Julie Maio’s PR Vision for Kiosk Agency

Julie Maio (31) has always been fascinated by people, their stories and the art of sharing them. Born and raised in Geneva, Switzerland, she moved to Zurich eight years ago for an internship and for love. Having studied business administration and finance, she initially thought she would end up in banking. However, after taking a few business school courses, she realized her true passion was in marketing and communication, which led her to pursue a master’s degree in strategic communication.

An internship at a PR agency brought her to Zurich, where she has lived ever since. In February 2020, at the start of the pandemic, she launched Kiosk Agency, inspired by her previous experiences and driven to bring a more personalized and flexible approach to PR. Based in Seefeld, the agency has grown steadily and in February 2025, she proudly celebrated five years of Kiosk Agency. With eight years of experience in PR, Julie continues to shape the industry with her innovative and tailored approach.

Safar: Julie Maio, what led you to Public Relations?
Julie Maio: My master’s program was part-time, so I needed an internship or a part-time job alongside my studies. I started an internship as a social media manager in Geneva for a YouTube channel focused on watches. It was there that I discovered my passion for communication, visual creation and storytelling. However, sitting behind a computer, creating feeds and social media posts wasn’t enough. I was fortunate to land an internship at a PR agency in Zurich and after a few weeks, I realized this was what I truly wanted to do. I love connecting with journalists, meeting people and learning the stories behind the brands – whether from brand managers or small business owners. Each has their own unique stories and visions, but the goal is always the same: to get the brand out there and  share what they do and love.

When did you realize you wanted to create your own business?
I always knew I wanted to build something of my own one day. My dad is an entrepreneur, and he always advised  against it, probably because he wanted stability for me. But I was determined. After working at different agencies with both luxury and mass-market brands, I realized what I loved most about PR was the people and the discovery process – not just writing press releases. That’s when I decided to do PR my way and create an agency that truly reflected my approach.

How did you come up with the name Kiosk Agency?
Funny story – I had the name before I even had the idea for the company! I wanted a connection to media, and “kiosk” made sense with the idea of print magazines. But beyond that, a kiosk is a place where you never quite know what you’ll find, but it always offers a little bit of everything. Similarly, when our clients come to us, they know what we do, but they’re always curious to see what else we can offer. We’re full of surprises and can adapt strategies to meet different needs. That’s  why I chose the name Kiosk Agency.

What sets Kiosk Agency apart from other PR Agencies?  
There are a few things that set us apart. First, we’re incredibly flexible. Larger agencies often have a rigid structure, but being a smaller team allows us to adapt quickly and find tailored solutions. Another key difference is our approach to language. We work hard to maintain the integrity of a brand’s message, especially when translating it. I specifically wanted a team fluent in both Swiss German and French so we can communicate the essence of a brand’s message properly in both languages, rather than offering just literal translations. This ensures the brand’s true voice is maintained – something I often found lacking when working with larger translation agencies.

What were the biggest challenges when launching Kiosk Agency?
I launched Kiosk Agency on February 3rd, 2020, just before the pandemic hit. I had already quit my job and was fully invested in my new venture when Covid arrived. We had to adapt quickly and come up with creative ways to promote our clients during a time of uncertainty. Budget allocation was challenging, and everything felt on standby. Personally, the hardest part was the physical restrictions. PR is all about connecting with people – meeting journalists, attending events – and when we couldn’t do that, it posed a significant challenge.

What have been your greatest achievements in the past five years?
The greatest achievements over the past five years have been the growth of the company and the trust we’ve gained from larger brands. When we started, it was just me and one employee. We will soon be a team of four, supported by a strong network of contributors, including freelance photographers and writers. We began with local Swiss clients during the pandemic and later attracted interest from bigger international brands. We’ve also expanded into various sectors such as watches, fashion and beauty, which keeps things exciting and dynamic.

How does a typical day at Kiosk Agency look like?
I’m very organized and structured. A typical day might involve brainstorming sessions with the team, developing concepts and looking for synergies across clients. We also meet with journalists, influencers and key opinion leaders. As the company has grown, admin work has become a more significant part of my day, though it’s not my favorite. This includes the financial aspects, HR processes and other management tasks. But there’s always variety; sometimes, we’re off to events or press trips – like  Paris or Milan Fashion Week – which adds an exciting element  to the day.

What is your approach to maintaining strong relationships with clients and journalists?
You can’t fake PR. It’s about being genuinely interested in people. I get energy from meeting new people and hearing their stories. The key to strong relationships is remembering people and making them feel valued. To nurture these relationships, we host relaxed events like the annual Kiosk Agency picnic and Christmas party. We also give thoughtful, personalized gifts – such as candles, coffee cups and handwritten letters – based on trends and what people will actually use. It’s about making our brand memorable and showing appreciation to our network.

Does that influence your company culture?
Absolutely. I don’t hire based solely on CVs; I look for people who genuinely enjoy connecting with others.  It’s more about the personality. While  skills are important,  the  ability to engage with people is essential. Our team members are out there meeting journalists, influencers and keeping conversations going. That’s the culture of Kiosk Agency.

PR is constantly evolving, with social media now playing a significant role. How do you approach this shift?
We learned during the pandemic that flexibility is key. While some consider print media less relevant today, I still believe it’s important, especially in the Swiss market, where it can build credibility. However, we’ve adapted to include influencer marketing, events and collaborations, such as our work with a bikini brand and a beauty brand launching sunscreen. PR is now about creating authentic synergies between brands and telling stories that resonate.

How do you approach working with both international and national brands?
We treat all clients the same – whether they’re local or global. While there may be some differences in process, especially with international brands,  we give our full commitment  to every project. If we need to think outside the box, we’ll do it. What matters most is the success of the project, and we work equally hard for local businesses and large international clients.

What excites you the most about the PR industry?
The variety! I could spend the morning learning about the mechanics of a watch and the afternoon creating a strategy for a beauty product. Each project brings a new story, a new product and a different audience. I love the diversity of experiences and the people I meet along the way.

What is one of the most valuable lessons you’ve learned about entrepreneurship and leadership?
One of the most valuable lessons I’ve learned is to trust your gut. I never thought I’d say that, but I’ve learned to rely on my instincts. Being flexible is crucial – don’t be too rigid in your plans. When I started Kiosk Agency, I didn’t have  a clear business plan, just a sense of what I wanted to do and savings to get started. The experience has taught me to be open-minded and trust my gut feeling, even when I’ve initially resisted it.

What is your vision for Kiosk Agency?
I’m happy with our small, flexible team. I don’t want to grow too big because I value the personal connection we have with clients and the ability to remain adaptable. However, I do have plans to expand strategically in the future, but I’ll take my time with it. Kiosk Agency is my main focus, and I want to keep it enjoyable while continuing to work with brands I truly believe in.

What advice do you have for entrepreneurs just starting out?
Be passionate and patient. You need passion to get you through the challenges. If you don’t feel that excitement to get up every morning and keep pushing forward, it’s hard to succeed. At the same time, be patient. Success doesn’t come overnight, and things often happen when you least expect them. Flexibility is key.