unfair to name just one achievement here. Every story you painstakingly work on that actually makes it into the media is a milestone. When I see one of my clients featured prominently in the Tagesspiegel, stern, or Welt, I’m simply proud as wood. And it’s not uncommon for me to drive my friends and family a little crazy with it. That’s when I go: “Hey, look! I pitched this! This article wouldn’t exist without me!”
It’s an incomparable feeling. Especially when you 100% believe in the client’s vision. Because, at the end of the day, isn’t that what we PR people want most? To give a voice to those who truly deserve to be heard.
What was your biggest fail — and what did you learn from it?
My biggest fail was underestimating myself. It can be pretty intimidating to work with founders and CEOs of up-and-coming companies. After all, they’ve achieved incredible things on what can be a pretty rocky road to building their own businesses — and I take my hat off to them for that. Nevertheless, even visionaries sometimes need outside support and advice, especially when it comes to PR. And today, I know that I can help fill that gap.
Looking ahead: What does the industry need right now, and what role do you want to play in that?
The PR industry urgently needs an image makeover. We need to get to a point where journalists no longer roll their eyes in frustration when yet another PR email lands in their inbox. Instead, they should already feel like the email is relevant to them just from the subject line. And we can only achieve that by engaging with and appreciating their work. The days of sending the same press release to a mailing list of 100 contacts are over — or at least they should be.
Let’s say you at getpress were animals: Which one would you be, and why?
I’d probably be a panda because a) my reaction speed leaves a little to be desired, and b) I’m pretty clumsy. But hey, nobody’s perfect :)
[she/her]
Role: People Business Partner & Jr. Team Lead
Your working style as an emoji: 🤹♀️
Your hidden talent: I’m basically a walking plant encyclopedia and have a tip for every dying plant.
Favorite lunch: Vegan poke bowl
getpress in three words: Pace, ambition, warmth
Steffi, forget the title in your email signature for a moment. What would your role be called if it accurately reflected everything you do at getpress?
All-in-one HR fairy. I’m the longest-serving member of the People Team, so I’ve already experienced quite a few things here. Recruiting, onboarding, offboarding, event management, employee support, feedback talks, etc. — I’ve basically had my fingers in a bit of everything and have helped optimize several of these areas along the way.
What has been your biggest milestone at getpress so far?
Completely data-driven: Doubling the number of applications in 2022 compared to 2021 while halving recruiting costs. Plus, hiring 27 Getpressis during my first year.
And on a personal level: being promoted to Jr. Team Lead.
What was your biggest fail — and what did you learn from it?
There have been a few :D A lot of what I do here is trial and error, especially when it comes to new recruiting strategies. You never stop learning, and you really have to keep looking for new approaches all the time.
Looking ahead: What does the industry need right now, and what role do you want to play in that?
From a People perspective: PR needs to become more employee-friendly. The job — or working in the industry — is stressful, and the impact isn’t always immediately visible. By repeatedly highlighting the impact our PR people have, giving them the tools to become more resilient, and creating an appealing perspective for everyone, I think we’re already making a good contribution. But of course, we’re not perfect yet, either. Continuing to develop this and finding new ways to make the job more attractive is the contribution I want to make.
Let’s say you at getpress were animals: Which one would you be, and why?
I’d be a bumblebee.
Do you have another question for Elia, Alina, or Steffi? Drop it in the comments on LinkedIn.
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