This conversation explores the recognition of the need for change and the decision to take a leap into something different. Sarah Kissko Hersh, founder of Type A Consultancy, discusses the internal whisper that signals the need for change and the courage to pursue a new path.

Learn more about Type A Consultancy at https://www.typeaeveryday.com/
Connect with Sarah on LinkedIn at https://www.linkedin.com/in/sarahkisskohersh/

Takeaways

• Recognizing the need for change
• Taking a leap into something different

What does it really take to turn creative campaigns into lasting credibility?

In this episode of Comms Confidential, host Joe Gallo sits down with Sofie Diskin, who leads trade PR at The Martin Agency, one of the most influential creative agencies in the world. Sofie shares what it’s like to run communications inside an ad agency—where PR, creativity, and business growth constantly collide—and why agencies must think and operate like brands in their own right.

Together, they unpack the tension between PR and advertising, how trade PR extends far beyond campaign launches, and the role earned media plays in building reputation, momentum, and trust. Sofie takes listeners behind the scenes of viral campaigns, narrative backlash, and Cannes main-stage moments, offering a candid look at how credibility is built—and rebuilt—over time.

If you’ve ever wondered:

• How PR actually drives business growth inside creative agencies
• What effective thought leadership really looks like
• How to align comms goals with growth, talent, and reputation
• Or when patience is the smartest PR strategy

This episode pulls back the curtain.

Amanda Russo shares her journey from a terrorism analyst to the Director of Communications for the Crypto Council for Innovation (CCI). She discusses the challenges and opportunities in her transition, the role of CCI as a trade organization, and the communication strategy at CCI. Amanda also provides insights into preparing for congressional testimony, measurement and merchandising of work, and advice for PR practitioners.

Takeaways

• Transitioning from one career to another requires adaptability and a willingness to learn.
• Active participation in meetings and saying 'yes' to new opportunities are key to professional growth.

Chapters

• 00:00 Journey from Terrorism Analyst to Comms Director
• 05:59 Transition to Crypto Council for Innovation
• 20:05 Preparing for Congressional Testimony
• 27:59 Measurement and Merchandising of Work