Member Spotlight - October 2016

MEET PRSA AUSTIN CHAPTER MEMBER: MICA CROUSE 

What do you currently do for a living? As the Director, Clean Energy Communications for Environmental Defense Fund, I lead the EDF Clean Energy Program’s multi-channel marketing and communications strategy. I manage a seven-person communications team and oversee traditional and social media activities, the creation of digital and print marketing materials, and the development of compelling messaging and content to help the organization meet its goals and objectives.

What motivated you to pursue a career in communications? I attended Columbia Business School and worked in various sectors and diverse roles before finding my niche at Environmental Defense Fund – from non-profit management raising money for disadvantaged youth and business development in the solar sector to policy work at the Capitol of Texas and media buying at an advertising firm. Through it all, my favorite aspect of the work has been finding new and creative ways to tell the important stories that must to be told (and absorbed by the right people!) in order to affect change.

Storytelling – in some form or fashion – is a critical to making a significant difference. And working to ensure everyone has the right to clean air and a healthy environment is what motivates me daily. In my job, the main challenge for communicators is breaking down complex information coming from policy wonks, attorneys, economics, engineers, etc. into compelling content that moves the hearts and minds of key decision makers. Thankfully, I manage a team of whip-smart, creative young minds who are motivated by the cause and definitely up for the challenge!

What was you first job in PR/communications? Assistant Media Buyer for GSD&M

Where are you from? Where have you lived? I am originally from West Texas (San Angelo and Midland), and I’ve lived in Paris, Dallas, New York City, Aspen, and Austin.

How has PRSA Austin contributed to your development as a public relations professional? I work in a fairly niche sector – environmental communications – so it is very beneficial to hear from other communicators outside of the energy and environment fields. No matter where you work or what your work focuses on, we all face similar constraints, obstacles, and challenges. The most beneficial aspects of PRSA Austin for me have been being a part of a vibrant community and tapping willing members of that community for advice and guidance along the way.

What is your most memorable experience as a PRSA member? I remember attending a PRSA luncheon on “Politics and Communications” during the 82nd Texas Legislative Session, where the diverse range of panelists ran through crisis communications scenarios they were dealing with in real-time. It was very helpful for my own situation at work at the time, and I was able to apply key learnings directly after the panel discussion that helped our team navigate a difficult situation.

What are one or two main reasons you’ve continued to renew your PRSA membership every year?​​ Useful learning and networking opportunities at PRSA events.

Fill in the blank: My favorite thing about PRSA Austin is … connecting with other communicators, leaning on each other when necessary and sharing advice that definitely comes in handy!​