Crystal is owner and president of Strategic Communications. She oversees both the Syracuse (NY) and West Palm Beach (FL) offices, focusing on leading the team in developing long-term strategies for current and potential future clients. Through her disciplined use of Strategic Communications’ 5 Step Process for Strategically & Successfully Sharing Good News, she ensures every client benefits from our approach to maximizing the power of the news media, using traditional outreach techniques, social media, and AI visibility to get a message across.
Crystal became president of Strategic Communications in 2014, after serving as the company’s director of public relations for 5+ years. She shifted the focus of the public relations agency to work exclusively with local organizations in Central New York and news media in the Syracuse DMA. In 2021, Crystal expanded the company to include an office in South Florida, bringing the same hyperlocal focus to organizations in Palm Beach County and news media in the West Palm Beach DMA.
In 2025, Crystal launched the “Media Training On-Demand” service in response to requests for smaller, more affordable, and easier to access training for individuals, beyond the Media Training sessions we offer for groups or entire organizations. And in 2026, Crystal launched the company’s proprietary AI Visibility Audit service.
With more than 20 years of professional public relations and business leadership experience, Crystal also volunteers with organizations in both Syracuse and West Palm Beach. This has included PBS affiliates, Centerstate CEO and the Greater Wellington Chamber of Commerce, Executive Women of the Palm Beaches, Loggerhead Marinelife Center, Helping Hounds Dog Rescue, Rosamond Gifford Zoo, and local, regional, and national levels of the Public Relations Society of America (PRSA).
Her experiences has included working with organizations in healthcare, including hospitals, urgent care, private practice, retail pharmacy, long-term care, clinical research; architectural and engineering design, development, and construction; energy, including natural gas and electric utilities, propane, wind, solar, and other renewables; nonprofits; higher education; banking and finance; agri-business; and more. She is personally passionate about projects with a green, sustainable, or renewable element, or in support of environmental conservation or animal welfare.
Crystal has a degree in business and is Accredited in Public Relations by the Universal Accreditation Board. She has served as President of the Public Relations Society of America – Central New York Chapter, as Chair for the Northeast District of PRSA, and as the Northeast Regional Representative for the PRSA National Office. She is also a 40 Under Forty award recipient.
With a focus on proactive and highly strategic local media relations, media training, AI visibility, monitoring and measurement, Crystal and her team empower clients to control their narrative and achieve business goals.