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Heidi Krupp-Lisiten

Episode 47: Who Cares? So What? Why You?, with Heidi Krupp-Lisiten

Described by Bella NYC Magazine as being passionate, energetic, and full of life, K2s founder and CEO, Heidi Krupp-Lisiten, is right at home in the world of marketing, promotion, and media. With over 25 years in the field, Heidi has become recognized as an industry leader who works closely with her clients to develop innovative 360-degree brand platforms designed to engage consumers, excite media, drive awareness, and most importantly, deliver quantifiable business outcomes.

As the head of K2, Heidi provides multi-disciplined marketing solutions, including unique strategic PR programs, on behalf of globally recognized brands such as Weight Watchers, Ann Taylor, Gaiam, and Everyday Health. Notably, her recent work with Nerium International (the fastest growing direct sales company in the world) has helped them to achieve their U.S. goals and expand into other countries.

After earning a Bachelor’s degree in journalism and communications from Ohio University, Heidi moved on to play an integral role at ABC News 20/20, amassing an impressive string of production and publicity credits (including her first publicity credit for her work with Barbara Walters). It was while she was at ABC that she discovered her true calling as a PR professional and entrepreneur. This discovery led her to establish K2 in 1996.

Heidi is a Pittsburgh, Pennsylvania native who now resides in New York City with her husband, Darren, their son, Caden, and beloved dog, Isaac.


“You have to find a clever way in. You can’t just take no for an answer.” – Heidi Krupp-Lisiten


What you’ll learn about in this episode:

  • How Heidi got into PR and how she ended up doing “Chicken Soup for the Soul”
  • Tactics Heidi uses today that she didn’t use when she started her firm
  • The three strategy questions Heidi always asks
  • Why if you can’t leverage it — don’t do it
  • Why you, your team, and your clients need to celebrate wins together
  • Why you shouldn’t ever take business personally
  • Why nothing is private anymore makes everything PR
  • Why you need to get ahead of the conversation and anticipate everything that happens
  • Why PR is all about strategy
  • Why you shouldn’t necessarily spend all of the budgets that you have

Ways to contact Heidi:

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