Meet the Committee – Samantha Crowe
Age: 46
Location: Didsbury
What are your interests? What sets your heart on fire?
I’m married to Rob and we have two boys, 12 and 8. We have a VW campervan so we’re usually out exploring the world. I’m interested in the arts and how they can help bring people together, so I recently became a trustee of Didsbury Arts Festival. When I have spare time, I try and keep myself fit, love going to the theatre and gigs, and gardening.
How did you get into PR?
It was a complete accident. I did an IT and business management degree at York University. Every student did a year out in industry as part of the degree. I joined the team getting ready for the millennium bug at Marks & Spencer. I loved the company and the people but soon realised IT was not for me. When I went back to uni for the final year, I had to tell the careers advisor that I wasn’t interested in any of the interview options he had lined up for my cohort. He was at a loss and I was staring at a jobless start to post-graduate life.
But as luck would have it, the following day, a former student contacted the York computer science department. She had taken a graduate role at the London PR firm Citigate Technology, and was looking for other IT-literate people who could communicate well. I got on the first train I could, and never looked back!
What do you love most about PR?
It’s fast paced in the tech sector. There are always new innovations to learn about and I never tire of seeing a client’s story in print. I’ve freelanced for the last 10 years and I love how varied my client work is.
What PR campaign or project are you particularly proud of?
I won the Drum Awards’ 'Best PR campaign on a small budget’ in 2020. It was for lobbying on employment rights for freelancers on behalf of my client inniAccounts. I was gobsmacked when they went on to award me with the Grand Prix too.
If you weren’t in PR, what could you see yourself doing?
I’d like to run a deli that gives small producers the limelight.
Describe your role in the committee and what it involves?
I’m into my first month with the committee and I’ve volunteered to work with Deepa on the charity strategy for the NW. We're looking at ways CIPR members can support charities by sharing their skills with comms teams as well as raise funds.
What do you think makes this committee unique?
The collective experience - it’s as broad as it is deep.
What piece of advice would you give to someone just starting out in PR?
Get under the skin of the industry you’re working in. Read the news, listen to podcasts, follow industry leaders. It will help you advise clients and find new angles. It’s this kind of effort that will give you the edge when you’re pitching because you’ll better match stories to press outlets.
What’s your favourite way to unwind after a busy day?
I’ll always prioritise time with the family. In the summer, I love pottering around the garden. It’s good for the soul.