Haute Living Executive Q&A with Sam Amsterdam, CEO of Amsterdam Group Public Relations

Haute Living Magazine sat down with Sam Amsterdam, the visionary CEO behind Amsterdam Group Public Relations, a leading Public Relations firm with roots in Boston, Massachusetts, Washington D.C., and Palm Beach, Florida, known for its strategic approach to brand building, its high-profile clientele, and its unique storytelling methods. 

In this exclusive interview, Sam shares insights into the evolving world of ‘PR’, the future of the industry, and the secrets behind his company’s success.

Haute Living Magazine:  Let’s start with a bit of background. How did Amsterdam Group Public Relations come to life, and what were your early days like in the PR industry?

Sam Amsterdam: Amsterdam Group Public Relations began in 2009, and like most businesses, it started with a simple idea: to provide a personalized, accountable and results-driven approach to PR. 

I’d been working in public relations for several years prior, but I noticed a gap in the market for a firm that truly understood the importance of and would emblize creative, tailored strategies rather than just traditional press releases and ad hoc, low tier media placements. So, I took the leap and founded the company with a focus on offering our clients not just visibility, but the right kind of visibility that truly reflects their brand’s identity.

Haute Living Magazine: With over two decades of experience, what would you say has been the most significant shift in the PR landscape during your career?

Sam Amsterdam: One of the most significant shifts has been the way digital and social media have reshaped the entire PR strategy. Years ago, it was all about print media and traditional press. That’s important, but the narrative has shifted – Key Performance Indicators have also shifted – Where are the links? What does my visibility truly look like in terms of reach? Where is my return on investment (ROI)?

Digital platforms and influencers help quantify the previously intangible and have given brands a whole new avenue to connect with their audiences. There’s also been a surge in data-driven PR, where we can track real-time analytics and optimize strategies in ways that were previously impossible. The key is staying adaptable, which is why at Amsterdam Group, we make it a priority to blend traditional PR with modern strategies.

Haute Living Magazine: Amsterdam Group PR has worked with some incredible clients. How do you decide which brands and personalities to represent?

Sam Amsterdam: The clients we work with typically have two things in common: they’re forward-thinking, and they understand the value of authentic storytelling. 

Our goal is to form long-term relationships with brands and individuals who not only want visibility but who want to cultivate a meaningful connection with their audience. Whether it’s a luxury brand, a tech innovator, an established business iconoclast, a nonprofit or a celebrity, we look for clients who align with our values and who trust us to tell their story in a way that’s compelling, genuine, and impactful.

Haute Living Magazine: As a CEO, you must be constantly juggling multiple projects. What does a typical day look like for you?

Sam Amsterdam: It’s a dynamic mix of strategy sessions, team collaborations, client meetings and usually these days, waiting in lines at security and to board the flight! There’s no such thing as a “typical” day, but I try to start every morning with a clear intention and an overview of the priorities for the day – We as a Team connect each morning and deliberate on the goals and demarcation of responsibilities to meet those goals. 

I remain deeply involved in both the creative and strategic sides of our campaigns and the execution of the campaigns, so my days often revolve around brainstorming with our team, refining strategies, and ensuring that everything aligns with the broader goals of our clients. 

And, of course, I spend a good amount of time connecting with clients directly to make sure we’re on the same page and delivering the results they expect. That is a 24/7 exercise.

Haute Living Magazine: The PR industry is known for being highly competitive. What sets Amsterdam Group apart from other agencies?

Sam Amsterdam: I think it comes down to the personalized service and hands-on approach we take with every client. At Amsterdam Group, we believe that PR isn’t a one-size-fits-all model – Each campaign is unique, and we really take the time to understand the essence of our clients’ brand and their goals. 

We are also very selective about the clients we work with, which allows us to give each one our full attention and craft a strategy that speaks directly to their audience. The strength of our team also plays a huge role; we have an incredible group of experts who collaborate seamlessly to create truly innovative campaigns.

Haute Living Magazine: Looking ahead, what trends do you see emerging in the PR world, and how is Amsterdam Group positioning itself for the future?

Sam Amsterdam: The future of PR is increasingly intertwined with technology. AI, data analytics, and even VR/AR are changing the way we interact with consumers and tell stories. 

Brands are going to need to become even more agile, leveraging these technologies to stay ahead of the curve. At Amsterdam Group, we’ve already started integrating these tools into our processes to ensure we’re ready for the future. 

Moving forward, it’s going to be about blending creativity with innovation to create campaigns that truly resonate.

Haute Living Magazine: Lastly, Sam, if you could offer one piece of advice to aspiring PR professionals, what would it be?

Sam Amsterdam: I’d say, be patient and always stay curious. PR is a relationship-driven industry, and building those relationships takes time. Learn from every project and stay ahead of trends by constantly seeking new knowledge and embracing change. 

The best PR professionals are the ones who can think both creatively and strategically. And, most importantly, remember that authentic storytelling is at the heart of what we do—never lose sight of the power of a great story.

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