PRWA Exchange Program is a 20-year old incentive within PRWA to promote collaboration and knowledge sharing amongst members.
Recently, Kristóf Kovács, Senior Account Executive from Stanton Communications, USA, visited thepublic’s offices in Germany.
Stanton Communications and thepublic actively collaborate through a joint venture – Joe, a Transatlantic agency focused on providing strategic communications to clients in USA and Europe.
Read more about Kristóf’s PRWA Exchange Program experience at thepublic offices in Stuttgart.
What are the most important lessons and key takeaways from your stay at thepublic?
My first key takeaway is that transatlantic relations and communications do matter. Despite differences in media landscapes, and cultural perspectives, organizations on both sides of the Atlantic remain deeply interconnected. What happens in the United States often influences conversations in Europe, and vice versa, making clear, strategic, and culturally aware transatlantic communications more important than ever.
At the same time, the communications industry is undergoing rapid transformation. AI is reshaping how agencies conduct research, monitor media, develop content, and measure impact. To remain competitive and deliver greater value to clients, PR agencies must adapt by embracing AI as a tool that enhances efficiency and insights while maintaining the human judgment, creativity, and relationship-building skills that are at the heart of effective communications.
What new tools and new ways of working are you bringing back to the US?
One of my biggest takeaways is the value of embracing AI and new technology to work smarter and more efficiently. But just as importantly, my time in Stuttgart reinforced me that nurturing media relations in person is irreplaceable. The most effective approach blends the two: using technology to streamline our work while investing in the face-to-face relationships that build genuine trust with journalists and partners.
What surprised you while staying with us?
Honestly, it wasn’t so much a surprise but an excellent confirmation. What really stood out was the genuinely close and trusting collaboration with clients and the freedom the team is given to do their best work. Seeing that dynamic in action was a great reminder of how much a foundation of trust elevates the entire agency-client relationship.
Is there anything you liked and would like to implement back home at Stanton?
Absolutely. I’d love to bring back the approach to strategy and implementation powered by AI and technology; while always keeping the human element at the center. That balance, letting technology enhance our capabilities without losing the personal, relationship-driven touch, is something I think would serve us really well anywhere in the world.
Would you recommend this practice (agency exchange within PR World Alliance) and why do you think it is important / valuable?
Exchanging ideas and knowledge between PRWA partners is not only recommended but essential to nurture independent agencies’ expertise; and the opportunity has been around for 20 years now. It allows professionals to learn from different markets, cultures, and approaches while building stronger international relationships. These exchanges create fresh perspectives, inspire new ideas, and ultimately help agencies deliver better results for clients in an increasingly global communications environment.
What did you like most about Stuttgart / Germany / the area? What was your favorite attraction, highlight of the trip?
As I’ve been to Germany before, but this was my first visit to Stuttgart, it was great to experience the general atmosphere in Baden-Württemberg and I really enjoyed my day trip to Esslingen, too. I tried to visit most of the attractions in Stuttgart and my favorites were the Old Castle and the TV Tower. I loved the food options, especially the Maultaschen and the Zweibelrostbraten. The walk to the office from the city center is fully recommended, too!