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As a part of the Morning Lazziness collection highlighting empowering girls who’re making a outstanding impression with their concepts, I had the pleasure of interviewing Cassandra Dowell.
Cassandra Dowell is the U.S. Managing Director of Americana Communications and founding father of Dowell Communications. With a journalism background and greater than a decade of expertise in public relations, she focuses on elevating mission-driven manufacturers working in complicated, extremely regulated industries, together with hashish, psychedelics, and sustainable tech.
She started her profession as a journalist in Chicago, masking commerce, coverage, and human rights points, and went on to earn awards for her reporting. That very same curiosity and integrity now inform her media methods, which have helped shoppers safe protection in shops like Reuters, Bloomberg, CNN, Crain’s, The New York Occasions, and Fortune.
Earlier than becoming a member of Americana Communications, Cassandra served as CEO of CMW Media, the place she led communications for a number of IPOs and public firms. She additionally held the position of VP of Communications at Revolution Enterprises, one of many first licensed hashish operators in Illinois.
As U.S. Managing Director at Americana, she’s identified for making difficult concepts straightforward to grasp and crafting tales that assist shift public notion.
On this candid dialog, Cassandra shares her journey, insights, and the methods which have helped her construct a results-driven enterprise and empower different entrepreneurs to do the identical.
What impressed you to start out your personal PR company, and the way did you get your first shopper?
In journalism, we regularly joke that transferring into PR means becoming a member of the “darkish aspect,” however for me, it was a pure evolution fueled by my ardour for drug coverage and social justice. When Illinois legalized medical hashish in 2013, I used to be reporting on the motion and later labored alongside the CEO of one of many state’s first licensed operators, serving to educate the general public about hashish and its therapeutic makes use of by way of information stations throughout the state. This expertise gave me a deep appreciation for the distinctive challenges and alternatives firms face in newly regulated and largely uncharted markets.
I acknowledged that strategic communications might play an important position in shaping public notion and serving to mission-driven manufacturers navigate complicated authorized landscapes. That perception impressed me to completely pursue public relations, main me to hitch CMW Media in California, a specialised PR company the place I utilized my journalism abilities and trade information to assist entrepreneurs and types inform their tales authentically and successfully. I later based Dowell Communications in 2024 to additional concentrate on strategic communications for mission-driven manufacturers.
Quick ahead to in the present day, I’m proud to work with Americana Communications founder Nicole Farah, supporting a global staff that delivers cross-border media methods and builds model consciousness for shoppers getting into new markets globally.
What distinctive challenges have you ever confronted as a girl entrepreneur within the PR world, and the way did you overcome them?
There’s a persistent assumption that girls in PR are finest suited to roles the place the plan has already been mapped out behind closed doorways. The thought is that we’re there to indicate up and work a room, however not essentially form technique.
I’ll always remember a shopper as soon as telling me, “What’s good is that you simply’re fairly, however not mannequin fairly.” Like, what?!
What’s helped me problem that narrative is being surrounded by unbelievable mentors and colleagues who’ve created house for me to have a seat on the desk as choices are being made. It’s like some other stereotype individuals face of their careers – you be taught to face it instantly and let your outcomes communicate for themselves.
How do you keep forward of tendencies in an trade that’s continually evolving with media and expertise?
Staying forward in such a fast-evolving trade means committing to steady studying and staying deeply curious. I prioritize numerous sources, reminiscent of journalist newsletters, area of interest shops, international conferences, and native networking occasions. I additionally nurture shut relationships with media professionals to get perception on the rising tendencies and shifts they’re monitoring.
I really like attempting new instruments and storytelling codecs. Currently, I’m studying extra about how publicists can form Generative Engine Optimization (GEO), an AI-driven method, to spice up firm visibility by way of strategic press releases. And simply when individuals began to argue that the standard press launch was useless.
What’s your go-to technique for constructing sturdy, lasting relationships with shoppers and the press?
My go-to technique is rooted in real listening and constant communication. I make it a precedence to grasp every shopper’s distinctive targets and potential obstacles so I can tailor my method particularly to them.
With the press, I concentrate on realizing their beats, providing well timed, related tales, and respecting their time and deadlines. Finally, sturdy relationships come from professionalism and displaying real care in serving to everybody get the knowledge and publicity they’re looking for.
Which platforms or techniques have been only for rising your personal model visibility?
Personally, I’ve at all times most popular working behind the scenes, letting the specialists relay their truths in their very own voice. That method possible comes from my print journalism background. Placing myself on the market extra has been an adjustment, however I’ve discovered nice success by way of networking occasions, particularly with the Cannabis Chamber of Commerce. Typically, there’s no substitute for actual dialog and shaking palms!
I’m additionally a member of the National Cannabis Industry Association’s Advertising and Promoting Committee (MAC). It’s an excellent honor to work alongside a various group of execs who’re obsessed with sharing their craft for the betterment of the trade.
What position has mentorship performed in your journey, and the way do you pay it ahead to others within the trade?
Mentorship has proven up in lots of types for me – generally by way of hours spent brainstorming concepts and techniques that in the end land that front-page headline; different instances, it’s merely having a colleague who lifts you up on a tricky information day (if you already know, you already know).
Supporting communities, particularly minorities and people closely stigmatized or criminalized for hashish use, is important. As a publicist, I pay it ahead by serving to manufacturers and entrepreneurs share their tales and spotlight injustices, not just for these instantly affected by the Conflict on Medication but additionally for essential voices that may in any other case go unheard.
How do you deal with high-pressure conditions or crises, whether or not for a shopper or your personal enterprise?
One phrase: disaster communications. In an already fast-paced atmosphere – usually contentious with misaligned regulators, loud with large-scale investments, and rife with whispers of worldwide M&As – it’s important to be prepared for something. Defining an organization’s values and growing a powerful model voice early on could make all of the distinction when the sky begins to fall. There’s at all times a couple of technique to consider and clarify a scenario, so staying goal is vital to recognizing the communication hole and addressing it head on.
I’ve additionally discovered to not underestimate the ability of your community. In high-stress moments, leaning on these you belief for perception or assist is invaluable.
What’s one piece of recommendation you’d give to girls getting into the PR or communications trade in the present day?
My recommendation for ladies is absolutely no totally different than for anybody else: personal your strengths, delegate what you dislike (or aren’t nice at) to those that thrive in that space, and don’t be afraid to fail.
What are the 5 stuff you consider are important to beat self-doubt and construct confidence on this subject?
- Go forward, create that self congratulatory publish about your latest shopper hit. Studying to have a good time your wins helps reinforce your worth and reveals others what you’re able to.
- Keep inquisitive about your pitches’ capacity to hook reporters. Simply because an concept doesn’t work as soon as doesn’t imply it’s a foul one. Typically it simply wants refinement to successfully talk your imaginative and prescient and pique curiosity.
- Do the issues that make you uncomfortable. Perhaps that’s celebrating your wins (ahem, suggestion No. 1) or becoming a member of a brand new skilled community. The extra comfy you develop into speaking about your self and your work, the extra assured you’ll develop into.
- Community each on-line and in individual, and be constant. Imagine it or not, the extra individuals can depend on you, the extra assured you’ll develop into.
- Volunteer and educate others. Passing alongside your abilities sharpens your personal and helps you determine the roles and values inside PR that resonate most with you.
Is there a quote, mantra, or philosophy that guides your decision-making and management as a public relations entrepreneur?
I thrive and really feel most engaged once I’m aligned with a people-first philosophy. Life’s too quick to signify individuals you don’t respect. I’m grateful to have the ability to work with manufacturers I’d stand behind, and founders I’d stand beside.
Okay, we’re practically achieved. You’re a individual of nice affect. When you might encourage a motion that might carry probably the most quantity of fine for the best variety of individuals, what would that be? You by no means know what your concept can set off.
I’d focus consideration on a motion that’s very a lot alive but too usually ignored as extra states and international locations move smart drug legal guidelines. This motion advocates for individuals who stay unjustly incarcerated for nonviolent drug offenses. Many organizations are working laborious to deal with these inequities, together with the nonprofit Final Prisoner Challenge.
Sentencing reform and smart drug insurance policies do greater than cut back incarceration and problem the jail industrial complicated; they assist heal communities fractured by unjust legal guidelines, cut back violence, and promote safer, extra secure environments for households and youngsters.
How can our readers additional observe your work on-line?
Join the Americana Communications newsletter.
Join with me on LinkedIn.
Comply with Americana Communications on Instagram.
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