Spotlight: Lori Crouch

    Years in the industry: 8.5

    Current employer: City of Norfolk

    What is the biggest communications challenge you've ever faced on the job, and how did your solve it?
    Hurricane Irene was churning up the coast two weeks after I started with the City. At the time, Norfolk didn't have a presence on social media. I remember pulling my city manager out of a meeting, showing him Facebook on my phone, explaining it and asking him to trust me. Norfolk was officially on Facebook 10 minutes later. It proved to be an essential tool for us to communicate to residents during a challenging time.

    What is the most important communications lesson you've ever learned?
    Always keep the audience in mind and listen.

    What one piece of advice would you give new communicators?
    Never stop learning. Be curious.

    When you're not working, where might we find you?
    Rowing on the Lafayette River and gardening

    What's your favorite place you've ever traveled?
    Florence, Italy and Crete, Greece

    What's the greatest benefit you've gotten from being a PRSA member?
    Achieving my APR

    What are you reading? Listening to? Watching?
    I'm reading Boys in the Boat, listening to Van Halen and AC/DC and watching the Last Kingdom on Netflix with my husband.

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