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    Spotlight: Alisa Crider

    Years in the industry: 7

    Current employer: Hampton Roads Alliance

    What is the biggest communications challenge you've ever faced on the job, and how did your solve it?
    It was a normal weekday at HRT (former job) until I got a call from operations that a man had been struck by the Tide Light Rail train. I drove to the scene, obtained the info I needed and reminded myself to not over share any unconfirmed details. All three news stations interviewed me, at once. What many (hopefully) didn't know was this was only my second news interview. I’m thankful for the opportunity to think on my feet and practice good PR in a real-life situation. Most importantly, the man was amazingly OK!

    What is the most important communications lesson you've ever learned?
    I have always challenged myself to become a stronger writer. We all are a little guilty of being long-winded every now and again. I have to credit my former co-worker who taught me the importance of short, concise sentences. Eliminate unnecessary words and phrases and get to the point! The human attention span is around 8 seconds, right? I remind myself this when professionally writing or speaking: "Bigger thoughts, shorter sentences."

    What one piece of advice would you give new communicators?
    Follow the Five C's of Effective Communications: clarity, consistency, creativity, content, and connections. If you include these qualities of communications in your daily life, your business and personal relations will improve.

    When you're not working, where might we find you?
    At my dance fitness class (virtually from my living room these days!) or volunteering in the community.

    What's your favorite place you've ever traveled?
    My trip last August to Calgary, Banff, Lake Louise and Jasper!

    What's the greatest benefit you've gotten from being a PRSA member?
    Cultivating relationships with like-minded peers and honing my skills to become a better communicator.

    What are you reading? Listening to? Watching?
    Just finished "Leading From the Front" by local 757 authors Angie Morgan and Courtney Lynch. It's fantastic. I am listening to So Money with Farnoosh Torabi Podcast and looking forward to watching "Becoming" on Netflix.

    How can we find you on social media?
    Feel free to connect with me on LinkedIn! https://www.linkedin.com/in/alisacrider/

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