As Crowe PR marks its 10th anniversary, founder Anna Crowe reflects on the journey from a one-woman operation to a nationally recognized agency. In this interview, she shares the key lessons learned along the way, from scaling a business and navigating industry shifts to building a strong, values-driven team.
Looking back at the past decade, what are some of the biggest lessons you’ve learned while growing Crowe PR from a one-woman operation to a nationally recognized agency?
Growing from a one-person shop to a national team with global clients has been a fascinating experience, filled with many invaluable lessons. For one, I learned from the first day that I’d have to become comfortable with discomfort.
One of the biggest takeaways has been the importance of adaptability when scaling a business. What works for a small team of two or three employees inevitably breaks as you grow to 10 or 15, so it’s critical to be malleable and to be consistently reevaluating your processes and workflow to accommodate growth. I’ve learned to leverage technology in new ways, from implementing the Entrepreneurial Operating System (EOS) across the agency to developing dashboards that track activity and investing in tech tools that optimize workflow while providing valuable insights and analytics. Acquiring a smaller creative agency in 2023 also gave me firsthand experience in mergers and acquisitions, adding another layer to my growth as a business leader.
When it comes to developing a strong team, I started by hiring people with similar skill sets to mine and was highly involved in all hiring decisions. Over the years, I realized the power of hiring for a diverse skill set and delegated and trusted my team to lead those decisions. I’ve also learned to ask better questions and continue to find ways to invest in our team. For instance, I found that leadership development is just as critical as managerial skill-building.
Navigating industry dynamics has been another key lesson, especially with the rapid changes brought on by the pandemic, elections and other external factors. These shifts have taught me how to be resourceful and prepared for sudden change. I’ve also learned how important it has been to diversify our client base and service offerings – which is what kept us going during the pandemic – and how crucial it is to deeply understand the industries we serve, not just from a PR and marketing perspective, but what business success metrics our clients are measuring, and what keeps them thriving vs. declining.
Beyond operations and the day-to-day, one of the most valuable lessons I’ve learned is the importance of surrounding myself with the right people. I joined the global Entrepreneurs’ Organization early on, and it has equipped me with invaluable tools to become a better business owner, leader, strategist and more. I’ve seen the power of surrounding myself with people I can learn from, and I will always say yes to every learning opportunity no matter how many years I am into my career.
Crowe PR has worked with major brands across healthcare, technology, consumer goods, and hospitality—what do you think has been the key to sustaining long-term client relationships in such diverse industries?
While many of our clients span diverse industries, the common thread between them is linked to Crowe PR’s purpose. We’ve always remained true to our “why,” which is driving growth for companies to positively impact humanity. The key to sustaining long-term relationships lies in truly becoming an extension of our clients’ teams. When they see us not just as their PR agency but as a strategic partner deeply invested in their business’ success, the relationship naturally progresses over time as it’s built on a strong foundation of trust. We are dedicated to contributing to larger discussions on overarching brand business goals and long-term vision, bringing an expert PR perspective to the table. Our aim is to serve as a strategic advisor, even when the conversation extends beyond traditional PR.
How have you built and maintained a strong, values-driven team over the past 10 years, and what’s your approach to leadership?
I started the business with an outline of our “why” and core values because fostering a collaborative, results-driven culture was very important to me. Our profession has low barriers to entry, and a lot of people get into this trade for the wrong reasons. Not only do I believe in the power of integrated public relations and its value in business growth, but I am also a big believer in building meaningful companies that support the people who work hard for them. I think culture is intentional, not accidental, which is why we speak about our “why” and our values weekly. As our team has grown over the years, we have refined our core values – commitment to excellence, authenticity, an entrepreneurial mindset, own your own experience and a collaborative spirit – and we exemplify them day in and day out. We celebrate our people based on these values and we make tough decisions based on them too.
Today, we also have interactive initiatives like the Crowe PR Culture Club, a team-driven program where we connect monthly in fun, creative ways; Nest University, an internal training and development program that supports our team’s professional and personal growth; weekly core value shout-outs and more.
My approach to leadership has been shaped by my internal passion and the 15+ years I spent in Corporate America – from Deloitte to Coty, EMI Music Marketing and AT&T. As a former auditor turned marketer, I was able to leverage my analytical skills with creative ideas to develop global campaigns, mentor and lead. I am a transparent leader who cares about people and results that truly make a difference. I thrive on developing strong relationships, brainstorming collaboratively and setting goals for our clients’ and teams’ growth.
Outside of Crowe PR, I’ve embraced additional leadership roles, including serving as the first female president of the San Diego chapter of the Entrepreneurs Organization where I’ve had the opportunity to lead a chapter of 200+ business owners, as well as connect with and empower other women in entrepreneurship and leadership.
As you celebrate 10 years, what are some of the most impactful campaigns Crowe PR has worked on that truly showcase the agency’s expertise and values?
We’ve had the privilege of working with an incredible range of impactful brands over the years. Each one presented its own unique challenges and opportunities, and I’m so proud of our stellar team for their hard work and incredible wins.
I’m especially proud of our work with Skrewball Peanut Butter Whiskey. As we were both founded in San Diego, partnering with the brand since its inception in 2018 has been an incredible ride. Our work with Skrewball began by tasting the product in the founders’ home when the idea was conceived, and we went on to help build their brand into a global powerhouse, ultimately leading to their recent acquisition by spirits giant Pernod Ricard. This success is a testament to Skrewball’s innovation, our authentic relationship with the client and the power of PR in amplifying a brand’s reach, shaping its story and driving real ROI. Seeing our strategic efforts contribute to such a remarkable transformation reinforces our passion for what we do and the incredible brands we have the pleasure of working with.
The PR landscape has changed significantly over the past decade. What shifts have had the biggest impact on the way agencies operate today?
Technology, social media, AI and consumer behavior have all changed drastically over the last decade. These shifts certainly pushed agencies to move and expand their offerings faster and to revisit analytics and data to ensure there is value. We have stayed hyper-aware of all changes, keeping a strong pulse on fluctuating consumer behaviors, as well as rapidly evolving industry trends. It’s no longer enough to only be forecasting what’s next – we need to be simultaneously shifting and adapting in real time as we see these shifts quickly enter the industry.
As an agency, we’ve implemented a more data-driven approach to decision-making, ensuring our initiatives are both impactful and measurable. By continuously evaluating ROI, we optimize our efforts to deliver the most effective results that help our clients reach their business goals. We’ve also had to consistently expand and enhance our service offerings to meet the growing needs of our clients. When we first started, we were solely a media relations-focused agency, and now we’ve evolved into a fully integrated firm, also offering social media management, influencer marketing, thought leadership, crisis communications and much more, all tailored to each client’s unique goals. In 2023, we acquired a marketing agency with elevated design and content creation capabilities, and we’ve previously formed strategic alliances with social media marketing agencies and digital marketing firms to broaden our offerings even further and provide the highest ROI to our clients. Our forecasting and adaptability capabilities have been key to staying ahead in an ever-changing industry.
Looking ahead, what are your top priorities for Crowe PR in the next decade, and how do you see the agency continuing to innovate in the PR space?
Looking forward, we are mindful of the changes our industry will experience with AI and continued tech advancements, and our priority is to ensure we are offering the right services and results for our clients to grow and thrive. We also want to be certain we are partnering with fitting brands for us, and we align our expertise to continue delivering exceptional client service. We’ll keep reinvesting in our culture for our employees, and overall, we will raise the bar in every facet of Crowe PR to maximize efficiency and drive even greater client success. We aim to continue creating game-changing campaigns, innovating and setting a high standard for the industry.
One of the biggest trends I’m seeing now that I anticipate will only grow over the next few years is the increasing interest from international companies to expand and launch in the U.S. market. We have been at the forefront of this and have introduced several incredible consumer packaged goods brands in the U.S. and Canada over the years. I see us continuing on that path, as well as helping companies increase their value for future merger and acquisition opportunities. Speaking of which, we’re also exploring opportunities for additional acquisitions and strategic alliances that will optimize and expand our capabilities as an agency.
Our team at Crowe PR is comprised of incredibly talented, hard-working professionals who are consistently staying ahead of industry trends and seamlessly adapting to evolving nuances. One example includes leveraging a variety of emerging AI tools agency-wide to improve efficiency, enhance creativity and drive results across campaigns and client initiatives. I am confident that we will continue to push our boundaries, embrace change and fearlessly pursue innovation, all while learning in the process.
What advice would you give to other entrepreneurs looking to scale their agencies or businesses while maintaining a strong company culture and purpose-driven approach?
Being an entrepreneur and scaling a business is challenging, and you can’t do it alone. Lean on your network, peers and mentors for support and guidance. Success starts with well-defined core values and a compelling “why” statement, but the real challenge is living them daily. By using these principles as a compass for every decision, you’ll gain clarity on your path to growth, navigate challenges with confidence, inspire your team and build lasting trust with your clients. Also, making mistakes is inevitable and it’s best to embrace mistakes and failure as a growth opportunity, not a setback.
Lastly, investing in both personal and team development is key – prioritize culture, stay true to your values and never lose sight of the bigger vision. Scaling isn’t just about expansion; it’s about evolving in a way that strengthens your impact while keeping your purpose and values at the core. And don’t forget to have fun in the process!
