Podcast interview: Stephanie Cruz on founding KPS3, digital pivots and nonprofit work

Hosts Nancy Luenhagen and Bethany Ddale welcomed Stephanie Cruz to the Washo Live podcast for a wide-ranging interview about her personal history, founding the marketing agency KPS3, adapting to digital and AI, crisis communications, and nonprofit service. Cruz described growing up on a farm in George, Iowa, training as an RN, attending journalism school, and being recruited to Reno as director of marketing at St. Mary’s in 1982. She said she founded her agency in 1991 (originally Stephanie Cruz and Associates) and expanded into economic development work and digital services, noting a deliberate pivot in 2008 to build a digital division.

Cruz discussed integrating AI into agency work in recent years, saying leadership decided to embrace the technology and that employees would be evaluated in part on their ability to integrate AI into their roles. On hiring and workforce strategy she emphasized recruiting staff with skills in SEO, analytics, digital advertising and AI rather than trying to master every emerging tool herself. Cruz said her favorite work is strategic and crisis communications, stressing preparation with "just in case" messaging and Q&A to limit negative coverage. She also summarized her nonprofit involvement, listing participation with the Renown Foundation, Nevada Humane Society, and other local groups, and said she plans to be involved with a new Washoe County youth behavioral health program alongside Commissioner Andreola and Julia Ratty. The episode closed with the hosts thanking Cruz and noting the episode was taped during Women’s History Month.