TDC Team: Meet Allison Kroll
As part of our team Q&A series, we’re introducing Allison Kroll, Account Manager at TDC. Originally from Austin, Texas, Allison has worked across multiple countries and sectors, from charity and technology to entertainment and the creative industries. She brings a passion for storytelling, creativity, and authentic connections, sharing her perspective on what makes PR effective today and how innovation, from AI to digital platforms, is shaping the future of communications.
Q: Tell us a bit about yourself and your career journey so far.
A: I’m originally from Austin, Texas, but over the past decade my journey has taken me through Madrid, Germany, and now London. My studies in communications, teaching and film have given me valuable perspectives on how people connect, learn and tell stories. Since then, I’ve had the chance to work in PR and comms across sectors ranging from charity and technology to entertainment and the creative industries. What excites me most now is bringing those experiences into my work at TDC.
Q: What drew you to PR, and what excites you most about working in this field?
A: When working in PR, there’s always something new to learn and create. No two days look the same, which keeps the work interesting and rewarding. I love shaping stories that connect with people and getting the chance to work across different industries – it means I’m constantly learning new perspectives and figuring out ways to make complex ideas resonate with people.
Q: Within PR, what areas or types of projects are you most passionate about?
A: Working in PR gives us the opportunity to tell stories that celebrate creativity, diversity, and showcase new ideas and technologies. I think the projects that are the most meaningful are the ones that highlight how brands are driving change, making the world a better place or connecting people through shared experiences.
Q: In the fast-moving world of design, branding and creativity, what do you think makes PR truly effective today?
A: I think PR is most effective when it feels authentic and human. People connect with stories that inspire them, so it’s about crafting narratives that are genuine, relevant and memorable. With so much noise across digital platforms, the work that cuts through is the work that builds trust and creates meaningful connections.
Q: Technology is reshaping communications fast. What’s your view on how innovation — from AI to digital platforms — is influencing PR, and how should brands adapt?
A: PR today looks very different from even a few years ago, and with technology constantly changing, the industry has to evolve to keep up. AI tools can be a huge advantage when they’re used to enhance the work. It can help us work faster and be more creative, but should never take the place of human creativity and authentic perspective. At the end of the day, it’s the original, unique ideas that stand out and make an impact.
Q: How can thought leadership help creative businesses build influence?
A: Thought leadership is an important way for creative businesses to build influence because people love getting a glimpse behind the curtain. It’s a chance to showcase original thinking at a time when so much work can feel the same. By sharing insights, experience and predictions on what is to come for their industry, creative businesses can highlight their relevance in a changing world and their unique voice. Thought leadership isn’t just about expertise, it’s also about inspiring people, sparking conversations, and even helping to solve some of the biggest challenges we face.
We’re thrilled to have Allison on the team and look forward to sharing more insights from TDC’s talented team in the months ahead. If you’d like to connect with us, you can reach the team here.
And check out what inspires our team the most, read our latest SODA articles.