Crystal DeStefano

Our Q & A with Crystal

Tell us a little about your professional journey.

Most PR agency owners are PR professionals who decided to strike out on their own, and they learn how to run a business as they go. My journey was actually the opposite. I went to school for business, earned a dual degree in finance and marketing, then stumbled into PR and happened to be pretty good at it.

I was working as Director of Public Relations for an agency that I loved, providing successful PR strategies for our clients that incorporate business and finance perspectives. When the founder announced his retirement, I bought the PR practice from him in 2014.

At the time, we had clients all over the county. But after the leadership transition, I shifted our team’s focus to what I was most passionate about: local news media and community relations. Now, we have two offices – one in Upstate New York that supports our PR work across New York and New England, and another in Palm Beach County that supports our PR work in South Florida. In addition to securing positive local news coverage for our clients, we also offer our very popular Media Training program in both locations.

During this time, I held multiple leadership positions with the nation’s largest and foremost organization for public relations professionals, the Public Relations Society of America. I served as president of my local chapter, then chair of the Northeast District, and as a national Regional Representative for the Northeast, Tri-State, and East Central Districts. I was also the youngest PR professional to earn Accreditation in Public Relations. Beyond the PR industry, I’ve led several other boards of trustees and directors, including public media, animal welfare, and more.

What inspired you to join Executive Women of the Palm Beaches Foundation?

As a female business owner, I know the power of a supportive group of women who face the same challenges and opportunities every day. EWPB caught my attention as an active and engaging group of smart, fun women who could help me as I continue to grow my business, while my decades of experiences help other members. I was looking for a group that feels connected beyond monthly board meetings and professional obligations. Based on what I had seen EWPB share online, what I heard from other female business leaders in the community, and how responsive and welcoming several of EWPB’s board members have been toward me, EWPB felt like the type of organization where I can both contribute and benefit in meaningful ways.

What’s one accomplishment you’re most proud of?

We recently launched a new On-Demand Media Training option! Our in-person and virtual Media Training Programs are incredibly popular, but we heard from a lot of people over this past year who were unable to join the live sessions scheduled with their organization and requested an ‘on-demand’ version of our classroom session. I’m so proud of how quickly our PR and web development teams were able to create an on-demand product that meets this need!

Our new On-Demand Media Training video is available right on our website, giving executives and all professionals instant access to the foundations of the training we provide to top organizations across the country. The Strategic Communications Media Training Program empowers organization leaders, spokespersons, and subject matter experts to project a positive, professional, and credible image in interviews, presentations, and public communications.

What advice would you give to other women leaders in Palm Beach County?

My advice to current and future women leaders is to define and own your story, and tell it often. The most influential leaders I know aren’t just doing great work; they’re communicating it with clarity and purpose. Whether you’re speaking at events, to the media, with your employees, or to your community, your messages should reflect your values and vision. That’s something I’m passionate about helping leaders do through my PR agency: Giving them the confidence and strategy to tell their story in a way that supports their personal goals and helps them achieve their business goals.

What’s something fun or surprising about you that most people don’t know?

In addition to running a local PR agency, I’m also a certified Disney and Universal travel planner! I’m an annual passholder and I’m in the Orlando theme parks at least half a dozen times every year. The systems for each of the parks have become incredibly complicated, and I absolutely love helping people understand it all so they can get the most out of their Disney and Universal vacations. And it doesn’t cost them anything! My services for travelers are completely free. My areas of expertise include the Disney and Universal theme parks in Orlando and California, plus Disney Cruise Lines, Disneyland Paris, and Disney’s Aulani property in Hawaii.